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Objectives of MR
• Promotes better decision making
• Research is the basis for innovation
• Research identifies the problem area
• Research helps in forecasting
• Helps to formulate policies & strategies
• Helps to understand competitive environment
• Helps to optimal utilization of resources
• Identify marketing opportunities & constraints
• Evaluating marketing plans
Types of research
• Applied research
– Aims at finding a sol for an immediate pb
– Deals with real life situation
– Has practical problem solving emphasis
– MR is an applied research
• Pure/Fundamental / basic research
– Gathering knowledge for knowledge sake
– Doesn’t have commercial potential
• Conceptual research
– Used by Philosophers & thinkers
– It is related to some abstract ideas or theory
– Do research to prove or disapprove his hypothesis
• Empirical research/ Ex- post Facto
– Examination of relationship that exist b/w independent and
dependent variable
– Ex – post Facto Means “From what is done afterward”
– Researcher only report “ what has happened” & “ what is
happening”. No scope to manipulate the variable
• Historical research
– Based on past records & data in order to understand the
future trends
– No direct observation, research has to depend on the
conclusions or inference drawn in the past
• Action research
– Undertaken by direct action, Conducted to solve the
problem
– Most common for industrial product
• E.g. Test marketing
• Evaluation research
– To find out how well the planned programmed is
implemented
– Evaluating the performance or assessment of a project.
• Causal research
– Helps to determine Cause and effect relationship b/w the
variables
• Exploratory Research
– Carried out at the very beginning, when the pb is not clear
or is vague.
– Explore or search through the pb or situation to provide
insight & understanding
– Formulate the problem
– Few methods are Expert surveys, focus group, case
studies, observation methods.
• Descriptive research
– Fact finding investigation
– Presents state of affairs as it is.
– The objective is to descried the characteristics of
respondent in relation to a particular product
– Definite conclusions can be arrived at, but it doesn’t
establish cause & effect relationship.
– Deals with demographic characteristics of the consumer
• It should be systematic
• Well structured
• Orderly sequenced based on set of defined rules
• Procedure followed are methodologically sound
• Well documented
• It Should be logical
• There should be Logical reasoning in research.
• Logical process used could be induction or deduction
• Induction – process of reasoning from the part to the
whole e.g. pricing, new product development,
• Deduction - is a process of reasoning some premise
and then reaching the conclusion which follows from
that premise.
• E.g. All products manufactured by Reebok are good.
this leather wallet is a product of Reebok, so it must
be good.
• It Should be empirical
• Factual investigation is possible
• Should provide basis for validity
• i.e. possible to describe, interpret and explain the
phenomenon
• It should be replicable.
• Results can be verified, by conducting research any
no of times & by diff researcher.
SCIENTIFIC RESEARCH
• Influence of measurement
– When respondents realizes that he is being measured, his
response & behavior undergoes a change
SCIENTIFIC METHOD
• More rational & objective and result are unbiased.
• It is a continuous process.
• Less complex
• Complexity of subject
• Limitations of time
– Generally takes a long time to conduct. By the time results
are presented market situation may be changed.
• Subjectivity
– However objective a person, some time researcher might
engage in cheating or misrepresentation of facts or
sometimes mislead by respondents
– Also researcher might draw conclusion based on his past
experience.
• Time frame
– Top management may hold certain pre conceived opinions
on the outcome.
• Benefits Vs cost
– Benefits should out weight the cost
• Availability of resources
– Financial or human resource
• Misleading respondents
• Misrepresentation of findings