MARKETING RESEARCH

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What is Marketing.?
According to American Marketing Association:
Marketing is concerned with the people
and the activities involved in the flow of
goods and services from the producer to the
consumer.

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What is Research.?
Research is a “Systematic investigation
and study of materials, sources etc., in order
to establish facts and to reach conclusions”.

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 Then
What is Marketing Research.?

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Definition
According to American Marketing Association:
Marketing Research specifies the
information, manages and implements the
data collection process, analysis and
communicates the findings and their
implications.

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Why do we Need Marketing Research.?
o Formulating Marketing Strategies.
o Shift from the local to National and
International Markets.
o Effectiveness of Channel Management.
o Consumer Satisfaction.
o Shift from Price Competition to Non-Price
Competition.

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Continued..
o Correction of Defects.
o Effectiveness of sales force.
o To know the impact of policies.
o Promoting Product design and Packaging.

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Nature and Scope of Research
o Consumer Research.
o Product Research.
o Distribution Research.
o Sales Research.
o Pricing Research.
o Advertising and Promotion Research.

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Consumer Research
o Purpose is to develop and understanding
about present and potential consumers.
o Study of consumer satisfaction/ dissatisfaction.
o Study of shifts in consumption factors.
o Study of consumer brand preferences, tastes
and reactions.
o Study of consumer profile.

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Product Research
o Study of new product innovation.
o Study of new technology.
o Testing of new product.
o Study of packaging and branding.
o Study of product quality, deign, features
etc.

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Distribution Research
o Study of functions of distribution channels.
o Study of channel performance.
o Study of cost of channel.
o Study of choice of channel.
o Measuring warehouse efficiency.
o Determining optimum inventory level.

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Sales Research
o Purpose is to find out the sales potential and
appraise sales performance of company’s
products.
o Testing new sales techniques.
o Measuring salesman effectiveness.
o Study of sales compensation.
o Analyzing of salesman training.

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Pricing Research
o Purpose is to find out the price expectations
of consumers and their reaction to them.
o Measuring price elasticity of demand.
o Evaluating the price strategy of the firm.
o Study of cost analysis and margin analysis.

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Advertising and Promotion Research
o Purpose is to develop most appropriate
advertising and promotion schemes and
evaluate their effectiveness.
o Study of media selection.
o Study of effectiveness of media.
o Advertising copy research.
o Assessing the efficiency of promotion
measures.

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Types of research
o Pure and Applied Research
o Historical and Futuristic Research
o Exploratory and Explanatory Research
o Descriptive and Prescriptive Research
o Analytical and Synthetical Research
o Case Study and Survey Research
o Longitudinal and Cross Sectional Research
o Experimental and Desk Research

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Pure and Applied Research
o Pure Research:
o Theory Oriented.
o Search for broad Principles and Postulates.
o Fundamental Pure Research are,
o Nuclear Fission and Nuclear Fusion
o Applied Research:
o Problem Solving Oriented.
o Activating theories into practice.
o Otherwise called as Action Research.
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Historical and Futuristic Research
o Historical Research:
o Uses historical (or) past data and information.
o Researches are also historical.
o Futuristic Research:
o Looks forward into the future.
o To unfold a particular problem.
o What policy orientations to solve etc.

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Exploratory and Explanatory Research
o Exploratory Research:
o Explores less researched area.
o Formulation of problems, concepts and
hypothesis is thrust here.
o Testing is not attempted.
o Explanatory Research:
o Tries to offer Solutions to the problem.
o Hypothesis testing is thrust here.

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Descriptive and Prescriptive Research
o Descriptive Research:
o Simply present the situation.
o What is Observed? What relationship is found?
o What forces contribute the problem? What
factors offer Solution?
o Prescriptive Research:
o Problem solving oriented.
o Solution might have been formulated and
tested.
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Analytical and Synthetical Research
o Analytical Research:
o To analyze the specific problem.
o Dissect the complexities in the problem.
o Synthetical Research:
o Concentrate on unifying things and events.
o How is a model developed in capitalistic order
be applied to a command economic order?

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Case Study and Survey Research
o Case Study Research:
o Comprehensive study of entity or unit.
o Intensive study of cases in all dimensions.
o Total mapping is attempted.
o Survey Research:
o Study plural number of entities.
o Purpose is to find the population features like
mean, deviation etc.
o E.g.. Census survey, sample survey.
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Longitudinal and Cross Sectional Research
o Longitudinal Research:
o Involves studying behavior of event or entity
over a period of time.
o Time period measurement of behavior is
involved.
o Cross Sectional Research:
o To see at fixed point of time.
o Behavior is measured at the fixed point of time.

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Experimental and Desk Research
o Experimental Research:
o Involves conducting test in a simulated or real
space and time.
o Establishing cause and effect relationship,
acquiring sensitivity etc..
o Desk Research:
o Working with published data.
o Analyses are made and conclusion drawn.
o No experiment is conducted.
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Marketing Research Process
Defining the Problem

Research Design

Sampling Design

Collection of Data

Analyzing and
Interpreting Data

Preparing Report
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Defining the problem
o Problem formulation
o Originating Questions.
o Rational of Questions.
o Specifying Questions.
o Sources of Research Problem
o Daily Problem.
o Theory of One’s own interest.
o Technological developments.

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Continued..
o Types of Research Problem
o Empirical Problems.
o Analytical Problems.
o Normative Problems.
o Hypothesis
o The relationship between variables.
o The level of influence of independent variables
on the dependent variables.
o The value of population meter.
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Continued..
o Types of Hypothesis
o Abstract Vs Measurable Hypothesis.
o Descriptive Vs Relational Hypothesis.
o Null Vs Alternate Hypothesis.
o Explorative Vs Explanatory Hypothesis.

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Research Design
o Detailed plan of action for research.
o Presents a series of guide to enable the
researcher to progress in right direction.
o Types of Research design
o Exploratory Research Design.
o Descriptive Research Design.
o Diagnostic Research Design.
o Experimental Research Design.

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Exploratory Research Design
o Based on ideas and insights.
o Purpose is to discover the underlying causes
of marketing problem.
o Tries to identify “What the problem is.?”
but not how big or how far the problem is.
o Its major purpose is to simply investigate
and explore not in providing conclusions.

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Descriptive Research Design
o Describes the features of a problem and a
descriptive picture is presented.
o For example, a market of washing machine
is to be defined, then the facts are
o Consumers buying the product will be urban or
rural.
o Will be educated or uneducated.
o Will belongs to which territory or state.
o Will belongs to rich class or low income group.
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Diagnostic Research Design
o Solution to the problem is found out by
knowing the real causes.
o For example, if the market of a company is
falling, it is essential to know how it can be
solved in the best possible manner.

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Experimental Research Design
o Able to know the causes which affects the
relation of a problem.
o By testing the problem by formulating a
design.
o Widely used in test market.

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Sampling Design
o What is a sample.?
o It is a small representation of a large whole.

o What is a universe or population.?

o It is the entire collection of items.

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Continued..
o Sampling calls for Six Decisions regarding,
o Defining the universe.
o Sampling unit.
o Source list.
o Sampling size.
o Sampling methods and
o Sampling Errors.

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Continued..
o Sampling Methods.
Sampling Methods

Probability Methods Non Probability Methods

Simple Random Judgement

Stratified Snow ball

Cluster Convenience

Quota
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Simple Random Sampling
o Each and every member of population or
universe has an equal chance.
o It can be carried out in two ways,
o Lottery method:
o Serially numbered and put in the drum, After
mixing taking one by one.
o Random number method:
o Sampling is conducted on the basis of random
numbers available in the tables.

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Stratified Sampling
o Total population is divided into strata
before the sample is drawn.
o Complementary units from each stratum is
drawn at random.
o The units so drawn constitute a sample.
o It is suitable where the population is
heterogeneous.

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Cluster Sampling
o Total population is again divided into
subgroups before the sample is drawn
termed as cluster.
o For example,
o Thousand employees of a factory comprise 100
teams each consisting of one supervisor and
nine workers and we choose two of these teams
at random. It is termed as cluster sampling.

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Judgement Sampling
o Sample selection is purely based on the
judgement of the investigator.
o For example,
o Suppose 100 boys are to be selected from a
college with 1000 boys. If nothing is known,
then the investigator may visit the college and
choose the first 100 boys he meets or he may
select 100 boys all belonging to III year.
o Purposive Sampling or Deliberate Sampling.
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Convenience Sampling
o Sample units are chosen primarily on the
basis of the convenience to the investigator.
o Samples are chosen simply because they are
readily available or easy to measure.
o For Example,
o Opinion polls on matters like “Which party
would win the coming election”, Who should be
next president etc.,

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Quota Sampling
o Sample size is determined first and then
quota is fixed for various categories.
o For example,
o Suppose we want to select 100 students then the
sample should according to the quota,
o Boys 50%, Girls 50%.
o Then among boys 20% college students, 40% plus
two students, 30% high school students, 10%
elementary students.

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Sampling Errors
o Faulty method of analysis.
o Sampling errors arise due to either,
o Faulty process of sample selection.
o Faulty work during collecting data.
o Reliability and Efficiency of the sampling
design is directly proportional to the square
root of the sample size.
o Large samples can be used to reduce errors.
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Collection of Data
o Data is core to make investigation successful.
o Types of Data.
o Primary Data.
o Secondary Data.
o Methods of Data Collection
o Observation.
o Experiment.
o Interview.

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Types of data
o Primary Data:
o Data collected for the first time.
o Such data are collected with specific set of
objectives to assess current status.
o Secondary Data:
o Information or facts already collected.
o Such data are collected with objective of
understanding the past status.

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Collection of Data
o Types of Interview.
o Structured Interview.
o Unstructured Interview.
o Focus Group Interview.
o Third Person Interview.
o Depth Interview.
o Personal Interview.
o Telephone Interview.

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Types of Interview
o Structured Interview:
o Usual type of interview conducted during a
consumer survey to obtain information by using
a formal questionnaire.
o Focus Group Interview:
o Group of people jointly participate in an
interview, usually consisting of 8 to 12 people
as a group.

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Continued..
o Third Person Interview:
o Simplest way of obtaining through questioning
the neighbour or some other person.
o Depth Interview:
o Informal interview to explore the underlying
needs, desires, feelings and emotions of the
consumer towards products and services.

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Continued..
o Personal Interview:
o Asking questions of one or more respondents in
a face to face situation.
o Telephone Interview:
o Especially when the information must be
collected quickly and inexpensively and the
amount of information required is limited.

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Collection of Data
o Tools of Data Collection
o Questionnaire:
o Set of questions printed in a form.
o Dispatched through mail.
o Researcher does not assist respondent in any manner.
o Schedule:
o Also a set of questions printed in a form.
o Researcher assist respondent at all in any manner.

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Data Analysis and Interpreting
o Creative aspect without which the research
work is meaningless.
o It consists of,
o Editing.
o Coding.
o Tabulating .

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Data Analysis and Interpreting
o Coding:
o Classification process necessary for tabulation.
o Raw data transformed into symbols through
coding that may be tabulated.
o Tabulating:
o Techniques of presenting data either qualitative
or quantitative in column and row.

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Report Writing
o After analyzing and interpreting, Reports has
to be prepared.
o Key Elements/Contents of Report Writing
o Preliminary Section.
o Main Body.
o Reference Section.

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Continued..
o Preliminary Section consists of,
o Title Page.
o Acknowledgement.
o Preface.
o Table of contents.
o List of Tables and Figures.

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Continued..
o Main Body consists of,
o Introduction.
o Review of Literature.
o Analysis and Interpretation.
o Conclusion.
o Reference Section consists of,
o Bibliography.
o Appendix.

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THANK YOU

Prepared by,
Hariharasudhan.C

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