Stratagem Samosa - Market Research basics part 1

So planning to carry out an activity for a Brand, product or service. Do you know for sure if there is any demand for it. How should you price it. What do you know about your consumer. What is the value that I am offering. How is my product, service or Brand in comparison with the competitors. 

According to the American Marketing Association, marketing research is the systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services.

Lets understand it to the core – systematic – with a structure. Gathering, recording and analyzing of data about problems- (that’s the objective of any research) related to the marketing of goods and services.

Every Manager thus should ask certain questions periodically. Even though Market Research is not a perfect science as it deals with people and constantly changing feelings, it certainly can help to take informed decisions and can contribute to growth.


To better understand how research works- lets take the product Chiwda. The Manager wants to find out if Chiwda can be marketed in multiplexes.

So here are the steps for any basic level of Market Research.

1. Defining the Problem / Identifying the opportunity.

2. Setting up the Objective Budgets and plans. 

3. Select Research types Methods and Techniques.

4. Design the research instrument

5. Collect data

6. Analyze data.


7. Presenting and Using the findings.


(Part 2 will carry out the break up of a research in steps... so do read it and comment freely)


By Ninad Tatke.