Professional Documents
Culture Documents
MARKETING RESEARCH
Dr. Vandana Khanna
9/20/2013
The systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services
American Marketing Association
MIS (MKIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions American Marketing Association
MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
Dr. Vandana Khanna
9/20/2013
9/20/2013
9/20/2013
9/20/2013
9/20/2013
RESEARCH DESIGN
Research design is blue print of the research work. It :
Indicates the method gathering Instruments of research of information
9/20/2013
9/20/2013
DATA COLLECTION
(SECONDARY DATA)
Internal secondary data
Customer data base Sales statistics All output of MR and MIS Firms annual reports
DATA COLLECTION
(PRIMARY DATA)
Research instruments for collecting primary data are:
Questionnaire Mechanical/electronic device
Questionnaire Development
OpenOpen-end questions CloseClose-end questions
QUESTIONNAIRE DEVELOPMENT
Step by step approach always help. It must be structured in such a way that all information can be collected.
List all relevant points ( information required) Put questions in a sequence using simple words Limit the number of questions Do some trial interviewing and pilot survey Develop the final questionnaire based on pilot survey
PRIMARY DATA
Methods of collecting primary data are: Interviews
Structured or Unstructured Direct or Indirect
Types of interview
Mail interview Telephone interview Personal interview
9/20/2013
9/20/2013
9/20/2013
SCALING TECHNIQUES
These are used to measure the response. It is more helpful for qualitative research. Some scaling techniques are:
Ordinary scale Likert scale MultiMulti-dimensional scale Semantic differential
9/20/2013
9/20/2013
SAMPLING METHOD
Probability/random sampling methods
Simple random sampling Systematic random sampling Stratified sampling Area sampling
9/20/2013
9/20/2013
ERRORS
Sampling error Sampling bias Non-sampling errors
Response errors NonNon-response errors Deficiencies of enumerators Coding errors Processing errors Errors due to wrong framing of questions/inaccurate definition
TECHNIQUES OF MR
Panel research
Consumer panel Retail shop panel Advertising audience panels
9/20/2013
9/20/2013
9/20/2013
9/20/2013
9/20/2013
CHARACTERISTICS OF GOOD MARKETING RESEARCH Scientific method Research creativity Multiple methods Interdependence Value and cost of information Healthy skepticism Ethical marketing
9/20/2013
9/20/2013
MARKETING METRICS
Marketing metrics is the set of measures that helps marketers quantify, compare, and interpret marketing performance. External
MARKETING METRICS
Internal
Awareness of goals Commitment to goals Active support Resource adequacy Staffing levels Desire to learn Willingness to change Freedom to fail Autonomy Awareness Market share Relative price Number of complaints Customer satisfaction Distribution Total number of customers Loyalty
9/20/2013
9/20/2013
9/20/2013
Statistical Bank
MIS
Display unit
Marketing Manager
Model Bank
9/20/2013
9/20/2013
9/20/2013
9/20/2013