Research Methodology Fundamentals of Marketing Research

Research Methodology Fundamentals of Marketing Research
PGDM / MMS Semester II 2012 Sameer Phanse Marketing & Political Consultant
Sameer Phanse Marketing & Political Consultant
June 4, 2012
Marketing Research
Role & Value
Session 1
June 4, 2012
Session Objectives

Introduction Teaching Plan and Evaluation Scheme
Marketing Research In Perspective

What is Marketing Research? Marketing Research vis--vis Market Research Why study Marketing Research? Marketing Research Applications
June 4, 2012
Assessment
Assessment Plan

Written Tests, Quizzes (Oral & Written), End of Semester Written Exam, Viva Voce Presentations Class Participation & Discussions End of Semester Field Report (Start preparations from the first session itself) Due Weight will be allotted to participation & constructive contribution to class discussions Sincerity, Motivation, Creativity, Conceptual clarity & Sophistication of Analyses Notes:
Assessment Bases

Besides recommended reading, as per Mumbai University Syllabus, students are expected to be familiar with professional journals such as
Harvard Business Review Journal of Marketing Research Journal of Consumer Research Journal of Advertising Research MIT Sloan Management Review Journal of Marketing, . and so on.
Sameer Phanse Marketing & Political Consultant June 4, 2012
Group Evaluations
Class Representative to submit Group details (group members with roll numbers & group leader names) by Session 2 Groups to give research Topic during Session 3 Topic Assessment Individual Evaluation Group Assessment Assessment parameters as enumerated under Assessment
Progress Reports and Part Evaluation in Session 6
Brief Progress Report Presentation Part EvaluationSameer Phanse Marketing & Political Consultant June 4, 2012
Marketing Research and Decision making
The prime focus of Marketing Research must be aiding decision making
Conducting MR requires the exercise of various techniques methods and tools However MR must focus on the decision dilemma & not on just the modalities of research design Marketing Researchers must think as Decision makers and not just as researchers isolated from the decision
The ability to reduce uncertainty is what gives information its value
June 4, 2012
Decision Making & Marketing Research
Identify Problem or Opportunity Analyze Problem or Opportunity List Alternative Actions
Evaluate Alternative Actions
June 4, 2012
Marketing Research In Perspective

Research : Application Domain Business & Management Environment
Business Research Methods Research : Philosophy, Tools Domain

Marketing Research Methods
Social Science Ideas, Trends
June 4, 2012
Marketing Research
What is Marketing Research?
The Marketing Concept Customer satisfaction rather than solely profit maximization should be the organizational goal Marketing Research A systematic inquiry that provides information to guide marketing decisions
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Marketing Research vis--vis Market Research
Market Research
Marketing Research
The process of gathering a large amount of information about a specific market or geographic area Market Research data is usually available in the public domain Most Market Research data is secondary data Applications include Location studies for Malls, Hospitals and so on Typical data heads Population Trends Listing of Planned Public & Private Facilities Record of Upcoming Real Estate Schemes Traffic Counts Age & Income figures
All activities that provide information to guide marketing decisions Typically involves Primary Research as well as Secondary Research
Market Research
Marketing Research
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June 4, 2012
Why study Marketing Research?
Students preparing to manage a Marketing function, need Proper training in the systematic analyses of Management Dilemma
Management Dilemma: The problem or opportunity that requires a conscious Marketing Decision
Significance & Need to study Marketing Research Applications Increasing Influence of Stakeholders Exploding Competitive vigor Increasing complexity of Marketing Decisions Marketing Disciplines increasing Sophistication Advances in Research Methodologies, Collective Research experience & applications Greater Computing Power, Data Quantum & speed Exponential growth & power of the Internet
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Sameer Phanse Marketing &
June 4, 2012
Marketing Research Applications
Traditional Applications
New-Product Research Pricing Research Distribution Research Promotion Research
Contemporary Applications Emerging Applications
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Traditional Applications
New-Product Research Concept Generation Product Evaluation & Development Test marketing Pricing Research Skimming Pricing Research Penetration Pricing Research Distribution Research Warehouse & Retail Location Problem The Number & Location of Sales Representatives Problem Promotion Research
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June 4, 2012
Promotion Research
Advertising Research Purchase Behaviour Studies Tracking Studies Diagnostic Testing Copy Test Validity The Budget Decision Media Research Sales Promotion Research
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Contemporary Applications
Evaluating Competitive Advantage Brand Equity Investigations Customer Satisfaction Studies Total Quality Management Studies
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Emerging Applications
Database Marketing Applications Customer Relationship Marketing Studies (CRM) Customer Experience Marketing (CEM) Applications Marketing Engineering* applications Marketing Decision Modeling using specialized software Marketing Simulation Studies On-Line Marketing Research
with traditional conceptual Marketing (Mental) Models
* The use of Decision models to formulate Marketing decisions in tandem
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June 4, 2012
Thank You!
End of Session 1
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June 4, 2012

Research Methodology Fundamentals of Marketing Research

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Research Methodology Fundamentals of Marketing Research

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Research Methodology Fundamentals of Marketing Research

Sameer Phanse Marketing & Political Consultant

Sameer Phanse Marketing & Political Consultant

Introduction Teaching Plan and Evaluation Scheme

Marketing Research In Perspective

Sameer Phanse Marketing & Political Consultant

Progress Reports and Part Evaluation in Session 6

Marketing Research and Decision making

The prime focus of Marketing Research must be aiding decision making

The ability to reduce uncertainty is what gives information its value

Sameer Phanse Marketing & Political Consultant

Decision Making & Marketing Research

Identify Problem or Opportunity Analyze Problem or Opportunity List Alternative Actions

Evaluate Alternative Actions

Sameer Phanse Marketing & Political Consultant

Marketing Research In Perspective

Business Research Methods Research : Philosophy, Tools Domain

Social Science Ideas, Trends

Sameer Phanse Marketing & Political Consultant

What is Marketing Research?

Sameer Phanse Marketing & Political Consultant

Marketing Research vis--vis Market Research

Sameer Phanse Marketing & Political Consultant

Why study Marketing Research?

Sameer Phanse Marketing &

Marketing Research Applications

New-Product Research Pricing Research Distribution Research Promotion Research

Contemporary Applications Emerging Applications

Sameer Phanse Marketing & Political Consultant

Marketing Research Applications

Sameer Phanse Marketing & Political Consultant

Marketing Research Applications

Sameer Phanse Marketing & Political Consultant

Marketing Research Applications

Sameer Phanse Marketing & Political Consultant

Marketing Research Applications

* The use of Decision models to formulate Marketing decisions in tandem

Sameer Phanse Marketing & Political Consultant

Sameer Phanse Marketing & Political Consultant

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