Marketing Research is the function which links the consumer, customer and public to the marketer. This is done through information, which is used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions, monitor marketing performance and improve understanding of marketing as a process. Know more about “Marketing Research” through this presentation. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.

1. Chapter 1
Introduction to Marketing Research
Chapter 1 Introduction to Marketing
Research Marketing Research

2. Learning Objectives
1. To understand the meaning of the term
‘Marketing Research’, the basic
impetus in decision making
2. To understand the utility of marketing
information for purpose of decision
making in the changing marketing
scenario
3. Identify how marketing research can be
effectively used
4. Understand the link between marketing
environmental factors and MIS to
facilitate decision making
Chapter 1 Introduction to Marketing Research Marketing Research

3. Definition of Marketing
Research
Marketing research is the function
which links the consumer, customer
and public to the marketer through
information- information used to
identify and define marketing
opportunities and problems, generate,
refine and evaluate marketing actions,
monitor marketing performance and
improve understanding of marketing
as a process.
Chapter 1 Introduction to Marketing Research Marketing Research

4. Marketing research specifies the
information required to address these
issues, designs the method for
collecting information, manage and
implements the data collection
process, analyzes the results and
communicates the findings and their
implications
Chapter 1 Introduction to Marketing Research Marketing Research

5. Nature and Scope of Marketing
Research
Post-liberalization and e-commerce
has reduced economic boundaries
and increased the level of competition
Marketing Research is significantly
playing an important role in the
decision making process of a
marketing manager
Chapter 1 Introduction to Marketing Research Marketing Research

6. Decision Making With Marketing
Information
According to the concise Oxford
Dictionary the definition of information
includes
◦ Informing
◦ Knowledge
◦ News
Chapter 1 Introduction to Marketing Research Marketing Research

7. Emphasis on Changing the Old
Marketing Frame Work
The rapid changes occurring in the
industry have compelled firms to take
a new look or re-engineering most of
the management functions like
manufacturing, accounts, logistics and
after sales issues.
The sole function to have not changed
much is the field of marketing.
This is because traditionally marketing
decisions were based on past data or
the “sixth sense of the decision
maker”.
Chapter 1 Introduction to Marketing Research Marketing Research

8. Decision Making and
Management
The effectiveness of the decision
making process will be analyzed on
the type of decisions taken.
The key to getting the information
sought by the manager i.e. inputting
and extracting the essential data will
be dependent on the development of
a good Marketing Information System.
Chapter 1 Introduction to Marketing Research Marketing Research

9. Usual Management Decisions
Chapter 1 Introduction to Marketing Research Marketing Research

10. Some Features of Marketing
Research
Chapter 1 Introduction to Marketing Research Marketing Research

11. Research as a Preliminary to
Marketing
Marketing research makes a vital
contribution at the market entry level
For testing the market size
For monitoring the firm’s marketing
effectiveness
To identify customer satisfaction or
dissatisfaction
To identify competitors
movements/strategies
To probe and identify emerging or
changing trends or new unmet wants of
the customers
Chapter 1 Introduction to Marketing Research Marketing Research

12. ‘Traditional’ Versus ‘New’
Approach on Media
Chapter 1 Introduction to Marketing Research Marketing Research

13. For Marketing Research to be
Effective
For marketing research to be effective
following factors are important
1.Importance of the relevant information
2.Type and nature of the particular
problem
3.Scheduling the time when research is
to be done and availability of
resources
Chapter 1 Introduction to Marketing Research Marketing Research

14. In-house and External Research
Information Provides
In House Research Departments
◦ Marketing Research department
◦ Customer services support department
◦ Sales team
◦ Accounting department
◦ Corporate strategic planning
Chapter 1 Introduction to Marketing Research Marketing Research

15. External Information Suppliers
◦ Marketing research groups/agencies
◦ Consultants(customized information)
◦ Firms routinely collecting and publishing
information and data
◦ Firms conducting market research
projects to various clients in a
standardized manner
Chapter 1 Introduction to Marketing Research Marketing Research

16. Summary
The term ‘Marketing Research’ is gaining
a lot of importance
The current scenario demands that the
firm, develop an information culture
which will inject a flow of continuous data
and information into the company
To facilitate effective decision making,
the marketer has to work out a
combination of direct and indirect
interactive research methods and
develop a Marketing Information System
Chapter 1 Introduction to Marketing Research Marketing Research