An Introduction to Marketing

Research
Welcome to the First Session

What ?
How?
Why?
What will be covered?
Suggested books
- Please Maintain Electronic
Silence
Time is Changing ::::
Mobile Market ; from bulky handsets to iphones
IT Market ; From 486 to dual core
Retail Market in India; from kirane ke dukan to
organized sector
Pharmaceutical Market ; from generic medicines to
genetic medicines

WHY?
Maslow’s NEED-WANT-DESIRE
 Basics
•Business Process (BP):
Idea ------ Process-----Product-------- Marketing---- WILL/SHALL generate $
IS THERE A PROBLEM?????

Example :
XYZ Food chain from USA introduced a chain in India with same idea???

•Critical Input to BP
Understanding of market

Idea ------Marketing Research ----- Process-----

Product-------- Marketing---- WILL/SHALL generate $
Today Companies are investing heavily
into:
 BI ….Why?
 Future business projections
 Current market scenario and status
 All types of planning
 What is needed for BI?
 Data converted into useful information
 What are the parts of BI?
 Financial
 Marketing
 Operations
 Accounting
 We will talk about Marketing Intelligence
 So what is Marketing Intelligence?
 Its Marketing Research + Customer Relationship Management
 What is Marketing Research? The
definitions…..
The Systematic and Objective identification,
collection, analysis, dissemination, and use of
Information
For the purpose of assisting management in decision
making related to the identification and solution of
problems(opportunity) and challenges in marketing

--- from Marketing Research edition 4th by Naresh k Malhotra

Marketing Research
”Good Marketers want insights to help them interpret past
performance as well as plan future activities”
The American Marketing Association defines it as :
Marketing Research is the function that links the
consumer, customer, and public to the marketer
through information– information is used to
identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing
actions; monitor marketing performance; and
improve understanding of marketing as a process
They have a site dedicated
www.marketingpower.com
So finally here we are……
Marketing Research is to Get
Marketing Insight : diagnostic tool
Systematic design, collection, analysis,
and reporting of data findings relevant to
specific marketing situation facing the
company
It is a habit of questioning what you do, and a
systematic examination of the observed information to
find answers with a view to instituting appropriate
changes for a more effective professional service.
is being undertaken within a framework of a set of
philosophies ( approaches);
 uses procedures, methods and techniques that have
been tested for their
validity and reliability; is designed to be unbiased and
objective .
How to Select a Research Topic?
Personal Interest
Social Problem
Testing theory
Prior Research
Program Evaluation
Human service practices
What are some of the limitations?
Time
Financial considerations
Equipment limitation
Human Resource
Out of Box thinking
In the Box Thinking
 Research Classification
-descriptive
-correlation
-explanatory
-exploratory
The 2 Approaches:
Structured approach : quantitative research
 It is more appropriate to determine the extent of a problem, issue or phenomenon by quantifying
the variation. (How many???)
Unstructured approach :qualitative research
 Main objective is to describe the variation in a phenomenon, situation or attitude (description of
working condition in a factory….)
In many studies you have to combine both qualitative and quantitative approaches.
 For example, suppose you have to find the types of cuisine / accommodation available in a city
and the extent of their popularity.
Marketing Research : HOW?.. A
Classification
 Marketing Research: How ?
The Process
Problem Definition
Development of an approach to a problem
Research Design Formulation
Field Work or Data Collection
Data Preparation and Analysis
Report Preparation and Presentation
 Marketing Research : Why?
A million $ answer : Increase ROI, Share holder value and Good Will

BUT where is the impact ?

Market Segmentation
Product Testing
Price Sensitivity
Consumer Satisfaction
Marketing Effectiveness
Sales Effectiveness
Distribution
After Sales Services
Cultural differences/shocks
Competition and Competitors ………….
The Objective of the Course Marketing Research
Teaching Professor : Nupur Banerjee
WELL….Another perception…….
Manage MBA
M= Mind
(Reading mind of Customer= eg; survey)

B = Body
(Develop Data into Information; eg; Correlation)

A= Atma
(Present in convincing manner to Management
……..Satisfying the 5th level and.....
Career in Research : Lets take an example of Marketing Research
 Suggested Books and Software
Marketing Research and Applied Orientation 4th edition: Naresh K.
Malhotra : Pearson
Marketing Research : Aaker Kumar, Dey, Wiley India
Marketing Research Concepts and Cases : Cooper & Schindler McGraw
Hill
Marketing Research : Hair, Robert, Bush, David, Ortinan Mc Graw Hills
MS Excel 2003, 2005, 2010
SPSS 14.0, 16.0
MarketRx
Marketstrat
SAS BI and Analytics
 Thanks
Any Questions?