Agri Marketing Research

Marketing research is defined numerous ways. The American Marketing Association defines marketing research as, Marketing Research is the function which 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.

According to Naresh Malhotra, the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems in marketing.

Basic or Pure Research: It is an inquiry undertaken to expand the limits of knowledge. Pure research is involved with collecting information that might be used by a variety of managers. It strives to answer the broader “what if…” question.

Marketing research key areas are target market, product /services, price, distribution, and promotion.

Manufacturers, retailers, suppliers and their competitors need information for designing effective marketing programs that can satisfy customers and earn profits to the enterprises.

Marketing research provides the information for decision makers at each step of the marketing decision process. It is the goal of marketing research to provide accurate, reliable, valid, and current information to management in order to facilitate managerial decisions.

Marketing Research Suppliers are of two types such as,
1. Internal Supplier-
Internal supplier is the marketing research department located within the firm. Major corporations have their own marketing research departments. They conduct specialised marketing research projects for the company.

2. External supplier-
External supplier is not a part of the firm. The external supplier may be a professional marketing and Research firm.

Marketing research, is strongly influenced by two major trends in business:
(i) Increased globalization and
(ii) Rapid growth of the Internet and other information technologies

Source: http://www.pondiuni.edu.in/