Microsoft Word marketing doc

Other Models 
(i) Verbal 
Models 
Models in which the variables and their relations are described in prose.
Ex. Consumer behaviour models. 
(ii) Graphic 
Models 
These models represent a useful step in the process of symbolizing a 
verbal model. 

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6.5 O
BTAINING INFORMATION THROUGH DIRECT MARKET RESEARCH
 
According to Kotler :
Marketing Research has been defined as the systematic design, 
collection, analysis and reporting of data and findings relevant to a particular 
marketing situation facing a company. 
Marketing Research can either be undertaken by a company or can be 
assigned to outside agencies who specialize in this field. 
Data for a marketing research can be obtained from two sources. 
1.
Primary : Where data is collected by conducting a survey. 
2.
Secondary : Which includes existing, published source of 
information. 
Decisions on each element of the marketing mix, product, distribution, 
promotion and pricing need marketing research support. 
Marketing research is systematic problem analysis, model building and 
fact finding for the purposes of important decision making and control in the 
marketing of goods and services. 
Before we proceed with our discussions, it is essential to clarify the 
relationship and the difference between marketing research and marketing 
information system (MIS). Whereas the job of MIS is to supply marketing 
information, problem analysis is the job of marketing research. Marketing 
research too generates and utilises marketing information but its purpose is 
problem solving. 
Main steps involved in Marketing Research : 
In applying marketing research for solving any marketing problem, the 
researcher has to go through several steps or stages. Each stage has its own 
decisive role in the total research process. Right from defining the problem 
down to the preparation of the report, the researcher has to proceed step by step, 
like a scientist in a laboratory. 
The major steps involved in the marketing research process are : 

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1.
Defining the marketing problem to be tackled and identifying the 
marketing research problem involved in the task. 
2.
Specifying the information requirement. 
3.
Developing the research design and research procedure. 
4.
Gathering the information. 
5.
Analysing the information and interpreting it in terms of the problem 
being tackled. 
6.
Summarising the findings. 
7.
Preparing the research report.