Chapter 5

Market Analysis
&
Marketing Research For
Services.

Introduction.
1.
2.
3.
4.

Market analysis.
Identify needs and wants.
Assessing the scale of demand and costprice relationship.
Assessing the extent to which needs and
wants are unfulfilled.
Self regulation.
Public regulation.

Marketing Research.
1.

2.

To reduced uncertainties in the decisions

making process about marketing activities
in general and about specific aspects of
marketing.
To monitor and to help control the
performance of marketing activities.

Marketing Research
Process.
Exploratory
Exploratoryphase.
phase.

Research
Researchplan
plan
Problem
Problemformulation.
formulation.
Source
Sourceof
ofinformation.
information.
Collect
Collect data.
data.
Analyze
Analyzedata
data
Prepare
Preparereport.
report.

Marketing Research Process.

1.
2.
3.

The scope of marketing research in service

markets.
Use of marketing research in the service
sector.
Difference between marketing research for
services and for products.

The scope of marketing

research in service markets.

Research on Markets.
Research on Product.
Research on Price.
Research on place.
Research on promotion.

Continue
Identification

and elements of the markets.

Analysis of the characteristics of the markets.
Projections of the markets.
Critical factors for successful operations in
individual markets.
Projections of available share in the market.
Market development program.

Difference between marketing research

for services and for products.

Attitude in service organization

towards marketing research.

Ethical.
Size.
Economic.
Monopolistic organization.
Managerial.
Customer contact.

Continue..
Quality of secondary sources on
service.
Problems deriving from the
characteristics of services.
Problems in researching new services.

Problems in researching new

services. (Concept Testing).

Consumer needs analysis.

Idea generation.
Preliminary analysis. (internal & external).
Pre positioning the concept.
Field study. (interviews, questioners, mail &
observations).

Consumer evaluation. (understanding reactions ).

Results. (Positive, Negative).

Marketing research and Public

Services.
1.
2.
3.
4.
5.

Marketing's acceptability.
Public policy innovation.
Public must benefit.
Policy formation.
Ethical problems.

END