Marketing XLRI Notes
Marketing XLRI Notes
Marketing XLRI Notes
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Business Research
To provide a well-structured
method in carrying out
research investigation
Objective of
course
To provide thorough
understanding of the research
process
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Research
Reduces risk in decision making
Lets move away from making decisions based on anecdotal
evidence (i.e., information or casual observation that is not
based on facts or careful study)
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Defining Research
The function which links the consumer, the
customer, and public to the manager through
INFORMATION.
Used to identify & define
opportunities and problems
Information
Monitor performance
Improve understanding of process
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Defining Research
Research is the systematic & objective
identification
collection
analysis
Dissemination &
use of information
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RESEARCH
SUPPLIERS
EXTERNAL
FULL SERVICE
Internet
Services
Syndicate
Services
Customized
Services
LIMITED SERVICE
Field
Services
Focus Groups
& Qualitative
Services
Other
Services
Technical
& Analytical
Services
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A Classification of Research
Research
Problem
Identification Research
To help identify problems which
are not necessarily apparent on the surface
& yet exist or are likely to arise in the future
Problem
Solving Research
To help solve specific problems.
Segmentation Research
Product Research
Promotion Research
Distribution Research
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Problem-Solving Research
Segmentation Research
Determine the basis of
segmentation
Establish market potential &
responsiveness for various
segments
Select target markets
Create lifestyle profiles:
demography, media, &
product image characteristics
Product Research
Test concept
Determine optimal product
design
Package tests
Product modification
Brand positioning &
repositioning
Test marketing
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Problem-Solving Research
Promotional Research
0.00%
Pricing Research
Ad Copy decisions
Media decisions
Pricing policies
Evaluation of advertising
effectiveness
$ALE
Problem-Solving Research
Distribution Research
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale coverage
Channel margins
Location of retail & wholesale outlets
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Research Process
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Problem Definition
The truly serious mistakes are made not as a
result of wrong answers but because of asking
wrong questions
Peter Drucker
Research: Stories
Failure Disney Land Europe (Paris) in 1992
Coca Cola launch of new Coke in early 1980s
Success of Starbuck in Japan in 1996
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Factors to be Considered in
Environmental Context of the Problem
Past Information & Forecasts
Resources & Constraints
Objectives
Buyer Behavior
Legal Environment
Economic Environment
Marketing & Technological Skills
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Research Problem(RP)
A statement specifying the type of information needed
by the decision maker to help solve the management
decision problem and how the information can be
obtained efficiently and effectively.
It asks what information is needed & how it should
be obtained
Information oriented
Focus on underlying cause
MDP Vs RP
MDP
RP
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Problem Definition
MDP asks what Decision maker needs to do where
as,
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Problem Definition
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Problem Definition is
too Broad
Does Not Provide
guidelines for Subsequent
Steps
e.g., Improving the
Companys Image
Problem Definition is
too Narrow
May Miss Some Important
Components of the Problem
e.g. Changing Prices in
Response to a Competitors
Price Change.
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Interest generated?
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