This document provides an overview of marketing research. It defines marketing research and describes its typical applications like research on consumers, products, pricing, advertising, and more. The document also discusses why marketing research is necessary for companies and outlines the different phases of a marketing research process from defining the problem to collecting data, analyzing it, and reaching conclusions. Finally, it covers some limitations of marketing research like its time-consuming nature and inability to predict accurately.

1. MARKETING
RESEARCHP R E S E N T E D TO : -
PA R D E E P A H L AWAT
P R E S E N T E D BY : -
S U M I T
R O L L N O : - 3 5 5
M . B . A 2 . 2 ( G )

3. CONTENTS
Concept and types of marketing research
Why marketing research
Applications and limitations of marketing
research
Different phases of marketing research

4. CONCEPT OF MARKETING RESEARCH
Marketing Research is defined as the systematic design,
collection, analysis and reporting of data and findings
relevant to a specific marketing situation or problem facing
an organization. Research is a one-time job while MIS is a
continuous process. Three major steps of the research
process are planning, gathering data and interpreting data

5. TYPICAL RESEARCH JOBS
 Research on consumer
 Research on market / demand
 Research on product / brand
 Research on competition
 Research on distribution
 Research on price
 Research on advertising and promotion
 Research on sales methods

6. WHY MARKETING RESEARCH
We have seen that there are many different ways that
companies use marketing research. But why is it even
necessary for companies to use something called
“marketing research”?· The answer to this inquiry will help
beginning marketing research students have a better
understanding of why marketing research has evolved and
is continuing to grow.

7. WHAT IS MARKETING RESEARCH
APPLICATIONS
• Marketing research focuses on assessing the preferences
and choices of consumer and potential consumer.
• The Marketing research application an intuitive point and
click interface that provides statistical and graphical
techniques for market research data analysis.

8. APPLICATION OF MARKETING RESEARCH
PRODUCT RESEARCH
CUSTOMER SATISFACTION
RESEARCH
ADVERTISING RESEARCH
PRICING RESEARCH
MARKET SEGEMENTATION
BRANDING RESEARCH
SALES ANALYSIS

9. APPLICATION OF MARKETING RESEARCH
• PRODUCT RESEARCH
Product market research several goals: new product design
market validation research or assessing existing product
strength and line extension potential .
• PRICING RESEARCH
When dealing with pricing research and pricing strategy
decisions and focus on finding for business optimum price
product optimum price product feature configuration in the
context of market positioning opportunities.

10. • CUSTOMER SATISFACTION RESEARCH
It is the area of marketing research which
focuses on customers perceptions with their
shopping or purchase experience .
• MARKET SEGEMENTATION
Market segmentation research maintains focus
and delivers needed marketing information in
today moving economy where new market and
new product categories emerge and traditional
market fade away.

11. • ADVERTISING RESEARCH
• Advertising research is determined by specific
advertising goals and the stage of ad development .
• BRANDING RESEARCH
• Branding decision drive branding marketing research
strategy . Brand management and research service
helps to understand the brand value strength and
increase the brand position.

12. • SALES ANALYSIS
•Sales analysis examines sales repots to see
goods and service have and have not sold
The analysis is used to determine how to stock
inventory , how to measure the effectiveness of
a sales force , how to set manufacturing
capacity and to see how the company is
performing against its goals.

13. LIMITATIONS OF MARKETING
RESEARCH
• the different applications of marketing research
should not lead anyone to assume that marketing
research can solve all the problems of marketing.
While it can be extremely rewarding to a firm, it is
wise to know that it is subject to certain limitations.

14. THERE ARE FOLLOWING LIMITATION OF M.R
Changing
behavior of
consumer
Non – availability of
qualified staff
Lengthy and time
consuming activity
Non – availability
of qualified staff
Marketing research
offers suggestions
and not decisions
Marketing research
cannot predict
accurately
A cost generating
operation
Marketing Research
can not study all
Marketing problem
Complexity of the
subject

15. CHANGING BEHAVIOR OF CONSUMERS
•Consumer is the focal point in research .
However his buying motives are difficult to
judge precisely and accurately . This brings
some sort of uncertainty in the conclusion
drawn from the research activity.

16. NON AVAILABILITY OF QUALIFIED STAFF
•For scientific marketing research ,
professional marketing researchers with
proper qualification , training and experience
are necessary . Research work is likely to be
incomplete in the absence of such staff. Such
staff includes :- Statisticians , Psychologist ,
Sociologist, economist and Computer experts.

17. LENGTHY AND TIME CONSUMING ACTIVITY
•Marketing research is a lengthy and time
consuming activity . It involves various
stages which need to be completed in an
orderly manner . The research work takes
longer period for completion and the
analysis the data

18. MARKETING RESEARCH OFFERS
SUGGESTIONS NOT DECISIONS
•Marketing research is not a substitute for
decision making process . It only offers
possible suggestions / solutions to
marketing problems . It actually acts as a
tool that facilitates decisions marketing
process.

19. MARKETING RESEARCH CANNOT PREDICT ACCURATELY
•In Marketing research effort are being made to
estimate or predict the possible future situations.
Future is always uncertain and exact prediction
about the future is just not possible through
marketing research . This is because marketing
environment is ever changing consumer behavior is
difficult to estimate correctly and reliable data for
research purpose may not be available .

20. A COST GENERATING OPERATION
•Marketing research is expensive . The
existence of sellers marketing or a
sheltered market in many developing
countries in particular has also been
responsible for an apathetic approach to
marketing research .

21. MARKETING RESEARCH CAN NOT STUDY
ALL MARKETING PROBLEM
•Marketing research is rather very wide in scope.
However , it cannot study all marketing problem
particularly where it is difficult to collecting relevant
data. Even it is not useful for dealing with urgent
marketing problem where quick decisions and
follow up actions are necessary . Thus all marketing
problems are not researchable and all research
problem are not answerable .

22. COMPLEXITY OF THE SUBJECT
•Marketing research fails to give complete
and full proof solution to management .
This is because marketing research itself is
not an exact science . It is concerned with
the study of the human being and human
behavior is always difficult to predict .

23. DIFFERENT PHASE OF MARKETING RESEARCH
DEFINE THE
PROBLEM
ANALYSE AND
INTERPRET TE
DATA
COLLECT THE
DATA
REACH THE
CONCLUSION

24. DEFINE THE PROBLEM
•In this stage you need to identify the actual
problem that are relating to the apparent
symptoms.
•What information is needed in order to solve
the problem
•For example , Poor sales within a business are
not the problem the are the symptoms of a
larger issue such as a week marketing strategy .

25. COLLECT THE DATA
• There are two types of market research that can be performed :-
• PRIMERY RESEARCH :-
Involve collecting information from sources directly by conducting
interviews and surveys , and by talking to customer and established
businesses.
• SECONDRY RESEARCH :-
Involve collecting information from sources where the primary research
has already been conducted. Such information includes industry
market research report news paper article etc.

26. ANALYSIS AND INTERPRET THE DATA
•You must attach meaning to the data
you have collected during your market
research to make sense of it and to
develop alternative solutions that could
potentially solve your business
problem.

27. REACH A CONCLUSION
• With the alternatives you have developed to solve your
problem in mind performed a cost benefit analysis of
each alternative keeping in mind the potentially limited
resources available to your business.
• You may also need to perform further investigation into
each alternative solution to arrive at the best decision for
your business in regards to meeting consumer demands .