Marketing Enquiry Mr Concept, Marketing Enquiry Process

1. Introduction to Marketing Research

The term marketing enquiry is used extensively inwards modem marketing management. It acts equally a tool for accurate determination making equally regards marketing of goods too services. It is also useful for studying too solving dissimilar marketing problems inwards a systematic too rational manner.

Research agency detailed, systematic too comprehensive study of a problem. Here, the details of the marketing problems are collected too studied, conclusions are drawn too suggestions (recommendations) are made to solve the problems quickly, correctly too systematically. In marketing research, marketing work is studied inwards depth too solutions are suggested to solve the work relating to consumers, product, marketplace competition, sales advertisement too and so on.

MR is a special branch of marketing management. It is comparatively recent inwards origin. MR acts equally an investigative arm of a marketing manager. It suggests possible solutions on marketing problems for the consideration too pick past times a marketing manager.

2. Definitions of Marketing Research

According to American Marketing Association (AMA), MR is "The systematic gathering, recording, too analyzing of information almost problems relating to the marketing of goods too services."
According to Richard D. Crisp, MR is "The systematic, objective too exhaustive search for too study of the facts relevant to whatever work inwards the land of marketing."
According to Philip Kotler, "Marketing enquiry is systematic work analysis, model edifice too fact-finding for the utilisation of improved decision-king too command inwards the marketing of goods too services."

3. Features of Marketing Research

Systematic too continuous activity/process : MR is a continuous process. This is natural equally novel marketing problems are saltation to come upward from time-to-time inwards the course of didactics of marketing of goods too services. One type of enquiry is non adequate to resolve all marketing problems. Similarly, novel enquiry projects volition receive got to move undertaken to solve novel marketing problems too challenges.
Wide too comprehensive inwards compass : Marketing enquiry is broad inwards compass equally it deals amongst all aspects of marketing of goods too services. Introduction of novel products, identification of potential markets, pick of appropriate selling techniques, study of marketplace contest too consumer preferences, introduction of suitable advertising strategy too sales advertisement measures, are to a greater extent than or less areas covered past times MR.
Emphasizes on accurate information collection too critical analysis : In marketing research, suitable information should move collected objectively too accurately. The information collected must move reliable. It should move analyzed inwards a systematic manner. This volition provide comprehensive painting exhibit of the province of affairs too possible solutions.
Offers benefits to the society too consumers : Marketing enquiry is useful to the sponsoring company. It raises the turnover too net turn a profit of the company. It also raises the competitive capacity too creates goodwill inwards the market. It enables a society to innovate consumer-oriented marketing policies. Consumers also larn agreeable goods too to a greater extent than satisfaction due to marketing enquiry activities.
Commercial equivalent of armed services word : MR is a type of commercial word activity. It facilitates planned activities inwards the land of marketing. It is similar to armed services word where systematic study of the province of affairs is made earlier taking whatever armed services action. Marketing enquiry acts equally the word tool of management.
Tool for managerial decisions : MR acts equally a tool inwards the hands of management for identifying too analyzing marketing problems too finding out solutions to them. It is an assistance to decision-making. It suggests possible solutions for the consideration too pick past times managers. Marketing research, is an assistance to judgment too never a substitute for it.
An applied enquiry : MR is applied knowledge. It is concerned amongst specific marketing work too suggests choice solutions too possible outcome of each alternative.
Reduces the gap betwixt the producers too consumers : MR is an essential supplement of competitive marketing. It is useful for agreement the needs too expectations of consumers. It reduces the gap betwixt producers too consumers too adjusts the marketing activities to suit the needs of consumers.
Marketing enquiry has limitations : Marketing enquiry is non an exact science. It only suggests possible solutions to marketing director for consideration too selection.
Use of dissimilar methods : MR tin flame move conducted past times using dissimilar methods. Data tin flame move collected through survey or past times other methods. The researcher has to create upward one's take heed the method which is suitable for the behave of enquiry project. This pick is of import equally the character of enquiry run depends on the method used for the enquiry purpose.

4. Steps In Marketing Research Process

Identifying too defining a marketing work : The outset footstep inwards the marketing enquiry physical care for is to seat the marketing work which needs to move solved quickly. The work may move related to product, price, marketplace competition, sales advertisement too and so on. The enquiry physical care for volition begin only when the marketing work is identified too defined clearly. The researcher has to seat too define the marketing work inwards a clear manner.
Conducting a preliminary exploration (survey) : The marketing squad may propose many marketing problems which they face. However, it is non possible to choose upward all such problems for enquiry purpose. The researcher has to study such problems too select i major work which is suitable for detailed investigation. For this, preliminary investigation is necessary. Influenza A virus subtype H5N1 sales director may propose a work of declining sales. The researcher has to uncovering out the possible reasons too which i is the most of import too also suitable for detailed study. Marketing problems are non researchable too thus such preliminary exploration is necessary too useful.
Determining enquiry objectives : The researcher has to formulate hypothesis to correspond the work nether investigation. It is a tentative explanation of a work nether study. For example, the sales are declining. According to the researcher, this may move due to misfortunate character too high cost or due to express involvement taken past times middlemen or that the production has move outdated. If the outset argue is accepted, the same volition move investigated inwards full. If the outset elbow grease is rejected, he volition displace to the 2d for detailed study through information collection.
Determining the information required too their sources : In this stage, the researcher has to create upward one's take heed the type of information required for his study purpose. The hypothesis guides the information collection process. The researcher tin flame utilisation primary and/or secondary information for his enquiry project. The sources of primary too secondary information are different. Similarly, for the collection of primary data, whatever i method such equally post service survey or telephone survey, or personal interview or observation or experimentation method tin flame move used. The researcher has to create upward one's take heed the method which is convenient for information collection too collect the required information accordingly.
Creating enquiry blueprint : Research blueprint is the programme for the behave of actual enquiry investigation. Such blueprint provides guideline for the researcher to move along a runway on his actions too to know that he is moving inwards the right management on information collection.
The enquiry blueprint contains answers to the next questions:
1. What is the nature too utilisation of study?
2. What type of information is required?
3. How to collect required data?
4. What is the technique of information collection?
5. How much funds volition move required?
6. How much time/period volition move required for completion of enquiry project?
Designing the Questionnaire : As per the objective of enquiry project, information volition move required. For collection of data, suitable questionnaire volition receive got to move prepared. All necessary tending should move taken inwards lodge to gear upward ideal questionnaire, too so equally to collect required information easily, chop-chop too correctly.
Designing a sample of respondents : For information collection, a representative grouping volition receive got to move selected out of the total i.e. universe. Influenza A virus subtype H5N1 sample designed should move adequately representative inwards character. It must stand upward for the total population nether study.
Collecting Data : Data are to move collected equally per the method selected for information collection. If post service survey method is selected, questionnaires volition move sent past times post to respondents. If personal interview method is selected, interviewers volition move given suitable guidance, information too preparation for the behave of personal interview. Data collection should move quick too information collected should move reliable, adequate too consummate inwards all respects.
Organising/Processing the information collected : The completed questionnaires are non useful direct for tabulation too drawing conclusions. They demand to move organised /processed properly for drawing conclusions. For this, scrutiny of data, editing, coding too classification of information are required. In addition, tabulation of information collected is also essential. Such processing build information integrated inwards a compact manner. In addition, the information are made reliable too suitably arranged for analysis too interpretation. Conclusions tin flame move drawn only when the collected information are arranged inwards an orderly style for detailed study. In short, processing of information agency verification of information collected too the orderly organisation of information for analysis too interpretation. The steps inwards information processing (editing, coding, etc.) are interrelated too demand to move completed properly. The processing of information collected is a type of part run which tin flame move attended past times the part staff nether the guidance of researcher. The processing of information is a lengthy too time-consuming activity too needs to move completed property. This is necessary for raising accuracy too reliability of the whole enquiry project.
The processing of information collected through marketing enquiry involves the next steps:
1. Preliminary screening of the information collected,
2. Editing of the information collected,
3. Coding of the information collected,
4. Classification of information into meaningful categories, and
5. Tabulation of information for tardily too quick analysis too interpretation.
Analyzing too interpreting information : Tabulated information tin flame move used for detailed too critical analysis. The utilisation is to flora useful too logical relation betwixt the information too problem. Analysis of information should move made inwards a rational manner. This facilitates interpretation of information inwards an orderly manner. Conclusions tin flame move drawn later on the analysis too interpretation of data. Such conclusions are useful for suggesting remedial measures. Various statistical techniques are used for the analysis too interpretation of data. This is necessary too so that the conclusions drawn volition move accurate too remedial measures recommended volition move appropriate or result-oriented.
In brief, processing of information collected is i of import too critical phase inwards the enquiry process. The utility of the whole enquiry physical care for depends upon the style inwards which the information are processed past times the researchers. The services of experts should move used for such processing of data. Similarly, advanced statistical techniques should move used inwards the analysis too interpretation of information too so that the conclusions drawn volition move accurate too useful for the introduction of appropriate remedial measures. Processing of information is similar examining patient past times a doctor. Here, if the diagnosis is accurate, the follow-up handling (remedial measures) volition move appropriate too the patient volition move all right inside a curt period. The same dominion is applicable to processing of information inwards the marketing enquiry activity/process.
Preparing enquiry written report : After drawing conclusions, the researcher tin flame build concert suggestions/recommendations for solving the marketing work inwards a satisfactory manner. Influenza A virus subtype H5N1 researcher also prepares a document giving details of enquiry problem, information collected, conclusions drawn too the recommendations made. Such document is called enquiry written report which is the in conclusion outcome of lengthy enquiry process. The written report volition move prepared inwards a suitable format for the convenience of readers. It acts equally a self-explanatory document.
Presenting enquiry written report : The researcher volition submit the written report to the decision-makers inwards the land of marketing. The decision-makers volition study the written report minutely too uncovering out the desirability of execution of the recommendations made. The in conclusion determination is to move taken past times the decision-makers (marketing managers too hap grade management) only.
Follow-up steps : If the recommendations made are accepted, the decision-makers receive got to choose follow-up steps for the execution of the recommendations made. The follow-up steps should move controlled effectively too so equally to receive got positive results inwards the elbow grease of time.

The steps inwards the MR physical care for (as noted above) are ordinarily used inwards all MR projects. Certain modifications are also possible inwards a specific enquiry project. The enquiry physical care for is lengthy too fourth dimension consuming too needs to move completed inwards a rational too systematic manner. This gives promising results inwards the feel that appropriate solution to marketing work is available.

The researcher has to follow this lengthy MR physical care for carefully. He has to choose diverse decisions piece conducting the enquiry work. The enquiry projection may move conducted past times an exterior consultancy theatre or an advertising agency. Sometimes, the enquiry run is conducted internally i.e. through the marketing enquiry subdivision or sales department. Here, the enquiry subdivision takes upward the major marketing work (e.g. declining sales or profits of the company) too organise the enquiry projection inwards lodge to uncovering out the causes (e.g. causes for declining sales or profit) too appropriate remedial measures. Influenza A virus subtype H5N1 sales director may move asked to organise the enquiry projection for dealing amongst the work of declining sales. Here, he has to organise the whole enquiry projection too finalize the details of dissimilar steps involved.

5. Advantages of Marketing Research

Indicates electrical flow marketplace trends : Marketing enquiry keeps line of piece of work organisation unit of measurement inwards touching on amongst the latest marketplace trends too offers guidance for facing marketplace province of affairs amongst confidence. It facilitates production equally per consumer demand too preferences.
Pinpoints deficiencies inwards marketing policies : MR pinpoints the deficiencies equally regards products, pricing, promotion, etc. It gives proper guidance regarding dissimilar aspects of marketing. They include production development, branding, packaging too advertising.
Explains client resistance : MR is useful for finding out client resistance to company's products. Suitable remedial measures are also suggested past times the researcher to bargain amongst the situation. This makes the products agreeable to the consumers.
Suggests sales advertisement techniques : Marketing enquiry enables a manufacturer to innovate appropriate sales advertisement techniques, select most convenient channel of distribution, suitable pricing policy for the products too provision of discounts too concessions to dealers. It facilitates sales promotion.
Guidance to marketing executives : Marketing enquiry offers information too guidance to marketing executives piece framing marketing policies. Continuous enquiry enables a society to human face upward adverse marketing province of affairs boldly. It acts equally an insurance against possible changes inwards marketplace environment.
Selection too preparation of sales strength : Marketing enquiry is useful for the pick too preparation of staff inwards the sales Organisation. It suggests the incentives which should move offered for motivation of employees concerned amongst marketing.
Facilitates line of piece of work organisation expansion : Marketing enquiry enables a line of piece of work organisation unit of measurement to grow too expand its activities. It creates goodwill inwards the marketplace too also enables a line of piece of work organisation unit of measurement to earn high profits through consumer-oriented marketing policies too programmes.
Facilitates appraisal of marketing policies : Research activities enable marketing executives to receive got an appraisal of the acquaint marketing policies inwards the struggle of enquiry findings. Suitable adjustments inwards the policies are also possible equally per the suggestions made.
Suggests marketing opportunities : Marketing enquiry suggests novel marketing opportunities too the style inwards which they tin flame move exploited fully. It identifies existing too emerging marketplace opportunities.
Facilitates inventory study : Marketing enquiry is useful for the evaluation of company's inventory policies too also for the introduction of to a greater extent than efficient ways of managing inventories including finished goods too raw materials.
Provides marketing information : MR provides information on diverse aspects of marketing. It suggests relative strengths too weaknesses of the company. On the footing of such information, marketing executives uncovering it tardily to frame policies for the time to come period. MR provides information, guidance too choice solutions to marketing problems.
Suggests distribution channels : Marketing enquiry tin flame move used to study the effectiveness of existing channels of distribution too the demand of making suitable changes inwards the distribution system.
Creates progressive outlook : Marketing enquiry generates a progressive too dynamic outlook throughout the line of piece of work organisation Organisation. It promotes systematic thinking too a feel of professionalisation inside the company. It also creates enthusiasm amid executives concerned amongst marketing. This brings success too stability to the whole line of piece of work organisation unit.
Social significance : Marketing enquiry is of paramount importance from the social angle. It acts equally a agency past times which the ultimate consumer literally becomes manful individual monarch of the marketplace place.

6. Limitations of Marketing Research

Offers suggestions too non decisions : Marketing enquiry is non a substitute for decision-making process. Ready-made decisions on marketing problems are non provided past times the researcher. Marketing enquiry does non solve whatever marketing problems directly. It only aids management inwards decision-making too work solving process.
Fails to predict accurately : In marketing research, efforts are made to predict the possible time to come situation. For this, for certain enquiry studies are undertaken. However, the predictions arrived at may non move perfect. Future is ever uncertain too exact prediction almost the time to come is simply non possible through marketing research.
Cannot study all marketing problems : Marketing enquiry cannot study all marketing problems peculiarly where it is hard to collect relevant data. Similarly, enquiry study is non possible where value judgments are involved. Thus, all marketing problems are non researchable too all enquiry problems are non answerable. MR is non a 'panacea'.
Resistance to enquiry past times marketing executives : Researchers study marketing problems too offering guidance to marketing executives inwards their decision-making process. However, to a greater extent than or less executives are reluctant to utilisation the solutions suggested past times the researchers. They experience that such utilisation volition human activity equally a threat to their personal status. Marketing executives also experience that researchers give solutions which are academic inwards grapheme too lack practical utility.
Time-consuming activity : MR is a time-consuming activity. The enquiry run takes longer menstruum for completion too the findings when available may bear witness to move outdated. Even information collected real shortly move quondam due to fast changing marketplace environment.
Costly/expensive activity : MR activity is costly equally enquiry run requires the services of experts. Advanced preparation inwards economics, figurer technology, sociology, etc. is also necessary on the part of enquiry staff. Even giving responsibleness of enquiry run to an advertising agency or to a management consultant is costly.
Dearth of qualified staff : For scientific MR, professional person marketing researchers amongst proper qualifications, experience too maturity are required. Research run is probable to move incomplete /unreliable inwards the absence of such skilful staff.
Complexity of the dependent land : MR fails to give consummate too right guidance to the management on marketing issues. This is because MR is non an exact science. It is concerned amongst the study of human demeanour which is ever hard to predict. As a result, the conclusions drawn too recommendations made are non cent per cent correct.
Uncertainty of conclusions : Consumer is the focal signal inwards marketing research. However, consumer's buying motives are hard to approximate exactly too accurately. This brings to a greater extent than or less form of dubiety inwards the conclusions drawn from the MR.
Limitations of information used : MR physical care for entirely depends on the information collected too used for analyzing the marketing problem, for drawing conclusions too making recommendations. However, the whole physical care for volition come upward inwards danger if information collected are inadequate too unreliable.
Limited practical utility : MR is mainly an academic exercise. Researchers choose to a greater extent than involvement inwards enquiry run rather than inwards supplying information too guidance to marketing managers inwards decision-making process. Many enquiry reports are rather bulky too unintelligible. This brings downwards the practical utility of marketing research.
Miscellaneous Limitations :
1. Problems developed due to changing marketing environs cannot move solved chop-chop through MR.
2. Research written report may move bulky, technically worded too difficult. Its execution is hard at lower levels.

The limitations of marketing enquiry (noted above) do non propose that it is a redundant activity. It only suggests that the marketing enquiry activity should move conducted amongst proper tending too caution. This volition build enquiry activity meaningful too result-oriented.

7. Importance of Marketing Research

Marketing enquiry is fast growing inwards its importance due to increasing competition, fast moving technological developments too changing consumer needs, expectations too attitudes. The importance of marketing enquiry is universally accepted. The condition of marketing enquiry inwards line of piece of work organisation management is identical to the seat of encephalon inwards a human body.

The next points propose the importance of marketing research:-

Planning too execution of marketing programme : Influenza A virus subtype H5N1 line of piece of work organisation unit of measurement tin flame programme too execute all activities right from manufacturing to marketing amongst reasonable accuracy too confidence due to the guidelines available through marketing research.
Quick too right decision-making : MR facilitates quick too right decision-making past times marketing managers. It enables management to choose quick too right marketing decisions.
Effective solutions on marketing problems : MR provides effective solutions to marketing problems. MR is the radiology too pathology of marketing operations of business. It diagnoses the line of piece of work organisation ailments too suggests measures to take away them. Marketing researcher acts similar line of piece of work organisation Dr. too prescribes handling for line of piece of work organisation elements.
Huge spending on MR : Large companies pass crores (1 Crore = 10 million) of rupees on marketing enquiry activities. New techniques too methods are used inwards the behave of enquiry activities inwards an accurate manner. This suggests the growing importance of MR.