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What is MR?
Classification of MR jobs
Need and scope of MR
What is MR?
MR is about researching the whole of a companys marketing process. MR is research on the problems of marketing Its purpose is to aid decision making in marketing Systematic gathering and analysis of information is what does in achieving its mission
Classification
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Concerned with all aspects of marketing Product Design and development of product mix Packaging Branding Pricing Sales and distribution Segmenting Buying behaviour Advertisement
Market research is the research in to a specific market It is a narrow concept Marketing research is much broader In addition to market research so many
Marketing management must be careful not to define the problem too broadly or too narrowly for the marketing researcher. Usually the MR is done by external agencies MR research agencies are interested what the marketing people want to know and not why A problem well defined is half solved.
Plan for gathering the needed information Marketing manager need to know the cost of research plan before approving it. Designing a research plan calls for - data source - research approaches -research instruments - sampling plan etc.
Data sources
Internet Govt. information- Census report -Govt publications UN reports Customer data base Yellow pages/ business wise telephone directories Newspapers, technical journals, magazines, trade publications, balance sheet, stock market report, reference books &published reports of various MR agencies etc.
Primary data
Normal procedure is to interview some people individually or groups to get a sense of how they feel about the topic in question and then develop a formal research instrument, debug it and carry it into the field.
Research approaches
Primary data can be collected in five ways. 1.Observational research 2.Focus group research- A FG is a gathering of six to ten people who are invited to spend a few hours with a skilled moderator to discuss a product, service organization or other marketing entities 3.Survey research 4.Behavioural data- Regarding purchasing behavior 5.Experimantal research- Hypothesis testing etc.
Research instruments
Questionnaires- open ended and closed ended Psychological tools- Eg: Depth interviewing Mechanical devices like galvanometer - interest or emotions erased by exposure to a specific advertisement or picture Qualitative measures like videos, pagers etc.
Sampling plan
Three decisions. 1.Sampling unit-who is to be surveyed? 2.Sample size-How many people should be surveyed? 3.Sampling procedure-How should the respondent be chosen?
Sampling techniques
1.Probability sampling The sample units are selected at random. Every member of the population is having an equal chance of being selected.
2.Nonprabability sampling The sample units are selected in a non random manner. It is purposive or it may be based on the convenience or judgment of the researcher.
th unit from the population after the beginning unit is selected at random
into mutually exclusive groups such as age groups and random samples are taken from each group
The data collection phase of MR is generally the most expensive and the most prone to error. 4 major problems arises in survey respondents may not be available Some respondents will refuse to co-operate May give biased answers Some may be dishonest
Extract findings from the collected data The researcher tabulates the data and finds out frequency distribution. Statistical measures are calculated( Average, SD, range etc) Advanced statistical techniques like multiple regression, factor analysis, cluster analysis, conjoint analysis or multi dimensional scaling etc can be performed. Statistical packages like SPSS, Mini Tab Crystal Ball etc. can be used.
The researcher should present findings that are relevant to the marketing decisions facing management.
Managers will have to weigh the evidence. Findings could suffer from a variety of errors The may or may not accept the findings.