Umbrella Branding of Amul
SESSION 4 BUSINESS RESEARCH METHODOLOGY
Business research
• Its an organized , systematic, data-based, critical, objective, scientific inquiry or investigation into a specific problem, undertaking with the purpose of finding answers or solutions to it.
Definition of Marketing Research
Marketing research is the systematic and objective identification collection analysis dissemination and use of information
for the purpose of improving decision making related to the
identification and solution of problems and opportunities in marketing.
Marketing Research
The American Marketing Association (AMA) redefined Marketing Research as: The function which links the consumer, the customer, and public to the marketer through INFORMATION
The Role of Marketing Research
Customer Groups • • • • Controllable Marketing Variables •Product •Pricing •Promotion •Distribution Assessing Information Needs Consumers Employees Shareholders Suppliers Uncontrollable Environmental Factors •Economy •Technology •Laws & Regulations •Social & Cultural Factors •Political Factors
Marketing Research
Providing Information
Marketing Decision Making
Marketing Managers • Market Segmentation • Target Market Selection • Marketing Programs • Performance & Control
Types of research
• Applied research • Basic or pure or fundamental research
Applied research
• Research has done with the intention of applying the results of the findings to solve specific problems currently being experienced in the organization is called applied research.
Manager and research
• Managers with knowledge of research have an advantage over those without. research methods will enable manager to understand ,predict , and control their environment. • Knowledge of research help managers to identify and solve particular problem. • Manager need to know research method because they will become more discriminating while sifting through the information disseminated in business
Business research
• Its an organized , systematic, data-based, critical, objective, scientific inquiry or investigation into a specific problem, undertaking with the purpose of finding answers or solutions to it.
Definition of Marketing Research
Marketing research is the systematic and objective identification collection analysis dissemination and use of information
for the purpose of improving decision making related to the
identification and solution of problems and opportunities in marketing.
Marketing Research
The American Marketing Association (AMA) redefined Marketing Research as: The function which links the consumer, the customer, and public to the marketer through INFORMATION
The Role of Marketing Research
Customer Groups • • • • Controllable Marketing Variables •Product •Pricing •Promotion •Distribution Assessing Information Needs Consumers Employees Shareholders Suppliers Uncontrollable Environmental Factors •Economy •Technology •Laws & Regulations •Social & Cultural Factors •Political Factors
Marketing Research
Providing Information
Marketing Decision Making
Marketing Managers • Market Segmentation • Target Market Selection • Marketing Programs • Performance & Control
Types of research
• Applied research • Basic or pure or fundamental research
Applied research
• Research has done with the intention of applying the results of the findings to solve specific problems currently being experienced in the organization is called applied research.
Manager and research
• Managers with knowledge of research have an advantage over those without. research methods will enable manager to understand ,predict , and control their environment. • Knowledge of research help managers to identify and solve particular problem. • Manager need to know research method because they will become more discriminating while sifting through the information disseminated in business