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“MARKETING RESEARCH IS THE SYSTEMATIC DESIGN, COLLECTION, ANALYSIS, AND REPORTING OF DATA RELEVANT TO A SPECIFIC MARKETING SITUATION FACING AN ORGANISATION”
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SURVEY METHOD
• Interview Method • Questionnaire Method • Schedule
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Observation Method: The method involving the systematic recording and assessment of behavioural forms of a particular individual (or group of individual), object or event so as to collect desired information about a research problem without any personal communication is called ‘Observation’.
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Experimentation: An important method to collect primary data is experimentation. In experimentation, the causal relationship is determined and analysed between variables.
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Warranty Cards: Another technique used in marketing research is warranty cards. Warranty cards are generally used by the dealers of consumer durables to get the feedback of products from their consumers. These are the postal sized cards placed within the package of product.
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Distributor or Store Audits: Both manufacturers and distributors perform distributor or store audits through their sales representatives after short intervals.
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IMPORTANCE OF MARKETING RESEARCH
• Decision-Making
• Management Planning
• Problem-Solving
• Control Technique
• Large-Scale Production
• Helps in Dealing with Complex Market
• Pattern of Consumption
• Suitable Marketing Operations
• Marketing Strategy:
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