1. Industrial
Marketing
Research,
Marketing
Intelligence &
Decision Support
Group I :
M. Owais Alam
(8127)
P
riya V. S. (8136)
Smita Sinha

2. Industrial Marketing
Research
Mar ket ing
Resear ch is
def ined as t he
obj ect ive and
syst emat ic
pr ocess of
obt aining,
analyzing and
r epor t ing of dat a
(or inf or mat ion)

3. How it Differs From Consumer Marketing
Research?
1. Mor e r eliance on secondar y
dat a, explor at or y r esear ch and
exper t opinion in indust r ial
r esear ch.
2. Under st anding of t echnical
f act or s is impor t ant f or
indust r ial mar ket ing r esear cher .
3. Manager s of indust r ial pr oduct s
companies gener ally per f or m
less mar ket ing r esear ch st udies
t han t he mar ket ing manager s of
consumer pr oduct companies.
4. Mor e emphasis is given t o
descr ipt ive met hod in indust r ial
mar ket ing r esear ch compar ed t o
exper iment al and obser vat ional

4. Scope
1. Development of
mar ket ing pot ent ial
2. Mar ket Shar e
Analysis
3.Sales analysis
4.For ecast ing
5.Compet it or Analysis
6. Benchmar king
7. New pr oduct
accept ance and

5. Marketing Research
Process
Identif y
the
problem/
opportuni
ty and
def ine
research
objective
s
Develop
the
research
design
Collect
the data
(or
inf ormatio
n
P
rocess
and
analyze
the data
P
resent
the
research
f indings
or
reports

6. 1. Identifying the Problem (or
Opportunity) & Defining Research
Problem
The f ir st st ep in
t he mar ket ing
r esear ch pr ocess is
t o ident if y t he
mar ket ing pr oblem
or oppor t unit y
accur at ely and
def ine t he
obj ect ives of
mar ket ing r esear ch.

7. 2. Develop the Research Design or
Plan
The indust r ial
mar ket ing
r esear cher or t he
mar ket ing
r esear ch agency
develops t he
r esear ch design,
which basically
indicat es t he
pr ocedur e and t he
cost of conduct ing

8. Decision areas in Research
Design
Decision Areas
P
articulars
Inf ormation type
P
repare a list of inf ormation
required f rom research
objectives
P
rimary, secondary,
commercial or combination
Observational, exploratory,
descriptive or survey,
experimental
Sampling unit, sample size,
sampling procedure
Mail, telephone, or personal
interview
Questionnaire, mechanical
devices
Sources of data
R
esearch methods
Sampling plan
Method of contacts
Data collection methods

9. Information
Based
Typeon t he r esear ch
obj ect ives, pr epar e a list of
inf or mat ion r equir ed. For
inst ance, if t he r esear ch
obj ect ives ar e t o obt ain
compet it or s’ inf or mat ion,
t he list of inf or mat ion shall
include:
The list of compet it or s,
t heir mar ket shar e, maj or
compet it or ’s st r engt h et c.

10. Sources of Data
• Pr imar y Dat a
Met hods f or
Dat a
Collect ion:
Obser vat ional
- Explor at or y
- Sur vey
-

11. Survey Research Method
• Most commonly used in B2B.
• Pr ovides inf or mat ion on
awar eness,
at t it udes, and business buying
behaviour .
• Dat a collect ion may be
st r uct ur ed or
unst r uct ur ed.
• Four possibilit ies of dat a
collect ion :
- St r uct ur ed Dir ect
I nt er view

12. Sampling Plan
The s am e is a par t of
pl
populat ion (or univer se)
which is select ed t o obt ain
t he necessar y inf or mat ion.
Sampling plan consist s of
t hr ee main decisions :
• Sampling Unit
• Sample Size
• Sampling pr ocedur e
- Pr obabilit y or Random
Sampling (SRS &
Syst emat ic Sampling)
- Non-pr obabilit y
Sampling

13. Data Collection Methods
(Instruments)
• Q uest ionnair es
• Mechanical
Resear ch
I nst r ument s

14. Methods of Contact
• Mail Sur veys
• Per sonal
I nt er views
• Telephone
I nt er viewing

15. 3. Collecting the Data
This phase is r ef er r ed t o as
f i el d wor k. I t is
expensive and pr oblem
or ient ed phase. I n sur vey
met hod, t he t ypes of
pr oblems ar e :
ot abe
• N avail l ar e t o be
cont act ed again or
r eplaced,
• Some r espondent s may
not
cooper at e as t hey may
say
t hey ar e t oo busy,
• Some r espondent s may

16. 4. Processing & Analysis of
Data
• Edit ing
• Coding
• Classif icat ion
Descr ipt ive
- Numer ical
• Tabulat ion

17. Data Analysis
Descriptive Analysis
• Univar iat e Analysis
• Bivar iat e Analysis
• Mult ivar iat e Analysis
- Mult iple
Regr ession
Analysis
- Mult idiscr iminant

18. 5. Presenting the Research
Findings s t o be kept in mind while
Point
making pr esent at ion :
1. The r esear cher should collect t he
inf or mat ion about t he pr of ile of
t he execut ives who would be
int er est ed in t he r esear ch of t he
user company.
2. The maj or r esear ch f indings
should be r elevant t o t he
mar ket ing r esear ch obj ect ives.
3. The r esear cher should logically
j ust if y t he choice of r esear ch
met hod, dat a collect ion met hod,
dat a analysis t echniques, et c.
4. The r esear cher must not t r y t o
sat isf y t he per sonal likes or
dislikes of t he execut ives in t he
user company.

19. General Format of Report
1.
2.
3.
4.
Tit le Page
Table of Cont ent s
Execut ive Summar y
I nt r oduct ion (or
Resear ch Br ief )
5. Pr oblem f or mulat ion and
Resear ch Obj ect ives
6. Resear ch Met hodology
7. Result s (or Findings) of
t he Resear ch
8. Conclusions and
Recommendat ions
9. Appendix
10. Bibliogr aphy

20. Industrial Marketing
Intelligence System
• I t pr ovides r elevant ,
accur at e and t imely
inf or mat ion on
cont inuous basis t o t he
indust r ial mar ket ing
manager t o make
decisions.
• I t gat her s, st or es,
analyses, int er pr et s,
and disseminat es
r elevant mar ket ing

21. Components of MIS
• Mar ket ing
Resear ch St udies
• I nt er nal
I nf or mat ion
Syst em
• Secondar y Dat a
Sour ces

22. Industrial Marketing
Intelligence System
Marketing
research
studies
Secondary
data
sources
Industrial
marketing
intelligence
system
Internal
information
system
Decision
support
system
Marketing
strategy
development
Market
respons
e

23. Components of DSS
• Dat a Base
• Decision Models
• St at ist ics
• Display

24. Decision Support System
Action
Marketing
Manager
Questions
Answers
Decision
Models
Statistics
Display
Data Base
Environment

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