MR 1-MR definition_ MR Process
-
Upload
aditya-srivastava -
Category
Documents
-
view
233 -
download
0
Transcript of MR 1-MR definition_ MR Process
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 1/12
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 2/12
American Marketing Association (AMA):
´Marketing research is the function which links consumer,
customer and public to the marketer through information-
Information used to identify and define marketing problems;
generate, refine, and evaluate marketing actions; monitormarketing performance; and improve our understanding of
marketing as a process.µ
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 3/12
Naresh Kumar Malhotra:
A systematic and objective identification, collection,
analysis and use of information for the purpose of
identification and solution of the problems related to
marketing.
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 4/12
CL ASSIFICATION
MARKETING RESEARCH
1. MARKET POTENTIAL RESEARCH
2. MARKET SHARE RESEARCH3. IMAGE RESEARCH
4. MARKET CHARACTERISTICS RESEARCH
5. SALES ANALYSIS RESEARCH
6. FORECASTING RESEARCH
7. BUSINESS TRENDS RESEARCH
1. PRODUCT RESEARCH2. PRICING RESEARCH
3. DISTRIBUTION RESEARCH
4. PROMOTION RESEARCH
5. SEGMENTATION RESEARCH
PROBLEM IDENTIFICATION
RESEARCH
PROBLEM ² SOLVING
RESEARCH
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 5/12
Marketing Research Process
A set of six steps that defines the tasks to be
accomplished in conducting a marketing research study is
known as marketing research process.
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 6/12
1. Problem Definition
2. Development of an approach to the problem
3. Research Design Formulation
4. Data Collection
5. Data Analysis
6. Report Preparation and Presentation
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 7/12
1. Problem Definition
The very first step in marketing research process is
defining the problem. Problem definition involves
discussion with the decision makers, interviews with
industry experts, analysis of secondary data and some
qualitative research. Once the problem is definedprecisely, the research can be designed and
conducted properly.
Example ± ³To find out the exterior paint potential of
small scale industries of Haryana state.´
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 8/12
2. Development of an Approach to the Problem
It includes an objective or theoretical framework, research
questions, hypotheses and identifying the information
needed. This process is guided by discussions with
management, industry experts, analysis of secondary
data, and qualitative research.
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 9/12
3. Research Design Formulation
A research design is a blueprint for conducting a marketingresearch project. It details the procedures necessary for
obtaining the required information. Formulating the research
design involves the following steps :-
1. Definition of the information needed,
2. Secondary Data analysis,
3. Qualitative research,
4. Methods of collecting quantitative data (survey etc.),
5. Measurement and scaling procedures,6. Questionnaire design,
7. Sampling process and sample size,
8. Plan of data analysis.
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 10/12
4. Data Collection
Data collection involves a field force or staff that
operates in the field, as in the case of personal
interviewing(in ± home, mall-intercepts, computer
assisted personal interviewing), from an office by
telephone, through mail or electronically
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 11/12
5. Data Analysis
Data analysis includes the editing, coding, verification andanalysis of data. Each questionnaire or observation form is
inspected or edited and, if necessary, corrected. Number or
letter codes are assigned to represent each response to each
question in the questionnaire. The data from the questionnaire
are keypunched onto magnetic tape or disks, or input directly
into the computer. The data are analyzed to drive information
related to the components of the marketing research problem
and ,thus. To provide input into the management decision
problem.
Example ± The exterior paint potential of small scale industries
of Haryana state is 50 Crore Indian Rupees(INR).
8/7/2019 MR 1-MR definition_ MR Process
http://slidepdf.com/reader/full/mr-1-mr-definition-mr-process 12/12
6. Report Preparation and Presentation
The entire project should be documented in a written report
that addresses the specific research questions identified;
describes the approach, the research design, data collection,
and data analysis procedures adopted; and presents the
result and the major findings. The findings should bepresented in a comprehensible format so that management
can readily use them in the decision-making process. In
addition, an oral presentation should be made to
management using tables, figures and graphs to enhance
clarity and impact.