Download presentation
Presentation is loading. Please wait.
Published byBetty Lynch Modified over 7 years ago
1
Business Problem & Marketing Problem
2
2 Marketing Research Process Client problem Brief Agency Proposal Questionnaire Design Questionnaire Design Data Collection / Fieldwork Data Collection / Fieldwork Data Processing Data Analysis & Reporting Data Analysis & Reporting Solution
3
3 Depts in MR Agency and Client Interactions Field CLIENT Analysis Market Researcher Market Researcher
4
Job description of a Researcher Understand the ‘marketing problem’ Design the research Prepare q’re Interact with ‘Field’ and ‘Data Processing’ Interpret data Prepare presentation / report Present findings and recommend
5
5 Initial stages of the Marketing Research Process Client problem Brief Problem Definition Stage Management Decision Problem OR Business Problem: Problem confronting the Decision Maker (or “Top Mgmt”) Marketing Research Problem: Problem that entails determining what information is needed Agency Proposal
6
6 We are planning to launch low-priced entry level cars We would target 2-wheeler owners, and hence, advertise accordingly In which newspapers, magazines and TV programmes should we advertise? Revisiting the first Client Brief :
7
7 Management Problem and Research Problem MANAGEMENT DECISION PROBLEM: How do I maximize my reach to the target group (i.e. 2-wh owners) with my planned advertising budget? MARKETING RESEARCH PROBLEM: Among 2-wh owners, which newspaper has the highest readership and better reader profile? Similarly, which magazine?... Which TV prog? How do the ad rates compare for these?
Similar presentations
© 2024 SlidePlayer.com Inc.
All rights reserved.