Robin Mahendra Pratap SinghDPGD/JL12/1743Specialization: Marketing

Features of Marketing Research

Five Basic Function Of Marketing Research

Need and Importance of Marketing Research

Steps in Marketing Research

Exploratory design

It is unstructured, informal research undertaken to gain background information about the general nature of the research problem. This research is used principally to gain a deeper understanding of something.

The design is far more flexible and dynamic than that of descriptive research.

Example just because we know that 3G phones exist, it doesn’t necessarily mean that we understand how they work. This research help to understand how the phone work in a better way

Descriptive research

It is known as statistical research, describes data and characteristics about the population or phenomenon being studied. This research answers the questions who, what, where, when and how..This research deals with everything that can be counted and studied.

Example-Finding the most frequent disease that affects the children of a town. The reader of the research will know what to do to prevent that disease thus, more people will live a healthy life.

Casual DesignThe research is used to measure what impact a specific change

will have on existing norms and allows market researchers to

predict hypothetical scenarios upon which a company can base

its business plan.

This research is a way of seeing how actions now will affect a

business in the future.

Example

If a clothing company currently sells blue denim jeans, causal

research can measure the impact of the company changing the

product design to the color white.

Following the research, company bosses will be able to decide

whether changing the color of the jeans to white would be

profitable.

Collect relevant information

Identify the best alternative

Develop and implement a marketing plan

Is Marketing Research Scientific or Not?

CONCULSION