MIMD

A Preliminary Introduction

Prof Jayanta Chakraborti

Associate Dean (Academics)
IIPM Pune
DEFINING MARKET RESEARCH

“Marketing Research is the function which

links the consumer, customer and public to
the marketer through information ---
information used to identify and define
marketing opportunities and problems;
generate, refine and evaluate marketing
actions, monitor marketing performance;
and improve marketing as a process.”
--- American Marketing Association

Market Research specifies the information

required to address these issues; designs
the method for collecting information ;
manages and implements the data
collection processes ; analyzes the results ;
and communicates the findings and their
implications
 MARKET RESEARCH

RESEARCH
MARKET

MARKETING MIX BASIC APPLIED

RESEARCH RESEARCH

PRODUCT PRICE PROMOTION PHYSICAL DISTRIBUTION

APPLICATIONS OF MARKET RESEARCH

1. PRODUCT RESEARCH

2. PRICE RESEARCH

3. PROMOTION RESEARCH

4. DISTRIBUTION RESEARCH

5. CONSUMER PERCEPTION
RESEARCH
SL NO APPLICATION % USAGE

NEW PRODUCT SCREENING 95 %

1

PRODUCT DESIGN STUDIES 65 %

2

CONSUMER PRODUCT TESTING 82 %

3

TEST MARKETING OF NEW PRODUCTS 54 %

4

IN STORE TEST MARKETING 51 %

5

TRACKING STUDIES 92 %
6

ADVERTISEMENT PRE-TESTING 83 %
7

ADVERTISING CAMPAIGN TESTING 61 %

8

9 BASIC MARKETING STRATEGY STUDIES 82 %

MARKET RESEARCH PROCESS

RESEARCH OBJECTIVE

RESEARCH DESIGN

SAMPLING

DATA CAPTURING INSTRUMENT

FIELDWORK / DATA COLLECTION

EDITING CODING TABULATION

DATA ANALYSIS

REPORT / RECOMMENDATIONS
 THE RESEARCH BRIEF

A study of CTV Market in India to understand the potential of Samsung Brand

Research Objective :
This research shall be carried out to understand the market size of CTVs, consumer feedback
regarding product, price, promotion and after-sales services of Samsung and information about
competitor’s activities.
Research Design :
A descriptive research shall be carried out using primary data.
Sampling :
The Research shall be carried out among 10,000 respondents across 15 cities in India.
Data Capturing Instrument :
The research shall use questionnaires to collect data. The questions shall be a mix of open-
ended, close-ended and dichotomous.
Data Analysis :
The collected data shall be analyzed using statistical tools like Bivariate Analysis & Multivariate
Analysis.
Time Period :
The whole research activity shall be completed within a ninety days time from the day of
commissioning .
Research Deliverables :
At the end of the research process, the client shall be given:
Two hard copies of the Research Report with graphs, charts and recommendations
Two CDs containing the soft copy of the Research Report
All the filled up Questionnaires
Complete database of all the respondents with name, address, telephone number and e-mail
RESEARCH DESIGN

 DESCRIPTIVE RESEARCH

 EXPLORATORY RESEARCH

 EXPERIMENTAL RESEARCH

 QUANTITATIVE RESEARCH

 QUALITATIVE RESEARCH

 PRIMARY RESEARCH

 SECONDARY RESEARCH
 THE RESEARCH PROCESS
EXPLORATORY RESEARCH

HYPOTHESIS FORMULATION

DESCRIPTIVE RESEARCH

PRIMARY DATA SECONDARY DATA

QUALITATIVE QUANTITATIVE
RESEARCH RESEARCH

OBSERVATION QUESTIONNAIRE
TECHNIQUE TECHNIQUE
WHY SHOULD YOU LEARN MARKET RESEARCH ???

 Market Research is the most

practical subject taught in a MBA course
curriculum. It is only in Market Research
that a student gets the opportunity to
practice concepts, theories and
paradigms learnt in other subjects like
Marketing, Brand Management,
Statistics , etc.
 The project that a student gets when
he or she goes for Summer Training, is,
most of the times that of Market
Research.
 The first assignment that a student
of Marketing gets after joining a job is
usually Market Research.

 Market Research teaches you the

ground reality of Consumer Behavior,
Preferences and Attitudes.
HOW TO LEARN MARKET RESEARCH ???

Market Research cannot be learnt

within the precincts of classroom
walls. All that a teacher of MR can
do is to facilitate the process of
learning. To master the
knowledge of MR, one has to do
practical projects, develop
questionnaires, stand on the road
and get them filled up, tabulate
the data in the computer, analyse
the data using statistical tools
and finally present the findings in
a report format. Once a particular
student has gone through the
rigors of the whole MR process
can one claim mastery over the
subject.
WHAT IS THE UTILITY OF MR IN PROFESSIONAL CAREER ?

Market Research cannot be dispensed

with whether you are working as a
Marketing Manager, Sales Manager,
Brand Manager, Advertising Manager or a
PR Manager. As a Marketing Manager ,
Sales Manager or Brand Manager , you
need to streamline your strategy as per
market needs. As a Advertising Manager
or PR Manager, you need to measure the
effectiveness of your advertising or your
PR campaign. And above all, you need to
monitor the strategic initiatives of your
competitor and keep in touch with the
latest trends and shift in consumer
behavior, attitudes and preferences.
 QUALITIES SOUGHT IN RESEARCHERS

1. STRONG WRITING SKILLS 8. PROFESSIONAL QUALIFICATION

2. STRONG ANALYTICAL SKILLS 9. GOOD SCHOOLING

3. STRONG VERBAL SKILLS 10. MANAGERIAL SKILLS

4. PROFESSIONAL APPEARENCE 11. CLIENT HANDLING SKILLS

5. GOOD GRADES 12. REPUTATION

6. STRONG QUANTITATIVE SKILLS 13. INDUSTRY EXPERTISE

7. BUSINESS DEVELOPMENT 14. METHODOLOGY EXPERTISE

SKILLS
ANY QUESTIONS ???