2. Introduction
Marketing research is defined as the
objective and formal process of
systematically obtaining ,analyzing and
interpreting data for actionable decision
making in marketing.
Marketing research is a systematic and
objective study of problem pertaining to the
marketing of goods and services.
3. Definition
According to American Marketing
Association:-Marketing research is the
function which links the consumer
customer, and public to the marketer
through information. Information used to
identify and define marketing opportunities
and problems..it generate refine and evaluate
marketing action and improve
understanding of market as a process.
4. According to GREEN and TULL :-Marketing
research is a “search for and analysis of
information relevant to the identification
and solution of any problem in the field of
marketing.”
5. According to Palmar :- Marketing research is
about researching the whole company’s
process.
7. Objectives of marketing
research :-
To affecting the sales volume and their opportunities
To Competitions position of rival products
To Reaction of customer and cunsumer
To Price-trends
To Distribution channal
To New methods of Packeging
To analyse the market size
To know demand
To evaluate the profitability of different markets
To study of customer acceptance of product
To volume of future sales
8. Scope of marketing research
Research on product and services
Research on market.
Research on sales policies and methods
9. Importance of marketing
Research
Decision making tools
Management planning
Problem solving.
Control technique
Pricing
Marketing strategy
Distribution
Sales promotion
10. Step of Marketing Research
Formulating the problem
Specifying research objectives
Preparing a list of the needed information
Design effective research plan
Collecting data
Analyzing the collecting data and reporting the
findings