SUBMITTED BY:BIBASWAN MOHANTY

M.SC. (PREV.)

MARKET RESEARCH

Definition

Marketing research involves collecting, organizing, analyzing and communicating information that can be used in order to make an informed marketing decision.

From “very little capital investment and few marketing services” stage to the “monetized and surplus” one.

Online Research

Online research: the use of computer networks, including the Internet, to assist in any phase of the marketing research process including development of the problem, research design, data gathering, analysis, and report writing and distribution

Objective

To understand the existing/ traditional marketing system;

To diagnose the problems confronting the farmers, marketing agencies and consumers in a dynamic context ; and

To analyze and predict the impact and effectiveness of alternative policy measures in solving these problems.

IN CONTEXT OF BUSINESS Market research of a firm is the study of

consumer demand so that it may expand its output and market its product.

Objectives To discover the people’s need of the

product which a form contemplates to manufacture;

To examine the reactions of the consumers when the product is put on the market

To examine the performance of the present system of marketing with ref. to cost and efficiency.

STEPS IN MARKET RESEARCH

1. Identification of the problem

2. Formulation of hypothesis

3. Designing Empirical procedures

4. Collection and analysis of data

5. Interpretation of the findings

Identification of the Problem Market research problems relate to

the estimation of demand and supply, the study of market functions and fuctionaries, the estimation of marketing costs and margins for individual commodities through various channels, the assessment of marketing efficiency and estimation of marketed surplus.

Problems may be identified by:a) Studying the deviation between the marketing

system in terms of its defined norm and its operation in practice;

b) Discovering the needs of different segments of the economy .e.g. producers and consumers;

c) Reviewing past studies; andd) Questioning the existing concepts.

Formulation of HypothesisA hypothesis is formulated for the identified problem to delineate the area of research.

Designing Empirical Procedures Designed to get appropriate data

from farmers, consumers, market middlemen and government departments.

The data are obtained after developing suitable schedules and questionnaires.

Participatory Rural Appraisal (PRA) and Rapid Rural Appraisal (RRA) techniques are quite useful in understanding the market practices.

Collection and Analysis of Data Data may be collected either from primary

sources or secondary sources. Primary sources include the farmer-

producers, market middlemen and consumers.

The secondary sources include the published data brought out by different government and semi-government departments either regularly or occasionally.

The collected data are tabulated and analyzed.

Interpretation of the Findings

Results should be interpreted to find out solutions to the identified problems of agricultural marketing.

Before finalizing the results and final drafting of the report, interaction with various stakeholders may be held as their feed back proves to be quite useful in drawing inferences from the analysis of data.

Agricultural Marketing Research Institutions

Directorate of marketing and inspection (DMI)-The DMI is the prime agency which studies the marketing problems arising out of the purchase and sale of agricultural commodities in the country at macro level from 1935 onwards

State Agricultural Marketing Boards (SAMBs)-

a. For the purpose of supervising and advising the functioning of regulated markets.

b. Board is an executive-cum-advisory board.

c. A research cell functioning under this board collects data on various aspects of marketing.

Indian Council of Agricultural Research (ICAR)-a. Encourages research in agricultural

marketing by financially assisting them in their research projects.

b. ICAR has established a National Centre for Agricultural Economics and Policy Research (NACP) which undertakes, the research on areas related to agricultural marketing.

National Council of Applied Economic Research (NCAER)-

Studies on agricultural marketing which are of all India significance.

Agro Economic Research Centre (AERCs)-a. Undertake projects on the marketing

problems confronting farmers in their areas of operation.

b. Carry out in-house as well as sponsored studies in the field of agricultural marketing.

National Institute of Agricultural Marketing (NIAM) Pioneering national level organization set up

by the government of India on 8th August. 1988 at Jaipur, for undertaking specialized training, education, consultancy and research in agricultural marketing.

The functions have been assigned to NIAM- Research in agricultural marketing for

govt., cooperatives and other institutions Training to develop leadership potential,

management and technical competence. Undertaking development and investment

project formulation activities . Undertaking advisory and consultancy

services on marketing policies.

Thank

You