1. 2. 3. 4. 5.

6.
7. 8. 9.

10.
11.

Consumer research data Market research data Market surveys Market analysis Competitors analysis Product analysis Product test analysis Product plans Test market results Market strategy analysis Sales analysis

12. 13.

14.
15. 16. 17. 18. 19. 20. 21. 22. 23. 24.

Distribution analysis Media analysis Promotion analysis Customer satisfaction survey Retail audit data Marketing auditing data Market forecast Sales forecast Sales planning data Distribution planning Customer analysis Market segment analysis Consumer [socio/ economic/ demographic/ psychographic] data

Conducting marketing research in India is not a problem but a challenge. 1) Lack of awareness. 2) Lack of understanding of the usage. 3) Lack of understand of the benefits. 4) Treating it as a cost, instead of an investment.

1.

2. 3. 4. 5.

The top management are not market oriented. The top management are not sensitive to the marketing needs. In case of organizational financial crisis, the first axe falls on the marketing budget. The allocation of resources is limited to the marketing research budget. The marketing research personnel lack the visibility / credibility in the organization.

6.

7.

8.

9.
10.

The effective communication between the top management and the marketing is very limited. The marketing personnel are not trained to use the marketing research information effectively. The marketing research project/ investment are not assessed for their ''ROI''-return on investment. Lack of trained personnel in marketing research. Lack of skill in interpreting the marketing research data by the users.