Unit1

I ntroduction to Marketing Research &

Applications of Research Designs
1.1. Marketing Research
1.2. Marketing Research Designs
1.3. Problem Formulation
1.4. Marketing Research Techniques

Introduction
Managers need information in order to introduce products and
services that create value in the mind of the customer. But the
perception of value is a subjective one, and what customers value
this year may be quite different from what they value next year.
As such, the attributes that create value cannot simply be deduced
from common knowledge.
Rather, data must be collected and analyzed. The goal of
marketing research is to provide the facts and direction that
managers need to make their more important marketing decisions.
To maximize the benefit of marketing research, those who use it
need to understand the research process and its limitations.

1.1. Marketing Research:

A company faces many marketing problems. It faces problems about
consumers, product, market competition, sales promotion, etc.
Marketing research helps to solve these problems.
A) Meaning:
Market research deals specifically with the gathering of information
about a market's size and trends. Marketing research covers a wider
range of activities. While it may involve market research, marketing
research is a more general systematic process that can be applied to
a variety of marketing problems.
B) Definitions:
1) American Marketing Association:
"Marketing Research is the systematic gathering, recording and
analysing of data about problems relating to the marketing of
goods and services."
2) Philip Kotler:
"Marketing research is a systematic problem analysis, model
building and fact finding for the purpose of improved decisionmaking and control in the marketing of goods and services."

1.1. Marketing Research:

C) Features of Marketing Research:
The salient characteristics or features of marketing research are as
follows:

1.1. Marketing Research:

C) Features of Marketing Research:
1) Wide & Comprehensive Scope:
Marketing research has a very wide scope. It includes product
research, packaging research, pricing research, market research,
sales research, etc. It is used to solve marketing problems and to
take marketing decisions.
2) Systematic and Scientific:
Marketing research is conducted in a step-by-step manner. It is
conducted in an orderly fashion. Therefore, it is systematic.
Marketing research uses scientific methods. Thus, it is also
scientific.
3) Science and Art:
A Science collects knowledge (data) while an Art uses this
knowledge for solving problems. Marketing research first collects
data. It then uses this data for solving marketing problems.
4) Collects and Analyzes Data:
Marketing research gathers data accurately and objectively. It first
collects reliable data and then analyses it systematically and
critically.

1.1. Marketing Research:

C) Features of Marketing Research:
5) Continuous and Dynamic Process:
The company faces marketing problems throughout the year. So
Marketing research is conducted continuously, It continuously
collects up-to-date data for solving the marketing problems. Large
companies have their own marketing research departments.
6) Tool for Decision-Making:
The marketing manager has to take many decisions. For this, he
requires a lot of data. Marketing research provides correct and upto-date data to the marketing manager. This helps him to take quick
and correct decisions.
7) Applied Research:
Applied research is used for solving problems. Marketing research is
used for solving marketing problems. Therefore Marketing research
is also an applied research. It has practical value because it is used
for solving present and future problems.

1.1. Marketing Research:

C) Features of Marketing Research:
8) Connected with MIS:
Marketing research is a component of Marketing Information System
(MIS). Marketing research and MIS are interrelated both are used to
solve marketing problems and to take marketing decisions.
9) Uses Different Methods:
Marketing research uses three methods for collecting data, viz.,
Survey Method, Experiment Method and Observation Method. All
three methods are scientific. The researcher has to use a suitable
method for collecting a reliable data.
10) Has Few Limitations:
Marketing research has few limitations too. It is not an exact
science. So, it does not give accurate results. It provides
suggestions and not solutions. It is also a costly and timeconsuming process.

1.1. Marketing Research:

D) Role of Marketing Research:

1.1. Marketing Research:

D) Role of Marketing Research:
1) Description:
Marketing research gives full description about the consumers. It
describes their age, sex, education, income, etc. It also gives a
description about the competitors and the market situation.
2) Evaluation:
Marketing research helps to evaluate the company's performance.
It helps to evaluate the company's production and marketing
policies. It finds out the customer reaction to the quality of the
product, price, packaging, advertising, sales, promotions
techniques, etc.
3) Explanation:
Marketing research gives explanations (answers) for althea
marketing problems. For example, it answers in detail, why are the
sales falling, why are the retailers giving negative reaction, etc.

1.1. Marketing Research:

D) Role of Marketing Research:
4) Prediction:
Marketing research also gives predictions. Predictions mean to
forecast or guess about the future. It gives a prediction about the
future sales, future market opportunities, future risks, future
marketing environment, future consumer behavior, etc.
5) Aid in Decision Making:
Marketing research helps the marketing manager to take decisions.
It provides all the concerned data, which is necessary to take
decisions. Decision making means to select a course of action from
two or more alternatives.

1.1. Marketing Research:

E) Importance of Marketing Research:

1.1. Marketing Research:

E) Importance of Marketing Research:
1) Provides Valuable Data:
Marketing research provides valuable data to the decision makers. It
provides data about demand, supply, consumer behavior,
competition, etc. This data issued for decision making. This data
improves the quality of decisions. It makes the decision very
successful.
2) Studies Consumer Behaviour:
Marketing research provides data about consumer behavior. It
provides data about age, incomes, likes, dislikes, etc. of the
consumers. It also finds out the opinions of the consumers about a
company's product. This data is used to make production and
marketing policies.
3) Selects Promotional Techniques:
Marketing research helps the company to select suitable sales
promotion techniques. It helps to select marketing techniques. It
helps to select proper media for advertising. It helps to solve the
problems of after-sales service. It also helps to prepare the budget
for advertising and sales promotion.

1.1. Marketing Research:

E) Importance of Marketing Research:
4) Supplies Marketing Information:
Marketing research supplies data about the market situation. This
market-related data is used to find out:
a) The present and future demand and supply position.
b) The level of competition and steps taken to control it.
c) Market opportunities.
d) The cause of fall in sales level.
5) Evaluates Marketing Performance:
Marketing research helps the company to evaluate its marketing
performance and to take steps to improve it. Marketing research is
used to find out the effect of price, package, brand name, etc.
6) Miscellaneous needs and Importance:
Miscellaneous needs and importance of marketing research are as
follows: Marketing research improves the efficiency of the marketing
department. This creates goodwill and good reputation.

1.1. Marketing Research:

F) Limitations of Marketing Research:

1.1. Marketing Research:

F) Limitations of Marketing Research:
1) Limited use:
Many times, marketing research tends to be fragmentary in its
approach as a result of which it becomes difficult to haven overall
perspective in which at marketing problem is to be viewed and
studied.
2) Superficial:
Marketing research is criticized on the ground that it becomes too
superficial and faulty in industry while the principles of marketing
research are good and based on scientific lines, in industry,
marketing research is very often used by those who have had no
formal training in the subject.
3) Understanding Gap:
There is an absence of meaningful dialogue between the marketing
management and the marketing research team. With the result,
marketing researchers get divorced from the main stream of
marketing.
4) Marketing Research is not a Science:
Marketing research is not an exact science. There are several

1.1. Marketing Research:

F) Limitations of Marketing Research:
5) Misuse of Marketing Research is also associated with Down
Face:
Apart from these limitations of marketing research, one finds that it
is sometimes misused. These mis- applications, strictly speaking are
not the limitations of the subject as such.
6) Lack of Clear View Point:
A major of marketing research is found when one uses it to support
or substantiate his viewpoint or position. In such as case,
objectivity, which is the soul of research, is non-existent.
7) Delayed Decision:
Another misuse of marketing research is found deliberately delaying
decision-making. In the hands of vested interests, it may be used to
avoid taking a certain decisions or delaying it until the findings of
marketing research are available.
8) As a tool for Grabing Power:
Finally, it is used to grab power and authority in an organization.
Executives who are ever ambitious may use marketing research to
consolidate and strengthen their position in the organization as also

1.1. Marketing Research:

G) Role of Information in Marketing Research:

1.1. Marketing Research:

G) Role of Information in Marketing Research:
1) Relevant:
This is the most important characteristic. It means that the
information has relevance to the subject of enquiry.
2) Available:
When a decision is being made, information must be available.
3) Accurate:
The information, which is going to be used for decision-making,
must be accurate. Obviously, the use of wrong information will lead
to a wrong decision.
4) Current:
Information must be current. This implies that it is not an obsolete
one and is applicable to the time period of the study.
5) Adequate:
In addition to the foregoing four characteristics, information must be
adequate. Scanty or piece-meal information will not serve the
purpose. It may be mentioned that the available information may
not have all the characteristics.

1.1. Marketing Research:

H) Marketing Research Process:

1.1. Marketing Research:

H) Marketing Research Process:
1) Formulate Problem:
One of the more valuable roles marketing research can play is
helping to define the problem to be solved. Only when the problem
is carefully and precisely defined, can research be designed to
provide pertinent information.
2) Determine Research Design:
The sources of information for study and the research design go
hand in hand. They both depend on how much is known about the
problem. lf relatively little is known about the phenomenon to be
investigated.
3) Design Data Collection Method and Forms:
It begins by determining if the information needed is already
available as secondary data, either within the firm or from and
outside source. If not, information will have to be generated by
means of a survey or an experiment.
4) Design Sample and Collect Data:
In designing the sample, the researcher must specify, among other
things, (i) the sampling frame, (ii)the sample selection process, and

1.1. Marketing Research:

H) Marketing Research Process:
4) Analyze and Interpret Data:
Researchers may amass a mountain of data, but these are useless
unless the findings are analyzed and the results interpreted in the
light of the problem at hand. Data analysis generally involves
several steps.
5) Prepare the Research Report:
The research report is the document submitted to management that
summarizes the research results and conclusions. It is all that many
executives will see of the research effort, and it becomes the
standard by which that research misjudged.

1.2.Marketing Research Designs

A) Meaning:
A marketing research design may be described as a series of advance
decisions that, when taken together, comprises a master plan or
model for the conduct of the investigations. It is the blueprint that is
followed in completing a study.
B) Features of Good Research Design:

1.2.Marketing Research Designs

B) Features of Good Research Design:
1) Situational:
Good research designs reflect the settings of the investigation. This
was illustrated above where a particular need of teachers and
administrators was explicitly addressed in the design strategy.
2) Feasible:
Good designs can be implemented. The sequence and timing of
events are carefully thought out. Potential problems in
measurement, adherence to assignment, database construction and
the like, are anticipated.
3) Theory base:
Good research strategies reflect the theories which are being
investigated. Where specific theoretical expectations can be
hypothesized these are incorporated into the design.
4) Redundant:
Good research designs have some flexibility built into them. Often,
this flexibility results from duplication of essential design features.

1.2.Marketing Research Designs

B) Features of Good Research Design:
5) Efficient:
Good designs strike a balance between redundancy and the
tendency to overdesign. Where it is reasonable, other, less costly,
strategies for ruling out potential threats to validity are utilized.
C) Types of Research Designs:

Types
Exploratory
of Research
Research
DesignsDesigns

1.2.Marketing Research Designs

C) Types of Research Designs:
1) Exploratory Research Designs:
Exploratory Research is used when one is seeking insights into the
general nature of a problem, the possible decision alternatives and
relevant variable that need to be considered. Typically, there is little
prior knowledge on which to build the research methods which are
highly flexible, unstructured and qualitative.
2) Descriptive Research Designs:
Descriptive Research embraces a large of marketing research. The
purpose is to provide an accurate picture of some aspects of
marketing environment. In descriptive research, hypotheses often
will exist, but they may be tentative and speculative.
3) Causal Research Designs:
When it is necessary to show that one variable causes or
determines the values of other variables, a causal research
approach must be used. Evidence of a relationship or an association
among the variables is useful; otherwise, we would have no basis
for even inferring that causality might be present.

1.2.Marketing Research Designs

D) Validity and Reliability in Research Study:
Research Validity

1) Research Validity:
This problem with data gathering represents several concepts that
to the non-researcher may be quite complex. But basically validity
boils down to whether the research is really measuring what it
claims to be measuring.
2 ) Research Reliability:
Reliability is chiefly concerned with making sure the method of data
gathering leads to consistent results. For some types of research
this can be measured by having different researchers follow the
same methods to see if results can be duplicated. If results are
similar then it is likely the method of data gathering is reliable.

1.3. Formulation of Problem

The first step in research is formulating a research problem. It is most
important stage in applied research as poorly defined problems will
not yield useful results. It is rightly said that "a problem well-defined is
half-solved". Poorly defined problems cause confusion and do not
allow the researcher to develop a good research design.
A) problem definition:
A complete problem
definition
must
specify each of the following:
Unit of
Time
Characteristics
Environmental
Hypothesis
and
Analysis
Space
Development
Conditions
of
Boundaries
Interest

1.3. Formulation of Problem

A) problem definition:
1) Unit of Analysis:
The individuals or objects whose characteristics arc to be measured
arc called the units of analysis. The units always identify the objects
to be studied. It is necessary that the universe is well defined.
Consider, for example the statement-"Womens dress buyers in
Delhi stores on January 30 1990".
2) Time and Space Boundaries:
As regards time and space boundaries we find that the two
universes are again different. In the first instance a precise date viz.
30th January, 1990 is given while in the second instance the entire
month of January is given.
3) Characteristics of Interest:
This aspect identifies the focus of the problem. In our earlier
example the characteristics of interest can be style and color
preferences, buying behaviour personality traits, etc. Again the
researcher may be interested in only one characteristic.

1.3. Formulation of Problem

A) problem definition:
4) Environmental Conditions:
This aspect indicates the uniqueness or generality of the problem.
For example if the management is interested in knowing how the
units respond to price changes, then the problem definition should
specify the prices to be researched.
5) Hypothesis Development:
Before passing on to the next stage it is worthwhile to briefly
mention the development of hypotheses. A hypothesis is a
proposition which the researcher wants to verify. Often there may be
several competing hypotheses, either specified or implied.

1.3. Formulation of Problem

B) Components of Problem Formulation:

1.3. Formulation of Problem

B) Components of Problem Formulation:
1) The Decision-Maker and Objectives:
The decision-maker may not always be represented by a single
individual; marketing decisions may beamed by a marketing group
of two or more people. Moreover, some members of the group may
not agree with the choice made because of differences either in
objectives or in their appraisal of effectiveness of means chosen to
achieve the objectives.
2) Environment of the Problem :
Every problem exists within a context of characteristics of the
company and of the market-consumer tastes and preferences, level
of income and the rate of growth in the market areas, the degree of
competition and competitor action and reaction and the type and
extent of governmental regulation.
3) Alternative Courses of Action:
A course of action is a specification of some behavioral sequence,
such as the construction of a new warehouse the adoption of a new
package design the introduction of a new product.

1.3. Formulation of Problem

B) Components of Problem Formulation:
4) The Consequences of Alternative Courses of Action :
The world of uncertainty is a common world for the marketer. When
choosing a course of action, a marketer can rarely be certain of the
consequences, since the choice is usually based on incomplete
information about the various factors that influence the decisions
outcomes.
5) State of doubt:
To solve a problem is to select the best course of action for attaining
the decision-makers objectives. A state of doubt as to which course
of action is best can arise under three main classes of conditions:
a) Certainty with respect to each course of action leading to a
specific outcome.
b) Risk with respect to each action leading to a set of possible
outcomes, each outcome occurring with a known' probability.
c) Uncertainty with respect to outcomes given a particular course of
action.

1.3. Formulation of Problem

C) Translating Decision Problems to Research Problems:
Genesis
ResearchofProblem
ProblemStatement

1) Genesis of Problem:
After the problem has been chosen, the next task is to formulate
imprecisely. Genesis implies a clear statement or definition of the
problem. A complete problem definition must specify each of the
following:
a) Bunch of Study:
It includes the individuals or the objects whose characteristics are
to be measured. Time and space boundaries these two universes
define the suitable time reference and the vocational reference for
the decision.

1.3. Formulation of Problem

C) Translating Decision Problems to Research Problems:
b) Characteristics of Interest:
This aspect identifies the locus of the problem, both the results'
that are of concern to the management and the variables that are
to be tested for their relationship to the results is included.
c) Specific Environmental Conditions:
This aspect indicates the uniqueness or generality of the problem.
The problem definition must specify the environment of which the
organization wants research results.
2) Research Problem Statement:
Once the problem has been identified and formulated by the
researcher, there are several mechanisms available for ensuring
that the true decision problem will be addressed by the research
process.
a) Action:
The actions that are contemplated on the basis of the research.

1.3. Formulation of Problem

C) Translating Decision Problems to Research Problems:
2) Research Problem Statement:
b) Origin:
The events that led to a need for the decision to act.
c) Information:
The questions that the decision maker needs to have answered in
order to take one of the contemplated courses of action.
d) Use:
A section that explains how each piece of information will be used
to make the action decision.
e) Targets and subgroups:
Targets and subgroups is section that describes from whom the
information must be gathered.
f) Logistics:
A section that gives approximate estimates of the time and
money that are available to conduct the research.

1.3. Formulation of Problem

D) Marketing Research Proposal:
Aresearch proposalis a document written by a researcher that
provides a detailed description of the proposed program.
Preparing
EvaluatingaaMarketing
Market Research
Research
Proposal
Proposal

a) Preparing a Marketing Research Proposal:

Marketing research is vital in all businesses and it is important that
a proposal is written before any formal research activity takes place.

1.3. Formulation of Problem

D) Marketing Research Proposal:
a) Preparing a Marketing Research Proposal:
Below are 10 key points to consider when structuring a marketing
proposal.

1.3. Formulation of Problem

D) Marketing Research Proposal:
a) Preparing a Marketing Research Proposal:
1) Title and Keywords:
The title of the proposed investigation should be clear, precise and
accurate. A short main title outlining the area of the research may
be followed by a secondary part of the title that includes more
specific information.
2) Aims and Objectives:
The primary aim of the proposal is to identify the purpose of the
research and the research questions/issues it attempts to address.
One should provide a sequence of statements (normally between
two and five) that gives an overview of what the research is trying
to achieve.
3) Background Analysis:
This section needs to justify the proposal with a brief account of the
practical issues the research will address. It should attempt to
demonstrate the importance of the proposed investigation in
relation to specific problems, contexts etc.

1.3. Formulation of Problem

D) Marketing Research Proposal:
a) Preparing a Marketing Research Proposal:
4) Research Hypothesis:
This part should specify the exact questions to be investigated. This
needs to be precise and should take the form of hypotheses or
statements. It should specify what indicators will be measured in
order to address the broad issues identified within the aims and
background sections.
5) Data Collection:
The data collection methods must be described succinctly. They
should include a description of the data collection process and the
strategy to be adopted (survey method or case study).
6 ) Research Methodology:
The research methodology section should explain the key reasons for
choosing the proposed methods. The research strategy and data
collection methods should be discussed and evaluated, in terms of
their suitability and their implications for the quality of the data to
be collected.

1.3. Formulation of Problem

D) Marketing Research Proposal:
a) Preparing a Marketing Research Proposal:
7 ) Schedule of Activity:
This is an important section as the proposed research should be
conducted within time and budgetary limits. The feasibility of the
proposed research should be considered in relation to the
availability of resources.
8) Code of Conduct:
This section will articulate the way the researcher will comply with the
spirit and practice of research ethics and will conduct their activities
within the political/legal context within which the research will be
conducted.
9) Research Limitations:
The researcher needs to acknowledge any limitations that may be
inherent in the research design and to the extent it may affect the
accuracy of the research findings.
10) Outcomes:
The end-products likely to be produced as a result of the research
activity are described in this section. The outcomes are not similar

1.3. Formulation of Problem

D) Marketing Research Proposal:
b) Evaluating a Market Research Proposal:
Management can use certain tools to evaluate and control research
projects. They are briefly described below:

1.3. Formulation of Problem

D) Marketing Research Proposal:
b) Evaluating a Market Research Proposal:
1) Check List:
To begin with, a check list, which is a versatile and a useful tool can be
used. It can be short or long, consisting of at few or many questions
depending on the actual requirement of management.
2) Flow Chart:
Another tool is the logical flow chart which indicates the sequence of
st research project covering various activities. For example, library
research, collection of data. analysis of data, and so on.
3) Gantt Chart:
A Gantt chart is used in order to provide a time dimension for
controlling marketing research. Such chart enables the
management to develop an overall research schedule by allocating
a time period to each component of research.

1.3. Formulation of Problem

D) Marketing Research Proposal:
b) Evaluating a Market Research Proposal:
4) PERT Technique:
Finally, the Programmed Evaluation and Review Technique (can be
used. Although P E R T has-been used in administrative and
production problems, hardly any application in marketing research is
available.
5) Advisory Committee:
As regards control of the total research activity, it is necessary to set
up meaningful control procedures. An advisory committee,
comprising representatives from all functions served by marketing
researches probably the most effective way of evaluating and
controlling the total marketing research activity.
6) Marketing Research Audit:
Another method is the marketing research audit Several years ago,
Session proposed the need for such an audit. In order to make
marketing audit effective, it must be undertaken as the joint
responsibility of the research group and of all departments having a
direct interest in the use of marketing research.

1.4. Marketing Research Techniques

In the present day complex business environment market research
have several applications which have developed specific approach
with special features. Marketing research provides adequate
information to the line management. In the days of specialization,
various techniques of marketing research are adopted. Each type of
research is tailored to the individual needs of the management.
A) Formulating Hypothesis Using Exploratory Research
Techniques:
The exploratory study may be used to clarify concepts and the
causes of problems. It Experience
generates
information
about the practical
Literature
Analysis
ofSurvey
Case
Survey
Studies
possibilities of research. It is used to increase the analysts
familiarity with the problem.

1.4. Marketing Research Techniques

A) Formulating Hypothesis Using Exploratory Research
Techniques:
1) Literature Survey:
The quickest and most economical way is to find possible hypotheses
from the available literature. The past researches may be suitable
sources of information to develop new hypotheses. The findings of
marketing research are generally published in trade and
professional journals which can be fruitful sources of information.
2) Analysis of Case Studies:
A detailed case analysis of selected organisations of individuals may
be helpful in gaining information and new ideas about the marketing
mix. It involves the intensive study of selected cases of the
phenomenon.
3) Experience Survey:
Experience survey indicates the use of reservoir of knowledge and
experience possessed by those familiar with the specific subject to
be investigated. All persons who have information of marketvariables are potential sources of information.

1.4. Marketing Research Techniques

B) Qualitative Research:
Qualitative Research is about investigating the features of
amarketthrough in-depth research that explores the background and
context for decision making. There are two main qualitative methods depth interviews and focus groups.
a) Meaning:
Q ualitativemarket research means "quality." Conversely, and
importantly, it does not mean "quantity." Qualitative research
methods are designed to talk to a relatively few people in the target
audience of interest.
b) Applications
of Qualitative
Depth
Focus
Groups
Interviews Research Techniques in
Marketing:

1.4. Marketing Research Techniques

B) Q ualitative Research:
b) Applications of Qualitative Research Techniques in
Marketing:
1) Depth Interviews:
Depth interviews are the main form of qualitative research in most
businessmarkets. Here an interviewer spends time in a one-on-one
interview finding out about the customer's particular circumstances
and their individual opinions.
2) Focus Groups:
Focus groups are the mainstay of consumer research. H ere several
customers are brought together to take part in a discussion led by a
researcher (or "moderator"). These groups are a good way of
exploring a topic in some depth or to encourage creative ideas from
participants.

1.4. Marketing Research Techniques

C) Longitudinal Studies:
Longitudinal studies are also known as time-series studies and involve
a repetitive measurement of the same sample of elements over time.
a) Meaning:
Longitudinal studies repeatedly measure the same sample units of a
population over a period of time. Because longitudinal studies
involve multiple measurements, they are often described as
Panels
"movies" of Consumer
the population.
b) Applications of Longitudinal Studies in Marketing:

1.4. Marketing Research Techniques

C) Longitudinal Studies:
b) Applications of Longitudinal Studies in Marketing:
1) Consumer Panels:
A longitudinal study that gathers data from the same sample of
individuals or households over time is called a consumer panel.
Consumer panel method gives reliable information for policy
decisions on marketing.
Types of Consumer Panels:
Purchase
Audience
Attitude
Dealer
Product
Retail
Panel/Retail
Panel
Testing
Panel
Panel Panel
Audit

1.4. Marketing Research Techniques

C) Longitudinal Studies:
b) Applications of Longitudinal Studies in Marketing:
1) Consumer Panels:
Types of Consumer Panels:
(a) Purchase Panel:
Purchase panel is useful to study the purchasing habits and trends of
consumers. Such panel is a group of selected consumers who are
asked to record purchases made by them regularly in the diaries
provided to them. Information is collected from the panel
members continuously for detailed analysis.
(b) Audience Panel:
Audience panels are panels designed to provide information
regarding media audiences. Audience panels are of listeners /
viewers of programmes on radio and TV. The panel members are
asked to listen the programmes on TV and radio regularly.
c) Attitude Panel:
Attitude panel is useful for the study of attitude of consumers
towards a product/ marketing practice. Attitudes are
usually studied along with the purchase behaviour

1.4. Marketing Research Techniques

C) Longitudinal Studies:
b) Applications of Longitudinal Studies in Marketing:
1) Consumer Panels:
Types of Consumer Panels:
(d) Dealer Panel:
Dealer panels are useful for collecting information from the dealers
in a continuous manner. They give data on dealer activities
including total sales, prices charged, promotional efforts made,
services offered and so on.
(e) Product Testing Panel:
Product testing panel is useful for testing the utility and other
features of the product before bringing it in the market for Large
scale marketing. The panel includes consumers from cross
section of the society.
(f) Retail Panel/Retail Audit:
Retail audit panel is a panel of retail traders who are willing to give
information about their stocks at regular intervals purely for
research purpose. Panel members are required to note
information about the sales and stock position and provide the

1.4. Marketing Research Techniques

C) Longitudinal Studies:
b) Applications of Longitudinal Studies in Marketing:
2) Retail Shop Audit:
Retail Shop audit is a technique in which marketing information is
collected directly from large number of wide ranged retail shops
which sell the products directly to consumers. Each retail shop has
comparatively limited number of customers and it is in a position to
supply precise information about its customers and their features
for research purpose. Shop audit (also called marketing audit)
consists of approaching the retail shops for collecting facts and
required information about, purchases by consumers.
3) Media Audience Tracking:
When mass media consisted of print communication, audience
measurement was relatively straightforward. Subscription rates
provided a base from which to build readership profiles for
newspapers and magazines, and as long as the data supplied by
publishers could be verified by an external audit, advertisers could
rely on its credibility.

1.4. Marketing Research Techniques

C) Longitudinal Studies:
b) Applications of Longitudinal Studies in Marketing:
3) Media Audience Tracking:
(a) TRP:
Target Rating Points(TRPs) are thegross rating pointsdelivered by a
media vehicle to a specific target audience. The purpose of the
'target rating point' metric is to measureimpressionsin relation to
the number of people in a specific target audience for an
advertisement.
(b) Brand Tracking Studies:
Brand tracking studies allow marketers to monitor the health of the
brand and provide insights into the effectiveness of marketing
programs implemented by the company. Each brand faces
different issues, which often required customized tracking
surveys. Following are some of the ways a brand tracking study is
conducted.

1.4. Marketing Research Techniques

C) Longitudinal Studies:
b) Applications of Longitudinal Studies in Marketing:
3) Media Audience Tracking:
(b) Brand Tracking Studies:
Following are some of the ways a brand tracking study is conducted.
Awareness

1.4. Marketing Research Techniques

C) Longitudinal Studies:
b) Applications of Longitudinal Studies in Marketing:
3) Media Audience Tracking:
(b) Brand Tracking Studies:
i) Awareness:
A brand that first comes to mind in certain situations is more likely
to be considered than one that is only recognized when it is
prompted to the consumer.
ii) Usage:
These brand tracking measures, not only tell us about consumer
shopping behavior and preferences, but also are indicators of
market share and "share of wallet, "which is the amount of
consumer spending a brand is capturing and has a direct impact
on company's revenues and profits.
iii) Brand Attitudes and Perceptions:
This is usually captured through questions related to brand image
and associations that consumers develop as they experience the
brand and are exposed to its positioning message through PR,
advertising and promotional programs.