Unit 1 Intro to Chemistry and Measurement Intro to Chemistry and Physics Mr. Patel SWHS.
1 - Intro to MR - Handout
-
Upload
tran-tuan-linh -
Category
Documents
-
view
222 -
download
0
Transcript of 1 - Intro to MR - Handout
-
7/27/2019 1 - Intro to MR - Handout
1/35
Dr. S. Victor Anandkumar
School of ManagementPondicherry University
INDIA
-
7/27/2019 1 - Intro to MR - Handout
2/35
Why we do what we do(The epistemology of Marketing Research)
-
7/27/2019 1 - Intro to MR - Handout
3/35
Session-1
Introduction toMarketing Research
-
7/27/2019 1 - Intro to MR - Handout
4/35
Marketing Research Defined
The systematic and objectiveprocess of generating
information for aid in makingmarketing decisions
-
7/27/2019 1 - Intro to MR - Handout
5/35
That is
MR is the systematic and objective identification
collection
analysis
dissemination
and use of information
For the purpose of improving decision makingrelated to the
identification and
solution of problems and opportunities in marketing
-
7/27/2019 1 - Intro to MR - Handout
6/35
One more definition
The function that links the
consumer, the customer,
and public to the marketer
throughINFORMATION
-
7/27/2019 1 - Intro to MR - Handout
7/35
Used to identify and
define market
opportunities and
problems
Generate, refine, andevaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process
Role of information in MR
-
7/27/2019 1 - Intro to MR - Handout
8/35
The Marketing Research Process
Define the Problem Develop an Approach to the Problem
Type of Study? Exploratory, Descriptive, Causal?
Management & Research Questions, Hypotheses
Formulate a Research Design Methodology
Questionnaire Design
Fieldwork
Prepare & Analyze the Data
Prepare & Present the Report
-
7/27/2019 1 - Intro to MR - Handout
9/35
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
-
7/27/2019 1 - Intro to MR - Handout
10/35
The Role of Marketing Research
Controllable
Marketing
Product
Pricing
Promotion
Distribution
Variables Marketing
Research
Marketing
DecisionMaking
Providing
Information
Assessing
Information
Needs
Marketing Managers
Market Segmentation
Performance & Control
Target Market Selection
Marketing Programs
Uncontrollable
Environmental
Factors
Economy
Technology
Laws &Regulations
Social & CulturalFactors
Political Factors
Consumers Employees Shareholders Suppliers
Customer Groups
-
7/27/2019 1 - Intro to MR - Handout
11/35
Marketing Research
Classification-1Problem-
identificationresearch
Problem-solving
research
-
7/27/2019 1 - Intro to MR - Handout
12/35
Types of Marketing Research
Problem-Identification Research To help identify problems which are
not necessarily apparent on the
surface and yet exist or are likely to
arise in the future
Problem-Solving Research
To help solve specific marketing
problems
-
7/27/2019 1 - Intro to MR - Handout
13/35
Marketing Research
Problem
Identification Research
Problem-SolvingResearch
Market Potential Research
Market Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting ResearchBusiness Trends Research
Segmentation Research
Product ResearchPricing Research
Promotion Research
Distribution Research
-
7/27/2019 1 - Intro to MR - Handout
14/35
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 score tests
PRODUCT RESEARCH
-
7/27/2019 1 - Intro to MR - Handout
15/35
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
Claim substantiation
0.00%
-
7/27/2019 1 - Intro to MR - Handout
16/35
Problem-Solving Research
DISTRIBUTION RESEARCH
Determine
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail and wholesale outlets
-
7/27/2019 1 - Intro to MR - Handout
17/35
Marketing Research
Classification-2Basic research
Applied research
-
7/27/2019 1 - Intro to MR - Handout
18/35
Basic Research
Attempts to expand the limitsof knowledge
Not directly involved in thesolution to a pragmaticproblem
-
7/27/2019 1 - Intro to MR - Handout
19/35
Basic Research Example
Do consumers experiencecognitive dissonance in
low-involvementsituations?
-
7/27/2019 1 - Intro to MR - Handout
20/35
Applied Research
Conducted when a decision must bemade about a specific real-life problem
-
7/27/2019 1 - Intro to MR - Handout
21/35
Applied Research Example
Should McDonalds add Italian pastadinners to its menu?
Marketing research told McDonalds it
should not
-
7/27/2019 1 - Intro to MR - Handout
22/35
Applied Research Example
Should Procter & Gamble add a high-priced home teeth bleaching kit to itsproduct line?
Research showed Crest Whitestripswould sell well at a retail price of $44
-
7/27/2019 1 - Intro to MR - Handout
23/35
Scientific Method
The analysis and interpretation ofempirical evidence (facts fromobservation or experimentation)to confirm or disprove priorconceptions
-
7/27/2019 1 - Intro to MR - Handout
24/35
Using Marketing Research
We can use Marketing Research to:Identify & Evaluate Opportunities
Analyze Market SegmentsSelect Target Markets
Plan & Implement Marketing Mixes
Analyze Marketing Performance
Performance Monitoring Research
-
7/27/2019 1 - Intro to MR - Handout
25/35
Identifying and Evaluating
OpportunitiesExamples
Mattel Toys investigates desires for play
experiences Home cooking is on the decline.
Purchase of precooked home
replacement meals is on the rise. When India attained sufficiency in milk
production, Nestle did something with
MilkMaid
-
7/27/2019 1 - Intro to MR - Handout
26/35
Analyze Market Segments and
Select Target Markets
Examples
Ford investigates buyers demographic
characteristics to decide on product launch MTV, monitoring demographic trends, learns
the Hispanic audience is growing rapidly
Wal-Mart changes its slogan to Save money.Live better during the economic downturn to
attract the frugal customers
-
7/27/2019 1 - Intro to MR - Handout
27/35
Plan and Implement
a Marketing Mix
Price: Milo does a competitive pricing analysis
Distribution: Caterpillar Tractor Co. investigatesdealer service program.
Product: Oreo conducts taste test, Oreo cookievs. Chips Ahoy
Promotion: How many consumers recall the
Open happiness slogan?
-
7/27/2019 1 - Intro to MR - Handout
28/35
Analyze Marketing Performance
This years market share is
compared to last years.
Did brand image change afternew advertising? Coca-cola pesticide crisis in India
-
7/27/2019 1 - Intro to MR - Handout
29/35
Performance-monitoring Research
Research that regularly provides
feedback for evaluation and control
Indicates things are or are not goingas planned
Research may be required toexplain why something went wrong
-
7/27/2019 1 - Intro to MR - Handout
30/35
Determining When to Conduct
Marketing Research
Time constraints
Availability of data
Nature of the decisionBenefits versus costs
D t i i Wh t C d t
-
7/27/2019 1 - Intro to MR - Handout
31/35
Is sufficient
time
available?
Information
already on
hand
inadequate?
Is the
decision of
strategic
or tactical
importance?
Does the
information
value
exceed the
research cost?
Conduct
Marketing
Research
Do Not Conduct Marketing Research
Time Constraints Availability of Data Nature of the Decision Benefits vs. Costs
Yes YesYesYes
No No No No
Determining When to Conduct
Marketing Research
-
7/27/2019 1 - Intro to MR - Handout
32/35
Value
Decreased uncertaintyIncreased likelihood ofcorrect decision
Improved marketingperformance andresulting higher profits
Costs
Research expendituresDelay of marketingdecision and possibledisclosure of information
to rivalsPossible erroneousresearch results
Potential Value of a Marketing Research
Effort Should Exceed Its Estimated Costs
-
7/27/2019 1 - Intro to MR - Handout
33/35
ALWAYS Remember
Marketing Research is a tool.
It assists marketing managers in
their decision making.
IT IS NOT A
REPLACEMENT FORMANAGERIAL
JUDGEMENT!!
-
7/27/2019 1 - Intro to MR - Handout
34/35
MARKETING RESEARCHSUPPLIERS & SERVICES
-
7/27/2019 1 - Intro to MR - Handout
35/35