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Importance
For Marketers
For Consumers
For Society
Objective of Research:
Reduce Marketing Cost
Provide Proper Planning
To find new market and Product
To determine new policy
To understand consumer
To know competition
Strategic
◦ Segmentation
◦ Targeting
◦ Positioning
◦ Product identification
Tactical
◦ Pricing
◦ Promotion
◦ Advertising
◦ 4ps
Marketing Research is the function that links the
consumer, customer, and public to marketer
through information: information used to identify
and define marketing opportunities and problem;
generate, refine, and evaluate marketing action;
monitoring marketing performances; and
improve understanding marketing as a
process.(AMA)
The systematic and objective identification,
collection,analysis,dissemination and use of
information for the purpose of assisting
management in decision making related to the
identification and solution of problems and
opportunities in market.(Naresh K Malhotra)
Marketing Research
Respondent
Researcher errors Interviewer error
error
Surrogate Information
Respondent Selection Error
Measurement
Questioning Error
Population definition Error Inability Error
Recording Error
Sampling Frame Error Unwillingness Error
Cheating Error
Data Analysis Error
Census Sample
A census involve A sample is subgroup
complete of the population
enumeration of the selected for
elements of participation in the
Population. study.
Costly Economic
Time Consuming Time saving
Small Industry Large Industry
Large variability Less Variability
Error is high error is Low
Define target
Population
Determine sampling
Frame
Sampling
Sampling with
without
Replacement
Replacement
Sampling technique
Non- Probabilit
Probability y
Judgem Quot Snowbal
Convenie
ental a l
nce
Samplin Samp samplin
Sampling
g ling g
Cluster
Simple Random Systematic Stratified Sampling
sampling sampling sampling
Proportionat Disproporti
e onate
Parameter
Statistics
Precision Level
Confidence Interval
Confidence Level
Statistical Inference
Sample distribution of mean
Normal distribution
Statistics of sample distribution of mean is
equal to corresponding parameter of
population
Standard error
Standard deviation of population from
sampling distribution
Z-values
The importance of decision
The nature of research
The number of variables
The nature of analysis
Sample size used in similar studies
Incidence rate
Completion rate
Resource constraint
Specify Level of precision
Specify the level of confidence
Determine z value
Determine the standard deviation of the
population
Determine the sample size
Thustone: The sum total of man’s inclination
and feeling, prejudice or bias, preconceived
notion, ideas, fears, threats, and convictions
about any specific topic.
There are three main components of
attitudes:
A cognitive component
An effective Component
A behavioural Component
Attitude Scaling:
Self reporting
Observation
Indirect Techniques
Measurement: It means assigning numbers or
other symbols to characteristics of objects
according to certain pre-specified Rules.
Purpose of measurement:
Numbers permits statistical analysis of resulting data
Numbers facilitate the communication of measurement
rules and results
Important aspects of measurement:
Isomorphic
Standardised
Uniform
Scaling involves creating a continuum upon
which measured objects are located. All the
scales can be described in four basic
Characteristics:
Description
Order
Distance
Origin
Together they define level of measurement.
Level of measurement denotes what
properties of an object the scale is measuring
or not measuring.
Nominal Scale
Ordinal Scale
Interval Scale
Ratio Scale
Scaling
Techniques
Non-
Comparativ Comparative
e Scaling
Contin Scaling Itemise
uous d
Likert Semantic
Stapl
Differenti
Rank Order Constant Q-Sort e
al
Paired sum
Data collection
Secondary
Primary Data
Data
Internal External
Ready Requires
to Use further
processing
Statistical
Guides Directories Indexes
Data
Other
Census Government
Publication
Computerized
Data
Primary data
Qualitative Quantitative
data Data
Qualitative
Research
Procedure
Direct Indirect
(Nondisguised) (Disguised)
Depth Projective
Focus groups
Interviews Techniques
Descriptive Causal
Survey Methods
Descriptive Inferential
Univariate
Estimation
Bivariate
Testing Hypothesis
Multivariate
It is a method for analysing data on a single
variable at a time, where we are observing
only one aspect of phenomenon at a time.
With single-variable data, we can put all our
observation into list of number
Answer to statistical problems by collecting
and analysing data on one variable are
known as univariate analysis
Frequency Table
Graphs
Chart
Measure of Central tendency
Measure of location : Measure of one central value
◦ Mean
◦ Median
◦ Mode
Measure of variability: Measure of dispersion of data
◦ Range
◦ Interquartile(75th – 25th)
◦ Standard Deviation
Measure of shape
Skewness
Symmetrical
Skewed Right
Skewed Left
Kurtosis
High
Low
1. Formulate the null Hypothesis H0 is and alternative
hypothesis H1.
2. Select an appropriate statistical technique and the
corresponding test statistic.
3. Choose the level of significance α.
4. Determine the sample size and collect data. Calculate the
value of the test statistic.
5. Determine the probability associated with the test statistic
under the null hypothesis, using the sampling distribution of
the test statistic. Alternatively, determine the critical values
associated with the test statistic that divide the rejection and
nonrejection regions.
6. Compare the probability associated with the test statistic
with level of significance specified . Alternatively, determine
whether the test statistic has fallen into the rejection or non
rejection region.
Factor analysis is a general name denoting a
class of procedure primarily used for data
reduction and summarisation. It is an
interdependent technique in that an entire set
of interdependent relationship examined.
Application
Segmentation
Product Research
Advertising studies
Cluster analysis is class of techniques used to
classify objects or cases into relatively
homogeneous groups called cluster. Objects
in each cluster tend to be similar to each
other and dissimilar to objects in other
clusters. Cluster
A statistical tool to examine how multiple
independent variables are related to
dependent variables. Once how multiple
variables are related to dependent variable,
one can take information about all of the
independent variables and use it to make
much more powerful and accurate predictions
about why things are the way they are. This
latter is referred to as multiple regression.
1.The Correlation Coefficient(R): A single summary number
that tells you whether a relationship exists between two
variables, how strong that relationship is and whether the
relationship is positive or negative.
2. The Coefficient of Determination (R square : A single
summary number that tells you how much variation in one
variable is directly related to variation in another variable.
3. Linear Regression: A process that allows you to make
predictions about variable “Y” based on knowledge you
have about variable “X”.
4. The Standard Error of Estimate: A single summary
number that allows you to tell how accurate your
predictions are likely to be when you perform Linear
Regression.
Multidimensional scaling is a class of procedures
for representing perception and preferences of
respondent spatially by means of visual display.
Multidimensional scaling attempts to find the
structure in a set of distance measures between
objects or cases. This task is accomplished by
assigning observations to specific locations in a
conceptual space (usually two- or three-
dimensional) such that the distances between
points in the space match the given
dissimilarities as closely as possible. In many
cases, the dimensions of this conceptual space
can be interpreted and used to further
understand your data.
Conjoint analysis is a set of market research
techniques that measures the value the market
places on each feature of your product and
predicts the value of any combination of features.
Conjoint analysis is a set of market research
techniques that measures the value the market
places on each feature of your product and
predicts the value of any combination of
features. Conjoint analysis is, at its essence, all
about features and trade-offs.
Interpretation refers to the task of drawing inferences from the
collected facts after an analytical and/or experimental study. In
fact, it is a search for broader meaning of research findings. The
task of interpretation has two major aspects viz.,
the effort to establish continuity in research through linking the
results of a given study with those of another, and
the establishment of some explanatory concepts.
“In one sense, interpretation is concerned with relationships
within the collected data, partially overlapping analysis.
Interpretation also extends beyond the data of the study to
include the results of other research, theory and hypotheses.”1
Thus, interpretation is the device through which the factors that
seem to explain what has been observed by researcher in the
course of the study can be better understood and it also provides
a theoretical conception which can serve as a guide for further
researches.
The technique of interpretation often involves the following steps:
Researcher must give reasonable explanations of the relations which he
has found and he must interpret the lines of relationship in terms of the
underlying processes and must try to find out the thread of uniformity
that lies under the surface layer of his diversified research findings.
Extraneous information, if collected during the study, must be
considered while interpreting the final results of research study, for it
may prove to be a key factor in understanding the problem under
consideration.
consult someone having insight into the study and who is frank and
honest and will not hesitate to point out omissions and errors in logical
argumentation. Such a consultation will result in correct interpretation
and, thus, will enhance the utility of research results.
Researcher must accomplish the task of interpretation only after
considering all relevant factors affecting the problem to avoid false
generalization. He must be in no hurry while interpreting results, for
quite often the conclusions, which appear to be all right at the
beginning, may not at all be accurate.
Research report is a condensed form or brief
description of research work done by researcher. It
is written in well described format.
Report format.
Guidelines:
Past tense
Third person
No ambiguity
Story type
Technical report: A technical report is used
whenever a full written report of the study is
required whether for recordkeeping or for public
dissemination. Focus areas are:
The methods employed,
assumptions made in the course of the study,
the detailed presentation of the findings including their
limitations and supporting data.
Popular report: Popular report is used if the
research results have policy implications. Focus
is given on:
Simplicity
Attractiveness
Summary of results: A brief review of the main findings just in two or three pages.
Nature of the study: Description of the general objectives of study, formulation of
the problem in operational terms, the working hypothesis, the type of analysis and
data required, etc.
Methods employed: Specific methods used in the study and their limitations. For
instance, in sampling studies we should give details of sample design viz., sample
size, sample selection, etc.
Data: Discussion of data collected, their sources, characteristics and limitations. If
secondary data are used, their suitability to the problem at hand be fully assessed.
In case of a survey, the manner in which data were collected should be fully
described.
Analysis of data and presentation of findings: The analysis of data and
presentation of the findings of the study with supporting data in the form of
tables and charts be fully narrated. This, in fact, happens to be the main body of
the report usually extending over several chapters.
Conclusions: A detailed summary of the findings and the policy implications
drawn from the results be explained.
Bibliography: Bibliography of various sources consulted be prepared and attached.
Technical appendices: Appendices be given for all technical matters relating to
questionnaire, mathematical derivations, elaboration on particular technique of
analysis and the like ones.
Index: Index must be prepared and be given invariably in the report at the end.
The findings and their implications: Emphasis in the report is given on
the findings of most practical interest and on the implications of these
findings.
Recommendations for action: Recommendations for action on the basis
of the findings of the study is made in this section of the report.
Objective of the study: A general review of how the problem arise is
presented along with the specific objectives of the project under study.
Methods employed: A brief and non-technical description of the
methods and techniques used, including a short review of the data on
which the study is based, is given in this part of the report.
Results: This section constitutes the main body of the report wherein the
results of the study are presented in clear and non-technical terms with
liberal use of all sorts of illustrations such as charts, diagrams and the
like ones.
Technical appendices: More detailed information on methods used,
forms, etc. is presented in the form of appendices. But the appendices
are often not detailed if the report is entirely meant for general public.
Ms. Pooja Tripathi
https://www.scribd.com/document/148527189/Dat
a-Coding-Tabulation