what constitutes good marketing research
TRANSCRIPT
WHAT CONSTITUTES GOOD MARKETING RESEARCH ?
MARKETING RESEARCH AS THE
SYSTEMATIC DESIGN, COLLECTION, ANALYSIS, AND REPORTING OF DATA AND FINDING RELEVANT TO SPECIFIC MARKETING SITUATION FACING THE COMPANY.
RESEARCH FOR SMALL COMPANIES
ENGAGING STUDENTS OR PROFESSORS TO DESIGN AND CARRY OUT PROJECTS.
USING THE INTERNET
CHECKING OUT RIVALS
TAPPING INTO MARKETING PARTNER EXPERTISE
MARKETING RESEARCH FIRMS
SYNDICATED SERVICE RESEARCH FIRM.
CUSTOM MARKETING RESEARCH FIRM.
SPECIALTY LINE MARKETINGRESEARCH FIRM.
MARKET RESEARCH PROCESS
MARKET RESEARCH PROCESS
STEP : 1
DEFINE THE PROBLEM, THE DECISION ALTERNATIVE AND RESEARCH OBJECTIVES
01 : WHAT IS TO BE RESEARCHED
02 : WHY IS TO BE RESEARCHED
MARKET RESEARCH PROCESS
STEP : 2
DEVELOP THE RESEARCH PLAN
01 : DATA SOURCE
02 : RESEARCH APPROACHES
03 : SAMPLING PLAN
04 : CONTACT METHOD
MARKET RESEARCH PROCESS
STEP : 3
COLLECT THE INFORMATION
01 : THE MOST EXPENSIVE AND THE MOST PRONE TO ERROR.
MARKET RESEARCH PROCESS
STEP : 4
ANALYZE THE INFORMATION
01 : THE RESEARCHERS NOW COMPUTE AVERAGES AND MEASURES OF DISPERSION FOR THE MAJOR VARIABLES AND APPLY SOME ADVANCED STATISTICAL TECHNIQUES AND DECISION MODELS IN HOPE OF ADDITIONAL FINDINGS.
MARKET RESEARCH PROCESS
STEP : 5
PRESENT THE FINDINGS
01 : THE RESEARCHER PRESENT THE FINDINGS RELEVANT TO THE MAJOR MARKETING DECISIONS FACING MANAGEMENT.
MAKE THE DECISION
STEP : 6
MARKET RESEARCH PROCESS
01 : DEPENDING ON THEIR CONFIDENCE IN THE FINDINGS, MANGERS DECIDE TO USE IT, DICARD IT OR CARRY MORE RESEARCH.
Research for small companies Major concept in demand measurement
Market Research Process
CREDIT
Philips kotler
Marketing Management : a south Asian perspective
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Prof. Sameer Mathur IIM-L
Marketing Management : DR. Ajeet Kumar Shukla
Slideshare.net
PRESENTATION BY
B. COM, MAHATMA GANDHI KASHI VIDYAPITH
VARANASI
INTERN IIM-L (MARKETING MANAGEMENT)
MENTOR: PROF. SAMEER MATHUR
THANK YOU