Marketing research uses include: Advertising testing research, branding research, customer satisfaction research, pricing research, product positioning research, new product assessments, marketing due diligence, and segmentation research.

1. RESEARCH APPLICATIONS IN
MARKETING

3. MARKETING RESEARCH
• Marketing research is the collection and analysis of
information about the customers and competitors in the
market.
• Main purpose of marketing research is to increase the
understanding of a specific product or service.

4. TYPES OF RESEARCH DONE IN
MARKETING
• Pricing research
• Product research
• Concept testing research
• Positioning research
• Customer satisfaction research
• Market segmentation
• Advertising research
• Branding research
• Brand equity research
• Sales analysis research
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5. PRICING RESEARCH
• This research studies what the customers are willing to
pay for a product or service.
• Example Smartphone Penetration strategy
IOS Skimming strategy

6. PRODUCT RESEARCH
• Main Goals
product design and market validation research, or
assessing existing product strength and line extension
potential.
Example Colgate tooth brush

7. CONCEPT TESTING RESEARCH
It is a process to evaluate a customers acceptance of a
new product into the market.
Data is collected through Interviews and questionnaires
Example OnePlus low-cost quality products

8. POSITIONING RESEARCH
• It is done to understand the position of a brand in
comparison to its competitors.
• This research makes sure that the right people see the
right product at the right time.

9. Toothpaste
Economy
Cosmetics
Taste
Medicinal

10. CUSTOMER SATISFACTION
RESEARCH
• This research allows in identifying the strength and
weakness of a company as perceived by its customers.
• It allows in improving the quality of products and
services.

11. MARKET SEGMENTATION
• Market segmentation is the process of dividing
a market of potential customers into groups, or
segments, based on different characteristics.
• The segments created are composed of consumers who
will respond similarly to marketing strategies and who
share traits such as similar interests, needs, or locations.

12. ADVERTISING RESEARCH
A research conducted in order to improve the efficiency of
an advertisement is known as advertising research.
• Coca-Cola advertisement

13. BRANDING RESEARCH
Branding research is all about creating differentiation in
the mind of customers and understanding why customer
choose to purchase certain goods.
• Brand management and research services help to
understand the brand’s value, strengths and increase the
brand position.

14. BRAND EQUITY RESEARCH
• Brand equity research measures the breadth and depth
of brand power in the target markets.
• A key to research design is the goal of a brand equity
measurement study.
• Example Starbucks

15. SALES ANALYSIS RESEARCH
• Sales analysis examines sales reports to see what
goods and services have and have not sold well.
• This 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.
Types

16. THANK YOU