Mansi Doomra (130550034)

Mehak Puri (130550035)

Nidhi Aggarwal (130550039)

Shashank Kapoor (130550052)

What is Marketing Research? Meaning
Marketing Research has two words, viz.,
marketing and research.

Marketing means creating, communicating

and delivering value to the customers &
managing customer relationships.

Research means a systematic and complete

study of a problem. It is done by experts. It
uses scientific methods.

Thus, we can say, “Marketing Research is

a systematic method of collecting,
recording and analysing of data, which is
used to solve marketing problems.”
What is Marketing Research? Definition

Marketing research is "the process or

set of processes that links the
consumers, customers, and end users to
the marketer through information —
information used to identify and define
marketing opportunities and problems;
generate, refine, and evaluate
marketing actions; monitor marketing
performance; and improve
understanding of marketing as a
process.
THE PROBLEM DEFINITION
PROCESS Tasks Involved

Discussion Interviews Secondary Qualitative

with with Data Research
Decision Maker(s) Experts Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Step II: Approach to the Problem

Analytical Specification
Objective/ Model: Verbal, Research of
Theoretical Hypotheses
Graphical, Questions Information
Foundations
Mathematical Needed

Step III: Research Design

Factors to be Considered in the Environment
Context of the Problem
STEP 1
• Defining the problem is the most
important step, because only when
a problem has been clearly and
accurately identified can a research
project be conducted properly.

• Defining the marketing research

problem sets the course of the
entire project.

7
 Importance of Defining the
Problem
• Problem definition involves stating the general marketing
research problem and identifying its specific components.

• Only when marketing research problem has been clearly

defined can research be designed and conducted properly.

• Inadequate problem definition is a leading cause of failure

of marketing research project.

• Better communication and more involvement in problem

definition are the most frequently mentioned ways of
improving the usefulness of research.
8
Tasks Involved in Problem
Definition
Discussions with Decision Makers

Interviews with Industry Experts

Secondary Data Analysis

Qualitative Research
 Environmental Context of the
Problem
• To understand the background to a marketing research
problem, the researcher must understand the client’s firm and
industry.
• In particular, the researcher analyze the factors that have an
impact on the definition of the marketing research problem
such as:
 past information and forecast pertaining to the industry and
the firm;
 resources and constraints of the firm;
 objective of the decision maker;
 buyer behavior;
 legal environment;
 economic environment; and
 marketing and technological skills of the firm.
Management Decision Problem and
Marketing Research Problem
• The management decision problem asks what the DM
needs to do, whereas the marketing research problem
ask what information is needed and how it can best be
obtained.
• Research can provide the necessary information to make
a sound decision.
• The management decision problem is action oriented.
It is concerned with the possible actions the DM could
take.
• How should the loss of market share be arrested?
• Should the market be segmented differently?
Management Decision Problem and
Marketing Research Problem cont. …

• The marketing research problem is information

oriented. It wants to determine what information
is needed to make the best decision.
• It involves determining what information is needed
and how that information can be obtained
effectively and efficiently.
• Whereas the management decision problem
focuses on symptoms, the marketing research
problem focuses on underlying causes.
Management Decision Problem versus
Marketing Research Problem

Management decision Marketing research

problem problem
• Asks what the • Asks what information
decision maker needs is needed and how it
to do should be obtained
• Action oriented • Information oriented
• Focuses on symptoms • Focuses on the
underlying causes
Components of the Approach

• In the process of developing an approach, we must

not lose sight of the goal - the outputs.
• The outputs of the approach development process
should include the following components:
• Objective/theoretical framework
• Analytical models
• Research Questions
• Hypotheses, and
• Specification of Information Needed.
RESEARCH
DESIGN
WHAT IS RESEARCH
• A master DESIGN
plan that specifies the methods and
procedures for collecting and analyzing needed
information.
• A research design encompasses the method and
procedures employed to conduct scientific research.
The design of a study defines the study type
(descriptive, correlational, semi-experimental,
experimental, review) and sub-type (e.g., descriptive-
longitudinal case study), research
question, hypotheses, independent and dependent
variables, experimental design, and, if applicable,
data collection methods and a statistical analysis
plan.
PROCESS OF RESEARCH
DESIGN

• Problem definition
• Research design
• Data collection
• Data analysis
• Interpretation of results
• Reporting
Tasks Involved In a Research
Design
Define the Information Needed

Design the Exploratory, Descriptive, and/or Causal

Phases of the Research

Specify the Measurement and Scaling Procedures

Construct a Questionnaire

Specify the Sampling Process and the Sample Size

Develop a Plan of Data Analysis

Classification of Market Research
Designs

Research
Design

Exploratory Conclusive
Research Research

Secondary Experience Pilot Studies Case Studies

Data Surveys
Classification of Market Research
Designs
Research
Design
Exploratory Conclusive
Research Research

Cross-sectional
Study
Descriptive Causal
Longitudinal Design Design
Study

Experiment

Secondary
Survey Observation
Data Study
 EXPLORATORY
RESEARCH
• Usually conducted during the initial
stage of the research process
• Purposes
– To narrow the scope of the research
topic, and
– To transform ambiguous problems into
well-defined ones.
CONCLUSIVE RESEARCH
• Provide specific information that aids the
decision maker in evaluating alternative
courses of action
• Sound statistical methods & formal research
methodologies are used to increase the
reliability of the information
• Data sought tends to be specific & decisive
• Also more structured & formal than
exploratory data
TYPES OF CONCLUSIVE
RESEARCH
• Descriptive Research
– Describes attitudes, perceptions,
characteristics, activities and situations.
– Examines who, what, when, where, why, &
how questions

• Causal Research
– Provides evidence that a cause-and-effect
relationship exists or does not exist.
– Premise is that something (and independent
variable) directly influences the behavior of
something else (the dependent variable).
Common Characteristics of
Descriptive Studies

• Build on previous information

• Show relationships between variables
• Representative samples required
• Structured research plans
• Require substantial resources
• Conclusive findings
Common Characteristics of
Causal Studies
• Logical Time Sequence
– For causality to exist, the cause must either
precede or occur simultaneously with the effect

• Concomitant Variation
– Extent to which the cause and effect vary together
as hypothesized

• Control for Other Possible Causal

Factors
SOME EXAMPLES OF
MARKETING
RESEARCH
COMPANIES
DELPHI RESEARCH
SERVICES PVT LTD.

(National Company)
Delphi research services pvt. ltd
Delphi is a "specialist" market research and strategic consulting firm.
Delphi was set up in 1991 by a small team of research practitioners.
Delphi came into existence primarily to cater to the needs of Indian and
international companies and multi-lateral agencies seeking high quality
and actionable research in the areas of business-to-business /industrial
research and social research. Since 1994, Delphi added one additional
line of business - specialised consumer research exclusively for
the service sector.
Delphi's aim from Day One has been to stay lean and focused.
Over the years, Delphi has made steady and solid progress with a
growing base of renowned customers comprising leading Indian and
international companies and multi-lateral organisations.
Delphi's expertise is sought by companies in India, the Asean region, the
Middle East and the USA.
 AREAS OF
SPECIALISATION

• INDUSTRIAL AND BUSINESS TO BUSINESS RESEARCH

• SOCIAL N DEVELOPMENT RELATED RESEARCH

• RESTRICTED AND SPECIALIZED CONSUMER RESEARCH

 INFRASTUCTURE
•Headquartered at Bangalore, India's Silicon Valley, Delphi has a
field infrastructure at Mumbai, Delhi and Calcutta.

•Data collection and processing are done in-house.The team has

access to and hands-on familiarity with, a wide assortment of
statistical and econometric software packages.

•Delphi has access to one of the finest in-house databases in the

country relating to Indian industry meticulously developed and
updated by Log In Information Services, a group company.
 MAJOR CLIENTS
•Al Pharma (Norway) •Andrew Jergens (USA)
•Becton - Dickinson / Gainwell •Bank Muscat
•Cable & Wireless •Compact A/S ( Denmark)
•DANIDA •Dr. Reddy's Laboratories Ltd.
•Dumex (Denmark)
•Getinge (Sweden, Hongong)

•GMR Group •HDFC Bank

•Harman Consumer Group(Denmark) •Helsa AG (Germany)

•High Value Horticulture Plc (UK) •India Meters Ltd.

•Indian Machine Tool Manufacturers

•Indo Gulf Fertilisers & Chemicals Ltd.
Association (IMTMA)

•Interlux Group (Nigeria) •JBL (Denmark)

•Kao Corporation (Japan) •Kerry Foods (UK)
•Microland •Mid-Day Group
• Delphi has undertaken over 1,500 projects across diverse
sectors such as Healthcare, Pharmaceuticals, Earth Moving
Equipment, Material handling Equipment, Plastics,
Construction and Building Materials, Petrochemicals, Plastics,
Processed Food, Packaging, Real Estate, Retail etc. Its
clients include leading Indian and International companies as
well as multi-lateral organizations.
Delphi has designed and executed customized projects in the
Indian sub-continent, Asean (Singapore, Malaysia, Thailand,
Indonesia, Vietnam, Philippines, Hong Kong, Korea, Taiwan),
Middle East (UAE, Saudi Arabia, Oman, Iran, Turkey) and
Africa.
Our website (http://www.delphiindia.com) offers more
information about our capabilities, credentials and services.
Specialties
B2B: Entry Decisions / Strategies; Competition Profiling;
Industry Benchmarking, RETAIL: Assessing Locations for
Chain Outlets / Malls, DEVELOPMENT : Micro Finance;
Baseline, Impact Assessment ; Diagnosing Health,
Sustainability of Small Industrial Clusters
Gartner, Inc.
(International Company)
Type Public company
Traded as NYSE: IT
Industry Research
Founded 1979
Headquarters Stamford, Connecticut
United States
Key people Gene Hall (CEO)
Christopher J. Lafond (CFO)
Darko Hrelic (CIO)
Products Research
Consulting
Events
Revenue $1.615 billion (2012)
Net income $165.9 million (2012)
Employees 5,300 (2013)
Website www.gartner.com
 INTRODUCTION
Gartner, Inc. (NYSE: IT) is the world's leading information technology
research and advisory company. We deliver the technology-related
insight necessary for our clients to make the right decisions, every day.
From CIOs and senior IT leaders in corporations and government
agencies, to business leaders in high-tech and telecom enterprises and
professional services firms, to technology investors, we are the valuable
partner to clients in over 13,000 distinct organizations. Through the
resources of Gartner Research, Gartner Executive Programs, Gartner
Consulting and Gartner Events, we work with every client to research,
analyse and interpret the business of IT within the context of their
individual role. Founded in 1979, Gartner is headquartered in Stamford,
Connecticut, USA, and has 5,700 associates, including more than 1,435
research analysts and consultants, and clients in 85 countries.
 SERVICES
We bring together Research insight, Benchmarking data, problem-solving methodologies
and hands on experience to improve the return on your IT investment.

UNDERSTANDING: WE KNOW THE ISSUES YOU FACE

80% of the Fortune 500 use Gartner for their key technology initiatives
We deliver business value in over 1500 high-impact initiatives a year
Every year, we deliver over 5,500 IT cost and performance benchmarks

CAPABILITIES: THE DATA, TOOLS AND CAPABILITIES TO HELP

Gartner solutions address the specific needs of each industry
All of our solutions are based on Gartner's extensive Research
Every solution makes use of our performance benchmarking data
We employ seasoned consultants, with an average of 15 years experience

EXPERIENCE: WE HELP YOU DELIVER TANGIBLE RESULTS

Our clients spend 38% less than their peers for the same workload
Gartner Contract Optimization Services help our clients realize hundreds of millions of
dollars of real and measured savings annually
Our consulting engagements help clients improve performance... and reduce risk
 PRESS RELEASE
Telecomm Client Saves €40 Million
When a large telecommunications company needed to improve service provider
relationships, lower costs and reduce long procurement cycles, Gartner Consulting
was called on to help.
BUSINESS CHALLENGES:

Unproductive relationships with service providers

Unclear contract pricing structures
Issues over value for services received

APPROACH / DIFFERENTIATION:

Supported pricing discussions with service providers using up-to-date benchmarks

Developed new governance model to improve service provider relationships
Helped guide productive contract reviews

RESULTS:

Over €40 million in savings identified

Reduced time to negotiate new agreements by using benchmark data
Improved relationship with major service provider to achieve higher service value