Umbrella Branding of Amul

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 journals.

MANAGEMENT PROBLEM AND MARKETING RESEARCH PROBLEM
Indian Airlines had to deal with passenger loyalty (management decision problem: how to attract more and more loyal passengers). The broad marketing research problem was to identify the factors that influence loyalty of airline travelers.

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 journals.

• Because of Research knowledge managers easily understand the research reports about their organizations handed to them by professionals. • Research knowledge sharpens the sensitivity of managers to the variables operating in the situation.

The manager-researcher relationship
• Internal consultants/researcher Advantages: – The internal team would stand a better chance of being readily accepted by the employees in the subunit of the organization where research needs to be done. – The team would require much less time to understand the structure ,environment and the functioning and work systems of the organization.

• They would be available for implementing their recommendations after the research findings are accepted. • Less cost Disadvantages: – There is scope for certain powerful coalition in the organization to influence the internal team to misrepresent certain fact.

• There is also a possibility that even the most highly qualified internal research teams are not perceived as “expert” by the management, and hence their recommendation do not get the considerations and attention they deserve. • Certain organizational biases of the internal research team might in some instances make the findings less objective and consequently less scientific.

A Classification of Marketing Research
Marketing Research

Problem Identification Research

Problem Solving Research

Sales Analysis Research Forecasting Research Business Trends Research

Segmentation Research

Product Research Promotion Research Distribution Research

Business Research Process
Step 1: Problem Definition Step 2: Development of an Approach to Problem Step 3: Research Design Formulation Step 4: Fieldwork or Data Collection Step 5: Data Preparation and Analysis Step 6: Report Preparation and Presentation

The Problem Definition Process
Tasks Involved
Discussion with Decision Maker(s) Interviews with Experts Secondary Data Analysis Qualitative Research

Environmental Context of the Problem

Step I: Problem Definition
Management Decision Problem

Marketing Research Problem

Step II: Approach to the Problem
Analytical Model: Verbal, Graphical, Mathematical Specification of Information Needed