ASSIGNMENT

MK0013 MARKETING RESEARCH

Name 1205006802 Learning Centre : AIM Computer Education Learning 02030 ------------------------------------------------------------------------------------------------------------------------------------Q1. Explain the marketing audit in detail. Answer: Marketing Audit Marketing audit is the hottest management concept in the new millennium and marketers are getting increasingly conscious about this, no matter small or large sized companies. No chief or head of marketing can afford to stay away from the up-to-date check on marketing process. The marketing audit provides good input for a plan of action to improve a companys marketing performance. The ultimate utility or objective of conducting of Marketing Research could really lie in conducting Marketing Audit of the organization. The marketing audit has the following four characteristic: 1. Comprehensive: The scope of marketing audit is relatively broad as it includes all the important marketing activities of business. In other words, it is not at all, problem oriented always. 2. Systematic: The audit follows a specific system and it is an orderly and well-organized scrutiny of organizations environment, objectives, strategies, activities, systems, etc. 3. Independent: It can be conducted in different ways as follows: o o o o Self-audit: Here, the marketing manager utilizes a checklist in order to rate and evaluate different marketing activities or marketing operations. Audit from across: Here, the marketing auditing activities are performed across the table. Audit from above: Here the superior marketing manager in the official hierarchy conducts the audit of different marketing activities or marketing operations. Audit officer of the company: Here, the officer of the company appointed for the purpose of conducting audit, conducts the same in respect of different marketing activities or marketing operations. This is technically termed as Internal Audit, and the auditor, here is called as Internal Auditor. Company taskforce audit: Here, the audit is conducted by the company taskforce, created, specially, for the purpose of conducting audit. Outside audit: Here, an outside agency or an organization is employed for conducting the audit. This is technically termed as External Audit and the auditor, here, is called as External Auditor.
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MBA: Semester III

: Ajit Kumar

Registration No. : Centre Code :

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4. Periodic: The marketing audit is periodic that is repetitive in its nature. The period of audit may be varied depending upon the nature and the requirements of the sponsoring organization. a) Periodic audit is, naturally, always superior as compared to its conducting as and only when their crops up a marketing problem like:- Poor sales performance- Decline in sales- Incurring of heavy looses. b) c) The scope of the marketing audit extends to:- Marketing Environment- Marketing Objectives- Marketing Strategies- Marketing Activities, etc. The objectives of the marketing audit are: i) To determine the problem areas and opportunities. ii) To recommend a plan of action, in order to improve the marketing performance

Components of marketing audit The various components of marketing audit have been identified as follows: Marketing environment audit Marketing strategy audit Marketing organization audit Audit: Marketing environment audit concentrates on: Macro

Marketing Environment environment. -

Demographic environment Economic environment Political environment Cultural environment Technological environment

Marketing Strategy Audit: Marketing strategy audit focus on: Business strategy Business mission Business objectives

Marketing Organization Audit: Marketing organization audit area of concentrates on: Organization structure Organizational efficiency

Marketing Systems Audit: The areas of marketing system audit are: Marketing information systems Marketing planning systems Marketing control systems New product development systems

Marketing Function Audit Marketing function audit concentrates on: Product line objectives Pricing objectives Distribution objectives Advertising objectives Sales force objectives
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Marketing Productivity Audit Marketing productivity audit concentrates on: Cost-benefit analysis Profitability analysis

Methodology of Marketing Audit The auditor collects the relevant and significant data for the purpose of audit by conducting interviews of: Customers Dealers Sales representatives Marketing executives People from top management

Q2. Describe consumer research process in detail. Answer: Consumer Research Process: The consumer research process is a set of operations which aids the researcher in systematic gathering, recording and analysis of data to help solve decision-making problems. The process provides the researcher with an orderly means to investigate problems: It is not static and highly structured framework. Given the diversity of management problems and their corresponding information requirements, the sequence must be considered as topic of concern to the researcher rather than a strict step-by-step procedure to be followed in all cases. Sequence of steps in consumer Research: Each consumer problem is different from the other and hence requires as special emphasis and different approach. Since every consumer research problem is unique in some ways the research procedure has to be typically customeroriented. Nonetheless, there is a sequence of steps called the consumer research process that can be followed when designing the research project. Formulate consumer research problem List out research objectives Determine research design Design data collection methods and forms Analyze and interpret the data Prepare the research repot

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Formulate consumer research problem: One of the most valuable roles consumer research can [ay is, helping to define the problem to be solved. Only when the problem is carefully and precisely defined can research be designed to provide pertinent information. Part of the process of problem definition includes specifying the objectives of the specific research project that might be undertaken. List out research objectives: After identification of research problem, researcher should make a list of research objective which are considered for research purpose. Determine research design: The source of information for a study and the research design go hand in hand. They both depend on how much is kwon about the problem. Design data collection methods and forms: It begins by determining if the information needed is already available as secondary data, either within the firm an outside source. Analyze and interpret the data: First of all research data collection forms must be scanned to be sure that they are complete and consistent and that the instructions are followed. This process is called editing. Once the forms have been edited, they must be coded. Prepare the research report: The research report is the document submitted to management that summarizes the research results and conclusions. Q3. What do you mean by data collection? Also explain the various types of data collection techniques. Answer: Data Collection: Once the research objectives have been defined the next step you must follow is to identify the nature and type of information needed to achieve these objectives. Types of Data As you have already noted, all data source available to the researcher can be classified as either secondary or primary. Secondary data are already published data collected for purposes other the research problem at hand. Primary data are those generated specifically for purposes of the research problem in question.

As figure shows the major source of primary date respondents, analogues case studies and experiments. The secondary data on the other hand can be obtained from official government publication, marketing research agencies and syndicated sources (which sell the data) and the library sources. Published individual research projects have not been dealt with separately they are included the library source.
Define Research Objectives Indentify Information Needs Formulate Research Design Identity Secondary Data Needs and Data Source Source Page 4 of 7 Primary Data Need and Data

Search and Analyses Internal Data

Identify extent and type of Experiments external secondary data

Respondents Case Studies

Library

Government Statistical Publication Syndicated Sources Sources

Marketing Research and Other

Q4. What do you mean by Marketing Decision Support System (MDSS)? Also explain the various components of MDSS. Answer: Marketing Decision Support System: Marketing Decision Support Systems (MDSS) are specific class of computerized information systems that support business and organization decision-making activities. The main purpose of MDSS is to combine marketing data from various sources into a single database, which can be accessed quickly by the managers. MDSS is more powerful than MIS. Types of Marketing Decision Support System (MDSS): The Various types of MDSS are: Model-driven MDSS Data-driven MDSS Communications-driven MDSS Document-driven MDSS Knowledge-driven MDSS

Model-driven MDSS: A model driven MDSS emphasizes access to and manipulation of financial optimization and/or simulation models. It analyses what-if analysis, goal seeking analysis and sensitivity analysis. Data-driven MDSS: In general, a data-driven MDSS emphasizes access to and manipulation of a time-series of internal company data and sometimes external and real time data. Communications-driven MDSS: Communications-driven MDSS use network and communications technologies to facilitate decision-relevant collaboration and communication. In this system, communication technologies are the dominant architectural component. Document-driven MDSS: A document-driven MDSS uses computer storage and processing technologies to provide document retrieval and analysis. Knowledge-driven MDSS: Knowledge-driven MDSS can suggest or recommend actions to managers. These MDSS are person-computer systems with specialized problem-solving expertise. Q5. Write a short note on: A. Projective techniques of qualitative research Answer: Projective Techniques of Qualitative Research: Projective techniques (indirect method of gathering information/indirect interview) are unstructured and involve indirect form of questioning. In project techniques, respondents are asked to interpret the behavior of users, rather than describe their own behavior. In interpreting the behavior of others, respondents indirectly project their own motivation and feelings into the situation.
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The general categories of projective techniques are: Word Association Test Completion Technique TAT and Cartoon Test

Word Association Test: This test consists of presenting a series of stimulus words to the respondent, who is asked to answer quickly with the first word that comes to his mind. The respondent, by answering quickly, gives the work that he or she associates most closely with the stimulus word. Example: What brand of detergent comes to your mind first, when I mention washing of expensive both? Surf Tide Key Ariel Completion Techniques: There are two types of completion techniques and these are: Sentence Completion Story Completion

Thematic Apperception Test (TAT): TAT is projective technique. It is used to measure the attitude and perception of the individual. Some picture cards are shown to respondents. Cartoon Test of Balloon Test: Here a cartoon is shown. The cartoon character belongs to a particular situation. One or more of balloons include the conversation of the character, and is left open and the respondent is asked to fill in. Q5. Write a short note on: B. Latest techniques of qualitative research Answer: Latest Techniques of Qualitative Research Qualitative Research is taking more and more inputs from psychology, to develop latest techniques in qualitative research. Some of these the latest techniques used as follows: Imagery Technique Synectics Neuro-linguistic Programming

Imagery Technique: This technique is used to determine the images of two competing brands. Synectics: This technique gives the researcher an insight into the intuitive or emotional impressions of the consumer for either a brand or advertising campaign, by unleashing the creative side of the consumer. Neuro-linguistic Programming: This technique provides an insight into the Non-verbal Impact of an advertisement on the target consumer. This is done by analyzing as to which of the five senses (small, taste, touch, sight, aural) a consumer se to recall an advertisement.
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Q6. Explain the methodology of primary data collection. Answer: Methodology of Primary Data Collection: Observation and questioning are two broad approaches available for primary data collection. The major difference between the two approaches is that in the questioning process, the respondents play an active role because of their interaction with the researcher. Online Survey: when it comes to primary data for market research, or customer satisfaction, online survey can be a great way to collect data. Online survey asks consumers about their activities, interests and opinions. This often sheds light onto which publications or media the target audience reads or watches, which enables the advertising agency to fine-tune its messages. Steps to Developing a Survey Instrument Include Clearly defining objectives and research questions Developing Methodology Defining sample (or population) Developing survey portal Draft survey instrument (questionnaires) Develop content Formulate Question Sequence Questions Format Questionnaire Create Pilot test survey instrument Revise survey instrument (as needed)

Observation Method: In the observation method, only present/current behavior can be studied. Therefore, many researchers feel that this is a great disadvantage. A causal observation could enlighten the researcher to indentify the problem. Such as the length of the queue in front of a food chain, price and advertising activity of the competitor etc. Observation is the least expensive mode of data collection. Types of observation methods There are several methods of observation of which any one or a combination of some of them, could be used by the observer. Some of these are: Structured or unstructured method Disguised or undisguised method Direct-indirect observation Human-mechanical observation
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