The role of market research in PR

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1 THE ROLE OF MARKET RESEARCH IN PLANNING PR PROMOTION ACTIVITIES PREPARED BY Okebanjo victor

RESEARCH.This is a set of activities intended to identify new ideas that have the potential to result in new goods and services. : 

2 RESEARCH.This is a set of activities intended to identify new ideas that have the potential to result in new goods and services.

Marketing research. : 

3 Marketing research. Marketing research is the process of systematically gathering, recording, and analysing data concerning a particular marketing problem.

SUPPLIERS OF MARKETING RESEARCH : 

4 SUPPLIERS OF MARKETING RESEARCH Engaging student or professionals to design and carry out project. Using internet Checking out competitors

Contd. : 

5 Contd. Using of research firms. Custom marketing research firms. Specialized research firms

Uses of marketing research. : 

6 Uses of marketing research. Used to obtain information that is not otherwise available to decision makers. It is an intermittent rather than a continual source of marketing information.

Steps of marketing research. : 

7 Steps of marketing research. Define the problem. Make a preliminary investigation. Plan the research. Gather factual information. Interpret the information. Reach a conclusion.

1. Define the problem : 

8 1. Define the problem This is a crucial step that should not be rushed. In this step, the problem is clearly and accurately stated to determine what issues are involved in the research, what questions to ask, and what types of solutions are needed.

2. Make a preliminary investigation. : 

9 2. Make a preliminary investigation. The objective of preliminary investigation is to develop both a shaper definition of the problem and a set of tentative answers.

Contd. : 

10 Contd. The tentative answers are developed by examining internal information and published data, and by talking with persons who have some experience with the problem.

3. Plan the research. : 

11 3. Plan the research. At this stage, researchers know what facts are needed to resolve the identified problems, and what facts are available. They make plans on how to gather needed but missing data.

4. Gather factual information. : 

12 4. Gather factual information. Once the basic research plan has been completed, the needed information can be collected by mail, telephone or personal interviews, by observation, or from commercial or government data source. The choice depends on the plan and available source of information.

5. Interpret the information. : 

13 5. Interpret the information. Facts by themselves do not always provide a sound solution to marketing problem. They must be interpreted and analyzed to determine the choices that are available to management.

6. Reach a conclusion. : 

14 6. Reach a conclusion. Sometimes the conclusion or recommendation becomes obvious when the facts are interpreted. However, in other cases, reaching a conclusion may not be so easy because of gaps in the information or intangible factors that are difficult to evaluate.

RESEARCH INSTRUMENT : 

15 RESEARCH INSTRUMENT QUESTIONAIRES PSYCHOLOGICAL TOOLS. MECHANICAL DEVICES QUALITATIVE MEASURES

BARRIERS OF MARKETING RESEACH : 

16 BARRIERS OF MARKETING RESEACH NARROW CONCEPTION UNEVEN CALIBER OF RESEACHERS. POOR FRAMING OF THE PROBLEM LATE AND OCCASIONALLY ERRONEOUS FINDINGS. PERSONALITY AND PRESENTATIONAL DIFFERENCES.

The importance of research in PR. : 

17 The importance of research in PR.

Effective public relations is a process, therefore the essential first step must be research. Today research is widely accepted by public relations professionals as an integral part of planning, program development and evaluation process. : 

18 Effective public relations is a process, therefore the essential first step must be research. Today research is widely accepted by public relations professionals as an integral part of planning, program development and evaluation process.

Public relations involves sending out realistic messages, that will create a good relationship between an organization and its various stake holders. : 

19 Public relations involves sending out realistic messages, that will create a good relationship between an organization and its various stake holders.

20 Through marketing research, the public relation officer will have a perfect idea of who his target audience is, and what is needed by such audience.

21 Through market research also an organization is able to know the reasons behind their products or services not being accepted by public and should also find out how to correct such imbalance.

22 Marketing research also helps the public relations officer in planning a product launch.

THE ROLE OF PR IN MARKETING : 

23 THE ROLE OF PR IN MARKETING Assisting in the launch of new products Assisting in repositioning a mature product. Building interest in a product category Influencing specific target groups Defending products that have encountered public problems Building the corporate image in a way that reflects favorably on its products

Effective corporate campaign. : 

24 Effective corporate campaign. This is a campaign that is not primarily for the sales or marketing of a company’s brand or product. But it may aim for longer term increases in the sales of the organization’s product by general or indirect means.

Stages of effective corporate campaign. : 

25 Stages of effective corporate campaign. This is who we are. This is what we can do for you. This is what we are.

Contd. : 

26 Contd. Corporate campaign is more concerned with the general image of the organization, rather than its particular product. It is also a method of communicating with target audience.

Objectives of corporate campaign. : 

27 Objectives of corporate campaign. TO build awareness of an organization’s identity. Improve an understanding of organization’s area of business. Over come poor attitudes towards an organization. Explain corporate philosophy and policies.

Contd. : 

28 Contd. Enhance an organization’s image as an investment. Secure support of useful legislation. Provide a unified view of an organization to its employees. Aid in recruitment. Illustrate achievement.

Benefits of corporate campaign. : 

29 Benefits of corporate campaign. Increase the wiliness of investors to buy share in the company. Increases the likely hood of people to buy or recommend your product or services. It leads to quicker recovery from a crisis situation.

Contd. : 

30 Contd. Makes people find your company credible. It leads to greater ease of acceptance when you introduce new products to the market. It also makes people more willing to sale their own business to your organization.

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