2.  A Marketing Manager of FMCG brand is faced
with a situation where the sales figure for his
most popular brand is declining in Hubli
Region when compared to others. He wants
to do a study to assess the sitution
Is this a Problem or an Opportunity?

3.  Marketing and Marketing Research are two
faces of the same coin
 Marketing is about identifying and meeting
the social needs and Marketing Research aids
this function of the marketing
 It helps in the most important phase of
marketing in the decision making or
strategizing process

4. Definition – “Search for Knowledge”
Business Research is defined
as the systematic and objective process of
gathering, recording and analyzing data for
aid in making business definitions

5.  The scope of Business Research limited by ones
definition of “Business”
 Business Research covers wide range of
phenomena
 A Broader definition includes problems or
opportunities related to For Profit and Not for
Profit Organizations
 Intuition without Research can lead to
disappointment
 Business Research questions require information
about how the environment, employees,
customer or the economy will respond to
Executives decisions

6.  Basic Research attempts to expand the limits
of knowledge
 Basic Research is conducted to verify the
acceptability of a given theory or to discover
more about a certain concept
 Applied Research – Research undertaken to
answer questions about specific problems

7.  For managers research reduces uncertainty by
providing information that improves the decision
making process
 Research reduces managerial uncertainty in
taking decisions
 Four interrelated stages
a. Identifying problems or opportunities
b. Diagnosing and assessing problems or
opportunities
c. Selecting and implementing a course of action
d. Evaluating the course of action

8.  Research is the backbone of Strategy
development
 Research in an organization helps managers
to identify problems or opportunities
 Research can be used as a scanning activity
to know what is happening in the
organization
 Research provides alternatives for taking
decisions on intuition or experience

9.  Managers gain insights in to underlying
problem
 If a problem exists then what happened and
why?
 If an opportunity exists then explore,
clarify, and refine the nature of an
opportunity
 If multiple opportunities exist research may
be conducted to set priorities

10.  Evaluation of alternatives and in selecting the
best course of action
 Opportunities may be evaluated through the
use of various performance criteria
 A fax machine manufacturer must decide to
build a factor in South Korea or Japan

11.  The formal objective measurement and
appraisal of the extent to which a given
activity, project or program has achieved its
objectives
 Provides feedback for evaluation and control
of strategies and tactics

12. a. Time Constraints
b. Availability of Data
c. Nature of the Decision
d. Benefits versus Cost

13.  Scientific - Scientific research refers to a body
of techniques for investigating phenomena,
acquiring new knowledge or correcting and
integrating previous knowledge consist of
collection of data through observation and
experimentation and formulation and testing
of hypothesis

14.  Non Scientific - Non scientific research is
investigating about human society and of
individual relationships in and to society. It
consist of data through observation and
presume relations among natural phenomena

15.  Descriptive Vs Analytical
 Applied Vs Fundamental
 Quantitative Vs Qualitative
 Conceptual Vs Empirical

16. 1. Good Research is systematic
2. Good Research is logical
3. Good Research is Empirical
4. Good Research is Replicable

17.  What are Research Ethics?
 Importance of Ethics in Research
 Ethical Treatment of Participants
a. Explain study benefits
b. Explain participant rights and protection
c. Obtain informed consent
Deception an ethical thorn

18.  A narrow conception of the Project
 Uneven caliber of Researchers
 Poor Framing of the problem
 Late and occasionally erroneous findings
 Personality and Presentational Differences

19.  Marketing Manager
 Research Manager – The backbone of
Research Process
 Research Firm
 Investigators
 Respondents

20.  A firm that cannot conduct an entire
marketing research project in-house must
select an external supplier for one or more
phases of the project
 Trade Publications, Professional Directories
and word of mouth
 When developing a criteria for selecting an
outside supplier, a firm should keep some
basics in mind as follows

21.  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? Ha
the firm had experience with projects similar to this one?
 Do the supplier's personnel have both technical and non-technic
expertise?
 Can they communicate well with the client?
Competitive bids should be obtained and compared on the bas
of quality as well as price.
The internet is very efficient for identifying marketing researc
firms that supply specific services

22.  The entry level position in a business firm
would be Junior Research Analyst (for BBA) or
Research Analyst for (MBA)
 The entry level employees learn about a
particular industry and receive training from a
senior staff member, usually the Marketing
Research Manager

24.  Career opportunities are available with marketing research
firms (e.g., AC Nielsen, Burke, Inc., M/A/R/C)
 Careers in business and non-business firms and agencies
with in-house marketing research departments (e.g., Procter
& Gamble, Coca-Cola, AT & T, the Federal Trade
Commission, United States Census Bureau)
 Advertising agencies (e.g., BBDO International, Ogilvy &
Mather, J. Walter Thompson, Young & Rubicam)
 Positions: vice president of marketing research, research
director, assistant director of research, project manager, field
work director, statistician/data processing specialist, senior
analyst, analyst, junior analyst, and operational supervisor.

26. 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.

27. 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

28. 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

29.  Internal suppliers
 External suppliers
◦ Full-service suppliers
 Syndicated services
 Standardized services
 Customized services
 Internet services
◦ Limited-service suppliers
 Field services
 Coding and data entry services
 Analytical services
 Data analysis services
 Branded marketing research products

30. 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
Customer Groups
• Employees
• Shareholders
Suppliers•
• Consumers
Fig 1.2

31. Why
Information
Is
Needed
Marketing
Environment
Strategic
Planning
Customer
Needs
Competition

32.  MIS is defined as a formalized set of procedures for
generating, analyzing, storing and distributing
information to marketing decision makers on an
ongoing basis
OR
 Marketing Information System (MIS) is a set of
procedures for generating, analyzing, storing and
distributing information to marketing decision
makers on an ongoing basis
Marketing Information System
Consists of people, equipment, and procedures to
gather, sort, analyze, evaluate, and distribute needed,
timely, and accurate information to marketing decision
makers.
.

33.  MIS focuses on each decision makers
responsibilities, styles and information needs
 Information gathered from various sources,
such as invoices and marketing intelligence,
including marketing research is combined
and presented in a format that can be readily
used in decision making
 MIS helps to identify ,select and resolve
marketing problems or opportunities

34.  Three distinct types of information are generally
supplied to marketing managers through the MIS
– Recurrent, Monitoring and Requested
 Recurrent Information is information that is
provided on a periodic basis. Market share by
region, customer awareness of the firms
advertising, Customers satisfaction etc is the
information provided on a Weekly, Monthly,
Quarterly or Annual Basis
 Recurrent information is particularly useful for
indicating problems and opportunities

35.  Monitoring Information is information derived from the
regular scanning of certain sources
 Monitoring Information comes primarily from external
sources. Government reports, patents, Articles, Annual
Reports of competitors and public activities of
competitors are common sources that are monitored
 Article Summaries are prepared and distributed
any time a relevant article appears
 Monitoring Information is particularly useful for
alerting firms to potential problems such as new
competitors or new marketing activites

36.  Requested information is developed in
response to a specific request by a marketing
manager. Without such a request the
information would not flow to the manager
and might not exist in the system
 Example – Request on the size of the market
not currently served by the firm and
assessment of rivalry in the market

37.  Specialized MIS – Firms typically evolve
smaller, specialized systems designed to
meet the needs of a subset of mangers such
as Sales Managers or Brand Managers or
systems are developed for specific types of
information such as data

38.  DSS are integrated systems including
hardware, communication network, database,
model base, software base, and the DSS user
that collect and interpret information for
Decision Making

39.  Unstructured Problems
 Use of Models
 User Friendly Interaction
 Adaptability
Can Improve Decision
Making by Using “What if”
Analysis
DSSMIS
 Structured Problems
 Use of Reports
 Rigid Structure
 Information Displaying
Restricted
 Can Improve Decision Making
by Clarifying Data

40. Developing Information
Four Main Sources and Types
1. Internal records information
2. Marketing intelligence
3. Marketing research
4. Information analysis

41. Obtains Needed Information for Marketing Managers
From the Following Sources
Internal Data
Collection of Information from Data Sources Within the Company
Marketing Intelligence
Collection and Analysis of Publicly Available Information about
Competitors and the Marketing Environment
From: Accounting, Sales Force, Marketing, Manufacturing, Sales
From: Employees, Suppliers, Customers,
Competitors, Marketing Research Companies
Marketing Research
Design, Collection, Analysis, and Reporting of Data about a Situation

42. Developing information.
The MIS develops the required information
from: internal records, marketing
intelligence activities and marketing
research.
1)Internal Records
This is the most basic system used by most
marketing executives to monitor reports of
orders, sales, inventories and debts. The
internal accounting system can be used to
provide information quickly, since most
organisations produce monthly or weekly
records of sales, and so on, to help the
financial management of the organisation.

43. Internal Records
Information from sources within the
organization used to evaluate marketing
performance and to identify marketing
problems and opportunities
 Customer history information and information trends
 Customer information management (e.g.,
guest/customer registration and comment cards,
mystery shoppers)
 Corporate customer and marketing intermediary
information (e.g., customer and prospective customer
databases)

44. Marketing Intelligence
Information from internal and external sources
about developments in the marketing
environment that helps managers to prepare
and adjust marketing plans and short-run
tactics.
 Internal sources of marketing intelligence
 External sources of marketing intelligence
 Sources of competitive information
 Commercial sources of marketing information

45. Marketing Intelligence
Marketing intelligence is the information that is
collected, often informally, by reading books,
newspapers, trade journals, talking to
customers, sales staff and suppliers. Well run
organisations have some way - usually
weekly or monthly meetings - where
marketing intelligence information collected
from the marketplace or the general
environment is discussed by the members of
the marketing team.

46. Marketing Research
A process used to identify and define
marketing opportunities and problems, to
monitor and evaluate marketing actions and
performance, and to communicate research
findings to management.
Steps in the Marketing Research Process:
1. Defining the problem and research objectives
2. Developing the research plan to collect information
3. Implementing the research plan
4. Interpreting and reporting the findings

47. Marketing Research Process
1. Defining the Problem and Research
Objectives
Research projects can have one of three types of
objectives:
a. Exploratory: to collect preliminary information that
will help define the problem or hypotheses.
b. Descriptive: to describe the size and characteristics
of the market.
c. Causal: to test hypotheses about cause-and-effect
relationships.

48. 2. Developing the Research Plan & Design
a. Determine specific information needs
b. Decision on data
c. Research approaches – Observational,
Focus group , Survey , Behavioral &
Experimental
d. Questionnaire & Sampling

49. 3. Planning Primary Data Collection
. Contact methods: mail questionnaires,
telephone interviewing, personal
interviewing, Internet surveying, focus
group interviewing

50. 4. Implementing the Research Plan
a. Gather the research data.
b. “Enter the data” or process information.
c. Analyze the data.

51. 5. Interpreting and Reporting the Findings
a. Interpret the findings
b. Draw conclusions
c. Acknowledge any research limitations
d. Report findings and conclusions

52. Information Analysis
Information gathered can often benefit from
additional analysis that may help to answer
questions such as “what if?” and “what is
best?”

53. Information Analysis
This involves further and more detailed
analysis of marketing intelligence and
marketing research data (sometimes this is
called “secondary analysis” of primary data)
through:
1. Advanced statistical analysis
2. Mathematical models

54.  USA accounts for only about 40 percent of the
marketing research expenditures
 About 40% of all marketing research is conducted
in Europe and 10% in Japan
 In Europe UK, Germany, France, Italy and Spain
 Japan leads in Asia Specific region followed by
Australia, China, Korea and Taiwan
 Brazil and Mexico lead in Central and South
American markets

55.  International Marketing Research
 Foreign Research
 Multinational Research

56.  A Research Design provides the framework to
be used as a guide in collecting and analyzing
data

57.  Exploratory – This is generally used to clarify
opinions and thoughts about the research
problem or the respondent population or to
provide insights on how to conduct more
conclusive research
 One major application of exploratory
research, therefore, is to generate hypotheses
for further studies

58.  Descriptive Research – Most marketing research of this type
 Descriptive Studies are either Longitudinal or Cross Sectional
 Longitudinal Studies generally takes the form of a sample of
respondents who are studied over a period of time – from a few
months to a few years
 Cross Sectional Design – This is most commonly used in
marketing research. This is a one shot research study at a given
point of time, and consists of a sample (cross section) of the
population of interest
 Cross sectional design gives a good overall picture of the
position at a given time

59.  Causal Research Design – Causal design
seeks to establish causation as far as
possible, by employing controls and
conditions under which we can state with
reasonable confidence whether or not Y is
affected by X

60.  Study about a English daily in 1980s in
Bangalore a Comparative Analysis was
performed

61. Thank You
Any Questions?