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Micro Environment Macro Environment

Suppliers Demographic
Producers Economic
Marketing intermediaries (or Natural
middlemen like agents or brokers Political
or retailers or wholesalers) Technological
Competitors
Customers

Market research:
Market research is referred as the systematic study and evaluation of all factors bearing on any business
operations which involves the transfer of goods from a producer to a consumer.
Market survey is an organized and in-depth approach, which includes all the research activities involved
with extracting out carefully the information for not only the first time, but directly from the sources.

Marketing research is a function where in the marketer gathers the information systematically. This
information is used to link the marketer with the consumer or customer or the end user.

The gathered information is used for
Generate marketing actions, refine them and then evaluate .
Identifying marketing opportunities and problems and then define them.
Monitoring the marketing performance
Understanding the marketing process in a much better way.
There are two types of market surveys: (a) The census (b) The sample.
Characteristics of Good Marketing Information:
• Clarity
• Completeness Accuracy
• Authenticity
• Precision
• Objectivity
• Strategic Value
• Telephonic Interviews
• E-mail Interviews
• Questionnaire Development
• Relevance
• Confidentiality
• Economy
• Reliability