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Another Presentation for SME's for On-line & Off-line Promotion
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SKY LINE CORPORATION
A step towards you Dream
TM
R
A STEP TOWARDS YOUR DREAM
SKY LINE CORPORATION A step towards your
Dream
™
R
• ManagerAjay Yadav
• Market analysisFahad Mahmood
• Business DeveloperHitesh Deepak
• Hr executive.Renu Nair
KEY PLAYERS
‘It is a capital mistake to theorize before one has data.’
-Sir Arthur Conan Doyle as Sherlock Holmes
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SKY LINE CORPORATION A step towards your
Dream
R
™
MARKETING ACTS LIKE A BRIDGE BETWEEN COMPANY AND CUSTOMER..
SKY LINE CORPORATION A step towards your
Dream
R
™
SKY LINE CORPORATION A step towards your
Dream
R
Our dedicated team can manage your technology trials efficiently throughout Europe, supported by our qualified assurance staff. Our flexible organizational structure and customer focus allow us to respond quickly to your project needs, ensuring a fast study start-up.
We define research according to two main criteria.
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SKY LINE CORPORATION A step towards your
Dream
R
RESEARCH
Firstly, the research must be investigative, that is, it must use constructive, exploratory or empirical methodologies to explore the issues being investigated. This encompasses basic research, applied research and evaluation.
Secondly, the research must have the purpose of expanding knowledge in a particular subject area or addressing practical problems with new solutions. In short, it must add to the existing knowledge base.
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SKY LINE CORPORATION
R
A step towards your Dream
Knowledge is Power
Market research is a vital part to success on or offline and has to be done on a continuous basis. There are two forms of research –
Primary – information you gather and apply
Secondary – information you obtain from other sources
This PowerPoint provides an introduction.
MARKETING RESEARCHPrimary Research (Still in Research Design)
Descriptivestatistical measurement of attributesdetermine relationships
Explanatory (Causal)explain cause and effect of descriptive resultsbuild models
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SKY LINE CORPORATION
R
A step towards your Dream
MARKETING RESEARCH
Primary Research (Still in Research Design)
Predictiveuse cause/effect knowledge to predict the futuretest marketsexperimentsforecasts with new parameters
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SKY LINE CORPORATION
R
A step towards your Dream
™
Secondary data sources
INTERNAL•Sales figure •Customer report•Trend data•Sales report•Cost data •Company report
EXTERNAL•Competitors information•Government publications•Commercial publications•Trade association data•Retail audits•Directories Source: Marketing research and trading methods
SKY LINE CORPORATION R
A step towards your Dream
Market Research
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SKY LINE CORPORATION A step towards your
Dream
R
Data can be obtained from:
Internal Data
•Computerized collection of information and data sources within the company.
Market research
•Design, collection, analysis and reporting of data about a specific marketing situation facing the organisation.
Marketing intelligence•Collection and analysis of publically available information about competitors and marketing environment.
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The Five Basic Methods of Market Research and collecting data
Surveys
focus groups
personal interview
s
observation
field trials
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Surveys •Good for gathering data•Can cover a wide range of topics•Can be analyzed using a variety of existing software
Advantages
Types
1.In-person surveys 2.Telephone surveys 3.Mail surveys 4.Online surveys
SKY LINE CORPORATION
R
A step towards your Dream
Surveys
Surveying involves gathering information from individuals using a questionnaire
Surveys can reach a large number of respondentsgenerate standardized, quantifiable, empirical data
- as well as some qualitative dataand offer confidentiality / anonymity
Designing survey instruments capable of generating credible data, however, can be difficult
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SKY LINE CORPORATION
R
A step towards your Dream
Survey Types
Surveys can be descriptive or explanatory involve entire populations or samples of
populationscapture a moment or map trendscan be administered in a number of ways
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SKY LINE CORPORATION
R
A step towards your Dream
Survey Construction
Survey construction involves formulating questions and response
categorieswriting up background information and
instructionworking through organization and lengthdetermining layout and design
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SKY LINE CORPORATION
R
A step towards your Dream
™
focus groups
A scripted series of questions or topics to lead a discussion among a group of people. These sessions take place at neutral locations, usually at facilities with videotaping equipment and an observation room with one-way mirrors
Exploratory Research (Primary Research)
Marketing Research
Focus Groups, Group Interviews
Identify attributes
Pick variables for further study
Avoid preconceptions
focus groups
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SKY LINE CORPORATION
R
A step towards your Dream
™
Interviews
INTERVIEWING
Interviewing involves asking respondents a series of open-ended questions
Interviews can generate both standardized quantifiable data, and more in-depth qualitative data
However, the complexities of people and the complexities of communication can create many opportunities for miscommunication and misinterpretation
Interview Types
Interviews can range from formal to informalstructured to unstructuredcan be one on one or involve groups
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SKY LINE CORPORATION
R
A step towards your Dream
Conducting Interviews
When conducting your interviews you will need to question, prompt, and probe in ways that
help you gather rich dataactively listen and make sense of what is
being saidmanage the overall process
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SKY LINE CORPORATION
R
A step towards your Dream
™
observation
Provides direct information about behaviour of individual and groups
Permit evaluator to enter into and understand situation/context
Exist in natural, unstructured and flexible setting
Observation
Observation relies on the researchers’ ability to gather data though their senses - and allows researchers to document actual behaviour rather than responses related to behaviour
However, the observed can act differently when shrivelled, and observations can be tainted by a researcher’s worldview
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SKY LINE CORPORATION
R
A step towards your Dream
Observation Types
Observation can range fromnon-participant to participantcandid to covert from structured to unstructured
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SKY LINE CORPORATION
R
A step towards your Dream
The Observation Process
The observation process is sometimes treated casually, but is a method that needs to be treated as rigorously as any other
The process should include planning, observing, recording, reflecting, and authenticating
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SKY LINE CORPORATION
R
A step towards your Dream
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field trials
Placing a new product in selected stores to test customer response under real-life selling conditions can help you make product modifications, adjust prices, or improve packaging. Small business owners should try to establish rapport with local store owners and Web sites that can help them test their products.
THE MARKETING RESEARCH PROCESS
Defining the problem and
research objectives.
Developing the research plan for
collective information
Implementing the research plan-collecting and
analysing the data
Interpreting and reporting the findings.
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Market Research Monitoring
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Our market research and intelligence team will help your business enter the marketplace or expand current market share, help your organization disseminate insight to its members, or counsel your investment firm on ways to grow and thrive in the current economic climate.At Skyline, we provide market research that meets your changing needs and moves with the needs of private business. SKYLINE’s extensive network of consultants provides you with the on-the-ground intelligence and insight you need to research company-critical issues in a market typically fragmented and difficult to evaluate.
Expand understanding to expand market share.
SKY LINE CORPORATION R
A step towards your Dream
Validity and Reliability
Did you measure what you intended to measure?
Can you do it again?
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SKY LINE CORPORATION
R
A step towards your Dream
Research Design
MARKETING RESEARCH
Data Analysis
• What does the data mean?• How can it be used?• How can it be communicated to management?• How does it solve the management problem?
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SKY LINE CORPORATION
R
A step towards your Dream
™
SKY LINE CORPORATION R
A step towards your Dream
Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.
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SKY LINE CORPORATION A step towards your
Dream
R
Thank you
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