MARKETING RESEARCH PROCESS

Presented by (Group-4)

• Umashankar Viswanath Aland

• T Suresh Kumar
• Anshu Mishra
• Nalini Devi
• Naveen Kumar Saini
• M Prem Kumar
• Ashok Kumar
• Vineeth Vijayan
 Marketing Research
Definition:

 The systematic design, collection, analysis and reporting of data and

findings relevant to a specific marketing situation facing the
organisation

 Marketing Research is the function that links the consumer, customer

and public to the marketer through information that used to

o Identify and define marketing opportunities & problems

o Generate, refine & evaluate marketing actions
o Monitor marketing performance
o Improve understanding of marketing process
 Marketing Research
Benefits of Market Research

 A systematic research assists an organization to determine that whether

the customers’ requirements can be satisfied or not.
 It enables a company to create relevant plans, take useful steps and
analyze the current progress.
 A company can implement better marketing campaigns that can
straightly target the specific customers.
 Identification of better opportunities within a certain area, age group or a
particular time frame.
 Reduced Chances of loss to a great extent and profits are extended that
is why it is referred as an essential business tool.
 Marketing Research Process : Six steps

1. Define the
problem and 2. Develop the 3. Collect the
research research plan information
objectives

4. Analyze the 5. Present the 6. Make the

information findings decision
1. Define the problem and research objectives

 Define specific problem statement on the intended

business need.
 What improvement or new products you are offering
to your customers?
 Prepare various decision alternatives based on past
experiences and secondary data.

Example : Finding out the reason of Drop in sales of

AirAsia Delhi-Bangalore route OR to find possible
strategies to boost the sales on same route.
2. Develop the research plan
Make decision about
 Data sources  Sampling plans
 Primary data  Sampling units
 secondary data.  Sample size
 Sampling procedure
 Research approaches
 Observational research  Contact Methods
 Focus group research  Email
 Survey research  telephonic
 Behavioral Research  personal contacts
 online contacts
 Research instruments
 Questionnaires
 Qualitative measures
 Technological devices
 3. Collect the information

Observation – the recording of consumer actions or

marketplace events as they occur.

Surveys – a method of gathering data directly from

consumers via a questionnaire. (mail, telephone,
personal surveys – focus group)

Experiment – research in which one or more

variables are changed while others are kept
constant so that the results can be measured. (field
and laboratory experiment)
 4. Analyze the information
 Calculating the answers to survey questions
 and then summarizing the results for interpretation.
 Analyzing – statistical methods

Example : On Delhi-Bangalore Route, big player like Indigo,

Spice jet offering excess baggage price discount. So Air Asia
sales is dropped in past one quarter.
Also customer switching from one airline to another with
expectation of free meal offering within same price.
 5. Present the findings
 Presentation – written form, in person.

 Final report should tell management the implications.

 Of the research and make specific recommendations.

 About the decisions they face.

Example: Reason of drop in sales and way ahead for regain

the lost sales in future.
 6. Make the decision

 Based on the findings, best decision is chosen out of

initially prepared alternatives

 Marketing decision support system

Example : Air-asia also can offer similar price discount

and excess baggage price discount. Also as per
customer survey, free meal also can be introduced
to boost the sales.
Characteristics of Marketing Research
 Measuring Marketing Productivity

Metrics – Efficiency & Effectiveness

Metrics to measure and improve

process “Efficiency” &
“Effectiveness”

• Cost effectiveness

• Staff Productivity

• Process Efficiency

• Cycle time
Measuring Marketing Productivity-
Marketing Metrics
Measuring Marketing Productivity-
Marketing Dashboards
 Practical Airline Marketing Research
“How Your Favorite Airline Wins Its Wings”

 Conducted by The global market research

company J.D. Power in 2015

 Research sponsored by North American airlines

Airline Survey: How Your Favorite Airline Wins Its Wings
Airline Survey: How Your Favorite Airline Wins Its Wings
Airline Survey: How Your Favorite Airline Wins Its Wings
THANK YOU