Marketing Research For Higher Education Teachers

Contemporary Marketing
Research at Higher Education

Institutions
Dr. Rohit Yadav

Dr. Deepak Pandey
Dr. Rishi Dubey
Dr. Tarun Kushwaha
Dr. Sumer Singh Yadav
Brief Content
1. Qualitative Analysis:
2. Information Management using qualitative methods
3. Secondary Data Sources and Analysis
4. Customer Relationship Management and Research Process
5. Exploratory Studies: Interview & Focus Group
6. Descriptive Studies: Survey Methods
7. Observation Studies: Experiments & Test Markets
8. Attitude Scaling & Measurements
9. Measurement and Construct Development
10. Questionnaire Design and Issues
11. Data Analysis: Coding, Editing and Analysis
12. Multivariate Data Analysis
13. Report Preparation and Presentation
1
Preface
Astounding advancements in the field of marketing were made in the 20th century, and they have
continued apace in the 21st. Changes in marketing theory, method, and every aspect and function directly
or indirectly related to marketing have been witnessed during the past few decades. The area of marketing
research has undergone numerous intriguing advances as a result of the industry's continual change.
Even though research is widely available and employed in today's culture, many people have incorrect
ideas about what research actually is, how it may be applied, what it can reveal about the world, and its
limitations. Some people associate the word "research" with scientists watching animal and chemical
experiments in labs. People often think of telemarketer surveys or strangers approaching them at the mall
to "just ask you a few questions about your buying patterns" when asked what "marketing research" is.
These commonplace instances of research are only a very small portion of what it actually entails.
Therefore, it is not unexpected that many students (and managers) are ignorant of the many research
methods, the fundamentals of how research is conducted, the potential applications of research, and the
limitations of utilizing research to provide answers to questions and learn new information.
As an involved investigator, educator, advisor, and trainer, I observe that the managers and students with
whom I work frequently struggle to comprehend the numerous problems related to marketing research.
When questioned, they raise three main issues: 1. inability to understand the research language used in the
majority of books; 2. the topics covered and how they are applied in daily life; and 3. the applicability of
the examples provided. The bulk of publications on the topic are thorough and go into great detail,
although readers typically want an overview rather than an in-depth study of a particular occurrence. The
lack of application and relevance of the publications, along with the excessive reliance on technical
terminology, discourages people from buying, reading, and comprehending research literature.
Therefore, it would seem there should also be a research book that can involve readers in the process of
research by presenting the pertinent themes in a straightforward and appetizing manner. This book tries to
address the aforementioned problems by presenting technical and analytical principles in a very
approachable way. After reading this book, some readers might become very interested in the field of
marketing research, therefore it can be considered a primer and basic introduction to the subject matter of
more technical advanced textbooks in the area.
The book is divided into thirteen chapters, each of which focuses on a different topic related to the
marketing research field. The first chapter gives a detailed explanation of quantitative research
methodology. The second chapter discusses qualitative methods using the information management case,
as qualitative methods are as important as quantitative methods. After primary data sources and
application of marketing methods on them comes Secondary data sources for research in chapter 3.
Chapter encompasses an example of Customer Relationship Management practices into Research Process
assessment through research process. After detailed study on primary and secondary sources, the book
2
provides detailed explanation to Exploratory Studies using Interview & Focus Group techniques as each
technique requires thorough understanding in chapter 4. Chapter 5 explains Descriptive studies using
survey methods as these are the most utilized techniques in the field of social sciences. Chapter 6
describes in detail the relevance and application of observation studies with an example of experiments
and market testing. Test market has always been in demand in the field of marketing therefore it cannot
be discarded. The Social Sciences field has always used the term ‘Attitude’ in most of its studies,
therefore this study has to cover this key topic for research methodology understanding through scaling
and measurements required for attitude measurement. Hence, chapter 8 and 9 discusses different
measurement and scaling methods in the marketing field using real life cases. Most researchers in the
initial phases of their career face issues with Questionnaire Designs therefore, chapter 10 elaborates upon
questionnaire design and issues using one real life case. Chapter 11 and 12 have discussed in detail
various data analysis methods that are applicable to marketing using cases from the field. Finally, chapter
13 how report preparation and presentation is conducted.
Although every effort has been taken to keep this compilation straightforward and understandable, there
are occasions when the use of jargon (technical phrases) is unavoidable. Samples have been included in
various situations to help you better grasp the phenomena.
At this point, we want to express our gratitude to our co-authors and colleagues for inspiring us to pursue
this endeavor from conception to realization. We would also like to thank our friends, coworkers, and
students for helping us learn via this experience. Their disagreements, comments, and discussions have
taught us things that we are sharing with you in this compendium.

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Contemporary Marketing

Research at Higher Education

Dr. Rohit Yadav

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