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    Session-4 - Marketing Research

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    Hemant Pokhra
    This document summarizes key points from a marketing research class. It defines marketing research and outlines the typical marketing research process. It then discusses the session topics which include research design classifications like exploratory, descriptive and causal research. Research design methods like cross-sectional and longitudinal designs are covered along with their advantages and disadvantages. Potential sources of error in marketing research like sampling error and non-response error are also mentioned. Finally, the components of a marketing research design from defining needed information to data analysis are reviewed.

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    Session-4 - Marketing Research

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    Hemant Pokhra
    15 views18 pages
    This document summarizes key points from a marketing research class. It defines marketing research and outlines the typical marketing research process. It then discusses the session topics which include research design classifications like exploratory, descriptive and causal research. Research design methods like cross-sectional and longitudinal designs are covered along with their advantages and disadvantages. Potential sources of error in marketing research like sampling error and non-response error are also mentioned. Finally, the components of a marketing research design from defining needed information to data analysis are reviewed.

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    This document summarizes key points from a marketing research class. It defines marketing research and outlines the typical marketing research process. It then discusses the session topics which include research design classifications like exploratory, descriptive and causal research. Research design methods like cross-sectional and longitudinal designs are covered along with their advantages and disadvantages. Potential sources of error in marketing research like sampling error and non-response error are also mentioned. Finally, the components of a marketing research design from defining needed information to data analysis are reviewed.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    15 views18 pages

    Session-4 - Marketing Research

    Uploaded by

    Hemant Pokhra
    This document summarizes key points from a marketing research class. It defines marketing research and outlines the typical marketing research process. It then discusses the session topics which include research design classifications like exploratory, descriptive and causal research. Research design methods like cross-sectional and longitudinal designs are covered along with their advantages and disadvantages. Potential sources of error in marketing research like sampling error and non-response error are also mentioned. Finally, the components of a marketing research design from defining needed information to data analysis are reviewed.

    Copyright:

    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 18

    MBA 633

    Marketing Research (2024)


    SESSION NUMBER-4 (06.02.2024)
    Ram Manohar Vikas
    [email protected]
    9157630761
    Definition of Marketing Research (Naresh
    Malhotra, 2020)

    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.
    Marketing Research Process
    • Problem Definition
    • Development of an Approach to the Problem
    • Research Design Formulation
    • Fieldwork or Data Collection
    • Data Preparation and Analysis
    • Report Preparation and Presentation
    Logistics
    • Naresh Malhotra , 6th Ed, “Marketing Research,” is the text book for the course
    • List of MR project groups received; 17 groups (14 groups of four members each
    and three groups of three members each).
    • There are 65 students in this course ??
    • MR Project concept note of all the 17 groups received, feedback would be due by
    08th Feb 2024
    • There are requests on separate sessions of statistics [Instructor would share the
    details of tutorials by 9th Feb 2024]
    • CR and TA to discuss SPSS tutorial sessions
    • Extra session planned on 10th Feb 2024; 10:35 AM to 11:50 AM
    • Detailed course plan would be due by 9th Feb 2024 [Instructor’s Responsibility]
    Session #-4 Scheme: Research Design
    • What is research design?
    • Research Design: Classification
    • Exploratory Research
    • Descriptive Research
    I. Cross-Sectional Design
    II. Longitudinal Design
    III. Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
    Session #-4 Scheme: Research Design
    (contd.)
    • Causal Research
    • Relationships Among Exploratory, Descriptive, and Causal Research
    • Potential Sources of Error
    • Random Sampling Error
    • Non-sampling Error
    a. Non-response Error
    b. Response Error
    What is research design?
    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.

    [research = systematic inquiry ; design = advance planning?]


    Components of MR Design (Chapters of Text
    Book)
    • Define the information needed (Chapter 2)
    • Design the exploratory, descriptive, and/or causal phases of the
    research (Chapters 3 – 7)
    • Specify the measurement and scaling procedures (Chapters 8 and 9)
    • Construct and pretest a questionnaire (interviewing form) or an
    appropriate form for data collection (Chapter 10)
    • Specify the sampling process and sample size (Chapters 11 and 12)
    • Develop a plan of data analysis (Chapter 14)
    Research
    Design
    Classification
    Difference Between Exploratory and
    Conclusive Research
    Comparison of Basic Research Designs
    On Research Design Type Methods
    • What methods would you use for exploratory research?
    • What methods would you use for descriptive research?
    Data Collection Design
    • Cross-Sectional Designs
    • Single
    • Multiple
    • Cohort
    • Longitudinal Design
    Cross-Sectional
    vs
    Longitudinal
    Advantages and Disadvantages of Cross-
    Sectional and Longitudinal Design
    Causal Research
    • A type of conclusive research where the major objective is to obtain
    evidence regarding cause and-effect (causal) relationships.
    • Uses : To understand which variables are the cause (independent variables)
    and which variables are the effect (dependent variables) of a phenomenon

    • Method: Experiment
    Sources
    of Error

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