Marketing Research - Ii

Marketing Research Se c o nd Editio n – GC  Be ri

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

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

Differences between MR and MIS

Marketing research in India

1.Not fully developed 2. 3. 4.Sellers don’t have difficulty in selling products due to scare supply 

Areas of research in India 1.New Product Development 2.Estimating Market Share 3.Gathering Competitive information 4.Demand estimations 5.Product Modification decisions 6.Measuring customer satisfaction 7.Product positioning decisions 8.Market segmentation decisions

Marketing research firms in India 1. Cross Tab - Online market research agency 2. Delphi Research Services - Market research organization 3. Diksha Research, Coimbatore - Online market research and public relations services 4. IMRB International, Mumbai - Market research agency 5. Lamcon Finance & Management - Market research, financial planning and consultancy 6. Market Pulse - Market research & entry strategy services 7. Nielson India - A leading market research agency 8. Protech India - Market research, consulting & database publishing services 9. Rural Relations - Rural marketing services 10.Rushabh Direct Marketing - Direct marketing, mailing & database management services 11.Sampling Research - Market research and analytics services 12.Samsika Marketing Consultants - Marketing consultancy & brand management courses 13.TNS India - Market research services provider in Delhi 14.Tecnova, Gurgaon - Market research consultancy services 15.Telebrands India - Offers telemarketing services

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Limitations of Marketing Research 

It tends to be fragmentary

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Becomes superficial and faulty because of the people who use the tools without proper training

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Absence of meaningful dialogue between marketing management and marketing research team

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It is not an exact science

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It is misused

Threats to Marketing Research 

Unprofessional and unethical marketing surveys can seriously jeopardize publics unwillingness to cooperate in surveys

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Excessive interviewing

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Lack of consideration and abuse of respondents

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Use of marketing research as a sales ploy

Qualities of a Marketing Research Manager 

Must be innovative

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Take the problem from a fresh perspective

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Confident of his skill and knowledge

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Well informed and up-to-date

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Good at administrative decisions