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Marketing Research Lecture 2

The document discusses various topics that companies frequently apply marketing research to, as surveyed by the American Marketing Association over 30 years. These include markets, products, sales force problems, distribution channels, advertising, and broader problems. It also discusses common research subjects like new product acceptance, competitive products, sales potential and market characteristics. The document outlines best practices for effective communication and problem definition between marketing research agencies and client companies. It describes the key steps in the problem-solving process as ascertaining objectives, recognizing and defining problems, analyzing the environment, searching for alternatives, and deciding on a solution.

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Shubham Kesarwani
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108 views19 pages

Marketing Research Lecture 2

The document discusses various topics that companies frequently apply marketing research to, as surveyed by the American Marketing Association over 30 years. These include markets, products, sales force problems, distribution channels, advertising, and broader problems. It also discusses common research subjects like new product acceptance, competitive products, sales potential and market characteristics. The document outlines best practices for effective communication and problem definition between marketing research agencies and client companies. It describes the key steps in the problem-solving process as ascertaining objectives, recognizing and defining problems, analyzing the environment, searching for alternatives, and deciding on a solution.

Uploaded by

Shubham Kesarwani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Lecture 2 by Gita MS Agarwal

By David Luck and Ronald Rubin


Chapter 2
 The subjects to which companies apply their
marketing research have been surveyed (at 5
year intervals) by the American Marketing
Association for over thirty years.
 These categories are as follows:
 Markets,
 Products,
 Sales force problems
 , Distribution channel studies,
 Advertising,
 Problems broader than marketing.
 This is the most studied( over 95% of
companies engage in these subjects)
 What are their sales potentials?
 Their characteristics?
 What share of their purchases ( in our product
lines) are we winning?

 (over 95% of companies engage in studying


these subjects)
 How well will our new products be accepted?
 With what sales potential?
 What about competitive products?
 How do our present products stack up?

 (90% of manufacturing companies study


these)
 Measurement of market potentials
 Market share analysis
 Determining market characteristics
 Sales analysis
 Sales quota and territories
 Distribution channels
 Test market audits
 Short range forecasting
 Long range forecasting
 Pricing studies
 Business trend studies
 Management information systems(MIS)
 Acquisition studies
 Rate high in research use.
 How should territory boundaries be set?
 How should sales quotas be set?

 ( over 90% of manufacturers study these


repetitive problems)
 Done by 85% of the manufacturers
 Most consumer goods companies and a
majority of financial services companies
conduct these
 How effective are our ads?
 How strong is the proposed copy?
 Which media are appropriate for our markets
and products?
 Include business expectations and short term
forecasts that rate high
 Acquisition studies also very common
 The effects of inadequate interface may be
observed in the following:
 Case A- Agency communicated with the
Marketing Exec Vice president by phone and
by mail and only once in a direct meeting but
got the full brief.
 Case B- Agency had many meetings with the
client company through their managers but
never met the real client ( Mktg Exec VP) till
the report stage when it was too late.
 There has to be a clear understanding of the
problem by the researcher from the client
 (someone senior enough)
 Even 2 meetings with a senior are better than
6 meetings with a junior , since it can lead to
wrong problem definition.
 Keep researcher informed on:
 The precise problem(s) faced by the client and
the way that a decision is going to be made.
 All limitations on the costs and time for doing
the study
 The background of the problem and its
environment.
 What data will be provided by the client and
where to obtain it
 Any changes in the situation that arise as the
study is under way.
 Being honest and clear regarding the
meaning and limitations of the expected
findings
 Being of maximum help in presenting and
explaining the conclusions and aiding the
clients application
 Demanding that the client provide the
information needed to plan and conduct the
study. This includes explicating the goals
and the problems faced.
 1) Ascertaining- the objectives that the firm
is trying to accomplish (relevant to the
particular problem area)
 2)Recognizing that the problem exists and
locating it.
 3)Determining the problem’s nature and
environment
 4) Searching for and selecting alternatitive
solutions
 5)Deciding which solution should be adopted.
 Set objectives
 Discover problems and define
 Analyse problem environment
 Search and select alternatives
 Decide on action to take
 Implement

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