presentatation on rm

8/7/2019 Presentatation On RM

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Research Methodology and

Marketing Strategies


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Objective of Presentation

Understanding and learning of fundamentals of Market Research andStrategies using research Methodology.


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Quantitative Marketing research

There are five major and important steps involved in the research

process:

Defining the Problem.

Research Design.

Data Collection.

Analysis.

Report Writing & presentation.

The design step may involve a pilot study to in order to discover any

hidden issues. The codification and analysis steps are typically performed

by computer, using software . The data collection steps, can in someinstances be automated, but often require significant manpower to

undertake. Interpretation is a skill mastered only by experience.


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Business Plan

Use market research to confirm demand and assess suitability of

proposed offerings.

Create a management team to offset any gaps in experience orexpertise.

Raise equity to reduce exposure to interest rate changes, reduce

gearing etc.


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Business Plan

Explicit

Implicit


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Explicit andImplicit

CompetitiveStrategy

CorporateStrategy


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Functional Areas Of Management

Marketing

Operations

Finance

Human Resource Management

Information Technology


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Marketing Strategies In Research

Level 1Strategic Marketing

Level 2Tactical Marketing

Marketing StrategySegmentation

Targeting

Positioning

Differentiation

4Ps of Marketing

ProductPrice

Place

Promotion

Information for Marketing Decisions

Packaging

Decisions

Pricing

MethodsShort/Long

Term promotions

Distribution

S.C.M


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Marketing Information System

A Marketing Information System can be defined as 'a system in which marketing

information is formally gathered, stored, analyzed and distributed to managers in accordwith their information needs on a regular basis.

Market Intelligence (MI) is the information relevant to acompanys markets, gathered and analyzed specifically for the

purpose of accurate and confident decision-making in determiningmarket opportunity, market penetration strategy, and marketdevelopment metrics

Market Research (MR) is a systematic, objective collection andanalysis of data about a particular target market, competition, and/orenvironment.


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Applications Of Market Research

Demand Forecasting

Sales forecasting

Segmentation

Identification Positioning

Strategic Market

Research

Product Testing

Pricing Research Advertising

Distribution(Logistics)

4Ps Of Marketing

Tactical MarketResearch


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Research Data

Primary

Online Research

Email Surveys

HTMLDownloadableforms

Interactive SurveyApplications

Data Mining

Looking for pattern

of purchase,behavior, attitudesby analyzing datafrom warehouse

DataWarehousing

data capture,processing power,data transmission,

and storagecapabilities areenablingorganizations tointegrate theirvarious databases

Secondary

This data is use to

design marketing

strategies and

communication

campaigns

Measure results

of this campaign

and refined, and

repeat if

required/needed.


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Factors Involving Market Research

Information Gap

Actual is greater than estimated.

Cost(MR) < Cost (wrong decision withou

tMR)

get the right goods or services to the right people at the right place at the right time atthe right price, using the right promotion techniques. The right principle describeshow marketing managers control the many factors that ultimately determinemarketing success.

Time Management


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Steps for Marketing Research

Define

ResearchObjective

DesignResearchMethodology

Plan & doSecondary

Research

Plan anddo Primary

Research

Tabulationand

Analysis

ReportWriting and

Presentation

MarketingAction


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Uni-variateTechniques

NonParametricStatistics

OneSample

1) ChiSquare Test

2) Run test

3)Kolmogorov

Two or

moreSample

Independent

(Sample Sizes arenot Same)

1) ChiSquare Test

2) Run test

3)Kolmogo

rov

Dependent

(Sample Sizesare Same)

1)Sign test

2)Wilcoxan

3)Cochran

ParametricStatistics

OneSample

1) T test

2) Z test

Two or

moreSample

Independent

1)T test

2) Z test

3) AnnovaTest

Dependent

1)PairedSample test

2)T test

Flowchart ofVarious Testin Research


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Identification of various test.

A) If sample size30, apply Z test.

B) If one sample with two parameters, apply Chi Square test.

C) If two samples with same sample size>/


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Research can be done through various modes

Print Media

PublicRelations

MediaAdvertising

andPlanning

Internet

SalesPromotions


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Thankyou

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