MARKETING MARKETING RESEARCHRESEARCH

GROUP NO:2GROUP NO:2ANKITA KUMARIANKITA KUMARI

SOORAJ.RSOORAJ.RSRUTHI MENONSRUTHI MENON

THANUJA.V.ATHANUJA.V.AVYSAKHI.AVYSAKHI.A

MUMTHAZ LATHEEF.K.AMUMTHAZ LATHEEF.K.A

TopicsTopics• Marketing information systemMarketing information system• Marketing researchMarketing research -objectives and scope-objectives and scope -techniques-techniques -findings-findings -use of research findings -use of research findings • Sources of marketingSources of marketing

Marketing Information Marketing Information SystemSystem

• Consists of people, equipment and Consists of people, equipment and procedures to gather, sort, analyze, procedures to gather, sort, analyze, evaluate and distribute needed, timely evaluate and distribute needed, timely and accurate information to marketing and accurate information to marketing decision makers.decision makers.

• Relies on internal company records, Relies on internal company records, marketing intelligence activities and marketing intelligence activities and marketing research.marketing research.

MarketersMarketers• Major responsibility for identifying significant Major responsibility for identifying significant

marketplace changesmarketplace changes• Have two advantages: Have two advantages: - have disciplined methods of collecting - have disciplined methods of collecting

information information - spend more time than anyone else interacting - spend more time than anyone else interacting

with customers than anyone else and observing with customers than anyone else and observing competition and other firms and groupscompetition and other firms and groups

• Also have extensive information about the how Also have extensive information about the how consumption patterns vary across the countryconsumption patterns vary across the country

Need for InformationNeed for Information• For implementing marketing plans, it requires a For implementing marketing plans, it requires a

number of decisionsnumber of decisions• Companies must posses comprehensive, up-to-Companies must posses comprehensive, up-to-

date information in order to provide insight into date information in order to provide insight into and inspiration for marketingand inspiration for marketing

• Marketing environment is constantly presenting Marketing environment is constantly presenting new opportunities and threatsnew opportunities and threats

• To continuously monitor and adapt to the To continuously monitor and adapt to the changing marketing environmentchanging marketing environment

• To have a rich detail about buyer wants, To have a rich detail about buyer wants, preferences and behaviourpreferences and behaviour

AdvantagesAdvantages• Companies with superior information Companies with superior information

enjoys a competitive advantageenjoys a competitive advantage

• They can choose their markets They can choose their markets better, develop better offerings and better, develop better offerings and execute better marketing planningexecute better marketing planning

But…But…• Many firms are not sophisticated about Many firms are not sophisticated about

gathering informationgathering information• Many do not have marketing research Many do not have marketing research

departmentdepartment• Managers complain about not knowing Managers complain about not knowing - how to get hold of critical information- how to get hold of critical information - getting too much information that they - getting too much information that they

cannot use cannot use - getting too little that they really need and- getting too little that they really need and - getting important information too late- getting important information too late

• The company’s marketing information The company’s marketing information system should be a cross betweensystem should be a cross between

- what managers think they need- what managers think they need - what they really need and- what they really need and - what is economically feasible- what is economically feasible• An internal MIS committee can interview An internal MIS committee can interview

a cross section of marketing managers a cross section of marketing managers to discover their information needs.to discover their information needs.

Information Needs ProbesInformation Needs Probes• What decisions do you regularly?What decisions do you regularly?• What information do you need to make What information do you need to make

these decisions?these decisions?• What information do you regularly get?What information do you regularly get?• What special studies do you What special studies do you

periodically request?periodically request?• What information would you want that What information would you want that

you are not getting now?you are not getting now?

• What information would you want daily? Weekly? What information would you want daily? Weekly? Monthly? Yearly?Monthly? Yearly?

• What magazines and trade reports would you like What magazines and trade reports would you like to see on a regular basis?to see on a regular basis?

• What topics would you like to be kept informed of?What topics would you like to be kept informed of?

• What data analysis programs would you want?What data analysis programs would you want?

• What are the most helpful improvements that What are the most helpful improvements that could be made in the present marketing could be made in the present marketing information system?information system?

DEFINITION FOR DEFINITION FOR MARKETING RESEARCHMARKETING RESEARCH

Marketing research is the systematic Marketing research is the systematic and objective search for and analysis and objective search for and analysis of information relevant to the of information relevant to the identification and solution of any identification and solution of any problem in the field of marketing.problem in the field of marketing.

It emphasizes that all the activities to It emphasizes that all the activities to be carried out during research should be carried out during research should be systematically planned and the be systematically planned and the objective of the research is to objective of the research is to improve marketing decision, rather improve marketing decision, rather than to prove or disprove a than to prove or disprove a manager’s prior opinion.manager’s prior opinion.

OBJECTIVE OF TOURISM OBJECTIVE OF TOURISM MARKETING RESEARCHMARKETING RESEARCH

• Establish an information base to be Establish an information base to be anchored on periodic and consistent anchored on periodic and consistent service that will supply tourism service that will supply tourism intelligence on a regular basis.intelligence on a regular basis.

• Provide projectable information on Provide projectable information on tourism needs for marketing and tourism needs for marketing and development planning.development planning.

• Develop the analytical capacity Develop the analytical capacity required to interpret research required to interpret research findings for decision making findings for decision making purposes.purposes.

• Develop a research capability to deal Develop a research capability to deal with specific problems that are not of with specific problems that are not of a recurring naturea recurring nature..

SCOPE OF RESEARCHSCOPE OF RESEARCH• Research into customer needsResearch into customer needs• Research into customer expectationsResearch into customer expectations• Customer perception studiesCustomer perception studies• Monitoring of service deliveryMonitoring of service delivery• Customer surveysCustomer surveys• Similar industry studiesSimilar industry studies

• Research into service intermediariesResearch into service intermediaries• Key client studiesKey client studies• Customer panelsCustomer panels• Transaction analysisTransaction analysis• Analysis of complaintsAnalysis of complaints• Employee researchEmployee research

DIFFERENCE B/W MARKETING DIFFERENCE B/W MARKETING RESEARCH FOR SERVICE AND RESEARCH FOR SERVICE AND

PRODUCTSPRODUCTS1.Attitudes in service organizations 1.Attitudes in service organizations

towards marketing research.towards marketing research.• EthicalEthical• SizeSize• EconomicEconomic• Monopolistic organizationMonopolistic organization• ManagerialManagerial• Customer contactCustomer contact

• Quality of secondary sources on Quality of secondary sources on servicesservices

• Problems deriving from the Problems deriving from the characteristics of servicescharacteristics of services

• Problems in researching new Problems in researching new services.services.

SOURCES OF MARKETINGSOURCES OF MARKETINGBrochuresBrochuresStrengthsStrengths::• They are very mobile form of marketing They are very mobile form of marketing

because one can take it home and give because one can take it home and give them to friends and family.them to friends and family.

• They have souvenir value and can be They have souvenir value and can be referred to later.referred to later.

• They can be developed to reach on market They can be developed to reach on market or as a series to reach a variety of markets.or as a series to reach a variety of markets.

WeaknessWeaknesses:es:• They are passive and impersonal form of They are passive and impersonal form of

promotion.promotion.• People must make efforts to get them and People must make efforts to get them and

then read them.then read them.• It tends to reach small audiences and must It tends to reach small audiences and must

be targeted at specific markets to be be targeted at specific markets to be effective.effective.

• Because brochures are over used, people Because brochures are over used, people tend to overlook them.tend to overlook them.

NewslettersNewslettersNewsletters are exactly that- “news” letter. Newsletters are exactly that- “news” letter.

They are used to keep people up-to-date They are used to keep people up-to-date about what is going on in an organization.about what is going on in an organization.

StrengthsStrengths::• They can be written informallyThey can be written informally• They are good for reaching special They are good for reaching special

markets.markets.• They can be inexpensive to produce.They can be inexpensive to produce.

WeaknessesWeaknesses::• Not effective at reaching new Not effective at reaching new

audiencesaudiences• Expensive for large marketsExpensive for large markets• The use of high quality material, can The use of high quality material, can

make the cost of producing make the cost of producing prohibitive.prohibitive.

MagazinesMagazinesStrengthsStrengths::• Very good for reaching selected Very good for reaching selected

marketsmarkets• Quality advertisementQuality advertisement• More circulatingMore circulating• Can be referred later.Can be referred later.

WeaknessWeakness::• It is difficult to make changes between the It is difficult to make changes between the

time a matter is accepted and published.time a matter is accepted and published.• Most magazines, except for weekly Most magazines, except for weekly

magazines, lack a sense of immediacy.magazines, lack a sense of immediacy.• Readers only read what interests them Readers only read what interests them

and may not read the whole magazine.and may not read the whole magazine.• People gets attracted by photographs and People gets attracted by photographs and

may skip the contents of the magazine.may skip the contents of the magazine.

Newspapers Newspapers StrengthsStrengths::• Newspapers handle long detailed messagesNewspapers handle long detailed messages• They reach markets at national, regional and They reach markets at national, regional and

local levels.local levels.• They reach both select and diverse markets.They reach both select and diverse markets.• They are an excellent medium to use to They are an excellent medium to use to

promote local events or activitiespromote local events or activities• People can retain the information important for People can retain the information important for

them.them.

WeaknessWeakness• Readers are selective in reading.Readers are selective in reading.• It is expensive for non-profit It is expensive for non-profit

organizations or small business.organizations or small business.

TelevisionTelevisionStrengthStrength::• It uses both sight and sound for promotion.It uses both sight and sound for promotion.• It is versatile.It is versatile.• It can be used nationally, regionally or It can be used nationally, regionally or

locally.locally.• It reaches specific or diverse markets.It reaches specific or diverse markets.• It can be used to cover an event or activity It can be used to cover an event or activity

“live”.“live”.

Weakness:Weakness:• It is expensive.It is expensive.• Messages that are short are easily Messages that are short are easily

ignoredignored• Time slots in peak period is limited Time slots in peak period is limited

and often too expensive.and often too expensive.

RadioRadioStrengthsStrengths• Large diverse marketLarge diverse market• Can cover events and activities liveCan cover events and activities live• Used locallyUsed locally• Can listen to it while doing something elseCan listen to it while doing something else• Excellent medium for reaching people on Excellent medium for reaching people on

movemove• Comparatively low costComparatively low cost• Repeated frequentlyRepeated frequently

WeaknessesWeaknesses• They are usually short and easy to They are usually short and easy to

miss or ignoremiss or ignore• Cannot be used to demonstrate a Cannot be used to demonstrate a

processprocess

InternetInternetStrengthsStrengths• Cost efficiencyCost efficiency• Wide publicityWide publicity• Less timeLess time consumingconsuming

WeaknessWeakness::• Continuous updation is needed.Continuous updation is needed.• Only those who uses the particular Only those who uses the particular

site will get benefit out of it.site will get benefit out of it.• Users may overlook the informationUsers may overlook the information

TECHNIQUES OF MARKETING TECHNIQUES OF MARKETING RESEARCHRESEARCH

Different techniques of marketing Different techniques of marketing research are:research are:

• Personal or face to face interviewsPersonal or face to face interviews• Postal questionnairesPostal questionnaires• Telephone interviewsTelephone interviews

PERSONAL OR FACE-TO-FACE PERSONAL OR FACE-TO-FACE INTERVIEWSINTERVIEWS

Enable interviewer to meet the respondent Enable interviewer to meet the respondent and ask more detailed questionsand ask more detailed questions

ADVANTAGESADVANTAGES• Can stimulate the interest .Can stimulate the interest .• Can see and assess respondent to ensure Can see and assess respondent to ensure

correct interpretation of responses.correct interpretation of responses.• Enables items to be shown such as pictures, Enables items to be shown such as pictures,

lists oflists of products or sample advertisements.products or sample advertisements.• Facilitates more detailed informationFacilitates more detailed information

Disadvantages:Disadvantages:• High cost .High cost .• Interviewer’s attitude may influence Interviewer’s attitude may influence

response.response.• Requires trained interviewersRequires trained interviewers• Can be time consuming with low Can be time consuming with low

response rate.response rate.

POSTAL QUESTIONNAIRESPOSTAL QUESTIONNAIRESADVANTAGES:ADVANTAGES:• Relatively inexpensive;Relatively inexpensive;• Can easily cover large geographic Can easily cover large geographic

areas;areas;• Needs little skill to implement Needs little skill to implement DISADVANTAGESDISADVANTAGES• Response rates may be low and biased Response rates may be low and biased

to extreme -ve and +ve views.to extreme -ve and +ve views.• Respondents need reassurance of no Respondents need reassurance of no

follow up sales call.follow up sales call.

TELEPHONE INTERVIEWSTELEPHONE INTERVIEWS

ADVANTAGES:ADVANTAGES:• More economic;More economic;• Easy to cover large geographic Easy to cover large geographic

areas;areas;• Can record conversation or input Can record conversation or input

responses directly into computer to responses directly into computer to produce fast results;produce fast results;

• Achieves higher responses.Achieves higher responses.

DISADVANTAGESDISADVANTAGES• May be difficult to contact some May be difficult to contact some

people, so difficult to achieve quotas;people, so difficult to achieve quotas;• Telephoning can be expensive;Telephoning can be expensive;• Lack face to face interaction .Lack face to face interaction .

How to make your research How to make your research more successful ?more successful ?

• Test your questionnaire before you Test your questionnaire before you distribute distribute

• Should have sufficient time and funds to Should have sufficient time and funds to carry out useful results.carry out useful results.

• Abandon your preconceived ideas in the Abandon your preconceived ideas in the research does not give expected results.research does not give expected results.

• Research should be a part of regular Research should be a part of regular programme of monitoring and evaluation.programme of monitoring and evaluation.

• Implementation of research finding is Implementation of research finding is recommendedrecommended..

RESEARCH FINDINGSRESEARCH FINDINGS• Unless the research findings are reported Unless the research findings are reported

the process of research is incompletethe process of research is incomplete• Analyzed and processed data results to Analyzed and processed data results to

information and findings.information and findings.• It must be interpreted to draw a conclusion.It must be interpreted to draw a conclusion.• The conclusion must be reported to The conclusion must be reported to

management.management.• One should confirm that research project One should confirm that research project

was executed properly to know authenticitywas executed properly to know authenticity

• This findings should be made This findings should be made available to marketing managers available to marketing managers to perform new analyses andto perform new analyses and

• Additional question can be waste Additional question can be waste if they cannot be answered from if they cannot be answered from findingsfindings

• Test relationship on their own.Test relationship on their own.

THANK YOUTHANK YOU