Services Marketing Research

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TABLE OF CONTENTS

RESEARCH METHODOLOGY

In order to understand the landscape of services industry, the services are considered by the industry they belong to. Industries are identified on the basis of scale and importance on the national level. These industries are taken one at a time for thorough research, so that we are able to reach to relevant trends and observations in each of them.

Each industry is then divided into the different services that form a part of the industry. These services, for easier classification, are shortlisted on the basis of the contribution to the industry market size. This method is used as it defines the overall situation of the industry as a whole and explores the activities at the heart of the activities of the industry.

Once, these services are realized and properly listed, a brief history of every industry is researched through published papers, dependable internet sources, case studies and books. This exercise is done to understand the evolution of these industries and observe the drivers in the industry, some failures in the industry and a general outlook of opportunities in the market. This exercise is also helpful in arriving at current trends in the market which could define the nuances, drivers, aspirations, moods of an industry. Hence, a complete analysis of an industry is done to understand the current situation of the market, services and stakeholders of the industry and also the role played and power held by different stakeholders of an industry. These insights would define the future possibilities in the market and hence, an opportunity to understand various marketing strategies that can be applied in future.