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8/7/2019 Industrial Marketing Research
http://slidepdf.com/reader/full/industrial-marketing-research 1/12
Submitted By:Menka Ahuja
Navita
Mudit
8/7/2019 Industrial Marketing Research
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INTRODUCTION:
Depending on the present demandand future potential of end products,
using components can be studied to
estimate the actual requirements for
these products. This estimation will
be based on past and presentrequirements and actual supplies.
8/7/2019 Industrial Marketing Research
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MEANING:
Marketing research may be defined as theobjective and systematic process of obtaining
analysing, and reporting of data (or
information) for decision making in
marketing.
Marketing research undertakes periodic
objects or studies to collect and analyse data
with specific objectives.
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NATUR E OF MARK ETING R ESEARCH:
Industrial marketing research in any field which is
subject to a systematic enquiry can be understood interm of the following aspects:
Method
Technique Content
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SCOPE OF INDUSTR IAL MARKETING
RESEARCH:
Developmentof marketpotential
forecasting Sales
quotadetermination
Businesstrendstudies
Newproductacceptance andpotential
benchmarking
Competitor
analysis
Salesanalysis Marketshare
analysis
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MARK ETING R ESEARCH PROCESS:
step 1 step 2 step 3 step 4 step 5
Identify theProblem/
opportunityAnd defineResearch
objectives
Developthe
research
design
Collect thedata
information
Process andanalyse the
data
Presentthe
research
findings
8/7/2019 Industrial Marketing Research
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STEP 1:
Identify the problem (or opportunity) anddefining research objectives:
Marketing research process is to identify themarketing problem or opportunity accurately,
and define the objectives of marketingresearch. The marketing manager should prepare a written statement, referred as³research brief ́
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STEP 2:
Develop the research design/plan:
Decision areas in research design:1) Information type: Information required from research
objectives.
2) Sources of data: Primary, secondary, commercial.
3) Research methods:
Observational, exploratory,descriptive, experimental.
4) Sampling plan: Sampling unit, sample size, sampling procedure.
5) Methods of contract: Mail, telephone,or personal
interview.6)Data collection methods: Questionnaire, mechanical
devices.
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STEP 3:
Collecting the data:
This phase is referred to as field work. It is
expensive and problem oriented phase. In
survey method of research the types of
problem are:
Not available respondents.
Cooperation.
Biased results.
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STEP 4:
Processing and analysing the data:
It includes:
Editing
Coding
Classification
Tabulation
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STEP 5:
P
resenting the research findings/ report:The final step is to report presentation, including
communication of the research findings.
Following points should be kept in mind:
The findings should be relevant.
Researcher should justify the research method.
Researcher should not try to satisfy the
personal likes or dislikes.Report should have clarity of thought and
expression.
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