Beruflich Dokumente
Kultur Dokumente
Course Content
Role and value of market research in marketing framework Data analysis Tabulation, SPSS applications data base, testing for association Multivariate techniques Interdependence techniques: Factor / cluster analysis; dependence analysis: discriminate analysis; combination with cluster analysis; conjoint analysis. Perceptual mapping applications in market research
Course Content
Applications of MR in consumer research, advertising, test marketing, Usage attitude studies, Television viewer ship surveys; Media effectiveness study; Annual readership survey of print media etc. Report preparation and presentation; interpretation of MR reports; how to read ORG Nielson's store audit report. Brand tracking study Field project on market research on any functional / industry verticals Case Studies and Presentation.
Reference Text
Marketing Research Hair, Bush, Ortinau (2nd edition Tata McGraw Hill) Marketing Research Text & Cases (Wrenn, Stevens, Loudon Jaico publication) Marketing Research Essentials Mc Daniels & Gates (3rd edition SW college Publication) Marketing Research Aaker, Kumar, Day (7th edition John Wiley & Sons) Marketing Research - Burns , Alvin, Bush Ronald (3rd Prentice Hall) Raiendra Nargundkar- Marketing Research (Tata McGraw) Marketing Research An Applied Orientation (Malhotra & Dash) S L Gupta Marketing Research (Excel Books)
Overview
Meaning of Research Types of Research Design Research Process Hypothesis Testing How To Select A Statistical Test
Activity
Write ten good points about the person sitting next to you. Which firm you want to join and why?
Introduction
WHAT IS RESEARCH?
Introduction
The word research is composed of two syllables,
re and search
The dictionary defines re as a prefix meaning again, a new or over again search as a verb meaning to examine closely and carefully, to test and try or to probe. Together they form a noun describing a careful, systematic, patient study and investigation in some field of knowledge, undertaken to establish facts or principles. (Grinnell 1934)
Introduction
Research is: the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested.
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CAUSAL OR DESCRIPTIVE
COMPLETELY CERTAIN
ABSOLUTE AMBIGUITY
EXPLORATORY
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Experiments
An experiment is defined as a research process that allows study of one or more variables which can be manipulated under conditions that permits collection of data that show the effect of such variables in unconfused fashion Independent variables: those over which the researcher has control and wishes to manipulate i.e. package size, ad copy, price. Dependent variables: those over which the researcher has little to no direct control, but has a strong interest in testing i.e. sales, profit, market share. Extraneous variables: those that may effect a dependent variable but are not independent variables.
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Our sales are declining What kind of people are Will buyers purchase of buying our product? and we dont know the product in new why? package?
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Descriptive
To determine causality, test hypotheses, to make if- Causal/Experimental then statements, to answer questions
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Exploratory Studies
Descriptive Studies
Longitudinal
Cross- Sectional
Example
Believe for an Indian Shopper The Shopper is a woman; she shops alone 8 Myths
Research Process
Formulating a Research Problem
Conceptualizing a Research Design Constructing an instrument for data collection Selecting a Sample Collecting Data Processing Data Interpreting and Report writing
Hypothesis Testing
Step 1: Set null and a alternative hypothesis
Step 2: Determine the appropriate statistical test