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SKY LINE CORPORATION

A step towards you Dream

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A STEP TOWARDS YOUR DREAM

SKY LINE CORPORATION A step towards your

Dream

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• ManagerAjay Yadav

• Market analysisFahad Mahmood

• Business DeveloperHitesh Deepak

• Hr executive.Renu Nair

KEY PLAYERS

‘It is a capital mistake to theorize before one has data.’

-Sir Arthur Conan Doyle as Sherlock Holmes

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MARKETING ACTS LIKE A BRIDGE BETWEEN COMPANY AND CUSTOMER..


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Our dedicated team can manage your technology trials efficiently throughout Europe, supported by our qualified assurance staff. Our flexible organizational structure and customer focus allow us to respond quickly to your project needs, ensuring a fast study start-up.

We define research according to two main criteria.

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RESEARCH

Firstly, the research must be investigative, that is, it must use constructive, exploratory or empirical methodologies to explore the issues being investigated. This encompasses basic research, applied research and evaluation.

Secondly, the research must have the purpose of expanding knowledge in a particular subject area or addressing practical problems with new solutions. In short, it must add to the existing knowledge base.

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A step towards your Dream

Knowledge is Power

Market research is a vital part to success on or offline and has to be done on a continuous basis. There are two forms of research –

Primary – information you gather and apply

Secondary – information you obtain from other sources

This PowerPoint provides an introduction.

MARKETING RESEARCHPrimary Research (Still in Research Design)

Descriptivestatistical measurement of attributesdetermine relationships

Explanatory (Causal)explain cause and effect of descriptive resultsbuild models

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MARKETING RESEARCH

Primary Research (Still in Research Design)

Predictiveuse cause/effect knowledge to predict the futuretest marketsexperimentsforecasts with new parameters

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Secondary data sources

INTERNAL•Sales figure •Customer report•Trend data•Sales report•Cost data •Company report

EXTERNAL•Competitors information•Government publications•Commercial publications•Trade association data•Retail audits•Directories Source: Marketing research and trading methods

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Market Research

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Data can be obtained from:

Internal Data

•Computerized collection of information and data sources within the company.

Market research

•Design, collection, analysis and reporting of data about a specific marketing situation facing the organisation.

Marketing intelligence•Collection and analysis of publically available information about competitors and marketing environment.

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The Five Basic Methods of Market Research and collecting data

Surveys

focus groups

personal interview

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observation

field trials

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Surveys •Good for gathering data•Can cover a wide range of topics•Can be analyzed using a variety of existing software

Advantages

Types

1.In-person surveys 2.Telephone surveys 3.Mail surveys 4.Online surveys


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Surveys

Surveying involves gathering information from individuals using a questionnaire

Surveys can reach a large number of respondentsgenerate standardized, quantifiable, empirical data

- as well as some qualitative dataand offer confidentiality / anonymity

Designing survey instruments capable of generating credible data, however, can be difficult

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Survey Types

Surveys can be descriptive or explanatory involve entire populations or samples of

populationscapture a moment or map trendscan be administered in a number of ways

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Survey Construction

Survey construction involves formulating questions and response

categorieswriting up background information and

instructionworking through organization and lengthdetermining layout and design

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focus groups

A scripted series of questions or topics to lead a discussion among a group of people. These sessions take place at neutral locations, usually at facilities with videotaping equipment and an observation room with one-way mirrors

Exploratory Research (Primary Research)

Marketing Research

Focus Groups, Group Interviews

Identify attributes

Pick variables for further study

Avoid preconceptions

focus groups

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Interviews

INTERVIEWING

Interviewing involves asking respondents a series of open-ended questions

Interviews can generate both standardized quantifiable data, and more in-depth qualitative data

However, the complexities of people and the complexities of communication can create many opportunities for miscommunication and misinterpretation

Interview Types

Interviews can range from formal to informalstructured to unstructuredcan be one on one or involve groups

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Conducting Interviews

When conducting your interviews you will need to question, prompt, and probe in ways that

help you gather rich dataactively listen and make sense of what is

being saidmanage the overall process

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observation

Provides direct information about behaviour of individual and groups

Permit evaluator to enter into and understand situation/context

Exist in natural, unstructured and flexible setting

Observation

Observation relies on the researchers’ ability to gather data though their senses - and allows researchers to document actual behaviour rather than responses related to behaviour

However, the observed can act differently when shrivelled, and observations can be tainted by a researcher’s worldview

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Observation Types

Observation can range fromnon-participant to participantcandid to covert from structured to unstructured

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The Observation Process

The observation process is sometimes treated casually, but is a method that needs to be treated as rigorously as any other

The process should include planning, observing, recording, reflecting, and authenticating

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field trials

Placing a new product in selected stores to test customer response under real-life selling conditions can help you make product modifications, adjust prices, or improve packaging. Small business owners should try to establish rapport with local store owners and Web sites that can help them test their products.

THE MARKETING RESEARCH PROCESS

Defining the problem and

research objectives.

Developing the research plan for

collective information

Implementing the research plan-collecting and

analysing the data

Interpreting and reporting the findings.

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Market Research Monitoring

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Our market research and intelligence team will help your business enter the marketplace or expand current market share, help your organization disseminate insight to its members, or counsel your investment firm on ways to grow and thrive in the current economic climate.At Skyline, we provide market research that meets your changing needs and moves with the needs of private business. SKYLINE’s extensive network of consultants provides you with the on-the-ground intelligence and insight you need to research company-critical issues in a market typically fragmented and difficult to evaluate.

Expand understanding to expand market share.



Validity and Reliability

Did you measure what you intended to measure?

Can you do it again?

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Research Design

MARKETING RESEARCH

Data Analysis

• What does the data mean?• How can it be used?• How can it be communicated to management?• How does it solve the management problem?

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Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.

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Thank you

sky line corporation pjt 2

Education

groupsa step

dreama step

research designpredictiveuse

credible data

empirical data

trend data

cost data

trade association data