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    Advance Marketing Res. II

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    Imran
    Marketing research is defined as the systematic and objective process of generating information to aid in making marketing decisions. It involves defining the problem, developing an approach to solve it, formulating a research design methodology and questions, conducting fieldwork to collect data, analyzing and preparing the data, and presenting the findings in a report. The goal of marketing research is to reduce uncertainty and improve marketing performance by providing objective information to assist managers in their decision making.

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    Advance Marketing Res. II

    Uploaded by

    Imran
    5 views21 pages
    Marketing research is defined as the systematic and objective process of generating information to aid in making marketing decisions. It involves defining the problem, developing an approach to solve it, formulating a research design methodology and questions, conducting fieldwork to collect data, analyzing and preparing the data, and presenting the findings in a report. The goal of marketing research is to reduce uncertainty and improve marketing performance by providing objective information to assist managers in their decision making.

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    Marketing research is defined as the systematic and objective process of generating information to aid in making marketing decisions. It involves defining the problem, developing an approach to solve it, formulating a research design methodology and questions, conducting fieldwork to collect data, analyzing and preparing the data, and presenting the findings in a report. The goal of marketing research is to reduce uncertainty and improve marketing performance by providing objective information to assist managers in their decision making.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    5 views21 pages

    Advance Marketing Res. II

    Uploaded by

    Imran
    Marketing research is defined as the systematic and objective process of generating information to aid in making marketing decisions. It involves defining the problem, developing an approach to solve it, formulating a research design methodology and questions, conducting fieldwork to collect data, analyzing and preparing the data, and presenting the findings in a report. The goal of marketing research is to reduce uncertainty and improve marketing performance by providing objective information to assist managers in their decision making.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 21

    Marketing Research Short Defined

    The systematic and objective


    process of generating information
    for aid in making marketing
    decisions
    ‫‪:‬د مارکیتنګ ریسرچ مهمی ساحې‬
    ‫• ریسرچ ددتوليد دس تراتيژی لپاره ضرور ده‪ ،‬دا د کاروبار لومړنی‬
    ‫اوبهترېنه وسيله ده ‪،‬دوهم د توليد او خدماتو خرڅالو دی چې تصدي‬
    ‫پرې پرمخ ځي‪ .‬دمارکیتنګ مکس ساحې ‪:‬د توليد‪ ،‬د توليد ډولونه‪ ،‬د‬
    ‫توليد کيفيت او ارزښت ‪ ،‬دتوليد خطرات‪ ،‬برانډ‪ ،‬بسته بندي‪ ،‬د توليد‬
    ‫سایکل د توليدد ستراتيژي پلي کول دی‪ .‬درېم د توليد ارزيابي چی‬
    ‫څنګ ه د تولي د مديري ت پ ه م خ وړ ل کېږي‪ .‬څلورم دمارکيټنګ د‬
    ‫مدیریت سيستم‪ ،‬د برانډد مدیریت سيستم او دوي ترمنځ روابط او‬
    ‫وظايف شامل دی‪.‬‬
    The Marketing Research Process
    • Define the Problem
    • Develop an Approach to the Problem
    • Type of Study? Exploratory, Descriptive, Causal?
    • Mgmt & Research Questions, Hypotheses
    • Formulate a Research Design
    • Methodology
    • Questionnaire Design
    • Fieldwork
    • Prepare & Analyze the Data
    • Prepare & Present the Report
    Marketing Research Types

    Basic(pure) research

    Applied research
    Basic Research
    • Attempts to expand the limits of
    knowledge
    • Not directly involved in the
    solution to a pragmatic problem
    Basic Research Example
    •Do consumers experience
    cognitive dissonance in low-
    involvement situations?
    Applied Research
    • Conducted when a decision must be made
    about a specific real-life problem

    :‫یادونه‬
    ‫ستاسو لپاره پرنت شوی چپتر د عملی ساحې د مسایلو وضاحت‬
    ‫ورکوونکی دی‬
    ‫مارکیتنګ مکس یعنی څه؟‬

    What is the Marketing Mix?


    •Production
    •Branding
    •Advertising
    •Sale Promotion
    •Pricing
    ‫د مارکیتنګ مکس ضروری اړوند اجزا‬
    ‫• دتولید ستراتیژي( تولید‪ ،‬تمام شد‪ ،‬چینلونه‪ ،‬اړیکی‪ ،‬میانجی او‬
    ‫نور)‬
    ‫• نښه(تجارتی عالمه)‬
    ‫• اشتهارات( د دی موضوع تفصیل ستاسو چپتر کی شته)‬
    ‫• د خرڅالو پیشرفت‬
    ‫• د بیو ټاکنه( زونونه‪ ،‬عرضه او تقاضا‪ ،‬کیفیت او تمام شد قیمت‪،‬‬
    ‫دمشتری عاید او ذوق‪ ،‬حساسیت‪)...‬‬
    Applied Research Example
    • Should McDonalds add Italian pasta
    dinners to its menu?
    • Marketing research told McDonald’s it should
    not
    • Should Procter & Gamble add a high-priced
    home teeth bleaching kit to its product
    line?
    • Research showed Crest Whitestrips would sell
    well at a retail price of $44
    Scientific Method
    • The analysis and interpretation of
    empirical evidence (facts from
    observation or experimentation) to
    confirm or disprove prior conceptions
    Using Marketing Research
    • We can use Marketing Research to:
    • Identify & Evaluate Opportunities
    • Analyze Market Segments
    • Select Target Markets
    • Plan & Implement Marketing Mixes
    • Analyze Marketing Performance
    • Performance Monitoring Research
    Identifying and Evaluating
    Opportunities
    Examples
    • Mattel Toys investigates desires for play
    experiences
    • Home cooking is on the decline. Purchase of
    precooked home replacement meals is on
    the rise.
    • Number of investors trading stock on the
    Internet is growing.
    Analyze Market Segments and Select
    Target Markets
    Examples
    • Cadillac investigates buyers’ demographic characteristics
    • MTV, monitoring demographic trends, learns the Hispanic
    audience is growing rapidly
    • Sears learns women, age 25-54 with average household
    income of $38,000, are core customers. Targets this
    market with "The Good Life at a Great Price. Guaranteed.
    Sears."
    Plan and Implement
    a Marketing Mix
    • Price: Safeway does a competitive pricing analysis
    • Distribution: Caterpillar Tractor Co. investigates dealer
    service program.
    • Product: Oreo conducts taste test, Oreo cookie vs. Chips
    Ahoy
    • Promotion: How many consumers recall the “Life
    Tastes Good. Coca Cola!” slogan?
    Analyze Marketing Performance

    • This year’s market share is


    compared to last year’s.
    • Did brand image change after new
    advertising?
    Performance-monitoring Research

    • Research that regularly provides


    feedback for evaluation and control
    • Indicates things are or are not going as
    planned
    • Research may be required to explain
    why something “went wrong”
    Determining When to Conduct
    Marketing Research

    •Time constraints
    •Availability of data
    •Nature of the decision
    •Benefits versus costs
    Determining When to Conduct
    Marketing Research
    Time Constraints Availability of Data Nature of the Decision Benefits vs. Costs
    Is the Does the
    Information
    Is sufficient Yes Yes decision of Yes information Yes Conduct
    already on
    time
    hand
    strategic value Marketing
    available? or tactical exceed the Research
    inadequate?
    importance? research cost?

    No No No No

    Do Not Conduct Marketing Research


    Potential Value of a Marketing Research Effort
    Should Exceed Its Estimated Costs
    Research expenditures
    Decreased uncertainty Delay of marketing
    Increased likelihood of
    decision and possible
    correct decision disclosure of information
    Improved marketing
    to rivals
    performance and Possible erroneous
    resulting higher profits research results

    Costs
    Value
    ALWAYS Remember

    • Marketing Research is a tool.


    • It assists marketing managers in
    their decision making.
    •IT IS NOT A REPLACEMENT
    FOR MANAGERIAL
    JUDGEMENT!!

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