Marketing research

1. PRESENTED BY
SIMRAN KAUR

2. Introduction
 Marketing research is defined as the
objective and formal process of
systematically obtaining ,analyzing and
interpreting data for actionable decision
making in marketing.
 Marketing research is a systematic and
objective study of problem pertaining to the
marketing of goods and services.

3. Definition
 According to American Marketing
Association:-Marketing research is the
function which links the consumer
customer, and public to the marketer
through information. Information used to
identify and define marketing opportunities
and problems..it generate refine and evaluate
marketing action and improve
understanding of market as a process.

4.  According to GREEN and TULL :-Marketing
research is a “search for and analysis of
information relevant to the identification
and solution of any problem in the field of
marketing.”

5.  According to Palmar :- Marketing research is
about researching the whole company’s
process.

6. Characteristics
 Systematic
 Objective
 Identification, analysis and Dissemination
of Information
 Collection of data
 Function

7. Objectives of marketing
research :-
 To affecting the sales volume and their opportunities
 To Competitions position of rival products
 To Reaction of customer and cunsumer
 To Price-trends
 To Distribution channal
 To New methods of Packeging
 To analyse the market size
 To know demand
 To evaluate the profitability of different markets
 To study of customer acceptance of product
 To volume of future sales

8. Scope of marketing research
 Research on product and services
 Research on market.
 Research on sales policies and methods

9. Importance of marketing
Research
 Decision making tools
 Management planning
 Problem solving.
 Control technique
 Pricing
 Marketing strategy
 Distribution
 Sales promotion

10. Step of Marketing Research
 Formulating the problem
 Specifying research objectives
 Preparing a list of the needed information
 Design effective research plan
 Collecting data
 Analyzing the collecting data and reporting the
findings