Introduction to Relationship Marketing – Meaning and Important Concepts
Ask any frequent flyer and a globe trotter, who enjoys flying with and always chooses his favorite airline as to why he/she insists on using the same airline every time. The answer will be that he/she is happy with the Customer Service. The airline spares no efforts to ensure that he/she is comfortable and enjoys […]
Setting the Product and Branding Strategy
Marketing strategy of a company revolves around 4Ps – Product, Price, Place and Promotion. Companies devise a strategy by mixing the four. The most important among is the product. All the marketing push and promotion will go waste if the product is not able to deliver. To come out with winner product, companies have to […]
Retail Company Positioning Strategy in E Trading Environment
E commerce is fast growing to be an important channel of sales for Retail Companies. Though the volumes of online shopping may be miniscule when compared to the traditional sales channel, still the importance of being present and providing a Website for online shopping is something that no Retail Company can afford to ignore. The […]
Signage – Meaning and its Role in Retail Industry
What is a Signage? Any visual representation which gives information to the customers about a store, any office, building, street, park and so on is called a signage. Signage helps the customers to easily reach their desired destination or locate a building by simply following the instructions displayed on it. Role of Signage in Retail […]
How Contemporary Corporate Philanthropy Works and Its Impact on Societies
The Why and How of Corporate Philanthropy Corporate and business leaders often have humanitarian urges and instincts to help society after they have achieved a certain amount of success in their professional careers and fulfillment in their personal lives. Indeed, most corporate and business leaders once they have become legends often have an attitude of […]
According to American Marketing Association, “Marketing Research is the function that links the consumer, customer and public 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.”
Marketing Research is systematic problem analysis, model building and fact finding for the purpose of important decision making and control in the marketing of goods and services.
Marketing Research is a well-planned, systematic process which implies that it needs planning at all the stages.
It uses scientific method. It is an objective process as it attempts to provide accurate authentic information.
Marketing Research is sometimes defined as the application of scientific method in the solution of marketing problems.
Marketing Research plays a very significant role in identifying the needs of customers and meeting them in best possible way. The main task of Marketing Research is systematic gathering and analysis of information.
Before we proceed further, it is essential to clarify the relationship and difference between Marketing Research and Marketing Information System (MIS).
Whatever information are generated by Marketing Research from internal sources, external sources, marketing intelligence agencies-consist the part of MIS.
MIS is a set of formalized procedures for generating, analyzing, storing and distributing information to marketing decision makers on an ongoing basis.
Marketing Research is essential for strategic market planning and decision making. It helps a firm in identifying what are the market opportunities and constraints, in developing and implementing market strategies, and in evaluating the effectiveness of marketing plans.
Marketing Research is a growing and widely used business activity as the sellers need to know more about their final consumers but are generally widely separated from those consumers. Marketing Research is a necessary link between marketing decision makers and the markets in which they operate.
Marketing Research includes various important principles for generating information which is useful to managers. These principles relate to the timeliness and importance of data, the significance of defining objectives cautiously and clearly, and the need to avoid conducting research to support decisions already made.
Marketing Research helps businesses and government in focusing attention on the complex nature of problems faced by them. For example:
Marketing Research is being used extensively by professionals to help conducting various studies in Marketing Research. Most prominent agencies being:-
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