Introduction to Marketing Research  Lecture 1  Hamendra Dangi  [email_address] ms.edu 9968316938 H  Dangi, FMS
Session Break Up <ul><li>Out line of Sessions  </li></ul><ul><li>Internal Assessment  </li></ul><ul><li>Text Book  </li></...
Session – Break Up  <ul><li>Imparting Instruction with Software Example </li></ul><ul><li>( SPSS , Mini Tab , E-view )-  1...
INTERNAL ASSESMNET  <ul><li>Synopsis submission : After Two weeks ( 2 marks) </li></ul><ul><li>Written Test (A)  - 8 th  S...
Text Book  <ul><li>Business  Research – Donald Cooper  </li></ul><ul><li>Research Method : C.R Kothari  </li></ul><ul><li>...
Software <ul><li>Statistical Package for Social Science  </li></ul><ul><li>Mini Tab  </li></ul><ul><li>E – View  </li></ul...
Definition of Marketing  Research <ul><li>Marketing  research is the systematic and objective  </li></ul><ul><ul><ul><li>i...
Management Decision Problem Vs.  Business  Research Problem <ul><li>Management Decision Problem    Business  Research Prob...
Question for Discussion  <ul><li>Discuss the management decision problem for which following research problem might be use...
Classification of Marketing  Research <ul><li>Problem-Identification Research </li></ul><ul><li>Research undertaken to hel...
Distinction  between Risk and Uncertainty   <ul><li>Risk: A decision making condition under which a manager can list all o...
Important Term  <ul><li>Decision  Alternative : There is finite number of decision  alternative available with the decisio...
<ul><li>Pay off : A numerical value resulting from each possible combination of alternative and state of nature is called ...
Conditional Pay off table    <ul><li>A retailer buys an article at Rs.2 per case and sells the same at Rs.5 . He incurs a ...
Conditional Pay off Table  H  Dangi, FMS  I hear, I forget I see, I remember I do I understand State of Nature/ Strategy 1...
Example <ul><li>A physician purchase a particular medicine n Monday of each week . The medicine must be used within the we...
Pay off table  H  Dangi, FMS  Prob. 20 25 40 60 20 0.10 40 30 0 -40 25 0.30 40 50 20 -20 40 0.50 40 50 80 40 60 0.10 40 50...
EVPI <ul><li>EPPI=40x.10+50x.30+80x.50+120x.10 </li></ul><ul><li>= 71 </li></ul><ul><li>EVPI = 71-54 </li></ul><ul><li>=17...
EOL H  Dangi, FMS  I hear, I forget I see, I remember I do I understand Events / Demand Prob 20 25 40 60 20 0.10 0 10 40 8...
Question for Discussion <ul><li>Relevance of EVPI? </li></ul>H  Dangi, FMS
Decision Tree  Analysis <ul><li>A Decision tree is nothing but a graphic exercise of showing the sequence of decision to b...
Example <ul><li>A company has leased an oil mine . It may sell it for Rs 25000or drill it for oil . The various possible d...
<ul><li>A company has leased an oil mine . It may sell it for Rs 25000or drill it for oil . The various possible drilling ...
Question for Discussion  <ul><li>A business man has two investments A and B available to him: but he lacks the capital to ...
Upcoming SlideShare
Loading in...5
×

Mr1 pt10

282

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
282
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mr1 pt10

  1. 1. Introduction to Marketing Research Lecture 1 Hamendra Dangi [email_address] ms.edu 9968316938 H Dangi, FMS
  2. 2. Session Break Up <ul><li>Out line of Sessions </li></ul><ul><li>Internal Assessment </li></ul><ul><li>Text Book </li></ul><ul><li>Introduction to Marketing Research </li></ul><ul><li>EVPI </li></ul>H Dangi, FMS
  3. 3. Session – Break Up <ul><li>Imparting Instruction with Software Example </li></ul><ul><li>( SPSS , Mini Tab , E-view )- 1 Hour 30 minutes </li></ul><ul><li>Case discussion /Class activity : 30 Minutes </li></ul><ul><li>Case Study ( One Group in Each lecture ) </li></ul><ul><li>( 20 Minutes ) </li></ul>H Dangi, FMS
  4. 4. INTERNAL ASSESMNET <ul><li>Synopsis submission : After Two weeks ( 2 marks) </li></ul><ul><li>Written Test (A) - 8 th September 2010 ( 10 Marks) </li></ul><ul><li>Mid Term review of project : One week after minor test (5 Marks ) </li></ul><ul><li>Final submission and Viva Voce on Projects –2 Weeks before final exam ( 8 marks) </li></ul><ul><li>Case Presentation/ class activity - 3 Marks </li></ul><ul><li>Participation in Class – 2 Marks </li></ul>H Dangi, FMS
  5. 5. Text Book <ul><li>Business Research – Donald Cooper </li></ul><ul><li>Research Method : C.R Kothari </li></ul><ul><li>Marketing Research – Naresh Malhotra </li></ul>H Dangi, FMS
  6. 6. Software <ul><li>Statistical Package for Social Science </li></ul><ul><li>Mini Tab </li></ul><ul><li>E – View </li></ul><ul><li>R </li></ul>H Dangi, FMS
  7. 7. Definition of Marketing Research <ul><li>Marketing research is the systematic and objective </li></ul><ul><ul><ul><li>identification </li></ul></ul></ul><ul><ul><ul><li>collection </li></ul></ul></ul><ul><ul><ul><li>analysis </li></ul></ul></ul><ul><ul><ul><li>dissemination </li></ul></ul></ul><ul><ul><ul><li>and use of information </li></ul></ul></ul><ul><li>For the purpose of improving decision making related to the </li></ul><ul><ul><ul><li>identification and </li></ul></ul></ul><ul><ul><ul><li>solution of problems and opportunities in the area of marketing </li></ul></ul></ul>H Dangi, FMS
  8. 8. Management Decision Problem Vs. Business Research Problem <ul><li>Management Decision Problem Business Research Problem </li></ul><ul><li>  </li></ul><ul><li>Should a new product be To determine consumer preferences </li></ul><ul><li>introduced? and purchase intentions for the </li></ul><ul><li>proposed new product. </li></ul><ul><li>  </li></ul><ul><li>Should the advertising To determine the effectiveness </li></ul><ul><li>campaign be changed? of the current advertising </li></ul><ul><li>campaign. </li></ul><ul><li>  </li></ul><ul><li>Should the price of the To determine the price elasticity </li></ul><ul><li>brand be increased? of demand and the impact on sales </li></ul><ul><li>and profits of various levels of price changes. </li></ul>H Dangi, FMS
  9. 9. Question for Discussion <ul><li>Discuss the management decision problem for which following research problem might be useful </li></ul><ul><li>Determine the number of tenants and their annual income in a particular region </li></ul><ul><li>Evaluate the effectiveness of commercial in a Mall </li></ul>H Dangi, FMS
  10. 10. Classification of Marketing Research <ul><li>Problem-Identification Research </li></ul><ul><li>Research undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research. </li></ul><ul><li>Problem-Solving Research </li></ul><ul><li>Research undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research. </li></ul>H Dangi, FMS
  11. 11. Distinction between Risk and Uncertainty <ul><li>Risk: A decision making condition under which a manager can list all outcome and assign probabilities to each outcome </li></ul><ul><li>Uncertainty : A decision- making condition under which a manager cannot list all possible outcome and/ or cannot assign probabilities to the various outcome </li></ul>H Dangi, FMS
  12. 12. Important Term <ul><li>Decision Alternative : There is finite number of decision alternative available with the decision maker at each point when decision is made </li></ul><ul><li>State of Nature : A possible future condition resulting from choice of a decision alternative depends upon certain factors beyond the control of decision maker </li></ul>H Dangi, FMS
  13. 13. <ul><li>Pay off : A numerical value resulting from each possible combination of alternative and state of nature is called Pay off </li></ul>H Dangi, FMS
  14. 14. Conditional Pay off table <ul><li>A retailer buys an article at Rs.2 per case and sells the same at Rs.5 . He incurs a loss of Rs 2 for every item which is not sold.Previous experience shows that demand varies from 13 to 15 cases a day . Construct Conditional Payoff table </li></ul><ul><li>I </li></ul>H Dangi, FMS I
  15. 15. Conditional Pay off Table H Dangi, FMS I hear, I forget I see, I remember I do I understand State of Nature/ Strategy 13 14 15 13 39 37 35 14 39 42 40 15 39 42 45
  16. 16. Example <ul><li>A physician purchase a particular medicine n Monday of each week . The medicine must be used within the week following otherwise it will become worthless . The medicine costs Rs 2 per order and physician charges Rs 4 per dose . The past 50 week records are as follow: </li></ul><ul><li>Dose per Week 20 25 40 60 </li></ul><ul><li>No of weeks 5 15 25 5 </li></ul><ul><li>Find : I) EMV ii) EOL iii) EVPI </li></ul>H Dangi, FMS I hear, I forget I see, I remember I do I understand
  17. 17. Pay off table H Dangi, FMS Prob. 20 25 40 60 20 0.10 40 30 0 -40 25 0.30 40 50 20 -20 40 0.50 40 50 80 40 60 0.10 40 50 80 120
  18. 18. EVPI <ul><li>EPPI=40x.10+50x.30+80x.50+120x.10 </li></ul><ul><li>= 71 </li></ul><ul><li>EVPI = 71-54 </li></ul><ul><li>=17 </li></ul>H Dangi, FMS I hear, I forget I see, I remember I do I understand
  19. 19. EOL H Dangi, FMS I hear, I forget I see, I remember I do I understand Events / Demand Prob 20 25 40 60 20 0.10 0 10 40 80 25 0.30 10 0 30 70 40 0.50 40 30 0 40 60 0.10 80 70 40 0 EOL 31 23 17 49
  20. 20. Question for Discussion <ul><li>Relevance of EVPI? </li></ul>H Dangi, FMS
  21. 21. Decision Tree Analysis <ul><li>A Decision tree is nothing but a graphic exercise of showing the sequence of decision to be made and the possible events that may occur </li></ul>H Dangi, FMS
  22. 22. Example <ul><li>A company has leased an oil mine . It may sell it for Rs 25000or drill it for oil . The various possible drilling results are given as under along with probability dist. </li></ul>H Dangi, FMS
  23. 23. <ul><li>A company has leased an oil mine . It may sell it for Rs 25000or drill it for oil . The various possible drilling results are given as under along with probability dist. </li></ul>H Dangi, FMS Possible results Probability Rs consequences Dry well 0.10 - 1,00,000 Gas well only 0.40 45000 Oil& Gas 0.30 98000 Oil well only 0.20 1,99,000
  24. 24. Question for Discussion <ul><li>A business man has two investments A and B available to him: but he lacks the capital to undertake both of them simultaneously. He can choose to take A first and then stop, or if A is successful then take B, or vice versa. The probability of success of A is 0.7 while for B is 0.4 .Both require an initial outlay of Rs 2000 and both return nothing if it fails. Successful completion of A will return Rs 3000 while B will return Rs 5000 .Draw the decision tree and determine the best strategy. </li></ul>H Dangi, FMS
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×