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Market Research Applications
Contents Role and value of market research in marketing framework Data analysis – Tabulation, SPSS applications data base,
testing for association Multivariate techniques Perceptual mapping applications in market research Applications of MR in consumer research, advertising, test
marketing, Usage attitude studies, Television viewer ship surveys; Media effectiveness study; Annual readership survey of print media etc.
Report preparation and presentation; interpretation of MR reports
Brand tracking study Field project on market research on any functional / industry
verticals.
Role and Value of Market Research in Marketing Framework
The Role of Marketing Research
Information for
Marketing Decisions
Marketing
Strategy
Marketing Plan
Segmentation
Target Market
Selection
Positioning
4 Ps of Marketing
ProductPricing
PromotionPlace
LEVEL 1(Strategic)
LEVEL 2(Tactical)
Marketing Intelligence Versus Marketing Research…Marketing Intelligence
An ongoing process of continuously collecting information about the industry in which our company operates, competitors’ moves in marketing or other functional areas, related industries (eg. suppliers or substitute products), government policies and actions in areas of export, import, taxation, etc.
Marketing ResearchA clearly defined search for answers to some
questions, which if answered would lead our company to make critical marketing decisions on a strategic or tactical level
… Marketing Intelligence Versus Marketing Research
Marketing Intelligence Marketing Research
Ongoing ProcessUsually done in-
houseNot meant for
immediate actionGeneral purposeFocus on
competition, environment
Project based on information gap
Mostly outsourced to M.R. companies
Action orientedVery specific
answers to questionsFocus on consumers,
influencers
Applications of Marketing Research…Strategic
Demand ForecastingSales ForecastingSegmentation StudiesIdentification of Target MarketsPositioning Strategies Identification
…Applications of Marketing ResearchTactical
Concept ResearchProduct ResearchPricing ResearchDistribution ResearchAdvertising Research
Limitations of Market Research
Differences in Methodology
Complementary Inputs for Decision-Making
Secondary and Primary ResearchSecondary Research
Any information we may use, but which has not been specifically collected for the current marketing research
Primary ResearchResearch which involves collecting
information specifically for the study on hand, from the actual sources such as consumers, dealers or other entities involved in the research
Assignment Question
List out some ethical issues in marketing research, which companies/ individuals doing research must grapple with