Marketing Research

Definition
 Marketing Research is a systematic &
objective study of problems pertaining to the
marketing of goods & services. It is not
restricted to any particular area of marketing
but is applicable to all its phases and
aspects.
 The systematic gathering, recording and
analyzing of data about problems relating to
the marketing of goods and services. AMA
 What
is Market Research And Marketing
Research?
 Market Research is simply research into a
specific market. It is a very narrow concept.

 Marketing Research is much broader. It is not

only includes ‘market’ research, but also
areas such as research into new products or
modes of distribution such as via the internet.
Why Marketing Research?
 To identify and define the problem, including
the causes.
 To suggest reasonable and profitable
alternative course of action.
 To determine the most desirable alternative
courses of action.
 To test the feasibility of particular alternative
courses of action.
Marketing Research Process

Defining the problem Developing Collect the

and research objective the Research problem Information

Analyze the
Present the Findings Information
Marketing Research Process
 Defining the problem & objective of the project.
 Conducting a situation analysis.
 Conducting an informal investigation to know
whether a detailed investigation is necessary.
 Planning and conducting a formal investigation:
selecting the sources of information, selecting the
method for collecting the data, Preparing forms, Pre-
testing the forms, planning the samples, collecting
the data.
 Analysing and interpreting data.
 Preparing a written report for management
MARKETING RESEARCH

Identify and analyse customer’s market

Develop a Marketing programme with

a marketing mix

Marketing Mix of
Product Planning
Price structure
Promotional programme
Distribution system

Feedback
Mktg. Mix is the effort to reach the market

The Output of the Mktg Mix is the customer’s

Service & Satisfaction
 Marketing management
Plans Operations

Controlling Supervision & Execution

Outputs
Outputs

Competition
Marketing Research

Markets

Feedback

Through Marketing
Routine Feedback
Routine

research
Marketing Intelligence
Marketing Research

Marketing Information System (MIS)

Marketing Research as a component of Marketing Information System (MIS)