Application of Marketing Research

Presentation On
Application of Marketing Research
SUBMITED To: Mba Program Presented By:

Dr. monika dubey Rajasthan Technical Univercity Rishabh Soni
Kota
Application of Marketing
Research
Marketing research is a crucial business function

that provides valuable insights to guide strategic
decision-making. It encompasses a wide range of
applications, from understanding customer
attitudes and preferences to measuring brand
equity and evaluating advertising effectiveness.
Measurement Process of
Customer Attitude and
Techniques
• Surveys and questionnaires are commonly used
to assess customer attitudes, preferences, and
perceptions.
• Techniques like semantic differential scales, Likert
scales, and projective techniques help capture
nuanced customer feedback.
• Observational research, focus groups, and in-

depth interviews provide deeper insights into the
emotional and psychological drivers of customer
attitudes.
Customer Satisfaction Research Methods
• Surveys and questionnaires: Measure customer satisfaction through

quantitative data collection, including rating scales and open-ended feedback.
• Focus groups: Gather in-depth qualitative insights by facilitating interactive

discussions with a sample of customers.
• Customer interviews: Conduct one-on-one interviews to deeply understand
individual customer experiences and pain points.
Process of Measuring Customer
Satisfaction
Identify Key Drivers 1

Determine the most
important factors that
influence customer
satisfaction, such as product 2 Collect Feedback
quality, service, and value. Gather customer feedback
through surveys, interviews,
and other research methods
to understand their
Analyze and Interpret 3 experiences and
perceptions.
Carefully analyze the
collected data to identify
patterns, trends, and areas
for improvement in the
customer experience.
Brand Equity Research
Brand equity is a crucial measure of a company's

market position and consumer perceptions.
Conducting in-depth brand equity research
provides valuable insights into brand awareness,
brand loyalty, and the overall strength of a brand in
the marketplace.
Techniques of Brand Equity Research
1. Customer Surveys: Assess consumer awareness, perception, and loyalty towards

the brand through comprehensive surveys.
2. Focus Groups: Conduct in-depth discussions with target customers to uncover
emotional connections and brand associations.
3. Brand Audits: Analyze the brand's market positioning, competitive landscape, and
alignment with the company's strategic objectives.
4. Brand Tracking Studies: Monitor the brand's performance over time, including
changes in awareness, preference, and market share.
5. Conjoint Analysis: Evaluate the relative importance of different brand attributes and
features in driving consumer purchase decisions.
Advertising Research: Scope
and Importance
Advertising research plays a crucial role in understanding the effectiveness

and impact of marketing communications. It provides insights into audience
preferences, message resonance, and campaign performance to optimize
advertising strategies.
Methods of Advertising Research
1. Pre-Testing: Evaluating ad concepts and messages before launch to gauge
consumer response and optimize effectiveness.
2. Concurrent Testing: Monitoring ad performance during the campaign to make
real-time adjustments and improve delivery.
3. Post-Testing: Analyzing the overall impact of the advertising campaign after
completion to measure brand lift, recall, and conversion.
4. Focus Groups: Conducting in-depth discussions with target consumers to gather
qualitative insights on ad creative and messaging.
5. Online Surveys: Collecting quantitative data from a wider audience to assess
metrics like awareness, likeability, and purchase intent.
Copy Testing: Pre-testing, Concurrent Testing, and
Post-testing
Advertising research involves three key stages of copy testing to ensure
the effectiveness of ad campaigns: pre-testing, concurrent testing, and
post-testing. Pre-testing evaluates ad concepts and messages before
launch to optimize their impact. Concurrent testing monitors
performance during the campaign, enabling real-time adjustments.
Post-testing analyzes the overall impact after the campaign's
completion to measure brand lift, recall, and conversion.
Ethics in Marketing Research
Informed Consent Participant Privacy

Ensure participants fully Protect the confidentiality and
understand the research purpose anonymity of research participants
and provide explicit consent before to maintain trust and integrity.
engaging.
Objectivity and Accuracy Responsible Data Usage

Report research findings Collect, store, and use participant
objectively, without bias or data ethically, adhering to data
misrepresentation to maintain privacy regulations.
credibility.

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Presentation On

Application of Marketing Research

SUBMITED To: Mba Program Presented By:

Marketing research is a crucial business function

• Observational research, focus groups, and in-

• Surveys and questionnaires: Measure customer satisfaction through

• Focus groups: Gather in-depth qualitative insights by facilitating interactive

Identify Key Drivers 1

Brand equity is a crucial measure of a company's

1. Customer Surveys: Assess consumer awareness, perception, and loyalty towards

Advertising research plays a crucial role in understanding the effectiveness

Informed Consent Participant Privacy

Objectivity and Accuracy Responsible Data Usage

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