9/20/2013

MARKETING RESEARCH & MIS

MARKETING RESEARCH
Dr. Vandana Khanna
9/20/2013

The systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services
American Marketing Association

MIS (MKIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions American Marketing Association
MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
Dr. Vandana Khanna

WHAT IS MARKET RESEARCH?

Simply a matter of finding out as much as you can before committing yourself to an irretrievable step When you do not have answers through your own Market Information and Intelligence System

WHAT TO FIND OUT?

What does the customer need? Who is the target audience and how much can you find out about them? What is the competition? Are there any gaps in the market? Would the product be acceptable in the market?

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

DO I NEED MARKET RESEARCH?

MARKETING RESEARCH PROCESS

Defining the problem Defining the research objectives Developing research design Data collection and tabulation
Secondary data Primary data

Yes. Provided I know what I want.

Analysis of data and interpretation of information Presentation in final report

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

9/20/2013

TERMINOLOGY OF MARKETING RESEARCH

Primary data - collected firsthand Secondary data - already exists, desk research Quantitative research - statistical basis Qualitative research - subjective and personal Sampling - studying part of a population to learn about the whole

RESEARCH DESIGN
Research design is blue print of the research work. It :
Indicates the method gathering Instruments of research of information

Questionnaire Observations Mechanical or electronic device

Method of sampling Type of research

Quantitative Qualitative

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

DATA COLLECTION
(SECONDARY DATA)
Internal secondary data
Customer data base Sales statistics All output of MR and MIS Firms annual reports

DATA COLLECTION
(PRIMARY DATA)
Research instruments for collecting primary data are:
Questionnaire Mechanical/electronic device

External secondary data

Newspapers, magazines, technical journals, etc. Yellow pages/ businessbusiness-wise telephone directory Committee reports Balance sheets of companies Published research reports & Govt. publications International data
9/20/2013 Dr. Vandana Khanna 9/20/2013

Questionnaire Development
OpenOpen-end questions CloseClose-end questions

Dr. Vandana Khanna

QUESTIONNAIRE DEVELOPMENT
Step by step approach always help. It must be structured in such a way that all information can be collected.
List all relevant points ( information required) Put questions in a sequence using simple words Limit the number of questions Do some trial interviewing and pilot survey Develop the final questionnaire based on pilot survey

PRIMARY DATA
Methods of collecting primary data are: Interviews
Structured or Unstructured Direct or Indirect

Types of interview
Mail interview Telephone interview Personal interview

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

9/20/2013

SCALING TECHNIQUES
These are used to measure the response. It is more helpful for qualitative research. Some scaling techniques are:
Ordinary scale Likert scale MultiMulti-dimensional scale Semantic differential

TERMINOLOGY USED IN SAMPLING

Population/universe Sample parameter Statistics Sampling design Sampling methods

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

DEVELOPING SAMPLE DESIGN

Sample unit - who are to be surveyed? Sample size how many to be surveyed? Sample procedure how to ensure those to be interrogated to be in sample? Sample media how to reach respondents?

SAMPLING METHOD
Probability/random sampling methods
Simple random sampling Systematic random sampling Stratified sampling Area sampling

Non-probability sampling methods

Convenience sampling Quota sampling Judgment sampling Panel sampling

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

ERRORS
Sampling error Sampling bias Non-sampling errors
Response errors NonNon-response errors Deficiencies of enumerators Coding errors Processing errors Errors due to wrong framing of questions/inaccurate definition

TECHNIQUES OF MR
Panel research
Consumer panel Retail shop panel Advertising audience panels

Market survey Multi-Dimensional scaling (MDS) Conjoint analysis

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

9/20/2013

MARKETING DECISION SUPPORT SYSTEM (MDSS)

A marketing decision support system is a coordinated collection of data, systems, tools, and techniques with supporting hardware and software by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

BARRIERS LIMITING THE USE OF MARKETING RESEARCH

A narrow conception of the research Uneven caliber of researchers Poor framing of the problem Late and occasionally erroneous findings Personality and presentational differences

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

TYPICAL PROBLEMS IN RURAL RESEARCH

Low literacy levels require innovations in questionnaire design scales Wide geographical dispersion requires long travels A large number of languages and dialects, requiring multiple translations Non-availability of working population at normal places of residence Poor access to women respondents Villages layout based on caste lines, requiring innovative sampling

CHARACTERISTICS OF GOOD MARKETING RESEARCH Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

MARKETING METRICS
Marketing metrics is the set of measures that helps marketers quantify, compare, and interpret marketing performance. External

MARKETING METRICS
Internal
Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of customers Loyalty

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

9/20/2013

MAJOR MR AGENCIES IN INDIA

AC Nielsen India ORG-MARG (Operations Research Group & Marketing And Research Group) IMRB (Indian Market Research Bureau) TN Sofres MODE (Taylor Nelson Sofres & Marketing Operations Design & Enquiry service) MBA (Market and Business Associates)

THE COMPONENTS OF A COMPUTERISED MIS

Data Bank

Statistical Bank

MIS

Display unit

Marketing Manager

Model Bank

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

THE COMPONENTS OF A COMPUTERISED MIS

Data bank - raw data e.g. historical sales data, secondary data Statistical bank - programmes to carry-out sales forecasts, spending projections A model bank - stores marketing models e.g. Ansoffs matrix, Boston Matrix Display unit - VDU and keyboard

INTERNAL RECORDS AND MARKETING INTELLIGENCE

Sales Information System Marketing Intelligence System

Order-to-Payment Cycle Databases, Warehousing, Data Mining

9/20/2013

Dr. Vandana Khanna

9/20/2013

Dr. Vandana Khanna

STEPS TO IMPROVE MARKETING INTELLIGENCE

Train sales force to scan for new developments Motivate channel members to share intelligence Network externally Utilize a customer advisory panel Utilize government data resources Purchase information Collect customer feedback online
9/20/2013 Dr. Vandana Khanna 9/20/2013

MARKETING RESEARCH JOBS

Routine problem analysis and research of non routine problems Research on short-term and long term problems Classification based on actual subject area
Research on consumer Research on product/brand Research on market Research on price Research on competition Research on advertising and promotion

Dr. Vandana Khanna