MR Applications 1

8/4/2019 MR Applications 1

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MMARKETINGARKETING RRESEARCHESEARCH

AAPPLICATIONSPPLICATIONSMMSMMS CCOURSEOURSE 3. 1. 3 B3. 1. 3 B

AllanaAllana

MMS Semester IIIMMS Semester III20112011

Sameer PhanseSameer Phanse

Marketing & IT ConsultantMarketing & IT Consultant

August 22, 2011 Sameer Phanse Marketing & IT Consultant

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RROLEOLE & V& VALUEALUE

Session 1Session 1


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SSESSIONESSION OOBJECTIVESBJECTIVES

IntroductionIntroduction Teaching Plan and Evaluation SchemeTeaching Plan and Evaluation Scheme Marketing Research In PerspectiveMarketing Research In Perspective What is Marketing Research?What is Marketing Research? Marketing Research visMarketing Research vis----vis Market Researchvis Market Research Why study Marketing Research?Why study Marketing Research? Marketing Research ApplicationsMarketing Research Applications Marketing Research, Marketing Decision SupportMarketing Research, Marketing Decision Support

Systems & Marketing Intelligence SystemsSystems & Marketing Intelligence Systems The Marketing Research StimuliThe Marketing Research Stimuli Benefits of Marketing ResearchBenefits of Marketing Research Limitations of Marketing ResearchLimitations of Marketing Research

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2011

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Consultant


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TTEACHINGEACHING PPLANLAN::MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS 1,21,2 Marketing ResearchMarketing Research Need, Role & Significance FP CD Q CNeed, Role & Significance FP CD Q C 3,43,4 Data AnalysisData Analysis Tabulation, SPSS applications database, Testing for AssociationTabulation, SPSS applications database, Testing for Association

( Covered in 2.6( Covered in 2.6 Research Methodology & Fundamentals of Marketing Research)Research Methodology & Fundamentals of Marketing Research) SPSPCDCD

5,65,6 Multivariate TechniquesMultivariate Techniques Interdependence TechniquesInterdependence Techniques Factor Analysis,Factor Analysis,Cluster Analysis, Dependence Analysis, Discriminate Analysis, Combination withCluster Analysis, Dependence Analysis, Discriminate Analysis, Combination with

Cluster Analysis, Conjoint AnalysisCluster Analysis, Conjoint Analysis -- FP CDFP CD 7,87,8 Perceptual Mapping,Perceptual Mapping, Perceptual Mapping applications in Marketing Research,Perceptual Mapping applications in Marketing Research,

OnOn--Line Marketing Research,Line Marketing Research, Internet Research MethodologyInternet Research Methodology (Specially added )(Specially added ) FPFPCD CCD C

9,109,10 Applications of Marketing ResearchApplications of Marketing Research Applications of Marketing Research inApplications of Marketing Research inConsumer Research, Advertising, Test Marketing, Usage attitude studies, TVConsumer Research, Advertising, Test Marketing, Usage attitude studies, TVviewership Surveys, Media effectiveness study, Annual readership survey of printviewership Surveys, Media effectiveness study, Annual readership survey of printmedia,media, Student teams to present cases from various application domainsStudent teams to present cases from various application domains FP SP CDFP SP CD

11,1211,12 The Marketing Research ReportThe Marketing Research Report ReportReport preparation & presentation,preparation & presentation,Interpretation of Marketing Research reports, how to read ORGInterpretation of Marketing Research reports, how to read ORG--Nielsen store auditNielsen store auditreport FP CD C SPreport FP CD C SP

1313 Students Briefings/Presentations of Marketing Research Reports of Field ProjectsStudents Briefings/Presentations of Marketing Research Reports of Field ProjectsSP CD QSP CD Q

FP: Faculty Presentation, CD: Class Discussion, C: Case/FP: Faculty Presentation, CD: Class Discussion, C: Case/CaseletCaselet, Q: Quiz,, Q: Quiz,SP: Students PresentationSP: Students Presentation

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AASSESSMENTSSESSMENT Assessment PlanAssessment Plan

yy

Written Tests, Quizzes (Oral & Written), End of Semester Written Exam, Viva VoceWritten Tests, Quizzes (Oral & Written), End of Semester Written Exam, Viva Voceyy PresentationsPresentationsyy Field ReportField Reportyy Class Participation & DiscussionsClass Participation & Discussions

Assessment BasesAssessment Basesyy Due Weight will be allotted to participation & constructive contribution to class discussionsDue Weight will be allotted to participation & constructive contribution to class discussionsyy Sincerity, Motivation, Creativity, Conceptual clarity & Sophistication of AnalysesSincerity, Motivation, Creativity, Conceptual clarity & Sophistication of Analyses

Notes:Notes:yy Students must reviewStudents must review Research Methodology & Fundamentals of Marketing ResearchResearch Methodology & Fundamentals of Marketing Research(2.6(2.6 First Year Semester II) the base of the current course (3.1. 3 B)First Year Semester II) the base of the current course (3.1. 3 B)

yy Besides recommended reading, as per Mumbai University Syllabus, students are expectedBesides recommended reading, as per Mumbai University Syllabus, students are expectedto be familiar with professional journals such asto be familiar with professional journals such as Harvard Business ReviewHarvard Business Review

Journal of Marketing ResearchJournal of Marketing Research

Journal of Advertising ResearchJournal of Advertising Research

MIT Sloan Management ReviewMIT Sloan Management Review Journal of Marketing, .Journal of Marketing, . and so on.and so on.

yy Familiarity with Marketing Research Software Suites such asFamiliarity with Marketing Research Software Suites such as MM4XLMM4XL and/or Statisticaland/or StatisticalSoftware Application Tools such asSoftware Application Tools such as SPSSSPSSis a mustis a must

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2011

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GGROUPROUP EEVALUATIONSVALUATIONS Class Representative to submit Group details (group members withClass Representative to submit Group details (group members with

roll numbers & group leader names)roll numbers & group leader names) today itselftoday itselfyy Groups to present duringGroups to present during Session 3Session 3yy TopicTopic

Data AnalysisData Analysis TabulationTabulation SPSS DatabaseSPSS Database Testing for association between two variablesTesting for association between two variables

yy AssessmentAssessment Individual EvaluationIndividual Evaluation Group AssessmentGroup AssessmentAssessment parameters as enumerated under AssessmentAssessment parameters as enumerated under Assessment

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MMARKETINGARKETING RRESEARCHESEARCH ANDAND DDECISIONECISION MAKINGMAKING The prime focus of Marketing Research must beThe prime focus of Marketing Research must be

aiding decision makingaiding decision makingyy Conducting MR requires the exercise of variousConducting MR requires the exercise of various

techniques methods and toolstechniques methods and toolsyy However MR must the decision dilemma & not on theHowever MR must the decision dilemma & not on the

modalities of research designmodalities of research designyy Marketing Researchers must think as Decision makersMarketing Researchers must think as Decision makers

and not just as researchers isolated from the decisionand not just as researchers isolated from the decision

The ability to reduce uncertainty is what givesThe ability to reduce uncertainty is what givesinformation its valueinformation its value

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2011

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DDECISIONECISION MMAKINGAKING & M& MARKETINGARKETING RRESEARCHESEARCH

August 22, 2011

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Sameer Phanse

Marketing & IT Consultant

IdentifyIdentify

Problem orProblem or

OpportunityOpportunity

AnalyzeAnalyze

Problem orProblem or

OpportunityOpportunity

EvaluateEvaluate

AlternativeAlternativeActionsActions

ListList

AlternativeAlternative

ActionsActions


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MMARKETINGARKETING RRESEARCHESEARCH IINN PPERSPECTIVEERSPECTIVE

August 22, 2011

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Business ResearchBusiness Research

MethodsMethods

MarketingMarketing

ResearchResearch

MethodsMethods

Business &Business &

ManagementManagement

EnvironmentEnvironment

Social ScienceSocial Science

Ideas, TrendsIdeas, Trends

Research : Application DomainResearch : Application Domain

Research : Philosophy, Tools DomainResearch : Philosophy, Tools Domain


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What is Marketing Research?What is Marketing Research?yy The Marketing ConceptThe Marketing Concept

Customer satisfaction rather than profit maximizationCustomer satisfaction rather than profit maximizationshould be the organizational goalshould be the organizational goal

yy Marketing ResearchMarketing Research

A systematic inquiry that provides information to guideA systematic inquiry that provides information to guidemarketing decisionsmarketing decisions

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MMARKETINGARKETING RRESEARCHESEARCH VISVIS----VISVISMMARKETARKET RRESEARCHESEARCH


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Market ResearchMarket Researchyy The process of gathering a largeThe process of gathering a large

amount of information about aamount of information about aspecific market or geographic areaspecific market or geographic area

yy Market Research data is usuallyMarket Research data is usuallyavailable in the public domainavailable in the public domain

yy Most Market Research data isMost Market Research data is

secondary datasecondary datayy Applications include LocationApplications include Location

studies for Malls, Hospitals andstudies for Malls, Hospitals andso onso on

yy Typical data headsTypical data heads Population TrendsPopulation Trends Listing of Planned Public &Listing of Planned Public &

Private FacilitiesPrivate Facilities

Record of Upcoming RealRecord of Upcoming RealEstate SchemesEstate Schemes Traffic CountsTraffic Counts Age & Income figuresAge & Income figures

Marketing ResearchMarketing Researchyy All activities that provide information toAll activities that provide information to

guide marketing decisionsguide marketing decisionsyy Typically involves Primary Research asTypically involves Primary Research as

well as Secondary Researchwell as Secondary Research

Marketing Research

Market

Research


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WWHYHY STUDYSTUDYMMARKETINGARKETING RRESEARCHESEARCH??

Students preparing to manage a Marketing function, needStudents preparing to manage a Marketing function, needyy Proper training in the systematic analyses of ManagementProper training in the systematic analyses of Management

DilemmaDilemma Management Dilemma: The problem or opportunity thatManagement Dilemma: The problem or opportunity that

requires a conscious Marketing Decisionrequires a conscious Marketing Decision Significance & Need to study Marketing Research ApplicationsSignificance & Need to study Marketing Research Applications

yy Increasing Influence of StakeholdersIncreasing Influence of Stakeholdersyy Exploding Competitive vigorExploding Competitive vigoryy Increasing complexity of Marketing DecisionsIncreasing complexity of Marketing Decisionsyy Marketing Disciplines increasing SophisticationMarketing Disciplines increasing Sophisticationyy Advances in Research Methodologies, Collective ResearchAdvances in Research Methodologies, Collective Research

experience & applicationsexperience & applicationsyy Greater Computing Power, Data Quantum & speedGreater Computing Power, Data Quantum & speedyy Exponential growth & power of the InternetExponential growth & power of the Internet

August 22,

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MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS Traditional ApplicationsTraditional Applications

yy NewNew--Product ResearchProduct Researchyy Pricing ResearchPricing Researchyy Distribution ResearchDistribution Researchyy Promotion ResearchPromotion Research

Contemporary ApplicationsContemporary Applications Emerging ApplicationsEmerging Applications

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Marketin & IT Consultant


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MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS Traditional ApplicationsTraditional Applications

yy NewNew--Product ResearchProduct ResearchConcept GenerationConcept GenerationProduct Evaluation & DevelopmentProduct Evaluation & DevelopmentTest marketingTest marketing

yy Pricing ResearchPricing ResearchSkimming Pricing ResearchSkimming Pricing ResearchPenetration Pricing ResearchPenetration Pricing Research

yy Distribution ResearchDistribution Research

Warehouse & Retail Location ProblemWarehouse & Retail Location ProblemThe Number & Location of Sales Representatives ProblemThe Number & Location of Sales Representatives Problem

yy Promotion ResearchPromotion Research

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2011

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MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS

yy Promotion ResearchPromotion ResearchAdvertising ResearchAdvertising Research PurchasePurchase BehaviourBehaviour StudiesStudies Tracking StudiesTracking Studies Diagnostic TestingDiagnostic Testing Copy Test ValidityCopy Test Validity The Budget DecisionThe Budget Decision Media ResearchMedia Research Sales Promotion ResearchSales Promotion Research

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MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS Contemporary ApplicationsContemporary Applications

yy Evaluating Competitive AdvantageEvaluating Competitive Advantageyy Brand Equity InvestigationsBrand Equity Investigationsyy Customer Satisfaction StudiesCustomer Satisfaction Studiesyy Total Quality Management StudiesTotal Quality Management Studies

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MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS Emerging ApplicationsEmerging Applications

yy Database Marketing ApplicationsDatabase Marketing Applicationsyy Customer Relationship Marketing Studies (CRM)Customer Relationship Marketing Studies (CRM)yy Customer Experience Marketing (CEM) ApplicationsCustomer Experience Marketing (CEM) Applicationsyy Marketing Engineering* applicationsMarketing Engineering* applications

Marketing Decision Modeling using specializedMarketing Decision Modeling using specializedsoftwaresoftware

yy Marketing Simulation StudiesMarketing Simulation Studiesyy OnOn--Line Marketing ResearchLine Marketing Research** The use of Decision models to formulate Marketing decisions inThe use of Decision models to formulate Marketing decisions in

tandem with traditional conceptual Marketing (Mental) Modelstandem with traditional conceptual Marketing (Mental) Models

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MMARKETINGARKETING RRESEARCHESEARCH & A& ALLIEDLLIEDSSYSTEMSYSTEMS

August 22, 2011

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Marketing Decision

Support Systems

MDSS

Numerous elements of

Transaction data

Various levels of aggregation

& detail

Designed & organized for

consideration in Marketing decisions Enabled by Intra & Extranets

Scanner data

Factory shipment data

Syndicated aggregate Industry

Data Services

Sales force feedback

Internal & Budget data

Marketing Intelligence Systems

MkIS

Continuous gathering of Business

Environmental Information

Competitive

Technological

Economic

Social

Political

Demographic

Cultural

Legal

Marketing Research

Mechanisms to capture Information for Marketing Decisions


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TTHEHE MR SMR STIMULITIMULI

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MDSSMDSS MkISMkIS

ManagementManagement

DilemmaDilemma

The grounds for Marketing ResearchThe grounds for Marketing Research


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BBENEFITSENEFITS OFOF MRMR Benefits of MRBenefits of MR

yy Reduced UncertaintyReduced Uncertaintyyy Greater Possibility of a correct DecisionGreater Possibility of a correct Decisionyy Improved Marketing PerformanceImproved Marketing Performance

Higher ProfitsHigher Profits

yy Competitive EdgeCompetitive Edge

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LLIMITATIONSIMITATIONS OFOF MRMR Compromises in MRCompromises in MR

yy Time constraintsTime constraints Balancing information comprehensiveness with need for swift decisionsBalancing information comprehensiveness with need for swift decisions

yy Delayed Marketing DecisionsDelayed Marketing Decisions ConceptualizationConceptualization ExecutionExecution

yy Research CostsResearch Costs Data Quality and ReliabilityData Quality and Reliability

Excellence and Reliability of data entail minimization of errors whichExcellence and Reliability of data entail minimization of errors whichdemands commensurate resourcesdemands commensurate resources

yy Legal RegulationsLegal Regulations Data and information domains are under strict Government regulationsData and information domains are under strict Government regulations

and need to be handled cautiouslyand need to be handled cautiouslyyy Ethical ConventionsEthical Conventions

There are certain codes of conduct for MR that need to be followed for moralThere are certain codes of conduct for MR that need to be followed for moralif not statutory reasonsif not statutory reasons

yy Potential loss of OpportunityPotential loss of Opportunityyy Possibility of flawed decisionsPossibility of flawed decisionsyy Likelihood of exposure of ideas to the public domainLikelihood of exposure of ideas to the public domain

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EEXERCISESXERCISES Individual Assignments (Submission on Paper)Individual Assignments (Submission on Paper)

yy What are Syndicated Marketing Research Services?What are Syndicated Marketing Research Services?Give examples in the Indian contextGive examples in the Indian contextyy Why is Marketing Research called a Why is Marketing Research called a processprocess??yy Read up on examples of Marketing Research in real lifeRead up on examples of Marketing Research in real life

Group Assignment (Brief Power Point Presentation)Group Assignment (Brief Power Point Presentation)yy How specifically can Marketing Research contributeHow specifically can Marketing Research contribute

value to the Marketing Planning Process?value to the Marketing Planning Process? Individual assignments to beIndividual assignments to be submitted in Session 3submitted in Session 3 Some randomly selected Group(s) will be asked toSome randomly selected Group(s) will be asked to

present their assignment in Session 3present their assignment in Session 3

August 22,

2011

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TTHANKHANKYYOUOU!!EENDND OFOF SSESSIONESSION 11

August 22, 2011

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Sameer Phanse


MR Applications 1

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