![Course Details Course: Marketing Research Instructor: Rama Krishna Kompella Class Timings: Tue / Thu 1:00 – 2:00 You can reach me at [email_address] Office Hours: On appointment on Tue / Thu Course Materials: Required texts and selected readings will be announced before the class](https://image.slidesharecdn.com/introductiontomr-120213090052-phpapp01/85/Introduction-to-mr-2-320.jpg)
Introduction to mr
- 1. Introduction to Marketing Research By Rama Krishna Kompella
- 2. Course Details Course: Marketing Research Instructor: Rama Krishna Kompella Class Timings: Tue / Thu 1:00 – 2:00 You can reach me at [email_address] Office Hours: On appointment on Tue / Thu Course Materials: Required texts and selected readings will be announced before the class
- 3. Course Structure Exam 1 Exam 2 Research Project & Presentation (Team Work) Short Case Study (Team Work) Homework
- 4. Learning Objectives Know the importance of Marketing Research Understand steps involved in Marketing Research process Usage of various research techniques for collecting and analyzing data
- 5. Learning Objectives Devise a research question and Identify suitable research techniques Prepare a research report Improve the ability to work in teams
- 6. Marketing Research Marketing research is the systematic and objective identification collection analysis dissemination and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing
- 7. Remember!!! Marketing Research is a tool It assists marketing managers in their decision making IT IS NOT A REPLACEMENT FOR MANAGERIAL JUDGEMENT!!
- 8. Classification of Marketing Research Marketing Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research Segmentation Research Product Research Promotion Research Distribution Research Problem Identification Research Problem Solving Research
- 9. Classification of Marketing Research Problem Identification Research Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research
- 10. Classification of Marketing Research Problem Solving Research Research undertaken to help solve specific marketing problems Examples: segmentation, product, pricing, promotion, and distribution research
- 11. 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
- 12. Uncontrollable Environmental Factors Economy Technology Competition Laws and Regulation Social and Cultural Factors Political Factors Assessing Information Needs Customer Groups Consumers Employees Channel Members Suppliers Marketing Research Marketing Managers Market Segmentation • Marketing Programs Target Market Selection • Performance and Control Controllable Marketing Variables Product Pricing Promotion Distribution Marketing Decision Making Providing Information
- 13. Marketing Research Industry Research Suppliers Internal Limited Service Full Service External Other Services Field Services Customized Services Syndicated Services Internet Services
- 14. Determining When to Conduct Marketing Research Is sufficient time available ? Information already on hand inadequate? Is the decision of strategic or tactical importance? Does the information value exceed the research cost? Conduct Marketing Research Do Not Conduct Marketing Research Time Constraints Availability of Data Nature of the Decision Benefits vs. Costs Yes Yes Yes Yes No No No No
- 15. Q & As