marketing research bachelor of business administration, Study notes of Marketing Research

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Unit 1 INTRODUCTION TO MARKETING RESEARCH Structure Over view Objectives 1.1 Introduction to Marketing Research 1.2 Definition 1.3 Role of Marketing Research 1.4 Distinction between Market Research and Marketing Research 1.5 Marketing Research Vs Marketing Information System 1.6 Marketing Research and its association with other : Related Fields 1.7 Characteristics of Good Marketing Research 1.8 Importance of Marketing Research ‘1.9. Uses of Marketing Research 1.10 Limitations of Marketing Research Summary Key words Suggested Readings OVERVIEW The term marketing research consists of two distinctive words ‘marketing’ and ‘research’. We cannot ignore the role of marketing in the modern era. Marketing is about identifying the needs and wants of the customers and producing goods and services accordingly and passing it to the customers by ensuring customer satisfaction. So here the marketer has to find pertinent answer to some basic questions such as what to produce? (Product) How to price? (Price) How to reach the ultimate customer? (Physical Distribution) How to promote the product? (Promotion) Etc., To find answer to these basic issues of marketing the marketer uses the tool research. Research is taking in all the fields in the universe. It is a body of knowledge consists of place i : . les and techniques. Research is the process of gathering, recording princip! | d analyzing of critical and relevant facts about any problem in any branch an f human activity. Marketing research activities are carried out for finding 0 ss i tion to the problems of marketing systematically and scientifically. In this jutio sol | t, let us discuss the basics of marketing research. uni