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Specialty Marketing Research in India

Chapter 4 discusses the importance and scope of marketing research, which connects consumers to marketers through information to identify opportunities and evaluate actions. It outlines the marketing research process, including defining the problem, developing a research plan, and analyzing findings, while also highlighting various research approaches and methods. Additionally, it emphasizes the different types of marketing research firms and the creative ways small companies can conduct research.

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Mae L
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5 views15 pages

Specialty Marketing Research in India

Chapter 4 discusses the importance and scope of marketing research, which connects consumers to marketers through information to identify opportunities and evaluate actions. It outlines the marketing research process, including defining the problem, developing a research plan, and analyzing findings, while also highlighting various research approaches and methods. Additionally, it emphasizes the different types of marketing research firms and the creative ways small companies can conduct research.

Uploaded by

Mae L
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Chapter 4:

Conducting Marketing
Research
The scope of marketing research
• Marketing research is the function that links the consumer,
customer, and public to the marketer through information.
Information 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.
• Marketing research specifies the information required to
address these issues, designs the method for collecting
information, manages and implements the data collection
process, analyzes the results and communicates the findings
and their implications.
• Marketing insights provide diagnostic information about how and why
we observe certain effects in the marketplace and what that means to
marketers.
• When Tropicana redesigned its orange juice packaging, dropping the
iconic image of an orange skewered by a straw, it failed to adequately
test for consumer reactions - with disastrous results. Sales dropped
by 20% and Tropicana reinstated the old package design after only a
few months.
• Large companies often spent big budgets on marketing research.
Small companies can also hire the services of a marketing research
firm or conduct research in creative and affordable ways, such as:
• Engaging students or professors to design and carry out projects
• Using the Internet
• Checking out rivals
• Tapping into marketing partner expertise
• Tapping into employee creativity and wisdom
• Marketing research firms fall into three categories:
1) Syndicated-service research firms
- Firms gather consumer and trade information, which they sell
for a fee.
2) Custom marketing research frims
- firms are hired to carry out specific projects. They design the
study and report the findings.
3) Specialty-line marketing research firms
- firms provide specialized research services. The best example
is the field-service firm, which sells field interviewing services to other
firms.
The Marketing Research Process
1) Define the problem, the decision alternatives, and the research
objectives

2) Develop the research plan

3) Collect the information

4) Analyze the information

5) Present the findings

6) Make the decision


• In conducting research, firms must decide whether to collect their
own data or use data that already exist.
• They must also choose a research approach and decide on a sampling
plan and contact methods.
• Research approach
• Observational
• Focus group
• Survey
• Behavioral data
• Experimental
• Contact methods
• mail - in person
• phone - online
The end of Chapter 4

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