Business Problem & Marketing Problem

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 Depts in MR Agency and Client Interactions Field CLIENT Analysis Market Researcher Market Researcher

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 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  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 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?