Introduction To Marketing Research

  • 3,669 views
Uploaded on

This is an introduction chapter of the course Marketing research.

This is an introduction chapter of the course Marketing research.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,669
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
77
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Marketing Research Md. Abdul Hamid Assistant Professor Dept. of Business Administration Shahjalal University of Science and Technology Bangladesh July, 2010 mahamid.biz@gmail.com 1
  • 2. Text & Reference Books… Saunders, M., Lewis, P., and Thornhill, A., (2003), Research Methods for Business Students, Pearson Education (Singapore) Pte. Ltd., First Indian Reprint. Malhotra, N. K., (2007) Marketing Research: An Applied Orientation, Pearson education, Inc.,5th edition Cooper, D. R., and Schindler, P. S., (2006), Business Research Methods, McGraw-Hill/Irwin, 9th edition. Boyd Jr., Westfall, and Stasch, Marketing Research: Text and Cases, 7th edition (1999), Richard D. Irwin Inc. William G. Zikmand, Exploring Marketing Research, 8th edition mahamid.biz@gmail.com 2
  • 3. Features of Research…. Data are collected systematically. Those are interpreted systematically. There is a clear purpose to find things out mahamid.biz@gmail.com 3
  • 4. Marketing Research “MR 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.” mahamid.biz@gmail.com 4
  • 5. MR Classification…….. Marketing Research Problem Problem Identification Research Solving research (market potential, market share, (Segmentation, Product, Pricing, sales analysis, Business trend etc.) Promotion, Distribution etc.) mahamid.biz@gmail.com 5
  • 6. Distinctiveness of Business Research… Knowledge development by other disciplines. Busy, Powerful, less access to data… except commercial gain. Practical consequences of the findings. mahamid.biz@gmail.com 6
  • 7. Remember………. “Business and management research not only needs to provide findings that advance knowledge &understanding, it also needs to address business issues and practical managerial problems.” mahamid.biz@gmail.com 7
  • 8. Basic Versus Applied Research… Basic… Applied… Expand knowledge Solution to problem. Universal principles Deals with particular problem Value to society Limited to problem. Academic purpose Academic and Practical Flexible timescales Tight timescales mahamid.biz@gmail.com 8
  • 9. MIS versus DSS MIS… DSS… Structured problem Unstructured problems Use of reports Use of models Rigid structure User-friendly interaction Info. displaying restricted Adaptability Can improve decision Can improve decision making by clarifying raw making by using ‘what if’ data analysis mahamid.biz@gmail.com 9
  • 10. The General Process… Formulating & Clarifying a topic Reviewing the literature Choosing a strategy Collecting data Analyzing data Writing up mahamid.biz@gmail.com 10
  • 11. 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 analysis mahamid.biz@gmail.com 11
  • 12. Mgt. decision problem… “…the problem confronting the decision maker. It asks what the decision maker needs to do.” Marketing research problem “A problem that entails determining what information is needed and how it can be obtained in the most feasible way.” mahamid.biz@gmail.com 13
  • 13. MDP: Should the advertising campaign be changed? MRP: To determine the effectiveness of the current advertising campaign MDP: Should a new product be introduced? MRP: To determine consumer preferences and purchase intentions for the proposed new product. mahamid.biz@gmail.com 14
  • 14. Components of the Approach… Objectives / Theoretical Framework Analytical Model Research Questions Hypotheses Specification of Information needed mahamid.biz@gmail.com 15
  • 15. Consider before finalizing Topic… Limited scope A genuine interest in the topic Financial and Time resources Access to required data Knowledge of the literature Clearly defined research questions & objectives Fresh insights into the topic The scope to write an acceptable project report mahamid.biz@gmail.com 16
  • 16. Ensure that… “Your heart as well as your head is in your research project.” mahamid.biz@gmail.com 17
  • 17. Can be done……….. Examining own strengths and interests Looking at past project titles Discussion with mates and mentors Searching the literature Relevance tress Brainstorming Using Delphi technique Integrating ideas mahamid.biz@gmail.com 18
  • 18. Brainstorming ??? “….technique that can be used to generate and refine research ideas. It is best undertaken with a group of people.” mahamid.biz@gmail.com 19
  • 19. Delphi method !!! “… using a group of people who are either involved or interested in the research topic to generate and select a more specific research idea.” mahamid.biz@gmail.com 20
  • 20. Now you should…. Write research questions …beware of research questions that are too easy. …avoid at all costs is asking research questions that will not generate new insights. Write research objectives …evidence of clear sense of purpose and direction. …it requires more rigorous thinking, which derives from the use of more formal language. mahamid.biz@gmail.com 21
  • 21. Research Question: How can the effectiveness of team briefing schemes be measured? Research Objective: To establish suitable effectiveness criteria for team briefing schemes. mahamid.biz@gmail.com 22
  • 22. Research Question: Should Sonali Bank change its transaction method from manual to online? Research Objective: To compare the costs and benefits of the both transaction methods. mahamid.biz@gmail.com 23
  • 23. Theory…. “….a formulation regarding the cause and effect relationships between two or more variables, which may or may not have been tested.” mahamid.biz@gmail.com 24
  • 24. Contents of the research proposal… Title Background Research questions & objectives Methodology Timescale Resources References mahamid.biz@gmail.com 25
  • 25. Literature review…. “…recent and historically significant research studies, company data, or industry reports that act as the basis for the proposed study.” mahamid.biz@gmail.com 26
  • 26. Sources for review… Primary… Reports, Theses, Emails, Conference reports, Company reports etc. Secondary… Newspapers, Books, Journals, Websites, Govt. publications etc. Tertiary… Indexes, Abstracts, Catalogues, Dictionaries, Bibliographies etc. mahamid.biz@gmail.com 27
  • 27. Ask yourself…. How recent is the item? Does the item support or contradict your arguments? Does the item appear to be biased? Have you seen references to this item in other publications? Does the context sufficiently match with your research question? mahamid.biz@gmail.com 28
  • 28. Credibility of Research findings… Reliability… “The degree to which data collection methods will yield consistent findings, similar observations would be made or Validity… conclusions reached by “The extent to which other researchers or research findings are there is transparency in really about what they how sense was made from profess to be about.” the raw data.” mahamid.biz@gmail.com 29
  • 29. Research ethics… “…refers to the appropriateness of your behavior in relation to the rights of those who become the subject of your work, or are affected by it.” mahamid.biz@gmail.com 30
  • 30. Assignment – 01 Go to the p. 97 of your text book and answer the six questions of the case. It must be hand written & don’t use more than 1000 words to answer all questions. Assignment – 02 Read the guidelines given at pp. 178-181 of your text book and take preparation for conducting an FGD on….. “The Attitude of Our youngsters toward FM Radio Channels: A Contemporary analysis” mahamid.biz@gmail.com 31