INTERNATIONAL

MARKETING
RESEARCH

Classification and Process

Dr. Vijay, Institute of Public Enterprise, Hyderabad

 Recap - Definition of Research

Research is a systematic process of discovery and advancement of human knowledge

- Gratton & Jones, 2009

Research is a pursuit of trust with the help of study, observation, comparison and experiment, the
search for knowledge through objective and systematic method of finding solutions to a problem.
- CR Kothari

Research is a systematic controlled, empirical and critical investigation of hypothetical propositions

about the presumed relations among natural phenomena.
- Kerlinger

Dr. Vijay
 Recap - Scope of Business Research

Business is the Scope in Business Research

Research is limited to the functional areas of business.

Few research studies of Govt can also be categorized under
Business Research
Business Research is used for generating accurate
information for taking decisions.

Dr. Vijay
 Recap - Scope of Business Research

Firstly, research information is neither intuitive nor

haphazardly gathered.

Secondly, research information should be accurate, and

research should be objective.

Thirdly, research objective is to facilitate the managerial

decision-making process.

Dr. Vijay
 Marketing Research - Classification
Marketing Research

Problem Identification Problem Solving

Research Research

• Market Potential Research • Segmentation Research

• Market Share Research • Product Research
• Image Research • Pricing Research
• Market Characteristics • Promotion Research
Research • Distribution Research
• Sales Analysis Research
• Forecasting Research
• Business Trends Research

Dr. Vijay
 Marketing Research - Classification
Problem Solving Research Examples

Test Concept

Product Modification
Product Research
Package Test

Product Modification

Dr. Vijay
 Marketing Research - Classification
Problem Solving Research Examples

Product line pricing

Price elasticity of demand

Pricing Research

Dr. Vijay
 Marketing Research - Classification
Problem Solving Research Examples

Sales Promotion Relationship

Promotion Research
Evaluation of Ads

Dr. Vijay
 Marketing Research - Classification
Problem Solving Research Examples

Attitude of Channel Members

Distribution Research
Channel Optimization

Dr. Vijay
 Role of Marketing Research
• Customers
• Employees
• Shareholders
• Suppliers

Customer
Groups
• Economy
• Technology
• Product Controllable Uncontrollable • Competition
• Price Marketing • Laws and
Marketing Environmental
• Place Research Factors
Regulations
• Promotion Variables • Social and
Cultural Factors
• Political Factors
Marketing
Managers

• Marketing • Targetting
Decisions • Performance and
• Marketing Control
Programmes
• Segmenting
Dr. Vijay
 Marketing Research - Process
Development of
Problem Research Design Field work and Data Preparation
an Approach to
Definition Formulation Data Collection and Analysis
the Problem

Report
Preparation and
Presentation

Dr. Vijay
QUESTIONS??

Dr. Vijay