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Monday, March 9, 2009

Market Research

For everything you wanted to know on building leadership and management, refer Shyam Bhatawdekar’s website: http://shyam.bhatawdekar.com

(Refer our High Quality Management Encyclopedia “Management Universe” at: http://management-universe.blogspot.com/)

For write-ups on other topics of marketing and sales management, refer: (Marketing Management Overview), http://marketing-management-overview.blogspot.com/(Marketing Orientation) http://marketing-orientation.blogspot.com/, (Marketing Management Tasks) http://marketing-management-tasks.blogspot.com/, (Market Segmentation) http://market-segment.blogspot.com/, (Advertising) http://advertising-mass-communication.blogspot.com/, (Sales Promotion) http://sales-promotion.blogspot.com/, (Sales/Selling Process) http://selling-process.blogspot.com/, (Negotiation Skills) http://negotiating-skills.blogspot.com/, (Negotiation Tactics) http://negotiation-tactics.blogspot.com/, (Objection Handling) http://objection-handling.blogspot.com/

Background and Definition of Market Research (Marketing Research)
  • Customers’ buying attitudes and behaviors are studied by market research.
  • Market research, therefore, is a systematic way of collecting, analyzing and reporting of information and findings pertaining specific marketing situations facing the organizations.
  • One of the major reasons for carrying out market research is to identify and estimate the market opportunities.
  • Organizations spend around 1% to 2% of company’s sales on doing the market research. Globally, the expenditure on market research is in the region of $20 to $25 billion.

Organization for Carrying Out Market Research

  1. Internal departments: Many organizations create the market research departments under marketing function of the organization to design and implement market research studies.
  2. External Agencies: there are many types of external agencies. Some organizations continually keep gathering marketing and customer related data which they sell to whosoever requires it. Also, there are market research firms that can be hired to carry out customized market research studies as per the brief given by the hiring organization. At times, the organizations may ask these market research firms to even develop the study brief.

Market Research Process

Definition of Research Objectives

There are two parts to it:

  1. Why is the market research study being undertaken? What decisions are aimed to be taken from market research findings?
  2. What will be the scope and contents of the market research study?

Development of Market Research Plan

The market research plan consists of selection of data sources, research approaches, research instruments, sampling plans and contact methods.

1. Data sources: Secondary data (already available from some other studies and so, economical to use) or primary data (freshly collected data for this particular study) or both.
2. Research approaches: Among various research approaches the more used are:
- Surveys using survey instruments (i.e. questionnaires)
- observations on customers (including ethnographic research)
- Discussions with focus groups of customers
- Study of actual purchases made by customers and
- Experimental research (studying cause and effect relationships).
3. Research instruments: These include:
- Specifically designed closed end and open end questionnaires or combination of both, given to the target respondents
- Qualitative methods: relatively unstructured or loosely structured approaches permitting large range of responses
- Technological gadgets to measure customer responses
4. Sampling plan: Since covering 100% population is not feasibly, a statistically correct sampling plan needs to be selected. Prior to taking this decision, one should be clear on who are to be selected for the survey?
5. Contact methods: The market research professionals can contact the people to be surveyed by
- Mail
- email
- Telephone
- Face to face interview
- Online interview

Data/Information Collection

  • Computers, Internet and telecommunication are a big help in collecting the data and information from the respondents.
  • This step of the market research process is quite time consuming.
  • It is also quite expensive.
  • Since, the interviewers and respondents can always bring in their bias in the information, while planning and designing the survey, this aspect should be well taken care of to minimize it.

Analysis of Information

  • The collected data is classified and tabulated.
  • Then, it is analyzed by using various statistical measures like averages, mean, mode, standard deviations and some more advanced statistical techniques and decision models.
  • Interpretations, inferences, cause and effect relationships, trends and findings are drawn.
  • Different hypotheses may be tested using these.

Presentations of Findings

  • Market research professional makes presentation of findings of the survey to the members of the client organization.
  • He should present the findings in understandable language without jargon.
  • He should also give his suggestions and recommendations.

Decision Making

  • The concerned managers in marketing department and in the organization take further decisions regarding various aspects of business and marketing.
  • Many companies are now using marketing support decision system (MDSS) using systems, software and hardware to collect business and environment related data and information as the basis for business and marketing decisions and tasks.

For More Guidance, Assistance, Training and Consultation

Contact: prodcons@prodcons.com

Also refer: http://prodcons-group.blogspot.com/, http://training-development-function.blogspot.com/ and http://productivity-consultants.blogspot.com/

Other Topics of Interest

All Management Topics (General Management, Marketing and Sales, Service, Operations/Manufacturing, Quality, Maintenance, Human Resources, Finance and Accounts, Information Technology, Life Management)

The topics are listed in alphabetic order:

(Home Pages for All the Management Topics) http://management-universe.blogspot.com/ and http://management-universe-enotes.blogspot.com/
(Building Leadership and Management) http://shyam.bhatawdekar.com
(Alphabetic List of All Management Topics) http://management-enotes.blogspot.com/
(Home Page for Writings of Shyam Bhatawdekar) http://writings-of-shyam.blogspot.com/
(5S Housekeeping) http://5s-housekeeping.blogspot.com/
(Activity Based Costing- ABC) http://activitybased-costing.blogspot.com/
(Advertising) http://advertising-mass-communication.blogspot.com/
(Anger Management) http://controlling-anger.blogspot.com/
(Assertiveness) http://assertiveness-skill.blogspot.com/
(Assessment Centers) http://assessment-centers.blogspot.com/
(A to Z of Management Systems) http://a-z-management-systems.blogspot.com/
(A to Z of Quality Techniques) http://a-z-quality-techniques.blogspot.com/
(Balanced Scorecard) http://balanced-scorecard-system.blogspot.com/
(Basic Statistics) http://statistics-basic.blogspot.com/
(Behavioral Safety) http://behavioral-safety.blogspot.com/
(Benchmarking) http://benchmarking-system.blogspot.com/
(Body Language or Non-verbal Communication) http://body-language-communication.blogspot.com/
(Books- Best Management Books) http://best-management-books.blogspot.com/
(Boundaryless) http://shyambhatawdekar.blogspot.com/
(Brainstorming) http://brainstorming-technique.blogspot.com/
(Business Ethics and Ethics in Management) http://business-management-ethics.blogspot.com/ (Business Plan) http://business-plan-document.blogspot.com/
(Business Process Reengineering- BPR) http://business-process-reengineering-bpr.blogspot.com/
(Career Planning within Organizations) http://organizational-career-planning.blogspot.com/
(Case Method) http://case-method.blogspot.com/
(Case Studies in Management) http://corporate-case-studies.blogspot.com/
(CEO Roles, Qualities and Competencies) http://ceo-qualities.blogspot.com/
(Change Management) http://manage-change.blogspot.com/
(Coaching) http://coaching-skill.blogspot.com/
(Communication) http://communication-for-business.blogspot.com/
(Competencies- Life Management) http://shyam-bhatawdekar.blogspot.com/
(Competency Matrix) http://competency-matrix.blogspot.com/
(Conflict Management) http://manage-conflict.blogspot.com/
(Corporate Governance) http://corporate-governance-policy.blogspot.com/
(Cost Management) http://cost-management-control.blogspot.com/
(Cost of Quality- COQ) http://cost-of-quality.blogspot.com/
(Counseling at Workplace) http://counseling-skill.blogspot.com/
(Creativity and Innovation) http://creativity-management.blogspot.com/
(Critical Thinking skills) http://critical-thinking-skills.blogspot.com/
(Cross Cultural Etiquette and Manners) http://cross-cultural-etiquette.blogspot.com/
(Customer Orientation) http://customer-orientation.blogspot.com/
(Customer Relationship management- CRM) http://customer-relationship-crm.blogspot.com/
(Daily Management) http://daily-management.blogspot.com/
(Decision Making) http://decision-making-function.blogspot.com/
(Delegation) http://delegation-skill.blogspot.com/
(Design for Manufacture) http://design-for-manufacture.blogspot.com/
(Dining Etiquette and Table Manners) http://dining-manners.blogspot.com/
(Discipline at Work) http://discipline-at-work.blogspot.com/
(Dream Exotic) http://knol.google.com/k/shyam-bhatawdekar/my-exotic-dream/6txz9nck6g3/8#
(Effectiveness and Efficiency) http://effectiveness-efficiency.blogspot.com/
(Effectiveness Management: HSoftware) http://humansoftware.blogspot.com/
(Efficiency Techniques: Work study: Motion and Time Study) http://work-study-measurement.blogspot.com/
(Efficient Work Methods or Practices) http://efficient-work-methods.blogspot.com/
(Email Etiquette) http://email-etiquette-manners.blogspot.com/
(Emotional Intelligence) http://emotional-quotient-intelligence.blogspot.com/
(Empowerment) http://employee-empowerment.blogspot.com/
(Enterprise Resource Planning- ERP) http://erp-management.blogspot.com/
(Entrepreneurship and Entrepreneur) http://entrepreneurship-entrepreneur.blogspot.com/
(Executive Etiquette and Manners) http://executive-manners.blogspot.com/
(Exit Interview) http://exit-interview.blogspot.com/
(Financial Ratios and Financial Ratio Analysis) http://financial-ratios.blogspot.com/
(Financial Services) http://finance-related-services.blogspot.com/
(Functions of Management) http://functions-of-management.blogspot.com/
(Gemba Kaizen) http://gemba-kaizen-improvement.blogspot.com/
(Genuine Professional) http://knol.google.com/k/shyam-bhatawdekar/the-genuine-professional/6txz9nck6g3/10#
(Global Mindset) http://global-mindset.blogspot.com/
(Goal/Target Setting) http://goal-target-setting.blogspot.com/
(Group Discussion) http://group-discussion-gd.blogspot.com/
(Group Dynamics) http://group-dynamics-process.blogspot.com/
(How to Be a Good Boss) http://good-boss.blogspot.com/
(How to Get Promoted) http://get-promoted.blogspot.com/
(How to save Money) http://knol.google.com/k/shyam-bhatawdekar/how-to-save-money/6txz9nck6g3/11#
(HR Dynamics) http://hrm-dynamics.blogspot.com/
(HR Strategies and Functions) http://strategic-functions-hrm.blogspot.com/
(Human Capital Architecture) http://human-capital-architecture.blogspot.com/
(Human Relations) http://human-relations-aspect.blogspot.com/
(Human Resource Planning) http://human-resource-planning.blogspot.com/
(Human Software- HSoftware) http://human-software-hsoftware.blogspot.com/
(Internal Motivation or Self Motivation) http://internal-motivation.blogspot.com/
(Interpersonal Relations) http://interpersonal-relations.blogspot.com/
(Interview Skills) http://interviewing-skill.blogspot.com/
(Interview Preparation for Job Seekers) http://interview-preparation-jobs.blogspot.com/
(Interview Questions) http://interview-question-bank.blogspot.com/
(Just in Time Management- JIT) http://just-in-time-management.blogspot.com/
(Kaizen) http://kaizen-improvement.blogspot.com/
(Knowledge Management) http://knowledge-management-initiative.blogspot.com/
(Lead Time Management) http://lead-time-management.blogspot.com/
(Leadership) http://lead-max.blogspot.com/
(Lean Enterprise) http://lean-organization.blogspot.com/
(Learning Organization) http://learning-organization-profile.blogspot.com/
(Life Management: Competencies) http://knol.google.com/k/shyam-bhatawdekar/competency-matrix/6txz9nck6g3/4#
(Life Management: Effectiveness Management: HSoftware) http://knol.google.com/k/shyam-bhatawdekar/management-in-life-profession-family/6txz9nck6g3/3#
(Life Management: I Am Liberated) http://knol.google.com/k/shyam-bhatawdekar/i-am-liberated/6txz9nck6g3/6#
(Life Positions and OKness) http://life-positions.blogspot.com/
(Life Skills) http://life-skills-competencies.blogspot.com/
(Listening) http://listen-skills.blogspot.com/
(Management Anecdotes) http://management-anecdotes.blogspot.com/
(Management Book- Best Books) http://best-management-books.blogspot.com/
(Management Information System- MIS) http://management-information-system-mis.blogspot.com/
(Managing/conducting Meetings) http://managing-meetings.blogspot.com/
(Management Notes- Free and Authentic) http://authentic-management-notes.blogspot.com/
(Marginal Utility) http://marginal-utility-concept.blogspot.com/
(Marketing Management Overview) http://marketing-management-overview.blogspot.com/
(Marketing Management Tasks) http://marketing-management-tasks.blogspot.com/
(Marketing Orientation) http://marketing-orientation.blogspot.com/
(Market Research) http://market-research-function.blogspot.com/
(Market Segmentation) http://market-segment.blogspot.com/
(Mentoring) http://mentor-mentorship.blogspot.com/
(Motivation) http://motivation-people.blogspot.com/
(Musings of Shyam Bhatawdekar on every topic on the earth) http://shyam-bhatawdekar-musings.blogspot.com/
(Negotiation Skills) http://negotiating-skills.blogspot.com/
(Negotiation Tactics) http://negotiation-tactics.blogspot.com/
(Objection Handling) http://objection-handling.blogspot.com/
(Organization Development- OD) http://organization-development-od.blogspot.com/
(Organizational Culture) http://organizational-culture-values.blogspot.com/
(Out of Box Ideas) http://wow-idea.blogspot.com/
(Ownership on Job) http://job-ownership.blogspot.com/
(Paradigm and Paradigm Shift) http://paradigm-mindset.blogspot.com/
(Performance Management and Appraisal) http://performance-appraisal-management.blogspot.com/
(Personality) http://human-personality.blogspot.com/
(Positive Strokes) http://positive-strokes.blogspot.com/
(Presentation Skills) http://presentation-effectiveness.blogspot.com/
(Problem Solving) http://problem-solving-skill.blogspot.com/
(Profit Improvement) http://profit-improvement.blogspot.com/
(Project Management) http://management-of-project.blogspot.com/
(Public Speaking) http://public-speak-skill.blogspot.com/
(Quality Circles History) http://quality-circles-history.blogspot.com/
(Quality Circles) http://quality-circles.blogspot.com/
(Quality Function Deployment- QFD and House of Quality) http://quality-function-deployment.blogspot.com/
(Quality Gurus) http://quality-gurus.blogspot.com/
(Recession) http://knol.google.com/k/shyam-bhatawdekar/recession/6txz9nck6g3/7#
(Recession Management) http://recession-management.blogspot.com/
(Recession and Opportunities) http://knol.google.com/k/kalpana-bhatawdekar/recession-and-opportunities/1268ytxl8r5dc/1
(Recruitment and Selection) http://recruitment-selection.blogspot.com/
(Research Methodology) http://research-work-methodology.blogspot.com/
(Safety and Health Management) http://safety-health-management.blogspot.com/
(Sales/Selling Process) http://selling-process.blogspot.com/
(Sales Promotion) http://sales-promotion.blogspot.com/
(Self-concept) http://self-concept-image.blogspot.com/
(Self-concept) http://self-image-concept.blogspot.com/
(Self-concept) http://knol.google.com/k/shyam-bhatawdekar/self-concept/6txz9nck6g3/12#
(Self Motivation or Internal Motivation) http://internal-motivation.blogspot.com/
(Self-confidence) http://self-confidence-improvement.blogspot.com/
(Self Development) http://managing-self.blogspot.com/
(Shyam Bhatawdekar’s Articles on Management) http://writings-of-shyam.blogspot.com/
(Six Sigma) http://six-sigma-system.blogspot.com/
(Six Thinking Hats) http://six-thinking-hats.blogspot.com/
(Soft Skills) http://soft-skills-competencies.blogspot.com/
(Spiritual Quotient/Intelligence) http://spiritual-quotient.blogspot.com/
(Statistics- Basic) http://statistics-basic.blogspot.com/
(Strategic Management) http://strategic-managing.blogspot.com/
(Stress Management) http://management-of-stress.blogspot.com/
(Stress Management) http://managing-stress-strain.blogspot.com/
(Success in Life or Success) http://success-achievement.blogspot.com/
(Success in Life or Success) http://knol.google.com/k/shyam-bhatawdekar/success-in-life/6txz9nck6g3/14#view
(Supply Chain Management) http://manage-supply-chain.blogspot.com/
(Supply and Demand) http://supply-demand-laws.blogspot.com/
(Talent Management) http://managing-talent.blogspot.com/
(Team Building) http://team-building-working.blogspot.com/
(Telephone Etiquette) http://telephone-etiquette.blogspot.com/
(Three Sixty Degrees Appraisal System) http://three-sixty-degrees-feedback.blogspot.com/
(Time Management) http://time-life-management.blogspot.com/
(Total Productive Maintenance- TPM) http://total-productive-maintenance.blogspot.com/
(Total Quality Management- TQM) http://total-quality-concept.blogspot.com/
(Training and Development) http://training-function.blogspot.com/
(Trainers’ Qualities) http://trainers-qualities.blogspot.com/
(Transaction Analysis- TA) http://transaction-analysis.blogspot.com/
(TRIZ- Inventive Problem Solving) http://triz-problem-solving.blogspot.com/
(Value Engineering/Analysis) http://value-engineering-analysis.blogspot.com/
(Winners and Losers) http://winners-losers.blogspot.com/
(Work Study: Method Study and Work Measurement) http://work-study-measurement.blogspot.com/
(Work Methods or Practices: Efficient) http://efficient-work-methods.blogspot.com/
(World Class Manufacturing) http://world-class-manufacturing.blogspot.com/
(Writings of Shyam Bhatawdekar on Management) http://writings-of-shyam.blogspot.com/
(Written Communication) http://written-communication.blogspot.com/
(Zero Based Budgeting) http://zero-based-budgeting.blogspot.com/

Counseling: General and Psychological
(Anger Management) http://controlling-anger.blogspot.com/
(Children’s Behavior Problems) http://child-behavior-problems.blogspot.com/
(Cholesterol Control) http://controlling-cholesterol.blogspot.com/
(Counseling: Psychological) http://counselingfamily.blogspot.com/
(Counseling: Psychological) http://counseling-family.blogspot.com/
(Cross Cultural Etiquette) http://cross-cultural-etiquette.blogspot.com/
(Emotions) http://emotion-feeling.blogspot.com/
(Executive Etiquette and Manners) http://executive-manners.blogspot.com/
(Exercises) http://exercises-plan.blogspot.com/
(Family Counseling) http://family-harmony.blogspot.com/
(Health: Homeopathy) http://homeopathy-medicines.blogspot.com/
(LifeManagement: Competencies) http://knol.google.com/k/shyam-bhatawdekar/competency-matrix/6txz9nck6g3/4#
(Life Management: Effectiveness Management: HSoftware) http://knol.google.com/k/shyam-bhatawdekar/management-in-life-profession-family/6txz9nck6g3/3#
(Life management: I Am Liberated) http://knol.google.com/k/shyam-bhatawdekar/i-am-liberated/6txz9nck6g3/6#view
(Marriage Counseling) http://marriage-counsel.blogspot.com/
(Ownership on Job) http://job-ownership.blogspot.com/
(Parental Responsibilities) http://parental-responsibilities.blogspot.com/
(Personality) http://human-personality.blogspot.com/
(Qualities of Spouse) http://spouse-qualities.blogspot.com/
(Quit Smoking) http://quit-smoking-plan.blogspot.com/
(Self Development) http://managing-self.blogspot.com/
(Self-confidence) http://self-confidence-improvement.blogspot.com/
(Stress Management) http://managing-stress-strain.blogspot.com/
(Stress Management) http://management-of-stress.blogspot.com/
(Swine Flu and Its Prevention) http://swine-flu-precaution.blogspot.com/
(Telephone Etiquette) http://telephone-etiquette.blogspot.com/
(Walking) http://walking-plan.blogspot.com/
(Winners and Losers) http://winners-losers.blogspot.com/

About All the Products
(Home Page for All Products) http://products-all.blogspot.com/
(Cars) http://cars-products.blogspot.com/
(Chocolates) http://chocolates-products.blogspot.com/
(Flowers) http://flowers-products.blogspot.com/
(Greeting Cards) http://greeting-cards-products.blogspot.com/
(Mobile Phones) http://mobilephones-products.blogspot.com/

Home Tips
(Home Page for All Home Tips) http://home-tips-tricks.blogspot.com/
(Entertainment: Movies) http://popular-movies.blogspot.com/
(Oscar Award Movies) http://oscar-award-movies.blogspot.com/
(Entertainment: Recommended Hindi Movies) http://unforgettable-hindi-movies.blogspot.com/
(Entertainment- Hindi Movies of Your Choice) http://hindi-movies-choice.blogspot.com/
(Plagiarized, Copied or Inspired Hindi Movies) http://copied-hindi-movies.blogspot.com/
(Health: Homeopathy) http://homeopathy-medicines.blogspot.com/
(Housekeeping at Home) http://5s-housekeeping-home.blogspot.com/
(How to Save Money) http://save-money-ideas.blogspot.com/ or http://knol.google.com/k/shyam-bhatawdekar/how-to-save-money/6txz9nck6g3/11#
(Jewelry Design) http://thejewellerydesigner.blogspot.com/
(Recipes: Easy to Cook) http://easytocook-recipes.blogspot.com/
(Recipes: Exotic) http://tastetherecipes.blogspot.com/
(Stories for Children) http://stories-children.blogspot.com/
(Travel and Sightseeing- India) http://india-tours-sightseeing.blogspot.com/
(Travel and Sightseeing- World) http://sightseeing-guide.blogspot.com/
(World Heritage Sites) http://world-heritage-spots.blogspot.com/

General Knowledge and Out of Box Ideas
(General Knowledge- GK) http://general-knowledge-gk.blogspot.com/
(General Knowledge- Top 5 of Everything) http://top-five-everything.blogspot.com/
(General Knowledge- Top 10 of Everything) http://top-ten-anything.blogspot.com/
(Out of Box Ideas) http://wow-idea.blogspot.com/
(Shyam Bhatawdekar’s Knols) http://knol.google.com/k/shyam-bhatawdekar/shyam-bhatawdekar/6txz9nck6g3/1#
(Running Commentary on the Run) http://running-comments.blogspot.com/