NATURE & SCOPE OF MARKETING RESEARCH
1. NATURE & SCOPE OF MARKETING RESEARCH Date:-23 / 01 / 2009 Presented 2. HISTORY Curtis publishing company is the first company. Charles Coolidge parlin was the first head. Research was for Campbell soup. In the United States. 3. Case study Hindustan express news paper Largest chain of news paper in India During 1975 – 1977 fought for freedom of the press Newspaper flash lighted government and its policies Suffered restrictions and newspaper quota Suffered loses Change in government - 1977 Role played by this newspaper was hailed Earlier position completely reversed Financial position improved with in 18 months 4. Case study cont. Hindustan express simultaneously published in English language west -- Bombay, Ahmedabad South -- Madras, Bangalore, Hyderabad, Trivandrum North -- Chandigarh East -- none Have two regional language paper Marathi from Bombay Malayalam from cochin New plan to start an edition from Pune in Marathi 5. Problems :- Already five Marathi newspaper published daily from Pune and four from Bombay Pune hardly 180 km from Bombay, as such Bombay edition could easily reach Pune by newspaper taxi. The circulation of regional language newspaper is low. Advertising revenue is low. Will the new edition from Pune be financially feasible? Will the new edition have market feasibility? 6. Solution MARKETING RESEARCH
7. What is marketing research Marketing research is the function that links , the consumer, customer, and public to the marketer Research comprises defining and redefining problems, Formulating hypothesis or suggested solutions Collecting, organizing, and evaluating data Making deductions and reaching conclusions And at last carefully testing the conclusion to determine whether they fit the formulation 8. Classification of research Basic research Applied research a) Problem solving research b) Problem identification research. 9. Problem Solving Research Segmentation research Product research...
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