Marketing Research - I

Marketing Research

UNIT – I  Marketing Research – Concept- Significance -Marketing research as an element of marketing information system - Marketing Intelligence approaches- Internal Marketing Research Process – Problem Formulation – Decision problem to Research problem – Preparation of Research Proposal for submission to funding agencies. UNIT – II  Research Designs: Exploratory Research – Objectives and Methods – Descriptive Research – Objectives and Methods – Causal Designs – Concept of Causality - Experimentation : Laboratory and Field Experiments – Experimental Designs– Experimentation in Marketing Research - Case method of research. UNIT – III  Research methodology – Data sources: primary and secondary- Data collection methods: questionnaire, interview, Focus groups, and PanelsPersonal, telephone and e-methods- Scaling techniques: Nominal, Ordinal, Interval and Ratio Scales – Types of Sampling Plans: Non Probability and Probability Samples – Sample Size Determination. UNIT – IV  Data analysis methods- Hypothesis Testing – Examination of Differences of means and proportions- Chi-square, t, z and F tests- CorrelationRegression Multivariate Data Analysis- Discriminate, Factor, Cluster and Multi Dimensional Scaling (only applications with simple examples). UNIT – V  Data presentation techniques- Preparation of the Research ReportPreparation of synopsis- Presentation of research findings- A brief outline of marketing research organizations in India. 

3G  Chick

Shampoo

 NDTV  

Polls

Research

1.Research starts with a question or a problem 2.Its purpose is to find answers to questions through application of scientific method. 3.It is a systematic and intensive study directed towards a complete knowledge of the subject studied

anding the  fro ntie rs o f 

It spe c ifie s alte rnate  so lutio ns to  the  pro ble ms wit c o nside ratio ns

Marketing Research

 ….the

systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services.    

AMA (American Marketing Association)

MR and MIS (Marketing Information System) 

To manage a business well is to manage its future, and to manage the future is to manage information

MIS (Marketing Information System) 

A structured, interacting complex of persons, machines and procedures designed to generate an orderly flow of pertinent information, collected from both intra-and extra-firm sources, for use as the basis for decisionmaking in specified responsibility areas of marketing management

MIS (Marketing Information System) 

Components of MIS

  

1.Internal Accounting System 2.Marketing Intelligence System 3.Marketing Research System 4.Marketing Management Science System 

Diffe re nc e s be twe e n MR and MIS