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This slide will give fair idea about what will be the process of marketing research & on this basis how demand can created
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Prepared by
PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
(Ex. HOD-MARKETING,BSD)E:forrajeshkumar@gmail.com
P:9810275444www.marketingandbrandingguru.com
ITC Used Extensive Market Research Sunfeast range of biscuits
Marketing Information Systems (MIS)
Marketing information system (MIS) consists of people and procedures for:
– Assessing informational needs– Developing needed information– Helping decision makers use the information to
generate customer insights
MIS Systems Provide Massive Information DuPont's Pillow Study
DuPont's Pillow Study
Pillow Segments
• 23% - stackers• 20% - plumpers• 16% - rollers or folders• 16% - cuddlers• 10% - smashers
Marketing Information Systems (MIS)
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Marketing Information System
Marketing Information System
Developing Marketing Information
Internal Data
Internal databases
These are electronic collections of consumer and market information obtained from data sources within the company network
Internal Data
Marketing intelligence
Marketing intelligence
It is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace
Marketing intelligence
Marketing research
Marketing research
This is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization
Marketing research
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The Marketing Research Process
Define the problem
Develop research plan
Collect information
Analyze information
Present findings
Makedecision
Steps in the Marketing Research Process
Defining the Problem and Research Objectives
Developing the Research Plan
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Step 2: Develop the Research Plan
Data Sources
ContactMethods
ResearchInstruments
SamplingPlan
Research Approach
Research Approach
• Based on Internal data
• Based on MIS
Sampling Plan
• Sampling unit: Who is to be surveyed?
• Sample size: How many people should be surveyed?
• Sampling procedure: How should the respondents be chosen?
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Contact Methods
Mail Questionnaire
TelephoneInterview
PersonalInterview
OnlineInterview
Contact Methods
Contact Methods
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Research Instruments
Questionnaires
Technological Devices
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Research Instruments
Galvanometers
Tachistoscope
Eye cameras
Audiometers
GPS
Galvanometer
GPS
Barriers Limiting the Use of Marketing Research
• A narrow conception of the research
• Uneven caliber of researchers
• Poor framing of the problem
• Late and occasionally erroneous findings
• Personality and presentational differences
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