Introduction to Marketing Research

By Rama Krishna Kompella

Course DetailsCourse: Marketing Research

Instructor: Rama Krishna Kompella

Class Timings: Tue / Thu 1:00 – 2:00

You can reach me at kompellark@yahoo.com

Office Hours: On appointment on Tue / Thu

Course Materials: Required texts and selected readings will be announced before the class

Course Structure

Exam 1 Exam 2

Research Project & Presentation (Team Work)Short Case Study (Team Work)

Homework

Learning Objectives

• Know the importance of Marketing Research• Understand steps involved in Marketing

Research process• Usage of various research techniques for

collecting and analyzing data

Learning Objectives

• Devise a research question and • Identify suitable research techniques• Prepare a research report• Improve the ability to work in teams

Marketing Research

Marketing research is the systematic and objective • identification• collection• analysis• dissemination and• use of information for the purpose of improving decision making related to the • identification and • solution of problems and opportunities in marketing

Remember!!!

• Marketing Research is a tool• It assists marketing managers in their decision

making• IT IS NOT A REPLACEMENT FOR MANAGERIAL

JUDGEMENT!!

Classification of Marketing ResearchMarketing Research

Problem Identification Research

Problem Solving Research

Market Potential ResearchMarket Share Research

Market Characteristics ResearchSales Analysis ResearchForecasting Research

Business Trends Research

Segmentation ResearchProduct Research

Promotion ResearchDistribution Research

Classification of Marketing Research

Problem Identification Research• Research undertaken to help identify

problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future

• Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research

Classification of Marketing Research

Problem Solving Research• Research undertaken to help solve specific

marketing problems• Examples: segmentation, product, pricing,

promotion, and distribution research

The Marketing Research Process

1. Define the Problem2. Develop an Approach to the Problem

– Type of Study? Exploratory, Descriptive, Causal?– Mgmt & Research Questions, Hypotheses

3. Formulate a Research Design– Methodology– Questionnaire Design

4. Fieldwork5. Prepare & Analyze the Data6. Prepare & Present the Report

Uncontrollable Environmental

Factors•Economy•Technology•Competition•Laws and

Regulation•Social and

Cultural Factors•Political Factors

Assessing Information

Needs

Customer Groups• Consumers• Employees• Channel Members• Suppliers

MarketingResearch

Marketing Managers• Market Segmentation • Marketing Programs • Target Market Selection • Performance and Control

Controllable Marketing Variables

• Product• Pricing• Promotion• Distribution

Marketing DecisionMaking

Providing Information

Marketing Research IndustryResearch Suppliers

Internal

Limited Service

Full Service

External

Other ServicesField ServicesCustomized Services

Syndicated Services Internet

Services

Determining When to Conduct Marketing Research

Is sufficient time

available?

Information already on

handinadequate?

Is the decision of

strategicor tactical

importance?

Does theinformation

valueexceed the

research cost?

ConductMarketingResearch

Do Not Conduct Marketing Research

Time Constraints Availability of Data Nature of the Decision Benefits vs. Costs

Yes YesYesYes

No No No No

Q & As