1. Welcome to class of Introduction to Marketing Research by Dr. Satyendra Singh

2. Study Questions Q1.Examples Q2.Defining Marketing Research Q3.Common uses Q4.Why used? Q5.Who uses? Q6.Who produces? Q7. Careers in Marketing Research Q8.Major Ethical Issues

3. Examples taste of the food price of the food customer satisfaction

4. What is Marketing Research? What is marketing? Marketing Research is... All the activities that provide information to marketing decision makers.

5. Marketing Research Questions Product Usage? –How? Why? Product Purchase? –Where? How? Who? Quantity? Planned? Loyalty Segments general market? potential market? existing market? market growth?

6. Describing your Org.’s Marketing Position market share future sales brand awareness brand perception purchase rates satisfaction current marketing programs marketing plans and strategies current marketing programs –competitors product lines prices distribution advertising promotion sales force

7. Measuring Response to Marketing Actions effectiveness –product –modifications –new –price –distribution –advertising and promotion –Sales people

8. Monitoring the General Environment technological developments –changes in buying or usage patterns? media environment –changes is successful promotional programs? social environment –changes in buying or usage patterns? legal, political & regulatory environment. –changes in buying and usage patterns, or permissible product contact and marketing efforts? economic environment. –changes in buying or usage patterns?

9. Why is Marketing Research Used? pays off reduces uncertainty large resources at stake Justify Actions Value of Research > Estimated Cost

10. Who uses Marketing Research? manufacturers of consumer products –durable and non durable industrial marketers service companies non-profit organizations retailers advertising agencies media governments

11. Who Produces Marketing Research? Syndicated Tracking Services Job Shops Manufacturers Government Agencies Advertising Agencies

12. Careers in Marketing Research size of the business source of jobs education / experience salaries

13. Ethical Issues in Marketing Research Obligations Client Supplier Participant