Introduction To Marketing Research


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This is an introduction chapter of the course Marketing research.

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Introduction To Marketing Research

  1. 1. Marketing Research Md. Abdul Hamid Assistant Professor Dept. of Business Administration Shahjalal University of Science and Technology Bangladesh July, 2010 1
  2. 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 2
  3. 3. Features of Research…. Data are collected systematically. Those are interpreted systematically. There is a clear purpose to find things out 3
  4. 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.” 4
  5. 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.) 5
  6. 6. Distinctiveness of Business Research… Knowledge development by other disciplines. Busy, Powerful, less access to data… except commercial gain. Practical consequences of the findings. 6
  7. 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.” 7
  8. 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 8
  9. 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 9
  10. 10. The General Process… Formulating & Clarifying a topic Reviewing the literature Choosing a strategy Collecting data Analyzing data Writing up 10
  11. 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 11
  12. 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.” 13
  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. 14
  14. 14. Components of the Approach… Objectives / Theoretical Framework Analytical Model Research Questions Hypotheses Specification of Information needed 15
  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 16
  16. 16. Ensure that… “Your heart as well as your head is in your research project.” 17
  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 18
  18. 18. Brainstorming ??? “….technique that can be used to generate and refine research ideas. It is best undertaken with a group of people.” 19
  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.” 20
  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. 21
  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. 22
  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. 23
  23. 23. Theory…. “….a formulation regarding the cause and effect relationships between two or more variables, which may or may not have been tested.” 24
  24. 24. Contents of the research proposal… Title Background Research questions & objectives Methodology Timescale Resources References 25
  25. 25. Literature review…. “…recent and historically significant research studies, company data, or industry reports that act as the basis for the proposed study.” 26
  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. 27
  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? 28
  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.” 29
  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.” 30
  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” 31