B.V.

V Sangha’s institute of management studies

Bagalkot

Presentation on
Marketing research
 Marketing research is the systematic
gathering, recording, and analysis of data
about issues relating to Marketing products
and services. The goal of marketing research is
to identify and assess how changing elements
of the   marketing mix impacts customer
behavior. 
 Why Do You Need Marketing Research?

• Determining the viability of a new market for your

company to enter.
• Estimating market size/share/adoption rate for
investment or business planning.
• Identifying new product/service opportunities and
value-added offerings.
• Risk management - identifying what risks pose the
greatest threat to your business.
• Understanding what customers expect of you and
how well you are delivering.
• Root cause analysis for lost business or customer
defections.
• Identifying your most profitable customer segments
and how to protect them.
• Developing the right price points/identifying
bundling opportunities.
• SWOT intelligence on competitors to plan business
strategies/identify M&A scenarios.
 Marketing research methods
• Based on questioning Qualitative marketing research-
generally used for exploratory purposes - small
number of respondents - not generalizable to the
whole population - statistical significance and
confidence not calculated - examples include focus
groups, in-depth interviews, and projective
techniques
• Quantitative marketing research - generally used to
draw conclusions - tests a specific hypothesis - uses
random sampling techniques so as to infer from the
sample to the population - involves a large number of
respondents - examples include surveys
and questionnaires. Techniques include choice
modelling, maximum difference preference scaling
and covariance analysis.
• Based on observations Ethnographic studies - by
nature qualitative, the researcher observes social
phenomena in their natural setting - observations
can occur cross-sectionally observations made at
one time or longitudinally observations occur over
several time-periods - examples include product-
use analysis and computer cookie traces. See
also Ethnography and Observational techniques.
• Experimental techniques - by nature quantitative,
the researcher creates a quasi-artificial
environment to try to control spurious factors, then
manipulates at least one of the variables - examples
include purchase laboratories and test markets
WHAT IS CRM ???

“An integrated cross-

functional focus on improving
customer retention
and profitability for the
company.”
COMPONENTS OF CRM
The overall processes and applications of CRM are based
on the following basic principles.

Treat Customer individually

Acquire and retain customer loyalty through Personal
Relationship
Select “Good” customer instead of “Bad” customer
based on Lifetime value.
1 Customers are motivated to return again and again as they receive
good customer service and continue to do business.
2 CRM enables a company to target their audience more precisely
and gain customer retention, all at a lesser cost.
3 CRM delivers company-wide access to customer information.
4 Builds customer loyalty and decreases customer loss.
5 It enables an organization to create detailed profiles such as
customer likes/dislikes etc.
6 CRM gains the trust of customers by meeting their needs in a more
personalized way.
7 Companies opting for CRM find it easy to identify new selling
opportunities.
THANK

YOU
Customer Realtionship Management