research application
DESCRIPTION
TRANSCRIPT
Presented By:Ratan Mal Lodha E-30
ASIA PACIFIC INSTITUTE OF MANAGEMENT
STUDIES
Research Application
ResearchResearch 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.
Operation research
Search for good technologyFinding suppliersDeveloping Transportation modelLayout designingFactory Setting Location
Human Resource
Finding adequate manpowerStudy of psychology of various
personsFinding industry trendsEmployee satifactionDesigning salary structure
Financial research
Availability of cheaper source of finance
Market trendsFinding potential investorsChoosing right project for
investmentDesigning capital structureTaking dividend decision
Economic research
Measuring economics conditionFinding growth in the economyFinding economic problemsMaking lawsEconomic planning
Social Research
For the welfare of the societyDemographic analysis (census)To find views of the societyDistinguish between different
strata of the society
Marketing Research
Identification of Information
Needed
Collection of Data
Analysis of Data
Dissemination of Information
Identifying and Solving
Marketing Problems
Defining Marketing Research
Use of Information
Problem Identification Research
• Market Potential Research
• Market Share Research• Image Research• Market Characteristics
Research
• Forecasting Research• Business Trends
Research
Marketing Research
A Classification of Marketing Research
Problem Solving Research
•Segmentation Research
•Product Research
•Pricing Research
•Promotion Research
•Distribution Research
Uncontrollable
Environmental Factors
•Economy•Technology•Competition•Laws and Regulation
•Social and Cultural Factors
•Political Factors
Assessing Information
Needs
Customer Groups• Consumers• Employees• Channel Members• Suppliers
MarketingResearch
Marketing Managers• Market Segmentation • Marketing Programs • Target Market Selection • Performance and Control
Controllable
Marketing Variables
• Product• Pricing• Promotion• Distribution
Marketing DecisionMaking
Providing Informati
on
The Role of Marketing Research in Marketing Decision Making
THANK YOU