Market Research Applications

Contents
Role and value of market research in marketing framework Data analysis Tabulation, SPSS applications data base, testing

for association Multivariate techniques Perceptual mapping applications in market research Applications of MR in consumer research, advertising, test marketing, Usage attitude studies, Television viewer ship surveys; Media effectiveness study; Annual readership survey of print media etc. Report preparation and presentation; interpretation of MR reports Brand tracking study Field project on market research on any functional / industry verticals.

Role and Value of Market Research in Marketing Framework

The Role of Marketing Research Segmentatio

n LEVEL 1 (Strategic) Marketing Strategy

Target Market Selection

Positioning

Information for Marketing Decisions

4 Ps of Marketing

LEVEL 2 (Tactical)

Marketing Plan

Product Pricing Promotion Place

Marketing Intelligence Versus Marketing Research

Marketing Intelligence
An ongoing process of continuously collecting

information about the industry in which our company operates, competitors moves in marketing or other functional areas, related industries (eg. suppliers or substitute products), government policies and actions in areas of export, import, taxation, etc.
Marketing Research
A clearly defined search for answers to some

questions, which if answered would lead our company to make critical marketing decisions on a strategic or tactical level

 Marketing Intelligence Versus Marketing Research

Marketing Intelligence
Ongoing Process Usually done in-house Not meant for

Marketing Research
Project based on

immediate action General purpose Focus on competition, environment

information gap Mostly outsourced to M.R. companies Action oriented Very specific answers to questions Focus on consumers, influencers

Applications of Marketing Research

Strategic
Demand Forecasting Sales Forecasting Segmentation Studies Identification of Target Markets

Positioning Strategies Identification

Applications of Marketing Research

Tactical
Concept Research Product Research Pricing Research Distribution Research

Advertising Research

Limitations of Market Research

Differences in Methodology

Complementary Inputs for Decision-Making

Secondary and Primary Research

Secondary Research
Any information we may use, but which has not

been specifically collected for the current marketing research

Primary Research
Research which involves collecting information

specifically for the study on hand, from the actual sources such as consumers, dealers or other entities involved in the research

Assignment Question
List out some ethical issues in marketing

research, which companies/ individuals doing research must grapple with