SlideShare ist ein Scribd-Unternehmen logo
1 von 27
MARKETING RESEARCH
Member groups :
CREATED BY:
•RENY SARAH A. (C1L012017)
•MELITA SARI (C1L012043)
•KURNIATI PURBA N. (C1L012051)
•THERESIA Y.P. (C1L012053)
E Effective decision making
S Systematic and objective
E Exude or disseminate information
A Analysis of information
R Recommendation for action
C Collection of information
H Helpful to managers
R Recognition of information needs
RESEARCH
Marketing Research: Definition
• Many definitions of Marketing Research:
– “Marketing research is the systematic design, collection, analysis
and reporting of data and findings relevant to a specific marketing
situation facing the company.”
– Marketing research is the process of designing, gathering,
analyzing, and reporting information that may be used to solve a
specific marketing problem.
Definition of Marketing Research
Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination
 and use of information
For the purpose of improving decision making related to the
 identification and
 solution of problems and opportunities in marketing.
Need For Marketing Research
• Why do businesses need accurate and up-to-date information?
– To undertake marketing effectively
– Changes in technology
– Changes in consumer tastes
– Market demand
– Changes in the product ranges of competitors
– Changes in economic conditions
– Distribution channels
Purpose Of Marketing Research
• Gain a more detailed understanding of consumers’ needs:
– e.g., views on products’ prices, packaging, recent
advertising campaigns
• Reduce the risk of product/business failure:
– there is no guarantee that any new idea will be
a commercial success
– Can help to achieve commercial success
• Forecast future trends:
– it can also be used to anticipate future customer needs
Types of marketing research
• Marketing research techniques come in many forms, including:
 Ad Tracking – periodic or continuous in-market research to monitor a brand’s performance using
measures such as brand awareness, brand preference, and product usage. (Young, 2005)
 Advertising Research – used to predict copy testing or track the efficacy of advertisements for any
medium, measured by the ad’s ability to get attention (measured with AttentionTracking),
communicate the message, build the brand’s image, and motivate the consumer to purchase the
product or service. (Young, 2005)
 Brand equity research - how favorably do consumers view the brand?
 Brand association research - what do consumers associate with the brand?
 Brand attribute research - what are the key traits that describe the brand promise?
 Brand name testing - what do consumers feel about the names of the products?
 Commercial eye tracking research - examine advertisements, package designs, websites, etc. by
analyzing visual behavior of the consumer
 Concept testing - to test the acceptance of a concept by target consumers
 Coolhunting - to make observations and predictions in changes of new or existing cultural trends in
areas such as fashion, music, films, television, youth culture and lifestyle
 Buyer decision making process research - to determine what motivates people to buy and what
decision-making process they use; over the last decade, Neuromarketing emerged from the
convergence of neuroscience and marketing, aiming to understand consumer decision making
process
 Copy testing – predicts in-market performance of an ad before it airs by analyzing
audience levels of attention, brand linkage, motivation, entertainment, and
communication, as well as breaking down the ad’s flow of attention and 
flow of emotion. (Young, p 213)
 Customer satisfaction research - quantitative or qualitative studies that yields an
understanding of a customer's satisfaction with a transaction
 Demand estimation - to determine the approximate level of demand for the
product
 Distribution channel audits - to assess distributors’ and retailers’ attitudes toward
a product, brand, or company
 Internet strategic intelligence - searching for customer opinions in the Internet:
chats, forums, web pages, blogs... where people express freely about their
experiences with products, becoming strong opinion formers.
 Marketing effectiveness and analytics - Building models and measuring results to
determine the effectiveness of individual marketing activities.
 Mystery consumer or mystery shopping - An employee or representative of the
market research firm anonymously contacts a salesperson and indicates he or she
is shopping for a product. The shopper then records the entire experience. This
method is often used for quality control or for researching competitors' products.
 Positioning research - how does the target market see the brand relative to
competitors? - what does the brand stand for?
 Price elasticity testing - to determine how sensitive customers are to price
changes
 Sales forecasting - to determine the expected level of sales given the level of
demand. With respect to other factors like Advertising expenditure, sales
promotion etc.
 Segmentation research - to determine the demographic, psychographic, and
behavioural characteristics of potential buyers
 Online panel - a group of individual who accepted to respond to marketing
research online
 Store audit - to measure the sales of a product or product line at a statistically
selected store sample in order to determine market share, or to determine
whether a retail store provides adequate service
 Test marketing - a small-scale product launch used to determine the likely
acceptance of the product when it is introduced into a wider market
 Viral Marketing Research - refers to marketing research designed to estimate
the probability that specific communications will be transmitted throughout an
individual's Social Network. Estimates of Social Networking Potential (SNP)
are combined with estimates of selling effectiveness to estimate ROI on specific
combinations of messages and media.
Marketing research methods
• Methodologically, marketing research uses the following types of
research designs:
1. Based on questioning
Qualitative marketing research - generally used for exploratory
purposes - small number of respondents - not generalizable to the
whole population - statistical significance and confidence not
calculated - examples include focus groups, in-depth interviews, and
projective techniques
Quantitative marketing research - generally used to draw conclusions
- tests a specific hypothesis - uses random sampling techniques so as to
infer from the sample to the population - involves a large number of
respondents - examples include surveys and questionnaires.
Techniques include choice modelling, maximum difference preference
scaling, and covariance analysis.
2. Based on observations
•Ethnographic studies - by nature qualitative, the researcher observes social
phenomena in their natural setting - observations can occur cross-sectionally
(observations made at one time) or longitudinally (observations occur over
several time-periods) - examples include product-use analysis and computer
cookie traces. See also Ethnography and Observational techniques.
•Experimental techniques - by nature quantitative, the researcher creates a
quasi-artificial environment to try to control spurious factors, then
manipulates at least one of the variables - examples include purchase
laboratories and test markets
A Classification of Marketing Research
Problem-Identification Research
• Research undertaken to help identify problems which are
not necessarily apparent on the surface and yet exist or
are likely to arise in the future. Examples: market
potential, market share, image, market characteristics,
sales analysis, forecasting, and trends research.
Problem-Solving Research
• Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,
promotion, and distribution research.
A Classification of Marketing Research
Marketing Research
Problem
Identification Research
Problem-Solving
Research
Market Potential Research
Market Share Research
Market Characteristics
Research
Sales Analysis Research
Forecasting Research
Business Trends Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
Problem-Solving Research
 Determine the basis of
segmentation
 Establish market potential and
responsiveness for various
segments
 Select target markets
 Create lifestyle profiles:
demography, media, and
product image characteristics
SEGMENTATION RESEARCH
 Test concept
 Determine optimal product design
 Package tests
 Product modification
 Brand positioning and repositioning
 Test marketing
 Control store tests
PRODUCT RESEARCH
Problem-Solving Research
PRICING RESEARCH
 Pricing policies
 Importance of price in brand selection
 Product line pricing
 Price elasticity of demand
 Initiating and responding to price
changes
$ALE
PROMOTIONAL RESEARCH
 Optimal promotional budget
 Sales promotion relationship
 Optimal promotional mix
 Copy decisions
 Media decisions
 Creative advertising testing
 Evaluation of advertising effectiveness
0.00% APR
Problem-Solving Research
DISTRIBUTION RESEARCH
Determine…
 Types of distribution
 Attitudes of channel members
 Intensity of wholesale & retail coverage
 Channel margins
 Location of retail and wholesale outlets
Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report
The Role of Marketing Research
Controllable
Marketing
• Product
• Pricing
• Promotion
• Distribution
Variables
Marketing
Research
Marketing
Decision
Making
Providing
Information
Assessing
Information
Needs
Marketing Managers
• Market Segmentation
• Performance & Control
• Target Market Selection
• Marketing Programs
Uncontrollable
Environmental
Factors
• Economy
• Technology
• Laws &
Regulations
• Social & Cultural
Factors
• Political Factors
• Consumers
• Employees
• Shareholders
• Suppliers
Customer Groups
Marketing Research Suppliers & Services
LIMITED SERVICE
Branded
Products
and Services
Data
Analysis
Services
Analytical
Services
Coding and
Data Entry
Services
Field
Services
FULL SERVICE
Syndicate
Services
Standardized
Services
Customiz
ed
Services
Internet
Services
RESEARCH
SUPPLIERS EXTERNALINTERNAL
Fig 1.3
Selected Marketing Research
Career Descriptions
Vice-President of Marketing Research: The senior position in
marketing research. The vice president (VP) is responsible for the
entire marketing research operation of the company and serves on
the top management team. This person sets the objectives and
goals of the marketing research department.
Research Director: Also a senior position. The research director has
the general responsibility for the development and execution of all
the marketing research projects.
Assistant Director of Research: Serves as an administrative assistant
to the director and supervises some of the other marketing
research staff members.
(Senior) Project Manager: Has overall responsibility for design,
implementation, and management of research projects.
Statistician/Data Processing Specialist: Serves as an expert on theory
and application of statistical techniques. Responsibilities include
experimental design, data processing, and analysis.
Fig 1.4
Selected Marketing Research
Career Descriptions
Vice President of Marketing
Research
• Part of company’s top
management team
• Directs company’s entire market
research operation
• Sets the goals & objectives of the
marketing research department
Research Director
•Also part of senior
management
•Heads the development
and execution of all
research projects
Assistant Director of Research
•Administrative assistant to director
•Supervises research staff members
Senior Project Manager
•Responsible for design, implementation, &
research projects
Analyst
• Handles details in execution of
project
• Designs & pretests questionnaires
• Conducts preliminary analysis of
data
Junior Analyst
• Secondary data analysis
• Edits and codes questionnaires
• Conducts preliminary analysis of data
Fieldwork Director
•Handles selection, training,
supervision, and evaluation of
interviewers and field workers
Senior Analyst
• Participates in the development of projects
• Carries out execution of assigned projects
• Coordinates the efforts of analyst, junior analyst, & other personnel in the
development of research design and data collection
• Prepares final report
Statistician/Data Processing
• Serves as expert on theory and
application on statistical techniques
• Oversees experimental design, data
processing, and analysis
Selected Marketing Research Career
Descriptions
Criteria for Selecting a Research Supplier
 What is the reputation of the supplier?
 Do they complete projects on schedule?
 Are they known for maintaining ethical standards?
 Are they flexible?
 Are their research projects of high quality?
 What kind and how much experience does the supplier have? Has
the firm had experience with projects similar to this one?
 Do the supplier's personnel have both technical and non-technical
expertise?
 Can they communicate well with the client?
Competitive bids should be obtained and compared on the basis of
quality as well as price.
• Know what you’re talking about
– What’s your product?
– Who are you selling to in existing
markets?
• Look for answers to specific questions
– But don’t always expect specific answers
• Not everything can be found on the
Internet
Keys to Successful Marketing
Research
Marketing research
Marketing research

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Market segmentation
Market segmentationMarket segmentation
Market segmentation
 
Introduction to Marketing Research
Introduction to Marketing ResearchIntroduction to Marketing Research
Introduction to Marketing Research
 
Steps in marketing research process
Steps in marketing research processSteps in marketing research process
Steps in marketing research process
 
Market positioning
Market positioningMarket positioning
Market positioning
 
Marketing - Definition & Importance, Concepts & Marketing Management Tasks
Marketing - Definition & Importance, Concepts & Marketing Management TasksMarketing - Definition & Importance, Concepts & Marketing Management Tasks
Marketing - Definition & Importance, Concepts & Marketing Management Tasks
 
Marketing concepts
Marketing conceptsMarketing concepts
Marketing concepts
 
Marketing management
Marketing managementMarketing management
Marketing management
 
Marketing research, Role of Marketing Research and Marketing Research Process
Marketing research, Role of Marketing Research and Marketing Research ProcessMarketing research, Role of Marketing Research and Marketing Research Process
Marketing research, Role of Marketing Research and Marketing Research Process
 
Market Segmentation
Market SegmentationMarket Segmentation
Market Segmentation
 
Market Segmentation PPT
Market Segmentation PPTMarket Segmentation PPT
Market Segmentation PPT
 
Market analysis
Market analysisMarket analysis
Market analysis
 
Sales promotion ppt
Sales promotion pptSales promotion ppt
Sales promotion ppt
 
Personal selling
Personal sellingPersonal selling
Personal selling
 
Chapter 3 Conducting Marketing Research
Chapter 3 Conducting Marketing ResearchChapter 3 Conducting Marketing Research
Chapter 3 Conducting Marketing Research
 
Classification of Products
Classification of ProductsClassification of Products
Classification of Products
 
Target marketing
Target marketingTarget marketing
Target marketing
 
Target market
Target marketTarget market
Target market
 
Scope of Marketing
Scope of MarketingScope of Marketing
Scope of Marketing
 
Marketing mix
Marketing mixMarketing mix
Marketing mix
 
Positioning strategies in marketing
Positioning strategies in marketingPositioning strategies in marketing
Positioning strategies in marketing
 

Andere mochten auch

Market Research Presentation
Market Research PresentationMarket Research Presentation
Market Research Presentationspawluko
 
Marketing Research
Marketing ResearchMarketing Research
Marketing Researchkkjjkevin03
 
Market research
Market researchMarket research
Market researchwilson tom
 
Chapter 1 Marketing Research Malhotra
Chapter 1 Marketing Research MalhotraChapter 1 Marketing Research Malhotra
Chapter 1 Marketing Research MalhotraAADITYA TANTIA
 
Marketing research process
Marketing research processMarketing research process
Marketing research processkarthik v
 
Marketing research project on nike shoes
Marketing research project on nike shoesMarketing research project on nike shoes
Marketing research project on nike shoesRohit Kumar
 
Data analysis market research
Data analysis   market researchData analysis   market research
Data analysis market researchsachinudepurkar
 
Marketing Research, Applications of Product Development and Test Marketing, S...
Marketing Research, Applications of Product Development and Test Marketing, S...Marketing Research, Applications of Product Development and Test Marketing, S...
Marketing Research, Applications of Product Development and Test Marketing, S...Saneem Nazim
 
Sampling and Sample Types
Sampling  and Sample TypesSampling  and Sample Types
Sampling and Sample TypesDr. Sunil Kumar
 
Methods of data collection
Methods of data collection Methods of data collection
Methods of data collection PRIYAN SAKTHI
 
Introduction to primary market research
Introduction to primary market researchIntroduction to primary market research
Introduction to primary market researchElaine Chen
 
Presentation final for market research
Presentation final for market researchPresentation final for market research
Presentation final for market researchGwendoline Mommeja
 
Consumer&business buying behavior
Consumer&business buying  behaviorConsumer&business buying  behavior
Consumer&business buying behaviorManish Parihar
 
International marketing research presentation
International marketing research presentationInternational marketing research presentation
International marketing research presentationMatthew Balie
 
International Business Management ppt
International Business Management pptInternational Business Management ppt
International Business Management pptAkash General Motors
 
International Management Presentation
International Management PresentationInternational Management Presentation
International Management Presentationwnemariam
 

Andere mochten auch (20)

Marketing research process
Marketing research processMarketing research process
Marketing research process
 
Market Research Presentation
Market Research PresentationMarket Research Presentation
Market Research Presentation
 
Marketing Research
Marketing ResearchMarketing Research
Marketing Research
 
Market research
Market researchMarket research
Market research
 
Chapter 1 Marketing Research Malhotra
Chapter 1 Marketing Research MalhotraChapter 1 Marketing Research Malhotra
Chapter 1 Marketing Research Malhotra
 
Marketing research process
Marketing research processMarketing research process
Marketing research process
 
Marketing research project on nike shoes
Marketing research project on nike shoesMarketing research project on nike shoes
Marketing research project on nike shoes
 
Data analysis market research
Data analysis   market researchData analysis   market research
Data analysis market research
 
Marketing Research, Applications of Product Development and Test Marketing, S...
Marketing Research, Applications of Product Development and Test Marketing, S...Marketing Research, Applications of Product Development and Test Marketing, S...
Marketing Research, Applications of Product Development and Test Marketing, S...
 
Marketing Research Design
Marketing Research DesignMarketing Research Design
Marketing Research Design
 
Sampling and Sample Types
Sampling  and Sample TypesSampling  and Sample Types
Sampling and Sample Types
 
Methods of data collection
Methods of data collection Methods of data collection
Methods of data collection
 
Primary market research
Primary market researchPrimary market research
Primary market research
 
Introduction to primary market research
Introduction to primary market researchIntroduction to primary market research
Introduction to primary market research
 
Presentation final for market research
Presentation final for market researchPresentation final for market research
Presentation final for market research
 
Consumer&business buying behavior
Consumer&business buying  behaviorConsumer&business buying  behavior
Consumer&business buying behavior
 
Chapter 1 Fashion Marketing
Chapter   1 Fashion MarketingChapter   1 Fashion Marketing
Chapter 1 Fashion Marketing
 
International marketing research presentation
International marketing research presentationInternational marketing research presentation
International marketing research presentation
 
International Business Management ppt
International Business Management pptInternational Business Management ppt
International Business Management ppt
 
International Management Presentation
International Management PresentationInternational Management Presentation
International Management Presentation
 

Ähnlich wie Marketing research

Marketing Research Introduction
Marketing Research IntroductionMarketing Research Introduction
Marketing Research IntroductionDr. John V. Padua
 
IIkm BBA Course marketing research.pptx
IIkm  BBA Course marketing research.pptxIIkm  BBA Course marketing research.pptx
IIkm BBA Course marketing research.pptxSuganyaV12
 
Marketing research and demand forecasting
Marketing research and demand forecastingMarketing research and demand forecasting
Marketing research and demand forecastingSamarth Gupta
 
Marketing research
Marketing researchMarketing research
Marketing researchTet Velasco
 
Marketing considerations.pptx is tell ab
Marketing considerations.pptx is tell abMarketing considerations.pptx is tell ab
Marketing considerations.pptx is tell abShivaniTiwari24572
 
Introduction to Market Research
Introduction to Market ResearchIntroduction to Market Research
Introduction to Market ResearchKan K.
 
Brennan Research&Consultants Overview
Brennan Research&Consultants   OverviewBrennan Research&Consultants   Overview
Brennan Research&Consultants Overviewradumkt
 
Introduction to marketing research
Introduction to marketing researchIntroduction to marketing research
Introduction to marketing researchVyas Ashutosh
 
Marketing (chapter 4)(1).pptx
Marketing (chapter 4)(1).pptxMarketing (chapter 4)(1).pptx
Marketing (chapter 4)(1).pptxshahnazsharmin2
 
Young marketers - Elite 3 - Assignment 4.1- Nhóm 3 - Tường Vy-Thanh An - Khán...
Young marketers - Elite 3 - Assignment 4.1- Nhóm 3 - Tường Vy-Thanh An - Khán...Young marketers - Elite 3 - Assignment 4.1- Nhóm 3 - Tường Vy-Thanh An - Khán...
Young marketers - Elite 3 - Assignment 4.1- Nhóm 3 - Tường Vy-Thanh An - Khán...tubinh2806
 
Session 9, Davis
Session 9, DavisSession 9, Davis
Session 9, Daviscsrcomm
 
Marketing Research Introduction
Marketing Research IntroductionMarketing Research Introduction
Marketing Research IntroductionAanya Kumar
 
Young Marketers Elite 3 - Assignment 4.1 - Nhóm 5 - Thanh Vy _Nhat Minh_ Van...
Young Marketers Elite 3 - Assignment 4.1 - Nhóm 5 -  Thanh Vy _Nhat Minh_ Van...Young Marketers Elite 3 - Assignment 4.1 - Nhóm 5 -  Thanh Vy _Nhat Minh_ Van...
Young Marketers Elite 3 - Assignment 4.1 - Nhóm 5 - Thanh Vy _Nhat Minh_ Van...Văn Hiển
 

Ähnlich wie Marketing research (20)

Marketing Research Introduction
Marketing Research IntroductionMarketing Research Introduction
Marketing Research Introduction
 
IIkm BBA Course marketing research.pptx
IIkm  BBA Course marketing research.pptxIIkm  BBA Course marketing research.pptx
IIkm BBA Course marketing research.pptx
 
Marketing research and demand forecasting
Marketing research and demand forecastingMarketing research and demand forecasting
Marketing research and demand forecasting
 
Marketing research
Marketing researchMarketing research
Marketing research
 
Marketing considerations.pptx is tell ab
Marketing considerations.pptx is tell abMarketing considerations.pptx is tell ab
Marketing considerations.pptx is tell ab
 
Marketing research methodology
Marketing research methodologyMarketing research methodology
Marketing research methodology
 
Introduction to Market Research
Introduction to Market ResearchIntroduction to Market Research
Introduction to Market Research
 
Market Research
Market Research Market Research
Market Research
 
Marketing research
Marketing researchMarketing research
Marketing research
 
Brennan Research&Consultants Overview
Brennan Research&Consultants   OverviewBrennan Research&Consultants   Overview
Brennan Research&Consultants Overview
 
1.nature and scope of mr
1.nature and scope of mr1.nature and scope of mr
1.nature and scope of mr
 
The Coop Market Research
The Coop Market ResearchThe Coop Market Research
The Coop Market Research
 
Introduction to marketing research
Introduction to marketing researchIntroduction to marketing research
Introduction to marketing research
 
Market research Basics
Market research BasicsMarket research Basics
Market research Basics
 
Marketing (chapter 4)(1).pptx
Marketing (chapter 4)(1).pptxMarketing (chapter 4)(1).pptx
Marketing (chapter 4)(1).pptx
 
Young marketers - Elite 3 - Assignment 4.1- Nhóm 3 - Tường Vy-Thanh An - Khán...
Young marketers - Elite 3 - Assignment 4.1- Nhóm 3 - Tường Vy-Thanh An - Khán...Young marketers - Elite 3 - Assignment 4.1- Nhóm 3 - Tường Vy-Thanh An - Khán...
Young marketers - Elite 3 - Assignment 4.1- Nhóm 3 - Tường Vy-Thanh An - Khán...
 
Session 9, Davis
Session 9, DavisSession 9, Davis
Session 9, Davis
 
Marketing Research Introduction
Marketing Research IntroductionMarketing Research Introduction
Marketing Research Introduction
 
Young Marketers Elite 3 - Assignment 4.1 - Nhóm 5 - Thanh Vy _Nhat Minh_ Van...
Young Marketers Elite 3 - Assignment 4.1 - Nhóm 5 -  Thanh Vy _Nhat Minh_ Van...Young Marketers Elite 3 - Assignment 4.1 - Nhóm 5 -  Thanh Vy _Nhat Minh_ Van...
Young Marketers Elite 3 - Assignment 4.1 - Nhóm 5 - Thanh Vy _Nhat Minh_ Van...
 
Kasun
KasunKasun
Kasun
 

Kürzlich hochgeladen

KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...Any kyc Account
 
Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsValue Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsP&CO
 
7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...Paul Menig
 
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMMonte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMRavindra Nath Shukla
 
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow  ) 🔝 8923113531 🔝  Cash Payment (COD) 👒VIP Call Girls In Saharaganj ( Lucknow  ) 🔝 8923113531 🔝  Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒anilsa9823
 
Grateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdfGrateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdfPaul Menig
 
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...Lviv Startup Club
 
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Delhi Call girls
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableDipal Arora
 
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageInsurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageMatteo Carbone
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxAndy Lambert
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdfRenandantas16
 
Event mailer assignment progress report .pdf
Event mailer assignment progress report .pdfEvent mailer assignment progress report .pdf
Event mailer assignment progress report .pdftbatkhuu1
 
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...Roland Driesen
 
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999Tina Ji
 
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call GirlsCash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call GirlsApsara Of India
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A  SALESMAN / WOMANA DAY IN THE LIFE OF A  SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMANIlamathiKannappan
 
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Dipal Arora
 
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service JamshedpurVIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service JamshedpurSuhani Kapoor
 
GD Birla and his contribution in management
GD Birla and his contribution in managementGD Birla and his contribution in management
GD Birla and his contribution in managementchhavia330
 

Kürzlich hochgeladen (20)

KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
 
Value Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and painsValue Proposition canvas- Customer needs and pains
Value Proposition canvas- Customer needs and pains
 
7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...7.pdf This presentation captures many uses and the significance of the number...
7.pdf This presentation captures many uses and the significance of the number...
 
Monte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSMMonte Carlo simulation : Simulation using MCSM
Monte Carlo simulation : Simulation using MCSM
 
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow  ) 🔝 8923113531 🔝  Cash Payment (COD) 👒VIP Call Girls In Saharaganj ( Lucknow  ) 🔝 8923113531 🔝  Cash Payment (COD) 👒
VIP Call Girls In Saharaganj ( Lucknow ) 🔝 8923113531 🔝 Cash Payment (COD) 👒
 
Grateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdfGrateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdf
 
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
Yaroslav Rozhankivskyy: Три складові і три передумови максимальної продуктивн...
 
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
Best VIP Call Girls Noida Sector 40 Call Me: 8448380779
 
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service AvailableCall Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
 
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usageInsurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
 
Monthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptxMonthly Social Media Update April 2024 pptx.pptx
Monthly Social Media Update April 2024 pptx.pptx
 
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
 
Event mailer assignment progress report .pdf
Event mailer assignment progress report .pdfEvent mailer assignment progress report .pdf
Event mailer assignment progress report .pdf
 
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...
 
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999
Russian Faridabad Call Girls(Badarpur) : ☎ 8168257667, @4999
 
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call GirlsCash Payment 9602870969 Escort Service in Udaipur Call Girls
Cash Payment 9602870969 Escort Service in Udaipur Call Girls
 
A DAY IN THE LIFE OF A SALESMAN / WOMAN
A DAY IN THE LIFE OF A  SALESMAN / WOMANA DAY IN THE LIFE OF A  SALESMAN / WOMAN
A DAY IN THE LIFE OF A SALESMAN / WOMAN
 
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
Call Girls Navi Mumbai Just Call 9907093804 Top Class Call Girl Service Avail...
 
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service JamshedpurVIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
VIP Call Girl Jamshedpur Aashi 8250192130 Independent Escort Service Jamshedpur
 
GD Birla and his contribution in management
GD Birla and his contribution in managementGD Birla and his contribution in management
GD Birla and his contribution in management
 

Marketing research

  • 2. Member groups : CREATED BY: •RENY SARAH A. (C1L012017) •MELITA SARI (C1L012043) •KURNIATI PURBA N. (C1L012051) •THERESIA Y.P. (C1L012053)
  • 3. E Effective decision making S Systematic and objective E Exude or disseminate information A Analysis of information R Recommendation for action C Collection of information H Helpful to managers R Recognition of information needs RESEARCH
  • 4. Marketing Research: Definition • Many definitions of Marketing Research: – “Marketing research is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.” – Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
  • 5. Definition of Marketing Research Marketing research is the systematic and objective  identification  collection  analysis  dissemination  and use of information For the purpose of improving decision making related to the  identification and  solution of problems and opportunities in marketing.
  • 6. Need For Marketing Research • Why do businesses need accurate and up-to-date information? – To undertake marketing effectively – Changes in technology – Changes in consumer tastes – Market demand – Changes in the product ranges of competitors – Changes in economic conditions – Distribution channels
  • 7. Purpose Of Marketing Research • Gain a more detailed understanding of consumers’ needs: – e.g., views on products’ prices, packaging, recent advertising campaigns • Reduce the risk of product/business failure: – there is no guarantee that any new idea will be a commercial success – Can help to achieve commercial success • Forecast future trends: – it can also be used to anticipate future customer needs
  • 8. Types of marketing research • Marketing research techniques come in many forms, including:  Ad Tracking – periodic or continuous in-market research to monitor a brand’s performance using measures such as brand awareness, brand preference, and product usage. (Young, 2005)  Advertising Research – used to predict copy testing or track the efficacy of advertisements for any medium, measured by the ad’s ability to get attention (measured with AttentionTracking), communicate the message, build the brand’s image, and motivate the consumer to purchase the product or service. (Young, 2005)  Brand equity research - how favorably do consumers view the brand?  Brand association research - what do consumers associate with the brand?  Brand attribute research - what are the key traits that describe the brand promise?  Brand name testing - what do consumers feel about the names of the products?  Commercial eye tracking research - examine advertisements, package designs, websites, etc. by analyzing visual behavior of the consumer  Concept testing - to test the acceptance of a concept by target consumers  Coolhunting - to make observations and predictions in changes of new or existing cultural trends in areas such as fashion, music, films, television, youth culture and lifestyle  Buyer decision making process research - to determine what motivates people to buy and what decision-making process they use; over the last decade, Neuromarketing emerged from the convergence of neuroscience and marketing, aiming to understand consumer decision making process
  • 9.  Copy testing – predicts in-market performance of an ad before it airs by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad’s flow of attention and  flow of emotion. (Young, p 213)  Customer satisfaction research - quantitative or qualitative studies that yields an understanding of a customer's satisfaction with a transaction  Demand estimation - to determine the approximate level of demand for the product  Distribution channel audits - to assess distributors’ and retailers’ attitudes toward a product, brand, or company  Internet strategic intelligence - searching for customer opinions in the Internet: chats, forums, web pages, blogs... where people express freely about their experiences with products, becoming strong opinion formers.  Marketing effectiveness and analytics - Building models and measuring results to determine the effectiveness of individual marketing activities.  Mystery consumer or mystery shopping - An employee or representative of the market research firm anonymously contacts a salesperson and indicates he or she is shopping for a product. The shopper then records the entire experience. This method is often used for quality control or for researching competitors' products.  Positioning research - how does the target market see the brand relative to competitors? - what does the brand stand for?
  • 10.  Price elasticity testing - to determine how sensitive customers are to price changes  Sales forecasting - to determine the expected level of sales given the level of demand. With respect to other factors like Advertising expenditure, sales promotion etc.  Segmentation research - to determine the demographic, psychographic, and behavioural characteristics of potential buyers  Online panel - a group of individual who accepted to respond to marketing research online  Store audit - to measure the sales of a product or product line at a statistically selected store sample in order to determine market share, or to determine whether a retail store provides adequate service  Test marketing - a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market  Viral Marketing Research - refers to marketing research designed to estimate the probability that specific communications will be transmitted throughout an individual's Social Network. Estimates of Social Networking Potential (SNP) are combined with estimates of selling effectiveness to estimate ROI on specific combinations of messages and media.
  • 11. Marketing research methods • Methodologically, marketing research uses the following types of research designs: 1. Based on questioning Qualitative marketing research - generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents - examples include surveys and questionnaires. Techniques include choice modelling, maximum difference preference scaling, and covariance analysis.
  • 12. 2. Based on observations •Ethnographic studies - by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) - examples include product-use analysis and computer cookie traces. See also Ethnography and Observational techniques. •Experimental techniques - by nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, then manipulates at least one of the variables - examples include purchase laboratories and test markets
  • 13. A Classification of Marketing Research Problem-Identification Research • Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. Problem-Solving Research • Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.
  • 14. A Classification of Marketing Research Marketing Research Problem Identification Research Problem-Solving Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research Segmentation Research Product Research Pricing Research Promotion Research Distribution Research
  • 15. Problem-Solving Research  Determine the basis of segmentation  Establish market potential and responsiveness for various segments  Select target markets  Create lifestyle profiles: demography, media, and product image characteristics SEGMENTATION RESEARCH  Test concept  Determine optimal product design  Package tests  Product modification  Brand positioning and repositioning  Test marketing  Control store tests PRODUCT RESEARCH
  • 16. Problem-Solving Research PRICING RESEARCH  Pricing policies  Importance of price in brand selection  Product line pricing  Price elasticity of demand  Initiating and responding to price changes $ALE PROMOTIONAL RESEARCH  Optimal promotional budget  Sales promotion relationship  Optimal promotional mix  Copy decisions  Media decisions  Creative advertising testing  Evaluation of advertising effectiveness 0.00% APR
  • 17. Problem-Solving Research DISTRIBUTION RESEARCH Determine…  Types of distribution  Attitudes of channel members  Intensity of wholesale & retail coverage  Channel margins  Location of retail and wholesale outlets
  • 18. Marketing Research Process Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report
  • 19. The Role of Marketing Research Controllable Marketing • Product • Pricing • Promotion • Distribution Variables Marketing Research Marketing Decision Making Providing Information Assessing Information Needs Marketing Managers • Market Segmentation • Performance & Control • Target Market Selection • Marketing Programs Uncontrollable Environmental Factors • Economy • Technology • Laws & Regulations • Social & Cultural Factors • Political Factors • Consumers • Employees • Shareholders • Suppliers Customer Groups
  • 20. Marketing Research Suppliers & Services LIMITED SERVICE Branded Products and Services Data Analysis Services Analytical Services Coding and Data Entry Services Field Services FULL SERVICE Syndicate Services Standardized Services Customiz ed Services Internet Services RESEARCH SUPPLIERS EXTERNALINTERNAL Fig 1.3
  • 21. Selected Marketing Research Career Descriptions Vice-President of Marketing Research: The senior position in marketing research. The vice president (VP) is responsible for the entire marketing research operation of the company and serves on the top management team. This person sets the objectives and goals of the marketing research department. Research Director: Also a senior position. The research director has the general responsibility for the development and execution of all the marketing research projects. Assistant Director of Research: Serves as an administrative assistant to the director and supervises some of the other marketing research staff members. (Senior) Project Manager: Has overall responsibility for design, implementation, and management of research projects. Statistician/Data Processing Specialist: Serves as an expert on theory and application of statistical techniques. Responsibilities include experimental design, data processing, and analysis. Fig 1.4
  • 22. Selected Marketing Research Career Descriptions Vice President of Marketing Research • Part of company’s top management team • Directs company’s entire market research operation • Sets the goals & objectives of the marketing research department Research Director •Also part of senior management •Heads the development and execution of all research projects Assistant Director of Research •Administrative assistant to director •Supervises research staff members Senior Project Manager •Responsible for design, implementation, & research projects
  • 23. Analyst • Handles details in execution of project • Designs & pretests questionnaires • Conducts preliminary analysis of data Junior Analyst • Secondary data analysis • Edits and codes questionnaires • Conducts preliminary analysis of data Fieldwork Director •Handles selection, training, supervision, and evaluation of interviewers and field workers Senior Analyst • Participates in the development of projects • Carries out execution of assigned projects • Coordinates the efforts of analyst, junior analyst, & other personnel in the development of research design and data collection • Prepares final report Statistician/Data Processing • Serves as expert on theory and application on statistical techniques • Oversees experimental design, data processing, and analysis Selected Marketing Research Career Descriptions
  • 24. Criteria for Selecting a Research Supplier  What is the reputation of the supplier?  Do they complete projects on schedule?  Are they known for maintaining ethical standards?  Are they flexible?  Are their research projects of high quality?  What kind and how much experience does the supplier have? Has the firm had experience with projects similar to this one?  Do the supplier's personnel have both technical and non-technical expertise?  Can they communicate well with the client? Competitive bids should be obtained and compared on the basis of quality as well as price.
  • 25. • Know what you’re talking about – What’s your product? – Who are you selling to in existing markets? • Look for answers to specific questions – But don’t always expect specific answers • Not everything can be found on the Internet Keys to Successful Marketing Research