Beruflich Dokumente
Kultur Dokumente
An Overview..
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= Re + Search
= Repeatedly
Investigate
Methodology = Systematic way
doing things
RM
= Systematic way
of
Investigation
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of
Applications of MR
MR can be broadly classified into 2 broad areas viz: strategic
& tactical
Snapshot of studies carried out in Indian Market:
1)Consumer buying habits of detergentspromotions, brand loyalty and so on
frequency,pack,size,effect of
chapatis
in
campaign
for a
loyalty for
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Applications
Product Research
Branding Research
Media Research
Pricing Research
Promotion Research
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Marketing Oriented
Value to customer
E.g. well known hotel chains for business travelers
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Research Process
Research process involves following steps:
Define research problem
Select of research design
Select sample
Collect data
Analyze data
Draw conclusions & submit findings,
recommendations
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Research Problem
Management dilemma is symptoms while
Sale is declining
Information obtained: Market is declining
Suggestion offered :Increase dealer
commission, Reduce Price
What should be the Research Question?
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Solution
Research Questions:
Continued..
Management Problem:
Sale is declining
Information obtained: competitor is doing
heavy promotion.
Suggestion offered :Increase promotional
expenditure
What should be the Research Question?
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Solution
Research Questions:
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Research Designs
Various methods to conduct research are
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Exploratory Research
Conducted to clarify ambiguous situations or
Descriptive Research
Describes the characteristics of objects, or
Causal Research
It seeks to identify cause and effect
relationship.
3 conditions:
(i) Temporal sequence
(ii) Concomitant variation
(iii) Non spurious association
Based on secondary sources, experiments
(natural & controlled), simulation
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Comparison
Exploratory Research Ambiguous Problem
Descriptive Research Partially defined
problem
Causal Research Problem clearly defined
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Secret of Success is
to know something
nobody else knows.
. Aristole Onassis
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