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The Role of Research in Marketing

and Marketing Research Process

Instructor: Vaibhav Chawla

Email: vaibhav.chawla@ifmr.ac.in

 

Course: Marketing Research (MM II) Session 1

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2

Caution

(Do not use the slides and

other materials for purposes

other than academic

learning)

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Wh Research is Re!uired"

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Research pro#ides

Information

Information Reduces

$ncertaint

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5

 ssessing information

needsro#iding information

Marketing decision

making

Marketing Research

Marketing Managers

Situation nalsis

Segmentation* %argeting + ositioning

roduct* rice* lace + romotion

E#aluation (Sales nalsis* Market Share nalsis* Customer

Satisfaction)

Control

En#ironmental

,actors

Econom

%echnolog

-a.s + Regulation

Social

Cultural

olitical

Customer /roups

Customers

0uing Center 

Competition

-eaders

,ollo.ers

Colla&orators

Suppliers

 lliance

Companies

Compan

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Classification: Mktg Research

6

Marketing Research

ro&lem (or 2pportunit)

Identification Research

ro&lem3Sol#ing

Research

Market otential ResearchMarket Share Research

Market Characteristics ResearchSales nalsis Research,orecasting Research0usiness %rends Research

Segmentation Research

roduct Research

ricing Research

romotion Research

Distri&ution Research

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ro&lem3Sol#ing Research

7

  S%

  4s

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Marketing Research rocess

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Step 1 !efining the Problem

Step " !eveloping an #pproach to the Problem

Step $ %orm&lating a Research !esign

Step ' !oing %ield (ork or Collecting !ata

Step ) Preparing and #nal*+ing !ata

Step , Preparing and Presenting the Report

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Marketing Research rocess

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Step 51: ro&lem Definition

Indication of specific

marketing decision areathat .ill &e clarified &

ans.ering some

research !uestions

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Marketing Research rocess

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Step 56: De#eloping an pproachto the ro&lem

7%ranslating ro&lem Definitionto Research 8uestions* and

hpotheses7  $se of 2&'ecti#e E#idence*

%heor (or -ogic)* naltical

Model to Identif Rele#ant R8s

 

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Marketing Research rocess

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Step 59: ,ormulating a ResearchDesign

7 Master lan to ns.er theResearch 8uestions or

potheses

7  ,rame.ork for action7  Specifies methods and

procedures

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Marketing Research rocess

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Step 54: Doing ,ield Work orCollecting Data

7 Emploing a ,ield ,orce7 %raining and

Super#ision of,ield ,orce

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Marketing Research rocess

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Step 5;: reparing and nal

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Marketing Research rocess

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Step 5>: reparing andresenting the Report

Effecti#e communication ofthe research findings

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Sample Mktg Research lan

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Microsoft Oce

Word Document

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Determining When to Conduct

Marketing Research

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Does the

information

valueexceed the

 research cost?

Do Not Conduct Marketing Research

Information

already on

hand

inadequate?

Is sufficient

 timeavailable?

Is the

decision of

strategicor tactical

 importance?

Conduct

MarketingResearch

Time Constraints Availability of Data Nature of the Decision Benefits vs. Costs

Yes YesYesYes

No No No No

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=alues Should E?ceed Estimated Costs

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Val&e

•!ecreased &ncertaint*•-ncreased likelihood of

a correct decision•-mproved marketing

performance and res&lting

higher profits

Costs•Research ependit&res•!ela* of marketing

decision and possible

disclos&re of

information to rivals•Possible erroneo&s

research res&lts

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8ualities of a /ood

Researcher 

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elp manager

to understand

real pro&lem

Select among

#ia&le

alternati#es 

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Creati#el look at pro&lems

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Structures

analsis

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,its techni!ueto pro&lem

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/ood

Communication

Skills

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 #oid needless

 'argons

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2ther 8ualities

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7 Careful and conscientious7 $ses insider e?pertise

7 Recogni

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Manager

#ersus

Researcher 

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Manager #s Researcher 

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Managers Researchers

. Decision oriented . Techni!ue oriented

". #ntuitive ". Analytical

$. Managers like to confirm $. Researchers like to e%&lore

'. Time orientation to(ard)

  a. &ro*ect immediacy +,# need

  it no(.-  b. results about future behavior

  +,(hat (ill sales be ne%t year/-

'. Time orientation to(ard)

  a. 0rolonging &ro*ect +,later (hen

  (e have time for a com&lete study-  b. Results about &ast behavior

  +,our trend has been . . .-

1. 2rugal +,kee& the cost do(n- 1. Not cost conscious +,you get (hat you

&ay for-

3. Results orientation)  a. Managers do not like sur&rises44(hen

sur&rised they tend to re*ect the results

  b. Concern +,aren5t (e number one yet/-

  c. Certainty +,is it or isn5t it/-

3. Results orientation)  a. Researchers love sur&rises

  b. Abstraction +,our e%&onential gain. . .-

  c. 0robability +,may be-

6. 0roactive 6. Reactive

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Marketing Research

#ersus

 Marketing Information Sstem

(MIS)

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Marketing Research #s MIS

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Marketing Research #s MIS

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Marketing Research #s MIS

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Class

 ssignment