MARKETING RESEARCH

Course Facilitator
Dr.C.DHARMARAJ
MBA., M.Com., M.Phil., MA., PGDCA., PGDMM., Ph.D.,
Assistant Professor (SG)
School of Management
Karunya University
Coimbatore-641 114.
MARKETING RESEARCH
MARKETING The performance of business
activities that direct the flow of goods and
services from producer to ultimate consumer.

RESEARCH Finding something new-Finding
solution for some problem.
MARKETING RESEARCH (MR)
Meaning - It means the careful and objective
study of product design, markets and transfer
activities such as physical distribution &
warehousing, advertisement and sales
management.
Definition According to AMA defined MR as
the gathering, recording and analyzing of all
data about problems relating to the transfer
and sale of goods and services from producers
to consumers.
Objectives of MR
1. To know the demographic and psychographic
of customers.
2. To find out the impact of promotional efforts.
3. To know customers response to a new
product.
4. To forecast sales.
5. To anticipate competitive moves.
6. To search what went wrong-if any.



MARKET RESEARCH
MARKET RESEARCH is the gathering, recording
and analyzing of market data to identify the
present and potential customers and their
motives and buying habits.
REASONS FOR CONDUCTING MARKET
RESEARCH
To identify the present and potential customers
and their needs
To forecast the demand of a product
To determine customers preference with regard
to packaging, design, size and price etc.,
To locate the demand for products with regard to
time and place, such as festival demand
To explore new demand for existing products.

SCOPE OF MARKETING RESEARCH
MR
Product
Research
Customer
Research
Sales
Research
Promotion
Research
SCOPE OF MARKETING RESEARCH
Product research- it includes development and testing
of new product, improving the existing products, and a
tab on the changing customer habits, tastes &
preferences, etc.
Customer research- it includes investigation in to the
customer buying behaviour-the economic, social,
cultural, personal and psychological influences.
Sales research it includes selection of store location,
channels, territories and competition.
Promotion research- it includes advertising, publicity,
public relations sales promotion, etc.
SIGNIFICANCE OF MR
1. To implement the marketing concept
2. To synchronies the production & consumption
3. To reduce uncertainty by providing information
for decision making
ADVANTAGE OF MR
1. Forecasting
2. Assessing product acceptance
3. Rightful promotion
4. Understanding new markets
5. Suitability of channels
6. Overall business direction
7. Assessment of middleman

LIMITATIONS OF MR
Huge expenditure
Bias in collecting data
Unpredictable human behaviour
Requires intelligent handling
Requires competent researcher
Time gap between MR and implementation of
its findings
MR PROCESS
Identifying
Problem
(Discovery )
Determination
of MR
Selection of
Research
methods
Selection of
sample design
Data collection
Data
processing
Data analysis
Interpretation
& findings
MR Report
MARKETING INFORMATION SYSTEM-MIS
According to Kotler MIS as a system
that consist of people, equipment and
procedures to gather, sort, analyze, evaluate,
and distribute needed, timely and accurate
information to marketing decision maker
MARKETING INFORMATION SYSTEM-
MIS
Marketing Information Systems
Internal Records, Marketing Intelligence, Marketing
Research, Analysis of Information

Marketing Environment
Target Markets, Competitors,
Channels,
Macro Environment
Marketing Management
Decisions
Product , Pricing, Place,
Promotion , Packaging ,
People and Process
MR Vs MIS
Key Point MR MIS
Definition as the gathering, recording
and analyzing of all data about
problems relating to the
transfer / sale of goods and
services from producers to
consumers
as a system that consist of people,
equipment and procedures to gather, sort,
analyze, evaluate, and distribute needed,
timely and accurate information to
marketing decision maker
Scope It handles problems relating to
Particular area. Thus its scope
is Limited.
It is concerned with the problems in all
areas of marketing such as sales, cost of
distribution advertising, etc.
Continuity It operates on specific
marketing problems & it is over
after the research study
It is continuous process
Objective It is conceived with finding
solution for specific marketing
problems
It cautions against possible marketing
problems and thus preventing problems.
Orientation It may be Post-mortem of what
has already taken place
It is always directed at the future aspects
of marketing management
System It is a part of MIS It is an integral part of the Management IS
MR Agencies in India
Indias top 5 MR Agencies

Agency Business Size (in Crore)
ORG-MARG (Operation Research Group-
Marketing and research Group)
57.0
Indian Market Research Bureau (IMRB) 48.0
Taylor nelson Sofres Mode 14.0
AC Nielson India 12.0
MBL-RCG (It has been bought by National
Family Opinion) (NFO)
8.5
MR Design
RESEARCH DESIGN-Definition: A blue print or
frame work for conducting the marketing
research project. It specifies the details of the
procedures necessary for obtaining the
information needed to structure or solve the
marketing research problems.
COMPONENTS OF RESEARCH DESIGN
Define the information needed
Design the exploratory, descriptive or causal
phase of the research
Specify the measurement and scaling
procedures
Construct and pre-test the questionnaire
Specify the sampling process & sample size
Develop a plan of data analysis
CLASSIFICATION OF MR DESIGN
RESEARCH DESIGN
CONCLUSIVE
RESEARCH
DESCRIPTIVE
RESEARCH
CAUSAL
RESEARCH
EXPLORATORY
RESEARCH
EXPLORATORY RESEARCH
The objectives of the exploratory research is to explore
or search through a problem / situation to provide
insights and understanding.
It could be used for any of the following purpose:
1. Formulate a problem
2. Identify the alternative course of action
3. Develop hypotheses
4. Isolate key variables and relationships for further
examination
5. Gain insights for developing an approach to the
problem
6. Establish properties for further research
DESCRIPTIVE RESEARCH
The major objective of descriptive research is to describe
something usually market characteristics OR
functions.
Descriptive research is conducted for the following
reasons:
1. To describe the characteristics of the relevant groups,
such as consumers, sales people etc.,
2. To estimate the percentage of units in a specified
population exhibiting certain behaviour
3. To determine the perception of product characteristic
4. To determine the degree to which marketing variables
are associated
5. To make specific predictions.
CAUSAL RESEARCH
The major objective is to obtain evidence regarding
cause- and effect (causal) relationship.
The causal research is appropriate for the following
purposes:
1. To understand which variable are the
cause(Independent variable) and which variable
are the effect (dependent variable) of a
phenomenon.
2. To determine the nature of the relationship
between the causal variables and the effect to be
predicted.