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The Marketing Research Process
The Marketing Research Process
Process
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Types of Research
Target
Markets
sales, market size; demand for product, customer characteristics, purchase behavior,
customer satisfaction, website traffic
Product
Distribution
distributor interest; assessing shipping options; online shopping, retail store site selection
Promotion
advertising recall; advertising copy testing, sales promotion response rates, sales force
compensation, traffic studies (outdoor advertising), public relations media placement
Pricing
External
Factors
Other
USES
Identify marketing opportunities and problems
Generate, refine, and evaluate potential marketing
actions
Monitor marketing performance
Improve marketing as a process
Reduces uncertainty
Reduces risk
Helps focus decision making
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PROBLEM DEFINITION
Problem means management problem
A problem well-defined is half solved
Identifying and defining the problem or opportunity is a crucial first
step in the marketing research process.
When defining the problem, it is important to think broadly about the
possible causes.
Defining the Problem Results in Clear Cut Research Objectives.
Marketing problems may be difficulty-related or opportunity-related.
For both, the prerequisite of defining the problem is to identify and
diagnose it.
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Q U A L IT A T IV E R E S E A R C H
E XP LO R A TO R Y
F o c u s G ro u p ;
O b s e r v a t io n ;
O th e rs .
Q U A N T IT A T IV E R E S E A R C H
D E S C R IP T IV E
S u rv e y re s e a rc h
C A U S A L
L a b o r a t o r y E x p e r im e n t
F ie ld E x p e r im e n t
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Classification questions:
Sex.
There can be no other classifications other than
MALE and
FEMALE.
Household status.
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ANALYZE DATA
This process is the most important process in the research
as the results are generated on the basis of data preparation.
After the data collecting stage the collected data is
edited,
Coded,
transcribed
corrected if required and
validated.
Data
Retailer
Consumer
& sells / trades data to the
manufacturer & retailer
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Data is collected
from stores &
consumers
We draw
conclusions
Our associates & make recos
to clients
analyze &
interpret the
data
$$
Leads to
business
success for
our clients
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Thank You
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