welcome to class of introduction to marketing research by dr. satyendra singh
Post on 22-Dec-2015
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TRANSCRIPT
Study Questions
Q1. ExamplesQ2. Defining Marketing ResearchQ3. Common usesQ4. Why used?Q5. Who uses?Q6. Who produces?Q7. Careers in Marketing ResearchQ8. Major Ethical Issues
What is Marketing Research?
What is marketing?
Marketing Research is ...
All the activities that provide information
to marketing decision makers.
Marketing Research Questions
• Product Usage?– How? Why?
• Product Purchase?– Where? How? Who?
Quantity? Planned?
• Loyalty• Segments
•general market?•potential market?•existing market?•market growth?
Describing your Org.’s Marketing Position
• market share• future sales• brand awareness• brand perception• purchase rates• satisfaction• current marketing
programs• marketing plans and
strategies
• current marketing programs– competitors
• product lines• prices• distribution• advertising• promotion• sales force
Measuring Response to Marketing Actions
• effectiveness– product
– modifications– new
– price– distribution– advertising and promotion
– Sales people
Monitoring the General Environment
• technological developments– changes in buying or
usage patterns?• media environment
– changes is successful promotional programs?
• social environment– changes in buying or
usage patterns?
• legal, political & regulatory environment.– changes in buying and
usage patterns, or permissible product contact and marketing efforts?
• economic environment.– changes in buying or
usage patterns?
Why is Marketing Research Used?
• pays off• reduces uncertainty• large resources at stake
Justify Actions
Value of Research > Estimated Cost
Who uses Marketing Research?
• manufacturers of consumer products– durable and non
durable
• industrial marketers• service companies• non-profit
organizations
• retailers• advertising agencies• media• governments
Who Produces Marketing Research?
• Syndicated Tracking Services
• Job Shops
• Manufacturers
• Government Agencies
• Advertising Agencies
Careers in Marketing Research
• size of the business• source of jobs• education / experience• salaries