Excomm Ppt on Research Industry

8/3/2019 Excomm Ppt on Research Industry

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By- Uttam Jain

Sec- Sf4Roll no. - 56


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The American Marketing Association(AMA) redefined Marketing Research as:

The function which links the consumer, the

customer, and public to the marketer

through INFORMATION


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Used to identify anddefine marketopportunities andproblems

Generate, refine, andevaluate marketingperformance

Monitor marketing

performance

Improve understandingof marketing as aprocess


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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.


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Specifies the information necessary to

address these issues

Manages and implements the datacollection process

Analyzes the results

Communicates the findings and theirimplications


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Marketing Research

ProblemIdentification Research

Problem SolvingResearch

Market Potential Research

Market Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting Research

Business Trends Research

Segmentation ResearchProduct Research

Promotion Research

Distribution Research

Fig 1.1


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Step 1: Problem Definition

Step 2: Development of an Approach to the

Problem

Step 3: Research Design Formulation

Step 4: Fieldwork or Data Collection

Step 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation


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ControllableMarketing

Product

Pricing

Promotion

Distribution

Variables

MarketingResearch

MarketingDecision

Making

ProvidingInformation

AssessingInformation

Needs

Marketing Managers

Market Segmentation

Performance & Control

Target Market Selection

Marketing Programs

Uncontrollable

Environmental

Factors

EconomyTechnology

Laws &Regulations

Social & CulturalFactors

Political Factors

Customer Groups

Employees Shareholders

Suppliers

Consumers

Fig 1.2


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LIMITED SERVICE

Branded

Products

and Services

Data

Analysis

ServicesAnalytical

Services

Coding and

Data Entry

Services

Field

Services

FULL SERVICE

Syndicate

Services

Standardized

Services

Customize

d

Services

Internet

Services

RESEARCH

SUPPLIERSEXTERNAL

INTERNAL

Fig 1.3


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Tenth largest in the world with an annual production of

approximately 2 million units

AUTOMOBILE

2 WHEELER 3 WHEELERPASSENGER

VEHICLE

COMMERCIALVEHICLE
http://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Automotive_industry


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Analysis of current scenario

High interest rates, high domestic oil prices and

inadequate vehicle financing have continued to affect

the overall automobiles sector

The current slowdown in economic growth and

automobiles industry has further deteriorated due to the

global financial market crisis which has created

volatility in stock markets and exchange rates and

aggravated lack of liquidity


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Automobile companies are reducing

production by shutting plants for a few days

to avoid inventory build-up and in

anticipation of seeing further downside


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Volumes plummeted 23.6% to 100k in Nov08, led by a 21.2%decline in volumes of A2 segment (55% of domestic market) to 61k

units

The overall industry de-grew by 8.1% to135k units inNov08.


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volumes declined by 14.7% to 567k units as compared

to 665k units in Nov07


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BAL Auto is the second largest two-wheeler manufacturer in India with a

market share of more than 20%


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Financials

Year to March FY08 FY09E

Revenues (INR mn) 90,455 94485

Rev. growth (%) -0.4

EBITDA (INR mn) 12,929 11,383

Net profit (INR mn) 7,558 6,527

shares outstanding (mn) 144.7 144.7

EPS (INR) 52.2 45.2

EPS growth (%) -13.4

P/E (x) 5.3 6.1

EV/EBITDA (x) 3.1 3.1

ROACE (%) 42.6 35.5

ROAE % 54.6 43.6


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Vice-President of Marketing Research: The senior position inmarketing research. The vice president (VP) is responsible for theentire marketing research operation of the company and serves onthe top management team. This person sets the objectives andgoals of the marketing research department.

Research Director: Also a senior position. The research director hasthe general responsibility for the development and execution of allthe marketing research projects.

Assistant Director of Research: Serves as an administrative assistantto the director and supervises some of the other marketing

research staff members.(Senior) Project Manager: Has overall responsibility for design,

implementation, and management of research projects.

Statistician/Data Processing Specialist: Serves as an expert ontheory and application of statistical techniques. Responsibilities

include experimental design, data processing, and analysis.

Fig 1.4


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Selected Marketing Research Career Descriptions

Vice President of MarketingResearch

Part of companys top

management team

Directs companys entire marketresearch operation

Sets the goals & objectives of the

marketing research department

Research DirectorAlso part of senior

management

Heads the development

and execution of allresearch projects

Assistant Director of Research

Administrative assistant to directorSupervises research staff members

Senior Project ManagerResponsible for design, implementation, &

research projects

Fig 1.4 cont.


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Analyst Handles details in execution of

project Designs & pretests questionnaires

Conducts preliminary analysis ofdata

Junior Analyst Secondary data analysis Edits and codes questionnaires Conducts preliminary analysis of data

Fieldwork DirectorHandles selection, training,supervision, and evaluation of

interviewers and field workers

Senior Analyst Participates in the development of projects Carries out execution of assigned projects Coordinates the efforts of analyst, junior analyst, & other personnel in the

development of research design and data collection Prepares final report

Fig 1.4 cont.

Statistician/Data Processing Serves as expert on theory and

application on statistical techniques Oversees experimental design, data

processing, and analysis

Selected Marketing Research Career Descriptions


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Career opportunities are available with marketing researchfirms (e.g., AC Nielsen, Burke, Inc., M/A/R/C)

Careers in business and non-business firms and agencieswith in-house marketing research departments (e.g., Procter

& Gamble, Coca-Cola, AT & T, the Federal TradeCommission, United States Census Bureau)

Advertising agencies (e.g., BBDO International, Ogilvy &Mather, J. Walter Thompson, Young & Rubicam)

Positions: vice president of marketing research, researchdirector, assistant director of research, project manager,field work director, statistician/data processing specialist,senior analyst, analyst, junior analyst, and operationalsupervisor.


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Take all the marketing courses you can.

Take courses in statistics and quantitative methods.

Acquire Internet and computer skills. Knowledge ofprogramming languages is an added asset.

Take courses in psychology and consumer behavior.

Acquire effective written and verbal communicationskills.

Think creatively. Creativity and common sensecommand a premium in marketing research.


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Domestic

AAPOR: American Association for Public Opinion Research(www.aapor.org)

AMA: American Marketing Association (www.ama.org)

ARF: The Advertising Research Foundation (www.amic.com/arf)

CASRO: The Council of American Survey Research Organizations(www.casro.org)

MRA: Marketing Research Association (www.mra-net.org)

QRCA: Qualitative Research Consultants Association(www.qrca.org)

RIC: Research Industry Coalition (www.research industry.org)


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International

ESOMAR: European Society for Opinion and MarketingResearch (www.esomar.nl)

MRS: The Market Research Society (UK)(www.marketresearch.org.uk)

MRSA: The Market Research Society of Australia(www.mrsa.com.au)

PMRS: The Professional Marketing Research Society (Canada)(www.pmrs-aprm.com)


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THANK YOU

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Excomm Ppt on Research Industry