Robin Mahendra Pratap Singh

DPGD/JL12/1743
Specialization: Marketing
As per the American marketing Association, Marketing Research is the
systematic gathering, recording & analysis of data about problem, relating
the marketing of goods & services.
According to Philip Kotler, Marketing research is a systematic problem
analysis, model building and fact finding for the purpose of improved
decision-making and control in the marketing of goods and services.
Features of Marketing Research

Wide & Comprehensive Scope
Systematic & Scientific
Continuous & Dynamic Process
Reduces Gap Between Producers & Consumers
Tool For Decision Making
Benefits Company & Consumers
Accurate Data Collection & Critical Analysis
Five Basic Function Of Marketing Research
Need and Importance of Marketing Research
Steps in Marketing Research
Follow up.
Project reporting and
Analysis and interpretation of data
Collection and processing of data
Field staff selection
Designing questionnaire
Sampling design
Determining data sources
Determining data needs
Research design
Problem definition
Problem identification

Exploratory design
It is unstructured, informal research undertaken to gain background
information about the general nature of the research problem. This research is
used principally to gain a deeper understanding of something.
The design is far more flexible and dynamic than that of descriptive research.
Example just because we know that 3G phones exist, it doesnt necessarily mean
that we understand how they work. This research help to understand how the
phone work in a better way


Descriptive research
It is known as statistical research, describes data and characteristics about
the population or phenomenon being studied. This research answers the
questions who, what, where, when and how..This research deals with everything
that can be counted and studied.
Example-
Finding the most frequent disease that affects the children of a town. The reader of
the research will know what to do to prevent that disease thus, more people will live
a healthy life.
Casual Design
The research is used to measure what impact a specific change will have on existing norms and allows
market researchers to predict hypothetical scenarios upon which a company can base its business plan.
This research is a way of seeing how actions now will affect a business in the future.


Example
If a clothing company currently sells blue denim jeans, causal research can measure the impact of the
company changing the product design to the color white.
Following the research, company bosses will be able to decide whether changing the color of the jeans to white
would be profitable.
Define the marketing problem
Enumerate the controllable and uncontrollable decision factors
Evaluate the decision and the decision process
Collect relevant information
Identify the best alternative
Develop and implement a marketing plan
Is Marketing Research Scientific or Not?
CONCULSION