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Introduction to Marketing Research

Introduction to Marketing Research. By Priyanka J. Harivallabhdas. Nature of Marketing Research. Companies need to produce benefits that people want to buy! What do we sell? Not only benefits that can be easily seen, but also emotional benefits. How do consumers view our company?

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Introduction to Marketing Research

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  1. Introduction to Marketing Research By Priyanka J. Harivallabhdas

  2. Nature of Marketing Research Companies need to produce benefits that people want to buy! • What do we sell? • Not only benefits that can be easily seen, but also emotional benefits. • How do consumers view our company? • Who are the competitors? • What does our Company/ product mean? • What does the consumer understand • What to consumers desire? • How can you make the lives of consumers better in a way that cannot be duplicated by any other company? • Most of the answers lie in the things that the consumer truly desires, but cannot put it into words.

  3. Marketing Research • The function that links the Organization to the market through the gathering of information

  4. Features of MR • Systematic • Scientific methods • Objective • Impartial • ‘Find it and Tell it like it is’

  5. Determining when to Conduct Marketing Research If all answers are yes , only then Marketing Research should be conducted!

  6. MR Process • Problem Definition • Developing an Approach • Research Design Formulation • Field work • Data Preparation & Analysis • Report generation & Presentation

  7. Problem Definition • Purpose of study • Relevant background information • Discussion with the decision makers • Analysis of secondary data • Sometimes, qualitative research

  8. Developing an Approach to the Problem • Formulating the objective • Research Questions • Hypotheses

  9. Research Design Formulation • Secondary Data Analysis • Qualitative Research • Methods of Collecting quantitative data • Measurement and scaling procedures • Questionnaire design • Sampling process and sample size • Plan of data analysis

  10. Field work • Interviews • Mails • Telephone • Emails

  11. Data Preparation and Analysis • Editing • Coding • Verification of Data

  12. Report Preparation & Presentation • Addresses the research in detail • Presents results and major findings • Use of tables, figures, graphs for clarity and impact

  13. USA incurs 39% of total MR expenditure worldwide • 40% of all MR is conducted in Western Europe • 9 % in Japan -’Marketing Research’ by Naresh K.Malhotra

  14. Research • R…recognition of information needs • E…effective decision-making • S…Systematic and objective • E…Exude/disseminate information • A…Analysis of information • R…recommendations for action • C…collection of information • H…helpful to managers

  15. Thank You

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