30 Sep 2025 Introduction to Marketing Research.pptx

Slides

1. Introduction to Marketing Research Understanding Markets and Decisions

2. CONTENT Introduction to Marketing Research 01 Importance of Marketing Research 02 Customer Understanding Elements 03 Decision-Making Support 04

3. 01 Introduction to Marketing Research

4. Definition by AMA Marketing Research Definition Systematic identification, collection, analysis of information for marketing decision-making and problem-solving . Key Elements Identifies opportunities , evaluates actions , monitors performance, improves marketing process understanding. Decision Support Provides relevant, accurate, timely information to enhance management decisions in marketing activities. Systematic Approach Objective methodology for identifying marketing problems and opportunities through structured information gathering.

5. Systematic identification process Systematic data collection Gathering information through structured methods to ensure accuracy and reliability in marketing research. Objective analysis Evaluating data without bias to produce trustworthy insights for marketing decisions. Information dissemination Sharing research findings effectively with stakeholders to inform strategic marketing actions. Problem identification Detecting current or potential marketing issues that require attention and resolution. 01 02 03 04

6. Improves decision making 01 02 03 04 Reduces marketing failures Well-executed research minimizes risks as markets and consumer preferences rapidly change. Understands customers Identifies who customers are, what they want, how they want it, and at what price. Supports decision-making Helps through problem identification research and problem-solving research for specific issues. Provides timely information Delivers relevant, accurate data for effective marketing decisions and organizational objectives.

7. Defines marketing opportunities Systematic identification process Helps identify marketing opportunities through systematic collection and analysis of information. Customer understanding Reveals who customers are, what they want, and their price preferences. Market trend detection Monitors changing markets and consumer preferences to reduce marketing failures. Problem identification Uncovers hidden issues not immediately apparent on the surface.

8. 02 Importance of Marketing Research

9. Markets change rapidly Consumer preferences evolve quickly Well-executed research reduces marketing failure risks by tracking changing market conditions. Understanding customer needs Research identifies who customers are, what they want, where they want it, and their price points. Supporting decision-making Research identifies hidden problems and provides solutions to clearly defined marketing challenges.

10. Understanding customers 01 02 03 04 Customer Identification Determining who customers are, their preferences, and purchasing behaviors for targeted marketing strategies. Product Preferences Researching what products and services customers want to develop offerings that meet market demands. Delivery Preferences Analyzing how and where customers prefer to receive products to optimize distribution channels. Price Sensitivity Determining price points customers are willing to pay to maximize sales and profitability.

11. Reduces marketing failures Rapid market changes Well-executed research minimizes risk when consumer preferences shift quickly. Customer understanding Research identifies who customers are, what they want, and their price sensitivity. Decision support Helps identify hidden problems and provides solutions to clearly defined marketing challenges.

12. Vital for effective decisions Understanding Customers Identifies who customers are, what they want, how they want it, and at what price. Rapid Market Changes Well-executed research reduces marketing failures as preferences constantly evolve. Decision-Making Support Provides problem identification and problem-solving research to address marketing challenges. Risk Reduction Systematic research minimizes uncertainty in marketing strategies and improves outcomes.

13. 03 Customer Understanding Elements

14. Who customers are 01 02 03 04 Customer identification Research reveals demographic profiles, preferences, and behaviors of target market segments. Changing preferences Markets evolve rapidly, requiring continuous research to track shifting customer needs and wants. Purchase decision factors Research determines what products customers desire, preferred delivery methods, and acceptable price points. Risk reduction Well-executed customer research minimizes marketing failures by aligning strategies with actual consumer demands.

15. Product/service preferences Rapid market changes Well-executed research reduces risk of marketing failures as consumer preferences constantly evolve. Customer identification Research reveals who customers are, what they want, how they want it delivered, and acceptable price points. Decision support Research identifies hidden problems and provides solutions to clearly defined marketing challenges. Preference monitoring Continuous tracking of product preferences helps companies adapt offerings to meet changing customer demands.

16. Delivery preferences How customers want delivery Research identifies preferred delivery methods, locations, and timing to meet customer expectations. Delivery channel options Multiple channels provide flexibility in how products reach customers through various distribution methods. Convenience factors Speed, accessibility and ease of delivery significantly impact customer satisfaction and purchase decisions. Delivery price sensitivity Research determines what customers will pay for different delivery options and service levels.

17. Price sensitivity Consumer willingness to pay Measures how much customers value products and their maximum acceptable price points. Price elasticity factors Analyzes how demand changes with price adjustments across different market segments. Competitive pricing analysis Examines competitor pricing strategies to position products effectively in the marketplace. Value perception research Studies how customers perceive product value relative to price and quality attributes.

18. 04 Decision-Making Support

19. Problem identification research 02 03 01 04 Detects hidden problems Identifies issues not immediately obvious, helping prevent future marketing failures. Future problem anticipation Forecasts potential challenges before they impact business operations or customer relationships. Market opportunity research Discovers untapped segments and potential areas for business growth through systematic analysis. Market environment research Examines external factors affecting marketing decisions, including competitive landscape and economic conditions.

20. Problem-solving research Specific problem solutions Addresses clearly defined marketing issues with targeted research approaches to find actionable solutions. Decision support Provides data-driven insights to guide marketing strategies and tactical implementation decisions. Solution development Creates actionable recommendations based on systematic analysis of market data and consumer feedback. Implementation guidance Offers practical frameworks for executing marketing solutions with measurable outcomes and performance metrics.

21. Detects hidden problems 02 03 01 04 Problem Identification Research Detects hidden or future problems not obvious on the surface. Risk Reduction Well-executed research reduces the risk of marketing failures. Market Changes Markets and consumer preferences change rapidly, requiring proactive identification of emerging issues. Decision Support Provides critical information for effective marketing decisions before problems become apparent.

22. Provides specific solutions Problem-Solving Research Offers solutions to clearly defined marketing problems through systematic investigation and data analysis. Decision Support Helps marketers make informed choices by providing relevant data about specific marketing challenges. Action-Oriented Focuses on practical applications rather than theoretical issues, delivering implementable marketing strategies. Customer-Focused Solutions Addresses specific needs identified through research to improve product development and marketing effectiveness. 01 02 03 04

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