the role of research in marketing
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The Role of Research in Marketing
and Marketing Research Process
Instructor: Vaibhav Chawla
Email: vaibhav.chawla@ifmr.ac.in
Course: Marketing Research (MM II) Session 1
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2
Caution
(Do not use the slides and
other materials for purposes
other than academic
learning)
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Wh Research is Re!uired"
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Research pro#ides
Information
Information Reduces
$ncertaint
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ssessing information
needsro#iding information
Marketing decision
making
Marketing Research
Marketing Managers
Situation nalsis
Segmentation* %argeting + ositioning
roduct* rice* lace + romotion
E#aluation (Sales nalsis* Market Share nalsis* Customer
Satisfaction)
Control
En#ironmental
,actors
Econom
%echnolog
-a.s + Regulation
Social
Cultural
olitical
Customer /roups
Customers
0uing Center
Competition
-eaders
,ollo.ers
Colla&orators
Suppliers
lliance
Companies
Compan
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Classification: Mktg Research
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Marketing Research
ro&lem (or 2pportunit)
Identification Research
ro&lem3Sol#ing
Research
Market otential ResearchMarket Share Research
Market Characteristics ResearchSales nalsis Research,orecasting Research0usiness %rends Research
Segmentation Research
roduct Research
ricing Research
romotion Research
Distri&ution Research
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ro&lem3Sol#ing Research
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S%
4s
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Marketing Research rocess
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Step 1 !efining the Problem
Step " !eveloping an #pproach to the Problem
Step $ %orm&lating a Research !esign
Step ' !oing %ield (ork or Collecting !ata
Step ) Preparing and #nal*+ing !ata
Step , Preparing and Presenting the Report
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Marketing Research rocess
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Step 51: ro&lem Definition
Indication of specific
marketing decision areathat .ill &e clarified &
ans.ering some
research !uestions
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Marketing Research rocess
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Step 56: De#eloping an pproachto the ro&lem
7%ranslating ro&lem Definitionto Research 8uestions* and
hpotheses7 $se of 2&'ecti#e E#idence*
%heor (or -ogic)* naltical
Model to Identif Rele#ant R8s
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Marketing Research rocess
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Step 59: ,ormulating a ResearchDesign
7 Master lan to ns.er theResearch 8uestions or
potheses
7 ,rame.ork for action7 Specifies methods and
procedures
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Marketing Research rocess
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Step 54: Doing ,ield Work orCollecting Data
7 Emploing a ,ield ,orce7 %raining and
Super#ision of,ield ,orce
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Marketing Research rocess
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Step 5;: reparing and nal
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Marketing Research rocess
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Step 5>: reparing andresenting the Report
Effecti#e communication ofthe research findings
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Sample Mktg Research lan
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Microsoft Oce
Word Document
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Determining When to Conduct
Marketing Research
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Does the
information
valueexceed the
research cost?
Do Not Conduct Marketing Research
Information
already on
hand
inadequate?
Is sufficient
timeavailable?
Is the
decision of
strategicor tactical
importance?
Conduct
MarketingResearch
Time Constraints Availability of Data Nature of the Decision Benefits vs. Costs
Yes YesYesYes
No No No No
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=alues Should E?ceed Estimated Costs
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Val&e
•!ecreased &ncertaint*•-ncreased likelihood of
a correct decision•-mproved marketing
performance and res<ing
higher profits
Costs•Research ependit&res•!ela* of marketing
decision and possible
disclos&re of
information to rivals•Possible erroneo&s
research res<s
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8ualities of a /ood
Researcher
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elp manager
to understand
real pro&lem
Select among
#ia&le
alternati#es
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Creati#el look at pro&lems
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Structures
analsis
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,its techni!ueto pro&lem
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/ood
Communication
Skills
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#oid needless
'argons
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2ther 8ualities
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7 Careful and conscientious7 $ses insider e?pertise
7 Recogni
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Manager
#ersus
Researcher
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Manager #s Researcher
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Managers Researchers
. Decision oriented . Techni!ue oriented
". #ntuitive ". Analytical
$. Managers like to confirm $. Researchers like to e%&lore
'. Time orientation to(ard)
a. &ro*ect immediacy +,# need
it no(.- b. results about future behavior
+,(hat (ill sales be ne%t year/-
'. Time orientation to(ard)
a. 0rolonging &ro*ect +,later (hen
(e have time for a com&lete study- b. Results about &ast behavior
+,our trend has been . . .-
1. 2rugal +,kee& the cost do(n- 1. Not cost conscious +,you get (hat you
&ay for-
3. Results orientation) a. Managers do not like sur&rises44(hen
sur&rised they tend to re*ect the results
b. Concern +,aren5t (e number one yet/-
c. Certainty +,is it or isn5t it/-
3. Results orientation) a. Researchers love sur&rises
b. Abstraction +,our e%&onential gain. . .-
c. 0robability +,may be-
6. 0roactive 6. Reactive
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Marketing Research
#ersus
Marketing Information Sstem
(MIS)
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Marketing Research #s MIS
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Marketing Research #s MIS
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Marketing Research #s MIS
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Class
ssignment
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