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    The document discusses marketing research, defining it as the process of systematically gathering and analyzing information to identify and solve marketing problems and opportunities. It covers key aspects of marketing research including defining problems, developing research designs, collecting and analyzing data, and reporting findings to improve decision making. Additionally, the document provides examples of common marketing research applications and processes used by researchers.

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    Unit 1

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    The document discusses marketing research, defining it as the process of systematically gathering and analyzing information to identify and solve marketing problems and opportunities. It covers key aspects of marketing research including defining problems, developing research designs, collecting and analyzing data, and reporting findings to improve decision making. Additionally, the document provides examples of common marketing research applications and processes used by researchers.

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    The document discusses marketing research, defining it as the process of systematically gathering and analyzing information to identify and solve marketing problems and opportunities. It covers key aspects of marketing research including defining problems, developing research designs, collecting and analyzing data, and reporting findings to improve decision making. Additionally, the document provides examples of common marketing research applications and processes used by researchers.

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    148 views26 pages

    Unit 1

    Uploaded by

    aadyaseh
    The document discusses marketing research, defining it as the process of systematically gathering and analyzing information to identify and solve marketing problems and opportunities. It covers key aspects of marketing research including defining problems, developing research designs, collecting and analyzing data, and reporting findings to improve decision making. Additionally, the document provides examples of common marketing research applications and processes used by researchers.

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    of 26

    Marketing Research (BBA-206) Unit I

    Dr. Lokesh Jindal Associate Professor

    Definition of Marketing Research

    The American Marketing Association (AMA) redefined Marketing Research as:

    The function that links the consumer, the customer, and public to the marketer
    through INFORMATION

    Used to identify and define market opportunities and problems Generate, refine, and evaluate marketing performance Monitor marketing performance Improve understanding of marketing as a process

    Marketing research is the systematic and objective identification collection

    analysis
    dissemination and use of information For the purpose of improving decision making related to the identification and

    solution of problems and opportunities in marketing

    Specifies the information necessary to address these issues


    Manages and implements the data collection process Analyzes the results

    Communicates the findings and their implications


    Helps managers use this information to make decisions

    Applications of Marketing Research


    Fig. 1.1

    Marketing Research

    Problem Identification Research Market Potential Research Market Share Research Market Characteristics Research Sales Analysis Research Forecasting Research Business Trends Research

    Problem-Solving Research Segmentation Research

    Product Research Pricing Research Promotion Research Distribution Research

    Marketing Research Process

    Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report

    My Experience as a Researcher

    The Problem Definition Process


    Fig. 2.1
    Discussion with Decision Maker(s)

    Tasks Involved

    Interviews with Experts

    Secondary Data Analysis

    Qualitative Research

    Environmental Context of the Problem

    Step I: Problem Definition


    Management Decision Problem Marketing Research Problem

    Step II: Approach to the Problem


    Objective/ Theoretical Foundations Analytical Model: Verbal, Graphical, Mathematical

    Research Questions

    Hypotheses

    Specification of Information Needed

    Step III: Research Design

    Management Decision Problem Vs. Marketing Research Problem


    Management Decision Problem Should a new product be introduced? Marketing Research Problem To determine consumer preferences and purchase intentions for the proposed new product

    Should the advertising campaign be changed?

    To determine the effectiveness of the current advertising campaign To determine the price elasticity of demand and the impact on sales and profits of various levels of price changes

    Should the price of the brand be increased?

    Research Questions and Hypotheses

    Research

    refined statements of components of the problem.

    questions

    (RQs) are the specific

    A hypothesis (H) is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. Often, a hypothesis is a possible answer to the research question.

    A Comparison of Basic Research Designs


    Table 3.2
    Objective:

    Exploratory
    Discovery of ideas and insights Flexible, versatile

    Descriptive
    Describe market characteristics or functions Marked by the prior formulation of specific hypotheses Preplanned and structured design Secondary data: quantitative analysis Surveys Panels Observation and other data

    Causal
    Determine cause and effect relationships Manipulation of independent variables, effect on dependent variables

    Characteristics:

    Often the front end of total research design

    Methods:

    Expert surveys Pilot surveys Case studies Secondary data: qualitative analysis qualitative research

    Control mediating variables


    Experiments

    The following research questions and hypotheses may be posed. RQ H1: How important is food for airline customers? Food is an important factor for airline travelers.

    H2:
    H3: H4:

    Travelers value branded food.


    Travelers prefer larger food portions, but with consistent quality. Travelers prefer exotic food.

    Research Design: Definition

    A research design is a framework or blueprint for conducting the marketing

    research project. It details the procedures


    necessary for obtaining the information needed to structure or solve marketing research problems.

    A Classification of Marketing Research Designs


    Fig. 3.1

    Research Design
    Conclusive Research Design Descriptive Research Cross-Sectional Design Single CrossSectional Design Longitudinal Design Causal Research

    Exploratory Research Design

    Multiple CrossSectional Design

    Exploratory & Conclusive Research Differences


    Table 3.1
    Objective: Characteristics:

    Exploratory
    To provide insights and understanding Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and nonrepresentative. Analysis of primary data is qualitative Tentative Generally followed by further exploratory or conclusive research

    Conclusive
    To test specific hypotheses and examine relationships Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative

    Findings/ Results: Outcome:

    Conclusive Findings used as input into decision making

    Potential Sources of Error in Research Designs


    Fig. 3.2
    Total Error Non-sampling Error Response Error Non-response Error

    Sampling Error

    Researcher Error
    Surrogate Information Error Measurement Error Population Definition Error Sampling Frame Error Data Analysis Error

    Interviewer Error

    Respondent Error
    Inability Error Unwillingness Error

    Respondent Selection Error Questioning Error Recording Error Cheating Error

    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 decision making in specified areas of marketing management.

    Value of Information in Decision Making

    1. Decision Tree

    2. EMVPI = EMV ( C ) -

    EMV ( UC )

    Marketing Research Proposal

    Executive Summary Background Problem Definition/Objectives of the Research Approach to the Problem Research Design Fieldwork/Data Collection Data Analysis Reporting Cost and Time Appendices

    Evaluation and Control of Marketing Research

    1. 2. 3. 4. 5. 6. 7.

    Check List Flow Chart Gnatt Chart PERT Technique Advisory Committee Marketing Research Audit Budget Control

    Case Study
    1. Discuss the role that MR can play in helping Dell maintain and build on its leadership position in the personal computers market. What problem-identification research should Dell undertake? What problem-solving research should Dell undertake?

    2. 3.

    4.

    Define the management decision problem facing Dell as it seeks to maintain and build on its leadership position in the market.
    Define an appropriate MR problem corresponds to your definition of management decision problem. that the

    5.

    6.

    Formulate three research questions, with one or more hypothesis associated with each.

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