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Marketing Research & Intelligence

Marketing Research & Marketing Intelligence
Marketing research is defined as the objective & systematic process of obtaining,
analyzing, & reporting of data (or information) for decision making in marketing. It
undertakes periodic projects to collect & analyze data with specific objectives.
Marketing Intelligence is an ongoing activity to provide continuous information for
decision making.
Areas of survey methods Industrial Research Consumers Research
Sample size Small sample due to small
universe (or population) &
concentration of buyers
Large sample due to large
dispersed population
Respondent cooperation &
accessibility
More difficult due to time
constraints; accessibility is
limited to working hours
Less difficult to obtain data;
accessibility is easier
Defining respondent More difficult as buying
decisions are made by several
members of the buying
committee
Simple, as individuals or
household users are the buyers
Difference between survey method
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Scope of Industrial Marketing Research
Development of Market potential
Market Share Analysis
Sales Analysis
Forecasting
Competitor Analysis
Benchmarking
New Product Acceptance &
Potential
Business Trend Studies
Sales Quota Determination
Information
type
Sources of
data
Research
methods
Sampling plan
Method of
contacts
Data collection
method
Marketing Research Process
Identify the
problem /
opportunity &
define research
objective
Develop research
design (or plan)
Collect the data (or
information)
Process & analyze
the data
Present the
research findings
(or report)
Primary data
Secondary data
Observational | Exploratory | Survey |
Experimental
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Industrial marketing Intelligence
Secondary
data
sources
Marketing
Intelligence
System
Decision
Support
System
Marketing
Strategy
Development
Market
response
Internal
Information
System
Marketing
research
studies
Components of DSS
Statistics
Marketing Manager
Database
Decision
models
Display
Environment
Question Answer
Action