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					Welcome
  friends
     Introduction to Marketing
             Research

• Marketing Research defined

• Need for Marketing Research

• Functions of Marketing Research

• Practice of Marketing Research
• Manager-Researcher relationship
      Marketing Research
           defined
• A ‘Scientific research study’ in a systematic,
  controlled empirical & critical investigation of
  hypothetical propositions about presumed
  relations.
• It provides information that may assist
  marketing managers recognize & react to
  marketing opportunities & problems.
       Need for Marketing
           Research
• It is an important tool to collect information of market
  for decision making in any marketing activities.
The information must have certain characteristics:
• Accurate
• Current
• Sufficient
• Availability
• Relevant
         Need for Marketing
             Research
    But now the scenario has been changed & marketing
    research is needed due to-
•   Physical separation
•   Intermediaries
•   Job specialization
•   Size of the market
•   Complexity of the market
•   Need for more information
     Exhibit – 1.2- The value of Marketing research
        Functions of Marketing
               Research
• It aims @ collecting the data from customer & market,
  analyzes it & provide relevant & required information.
• So its functions can be divided as: Description,
  Explanation, Prediction & Evaluation of data &
  provide accurate information.
• It supplies the necessaries inputs for:
• Planning for future activity.
• Control of marketing operations in the present.
• Evaluation of marketing results.
        Practice of Marketing
              Research
• It is highly practiced in American companies or abroad.

• In India it is still not applied in all companies.

• In India the companies uses the marketing research
  mainly for- Estimating the market potential, analyzing
  the market share, characteristics or sale.

• It is also used for forecasting the sale & understanding
  the business trends.
          Manager-Researcher
             relationship
• This involves communication & close coordination
  between the manager & the researcher but there is a
  evidence for conflict between the researcher &
  manager. John G. Kenae has identified a number of
  areas where manager & researcher may have negative
  perception about each other-
  Table-1.1 page no.- 5 ICFAI text book
    Thanks
By: Sandeep Saxena
    Faculty member marketing
   HQ, Hyderabad

				
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posted:9/15/2012
language:English
pages:9