Marketing

Research
by Rahul
 What is Marketing
Research ?
 Marketing research is a formalised means of
Marketing research is a formalised means of
collecting, analysing and interpreting information to
be used in helping making marketing decisions.
 Marketing research may be defined as systematic
gathering, recording analysing of data about
problems relating to the marketing of goods and
services under essentially non-recurring conditions.
 Market research is the means by those who provide
goods and services to keep themselves in touch with
the needs and wants of those who buy and use
those goods and services -UK Market Research Society
 Need of M R
 A manufacturer,retailer or supplier of any
goods and services needs access to certain
information so as to meet customers needs
and wants and to design any effective
marketing plan to meet it. It may be about
target market, product /services, price,
distribution, promotion and competitors.
 What are the constitutes of the market?
 What does the market buy?
 Who are the participants in the business?
 How does the market buy?
 When does the market buy?
 Where does the market buy?
 Role and Scope of MR
 MR provide right information at right
time in the right place and to the right
person which important in decision
making. There are two major reasons
for MR.

1. The increased complexity of business

environment.
2. The increased complexity of decision
makers.
 The Increased Complexity of
Business Environment.
 The study of complexity of business
environment can be studied in four
following parts.

 Technological Changes.
 Research and development.
 Product/services changes.
 Information technology changes.