MR Applications 1
-
Upload
karim-shaikh -
Category
Documents
-
view
215 -
download
0
Transcript of MR Applications 1
-
8/4/2019 MR Applications 1
1/23
MMARKETINGARKETING RRESEARCHESEARCH
AAPPLICATIONSPPLICATIONSMMSMMS CCOURSEOURSE 3. 1. 3 B3. 1. 3 B
AllanaAllana
MMS Semester IIIMMS Semester III20112011
Sameer PhanseSameer Phanse
Marketing & IT ConsultantMarketing & IT Consultant
August 22, 2011 Sameer Phanse Marketing & IT Consultant
1
-
8/4/2019 MR Applications 1
2/23
MMARKETINGARKETING RRESEARCHESEARCH
RROLEOLE & V& VALUEALUE
Session 1Session 1
August 22, 2011 Sameer Phanse Marketing & IT Consultant
2
-
8/4/2019 MR Applications 1
3/23
SSESSIONESSION OOBJECTIVESBJECTIVES
IntroductionIntroduction Teaching Plan and Evaluation SchemeTeaching Plan and Evaluation Scheme Marketing Research In PerspectiveMarketing Research In Perspective What is Marketing Research?What is Marketing Research? Marketing Research visMarketing Research vis----vis Market Researchvis Market Research Why study Marketing Research?Why study Marketing Research? Marketing Research ApplicationsMarketing Research Applications Marketing Research, Marketing Decision SupportMarketing Research, Marketing Decision Support
Systems & Marketing Intelligence SystemsSystems & Marketing Intelligence Systems The Marketing Research StimuliThe Marketing Research Stimuli Benefits of Marketing ResearchBenefits of Marketing Research Limitations of Marketing ResearchLimitations of Marketing Research
August 22,
2011
3
Sameer Phanse Marketing & IT
Consultant
-
8/4/2019 MR Applications 1
4/23
TTEACHINGEACHING PPLANLAN::MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS 1,21,2 Marketing ResearchMarketing Research Need, Role & Significance FP CD Q CNeed, Role & Significance FP CD Q C 3,43,4 Data AnalysisData Analysis Tabulation, SPSS applications database, Testing for AssociationTabulation, SPSS applications database, Testing for Association
( Covered in 2.6( Covered in 2.6 Research Methodology & Fundamentals of Marketing Research)Research Methodology & Fundamentals of Marketing Research) SPSPCDCD
5,65,6 Multivariate TechniquesMultivariate Techniques Interdependence TechniquesInterdependence Techniques Factor Analysis,Factor Analysis,Cluster Analysis, Dependence Analysis, Discriminate Analysis, Combination withCluster Analysis, Dependence Analysis, Discriminate Analysis, Combination with
Cluster Analysis, Conjoint AnalysisCluster Analysis, Conjoint Analysis -- FP CDFP CD 7,87,8 Perceptual Mapping,Perceptual Mapping, Perceptual Mapping applications in Marketing Research,Perceptual Mapping applications in Marketing Research,
OnOn--Line Marketing Research,Line Marketing Research, Internet Research MethodologyInternet Research Methodology (Specially added )(Specially added ) FPFPCD CCD C
9,109,10 Applications of Marketing ResearchApplications of Marketing Research Applications of Marketing Research inApplications of Marketing Research inConsumer Research, Advertising, Test Marketing, Usage attitude studies, TVConsumer Research, Advertising, Test Marketing, Usage attitude studies, TVviewership Surveys, Media effectiveness study, Annual readership survey of printviewership Surveys, Media effectiveness study, Annual readership survey of printmedia,media, Student teams to present cases from various application domainsStudent teams to present cases from various application domains FP SP CDFP SP CD
11,1211,12 The Marketing Research ReportThe Marketing Research Report ReportReport preparation & presentation,preparation & presentation,Interpretation of Marketing Research reports, how to read ORGInterpretation of Marketing Research reports, how to read ORG--Nielsen store auditNielsen store auditreport FP CD C SPreport FP CD C SP
1313 Students Briefings/Presentations of Marketing Research Reports of Field ProjectsStudents Briefings/Presentations of Marketing Research Reports of Field ProjectsSP CD QSP CD Q
FP: Faculty Presentation, CD: Class Discussion, C: Case/FP: Faculty Presentation, CD: Class Discussion, C: Case/CaseletCaselet, Q: Quiz,, Q: Quiz,SP: Students PresentationSP: Students Presentation
August 22,
2011
4
Sameer Phanse Marketing & IT
Consultant
-
8/4/2019 MR Applications 1
5/23
AASSESSMENTSSESSMENT Assessment PlanAssessment Plan
yy
Written Tests, Quizzes (Oral & Written), End of Semester Written Exam, Viva VoceWritten Tests, Quizzes (Oral & Written), End of Semester Written Exam, Viva Voceyy PresentationsPresentationsyy Field ReportField Reportyy Class Participation & DiscussionsClass Participation & Discussions
Assessment BasesAssessment Basesyy Due Weight will be allotted to participation & constructive contribution to class discussionsDue Weight will be allotted to participation & constructive contribution to class discussionsyy Sincerity, Motivation, Creativity, Conceptual clarity & Sophistication of AnalysesSincerity, Motivation, Creativity, Conceptual clarity & Sophistication of Analyses
Notes:Notes:yy Students must reviewStudents must review Research Methodology & Fundamentals of Marketing ResearchResearch Methodology & Fundamentals of Marketing Research(2.6(2.6 First Year Semester II) the base of the current course (3.1. 3 B)First Year Semester II) the base of the current course (3.1. 3 B)
yy Besides recommended reading, as per Mumbai University Syllabus, students are expectedBesides recommended reading, as per Mumbai University Syllabus, students are expectedto be familiar with professional journals such asto be familiar with professional journals such as Harvard Business ReviewHarvard Business Review
Journal of Marketing ResearchJournal of Marketing Research
Journal of Advertising ResearchJournal of Advertising Research
MIT Sloan Management ReviewMIT Sloan Management Review Journal of Marketing, .Journal of Marketing, . and so on.and so on.
yy Familiarity with Marketing Research Software Suites such asFamiliarity with Marketing Research Software Suites such as MM4XLMM4XL and/or Statisticaland/or StatisticalSoftware Application Tools such asSoftware Application Tools such as SPSSSPSSis a mustis a must
August 22,
2011
5
Sameer Phanse Marketing & IT
Consultant
-
8/4/2019 MR Applications 1
6/23
GGROUPROUP EEVALUATIONSVALUATIONS Class Representative to submit Group details (group members withClass Representative to submit Group details (group members with
roll numbers & group leader names)roll numbers & group leader names) today itselftoday itselfyy Groups to present duringGroups to present during Session 3Session 3yy TopicTopic
Data AnalysisData Analysis TabulationTabulation SPSS DatabaseSPSS Database Testing for association between two variablesTesting for association between two variables
yy AssessmentAssessment Individual EvaluationIndividual Evaluation Group AssessmentGroup AssessmentAssessment parameters as enumerated under AssessmentAssessment parameters as enumerated under Assessment
August 22,
2011
6
Sameer Phanse Marketing & IT
Consultant
-
8/4/2019 MR Applications 1
7/23
MMARKETINGARKETING RRESEARCHESEARCH ANDAND DDECISIONECISION MAKINGMAKING The prime focus of Marketing Research must beThe prime focus of Marketing Research must be
aiding decision makingaiding decision makingyy Conducting MR requires the exercise of variousConducting MR requires the exercise of various
techniques methods and toolstechniques methods and toolsyy However MR must the decision dilemma & not on theHowever MR must the decision dilemma & not on the
modalities of research designmodalities of research designyy Marketing Researchers must think as Decision makersMarketing Researchers must think as Decision makers
and not just as researchers isolated from the decisionand not just as researchers isolated from the decision
The ability to reduce uncertainty is what givesThe ability to reduce uncertainty is what givesinformation its valueinformation its value
August 22,
2011
7
Sameer Phanse Marketing & IT
Consultant
-
8/4/2019 MR Applications 1
8/23
DDECISIONECISION MMAKINGAKING & M& MARKETINGARKETING RRESEARCHESEARCH
August 22, 2011
8
Sameer Phanse
Marketing & IT Consultant
IdentifyIdentify
Problem orProblem or
OpportunityOpportunity
AnalyzeAnalyze
Problem orProblem or
OpportunityOpportunity
EvaluateEvaluate
AlternativeAlternativeActionsActions
ListList
AlternativeAlternative
ActionsActions
-
8/4/2019 MR Applications 1
9/23
MMARKETINGARKETING RRESEARCHESEARCH IINN PPERSPECTIVEERSPECTIVE
August 22, 2011
9
Sameer Phanse
Marketing & IT Consultant
Business ResearchBusiness Research
MethodsMethods
MarketingMarketing
ResearchResearch
MethodsMethods
Business &Business &
ManagementManagement
EnvironmentEnvironment
Social ScienceSocial Science
Ideas, TrendsIdeas, Trends
Research : Application DomainResearch : Application Domain
Research : Philosophy, Tools DomainResearch : Philosophy, Tools Domain
-
8/4/2019 MR Applications 1
10/23
MMARKETINGARKETING RRESEARCHESEARCH
What is Marketing Research?What is Marketing Research?yy The Marketing ConceptThe Marketing Concept
Customer satisfaction rather than profit maximizationCustomer satisfaction rather than profit maximizationshould be the organizational goalshould be the organizational goal
yy Marketing ResearchMarketing Research
A systematic inquiry that provides information to guideA systematic inquiry that provides information to guidemarketing decisionsmarketing decisions
August 22,
2011
10
Sameer Phanse Marketing & IT
Consultant
-
8/4/2019 MR Applications 1
11/23
MMARKETINGARKETING RRESEARCHESEARCH VISVIS----VISVISMMARKETARKET RRESEARCHESEARCH
August 22, 2011 Sameer Phanse Marketing & IT Consultant
11
Market ResearchMarket Researchyy The process of gathering a largeThe process of gathering a large
amount of information about aamount of information about aspecific market or geographic areaspecific market or geographic area
yy Market Research data is usuallyMarket Research data is usuallyavailable in the public domainavailable in the public domain
yy Most Market Research data isMost Market Research data is
secondary datasecondary datayy Applications include LocationApplications include Location
studies for Malls, Hospitals andstudies for Malls, Hospitals andso onso on
yy Typical data headsTypical data heads Population TrendsPopulation Trends Listing of Planned Public &Listing of Planned Public &
Private FacilitiesPrivate Facilities
Record of Upcoming RealRecord of Upcoming RealEstate SchemesEstate Schemes Traffic CountsTraffic Counts Age & Income figuresAge & Income figures
Marketing ResearchMarketing Researchyy All activities that provide information toAll activities that provide information to
guide marketing decisionsguide marketing decisionsyy Typically involves Primary Research asTypically involves Primary Research as
well as Secondary Researchwell as Secondary Research
Marketing Research
Market
Research
-
8/4/2019 MR Applications 1
12/23
WWHYHY STUDYSTUDYMMARKETINGARKETING RRESEARCHESEARCH??
Students preparing to manage a Marketing function, needStudents preparing to manage a Marketing function, needyy Proper training in the systematic analyses of ManagementProper training in the systematic analyses of Management
DilemmaDilemma Management Dilemma: The problem or opportunity thatManagement Dilemma: The problem or opportunity that
requires a conscious Marketing Decisionrequires a conscious Marketing Decision Significance & Need to study Marketing Research ApplicationsSignificance & Need to study Marketing Research Applications
yy Increasing Influence of StakeholdersIncreasing Influence of Stakeholdersyy Exploding Competitive vigorExploding Competitive vigoryy Increasing complexity of Marketing DecisionsIncreasing complexity of Marketing Decisionsyy Marketing Disciplines increasing SophisticationMarketing Disciplines increasing Sophisticationyy Advances in Research Methodologies, Collective ResearchAdvances in Research Methodologies, Collective Research
experience & applicationsexperience & applicationsyy Greater Computing Power, Data Quantum & speedGreater Computing Power, Data Quantum & speedyy Exponential growth & power of the InternetExponential growth & power of the Internet
August 22,
2011
12
Sameer PhanseMarketing & IT Consultant
-
8/4/2019 MR Applications 1
13/23
MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS Traditional ApplicationsTraditional Applications
yy NewNew--Product ResearchProduct Researchyy Pricing ResearchPricing Researchyy Distribution ResearchDistribution Researchyy Promotion ResearchPromotion Research
Contemporary ApplicationsContemporary Applications Emerging ApplicationsEmerging Applications
August 22,
2011
13
Sameer Phanse
Marketin & IT Consultant
-
8/4/2019 MR Applications 1
14/23
MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS Traditional ApplicationsTraditional Applications
yy NewNew--Product ResearchProduct ResearchConcept GenerationConcept GenerationProduct Evaluation & DevelopmentProduct Evaluation & DevelopmentTest marketingTest marketing
yy Pricing ResearchPricing ResearchSkimming Pricing ResearchSkimming Pricing ResearchPenetration Pricing ResearchPenetration Pricing Research
yy Distribution ResearchDistribution Research
Warehouse & Retail Location ProblemWarehouse & Retail Location ProblemThe Number & Location of Sales Representatives ProblemThe Number & Location of Sales Representatives Problem
yy Promotion ResearchPromotion Research
August 22,
2011
14
Sameer Phanse
Marketing & IT Consultant
-
8/4/2019 MR Applications 1
15/23
MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS
yy Promotion ResearchPromotion ResearchAdvertising ResearchAdvertising Research PurchasePurchase BehaviourBehaviour StudiesStudies Tracking StudiesTracking Studies Diagnostic TestingDiagnostic Testing Copy Test ValidityCopy Test Validity The Budget DecisionThe Budget Decision Media ResearchMedia Research Sales Promotion ResearchSales Promotion Research
August 22,
2011
15
Sameer Phanse
Marketing & IT Consultant
-
8/4/2019 MR Applications 1
16/23
MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS Contemporary ApplicationsContemporary Applications
yy Evaluating Competitive AdvantageEvaluating Competitive Advantageyy Brand Equity InvestigationsBrand Equity Investigationsyy Customer Satisfaction StudiesCustomer Satisfaction Studiesyy Total Quality Management StudiesTotal Quality Management Studies
August 22,
2011
16
Sameer Phanse
Marketing & IT Consultant
-
8/4/2019 MR Applications 1
17/23
MMARKETINGARKETING RRESEARCHESEARCHAAPPLICATIONSPPLICATIONS Emerging ApplicationsEmerging Applications
yy Database Marketing ApplicationsDatabase Marketing Applicationsyy Customer Relationship Marketing Studies (CRM)Customer Relationship Marketing Studies (CRM)yy Customer Experience Marketing (CEM) ApplicationsCustomer Experience Marketing (CEM) Applicationsyy Marketing Engineering* applicationsMarketing Engineering* applications
Marketing Decision Modeling using specializedMarketing Decision Modeling using specializedsoftwaresoftware
yy Marketing Simulation StudiesMarketing Simulation Studiesyy OnOn--Line Marketing ResearchLine Marketing Research** The use of Decision models to formulate Marketing decisions inThe use of Decision models to formulate Marketing decisions in
tandem with traditional conceptual Marketing (Mental) Modelstandem with traditional conceptual Marketing (Mental) Models
August 22,
2011
17
Sameer Phanse
Marketing & IT Consultant
-
8/4/2019 MR Applications 1
18/23
MMARKETINGARKETING RRESEARCHESEARCH & A& ALLIEDLLIEDSSYSTEMSYSTEMS
August 22, 2011
18
Sameer Phanse
Marketing & IT Consultant
Marketing Decision
Support Systems
MDSS
Numerous elements of
Transaction data
Various levels of aggregation
& detail
Designed & organized for
consideration in Marketing decisions Enabled by Intra & Extranets
Scanner data
Factory shipment data
Syndicated aggregate Industry
Data Services
Sales force feedback
Internal & Budget data
Marketing Intelligence Systems
MkIS
Continuous gathering of Business
Environmental Information
Competitive
Technological
Economic
Social
Political
Demographic
Cultural
Legal
Marketing Research
Mechanisms to capture Information for Marketing Decisions
-
8/4/2019 MR Applications 1
19/23
TTHEHE MR SMR STIMULITIMULI
August 22, 2011
19
Sameer Phanse
Marketing & IT Consultant
MDSSMDSS MkISMkIS
ManagementManagement
DilemmaDilemma
The grounds for Marketing ResearchThe grounds for Marketing Research
-
8/4/2019 MR Applications 1
20/23
BBENEFITSENEFITS OFOF MRMR Benefits of MRBenefits of MR
yy Reduced UncertaintyReduced Uncertaintyyy Greater Possibility of a correct DecisionGreater Possibility of a correct Decisionyy Improved Marketing PerformanceImproved Marketing Performance
Higher ProfitsHigher Profits
yy Competitive EdgeCompetitive Edge
August 22,
2011
20
Sameer Phanse Marketing & IT
Consultant
-
8/4/2019 MR Applications 1
21/23
LLIMITATIONSIMITATIONS OFOF MRMR Compromises in MRCompromises in MR
yy Time constraintsTime constraints Balancing information comprehensiveness with need for swift decisionsBalancing information comprehensiveness with need for swift decisions
yy Delayed Marketing DecisionsDelayed Marketing Decisions ConceptualizationConceptualization ExecutionExecution
yy Research CostsResearch Costs Data Quality and ReliabilityData Quality and Reliability
Excellence and Reliability of data entail minimization of errors whichExcellence and Reliability of data entail minimization of errors whichdemands commensurate resourcesdemands commensurate resources
yy Legal RegulationsLegal Regulations Data and information domains are under strict Government regulationsData and information domains are under strict Government regulations
and need to be handled cautiouslyand need to be handled cautiouslyyy Ethical ConventionsEthical Conventions
There are certain codes of conduct for MR that need to be followed for moralThere are certain codes of conduct for MR that need to be followed for moralif not statutory reasonsif not statutory reasons
yy Potential loss of OpportunityPotential loss of Opportunityyy Possibility of flawed decisionsPossibility of flawed decisionsyy Likelihood of exposure of ideas to the public domainLikelihood of exposure of ideas to the public domain
August 22,
2011
21
Sameer Phanse
Marketing & IT Consultant
-
8/4/2019 MR Applications 1
22/23
EEXERCISESXERCISES Individual Assignments (Submission on Paper)Individual Assignments (Submission on Paper)
yy What are Syndicated Marketing Research Services?What are Syndicated Marketing Research Services?Give examples in the Indian contextGive examples in the Indian contextyy Why is Marketing Research called a Why is Marketing Research called a processprocess??yy Read up on examples of Marketing Research in real lifeRead up on examples of Marketing Research in real life
Group Assignment (Brief Power Point Presentation)Group Assignment (Brief Power Point Presentation)yy How specifically can Marketing Research contributeHow specifically can Marketing Research contribute
value to the Marketing Planning Process?value to the Marketing Planning Process? Individual assignments to beIndividual assignments to be submitted in Session 3submitted in Session 3 Some randomly selected Group(s) will be asked toSome randomly selected Group(s) will be asked to
present their assignment in Session 3present their assignment in Session 3
August 22,
2011
22
Sameer Phanse
Marketing & IT Consultant
-
8/4/2019 MR Applications 1
23/23
TTHANKHANKYYOUOU!!EENDND OFOF SSESSIONESSION 11
August 22, 2011
23
Sameer Phanse
Marketing & IT Consultant