Welcome to class of

Introduction to Marketing Research

by

Dr. Satyendra Singh

Study Questions

Q1. ExamplesQ2. Defining Marketing ResearchQ3. Common usesQ4. Why used?Q5. Who uses?Q6. Who produces?Q7. Careers in Marketing ResearchQ8. Major Ethical Issues

Examples

• taste of the food• price of the food• customer satisfaction

What is Marketing Research?

What is marketing?

Marketing Research is ...

All the activities that provide information

to marketing decision makers.

Marketing Research Questions

• Product Usage?– How? Why?

• Product Purchase?– Where? How? Who?

Quantity? Planned?

• Loyalty• Segments

•general market?•potential market?•existing market?•market growth?

Describing your Org.’s Marketing Position

• market share• future sales• brand awareness• brand perception• purchase rates• satisfaction• current marketing

programs• marketing plans and

strategies

• current marketing programs– competitors

• product lines• prices• distribution• advertising• promotion• sales force

Measuring Response to Marketing Actions

• effectiveness– product

– modifications– new

– price– distribution– advertising and promotion

– Sales people

Monitoring the General Environment

• technological developments– changes in buying or

usage patterns?• media environment

– changes is successful promotional programs?

• social environment– changes in buying or

usage patterns?

• legal, political & regulatory environment.– changes in buying and

usage patterns, or permissible product contact and marketing efforts?

• economic environment.– changes in buying or

usage patterns?

Why is Marketing Research Used?

• pays off• reduces uncertainty• large resources at stake

Justify Actions

Value of Research > Estimated Cost

Who uses Marketing Research?

• manufacturers of consumer products– durable and non

durable

• industrial marketers• service companies• non-profit

organizations

• retailers• advertising agencies• media• governments

Who Produces Marketing Research?

• Syndicated Tracking Services

• Job Shops

• Manufacturers

• Government Agencies

• Advertising Agencies

Careers in Marketing Research

• size of the business• source of jobs• education / experience• salaries

Ethical Issues in Marketing Research

• Obligations

Client

Supplier

Participant