Professional Documents
Culture Documents
Marketing Research 1
Marketing Research 1
Marketing Research 1
MICA
hemant@mica.ac.in
vddf 1
1-2
1) Overview
2) Definition of Marketing Research
3) A Classification of Marketing Research
4) Marketing Research Process
5) The Nature of Marketing Research
6) Marketing Research Suppliers and
Services
7) Selecting a Research Supplier
8) Careers in Marketing Research
1-3
Improve understanding
of marketing as a
process
1-6
identification
collection
analysis
dissemination
and use of information
identification and
solution of problems and opportunities in
marketing.
1-7
Market Research
Marketing Research
SEGMENTATION RESEARCH
DISTRIBUTION RESEARCH
Determine…
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets
1-13
Marketing Managers
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance & Control
1-15
RESEARCH
INTERNAL SUPPLIERS EXTERNAL
LIMITED SERVICE
FULL SERVICE
Field Branded
Syndicate Internet Products
Services
Services Services and Services
Career Descriptions
Research Director
Vice President of Marketing
Research • Also part of senior
Senior Analyst
• Participates in the development of projects
• Carries out execution of assigned projects
• Coordinates the efforts of analyst, junior analyst, & other personnel in the
development of research design and data collection
• Prepares final report
Internal suppliers
External suppliers
Full-service suppliers
Syndicated services
Standardized services
Customized services
Internet services
Limited-service suppliers
Field services
Coding and data entry services
Analytical services
Data analysis services
Branded marketing research products
1-20
MIS DSS
Structured Problems
Unstructured Problems
Use of Reports
Use of Models
Rigid Structure
User Friendly Interaction
Information Displaying
Adaptability
Restricted
Can Improve Decision
Can Improve Decision Making
Making by Using “What if”
by Clarifying Data
Analysis
1-24