Marketing Research

Se c o nd Editio n – GC 
Be ri
UNIT – I
 Marketing Research – Concept- Significance -Marketing research as an
element of marketing information system - Marketing Intelligence
approaches- Internal Marketing Research Process – Problem Formulation
– Decision problem to Research problem – Preparation of Research
Proposal for submission to funding agencies.
UNIT – II

 Research Designs: Exploratory Research – Objectives and Methods –

Descriptive Research – Objectives and Methods – Causal Designs –
Concept of Causality - Experimentation : Laboratory and Field
Experiments – Experimental Designs– Experimentation in Marketing
Research - Case method of research.
UNIT – III

 Research methodology – Data sources: primary and secondary- Data

collection methods: questionnaire, interview, Focus groups, and Panels-
Personal, telephone and e-methods- Scaling techniques: Nominal,
Ordinal, Interval and Ratio Scales – Types of Sampling Plans: Non
Probability and Probability Samples – Sample Size Determination.
UNIT – IV

 Data analysis methods- Hypothesis Testing – Examination of Differences of

means and proportions- Chi-square, t, z and F tests- Correlation-
Regression Multivariate Data Analysis- Discriminate, Factor, Cluster and
Multi Dimensional Scaling (only applications with simple examples).
UNIT – V

 Data presentation techniques- Preparation of the Research Report-

Preparation of synopsis- Presentation of research findings- A brief outline
of marketing research organizations in India.
3G

Chick Shampoo

NDTV Polls



Research

1.Research starts with a question or

a problem
2.Its purpose is to find answers to
questions through application of
scientific method.
3.It is a systematic and intensive
study directed towards a
complete knowledge of the
subject studied
 It spe c ifie s alte rnate  so lutio ns to  the  pro ble ms wit
anding the  fro ntie rs o f 
c o nside ratio ns
Marketing Research

 ….thesystematic gathering, recording and

analyzing of data about problems relating
to the marketing of goods and services.


 AMA (American Marketing

Association)
MR and MIS (Marketing Information System)

 To manage a business
well is to manage its
future, and to manage
the future is to manage
information
MIS (Marketing Information System)

 A structured, interacting complex of

persons, machines and procedures
designed to generate an orderly flow
of pertinent information, collected
from both intra-and extra-firm sources,
for use as the basis for decision-
making in specified responsibility
areas of marketing management
MIS (Marketing Information System)
 Components of MIS


1.Internal Accounting System

2.Marketing Intelligence System
3.Marketing Research System
4.Marketing Management Science System

Differences between MR and MIS
Marketing research in India
1.Not fully developed
2.
3.
4.Sellers don’t have difficulty
in selling products due to
scare supply

Areas of research in India

1.New Product Development

2.Estimating Market Share
3.Gathering Competitive information
4.Demand estimations
5.Product Modification decisions
6.Measuring customer satisfaction
7.Product positioning decisions
8.Market segmentation decisions
Marketing research firms in India

1. Cross Tab - Online market research agency

2. Delphi Research Services - Market research organization
3. Diksha Research, Coimbatore - Online market research and public relations
services
4. IMRB International, Mumbai - Market research agency
5. Lamcon Finance & Management - Market research, financial planning and
consultancy
6. Market Pulse - Market research & entry strategy services
7. Nielson India - A leading market research agency
8. Protech India - Market research, consulting & database publishing services
9. Rural Relations - Rural marketing services
10.Rushabh Direct Marketing - Direct marketing, mailing & database management
services
11.Sampling Research - Market research and analytics services
12.Samsika Marketing Consultants - Marketing consultancy & brand management
courses
13.TNS India - Market research services provider in Delhi
14.Tecnova, Gurgaon - Market research consultancy services
15.Telebrands India - Offers telemarketing services

Limitations of Marketing Research
 It tends to be fragmentary


 Becomes superficial and faulty because of the

people who use the tools without proper training


 Absence of meaningful dialogue between

marketing management and marketing research
team


 It is not an exact science



 It is misused
Threats to Marketing Research
 Unprofessional and unethical marketing surveys
can seriously jeopardize publics unwillingness
to cooperate in surveys


 Excessive interviewing


 Lack of consideration and abuse of respondents



 Use of marketing research as a sales ploy

Qualities of a Marketing Research Manager
 Must be innovative


 Take the problem from a fresh perspective



 Confident of his skill and knowledge



 Well informed and up-to-date



 Good at administrative decisions