CMR Module 1

1. Module1 : Introduction to Contemporary Marketing Research: Meaning and scope,Limitations
of marketing research, Brief history of marketing research, Ethics in marketing research
Research is to see what everybody else has seen, and to think what nobody else has
thought.
Albert Szent- Gyorgyi
Contemporary Marketing Research is the process of designing, gathering, analyzing, and
reporting information that may be used to solve a specific marketing problem. (Burns &
Bush)
It is the function that links the consumer, customer, and public to the marketer through
information—information used to identify and define marketing opportunities and problems;
generate, refine, and evaluate marketing actions; monitor marketing performance; and improve
the understanding of marketing as a process. (AMA)
1.1 Introduction:
Contemporary Marketing Research uses modern technology like computer networks, Internet,
to assist in various phases of the marketing research process including development of the
problem, research design, data gathering, analysis, and report writing and distribution.
Scope of marketing research : Areas in which the research can be carried out could be
grouped in following verticles-
 Sales Analysis
 Product Management
 Advertising Research
 Corporate Research
 Syndicated Research
1.2 Benefits of efficient market Research:
• Make well‐ informed decisions: The growth of an organization is dependent on the way
decisions are made by the management.
• Gain accurate information: Market research provides real and accurate information that will
prepare the organization for any mishaps that may happen in the future.
• Determine the market size: A researcher can evaluate the size of the market that must be
covered in case of selling a product or service in order to make profits.
• Gather details about customer perception about the brand: In addition to generating
information, market research helps a researcher in understanding how the customers perceive
the organization or brand.
• Analyze customer communication methods: Market research serves as a guide for
communication with current and potential clients.

2. • Productive business investment: It is a great investment for any business, because thanks to
it they get invaluable information.
1.3 Limitation of marketing research:
In spite of many advantages , marketing research brings many limitations if not conducted
properly. It may not be concluded or might not answer the research question. Its not easy to
reach a conclusion in today’s complex market scenario. Conclusion arrived are not many
times accurate. Result depends much on the ability and capacity of researcher. Validity of
data collected depends upon the respondents’ availability. Research could just predict
possible future tendencies/ scenario so findings are not reliable. Marketing research is costly
and time-consuming activity. By the time findings are reported, dynamics of market changes.
Regarding the size of the sample, the larger it is, the more likely it is to be representative of
the population. Therefore, if they want to avoid inaccuracy in surveys, they should have
representative and balanced samples.
1.4 Brief history of marketing research:
 Pre-Marketing Research Era: colonization to the Industrial Revolution
 Early Development Era: Industrial Revolution to 1920
 Questionnaire Era: 1920-1940
 Quantitative Era: 1940 to 1960
 Organizational Acceptance Era: 1960 to 1980
 PC Technology Era: 1980 to 1990
 Globalization-Online Era: since 1990
1.5 Ethics in marketing research:
Ethics are not laws but certain norms of conduct which people should adhere to and
repercussions could arise if one selects unacceptable behaviour over the acceptable one.
When research is to be carried out, the researcher’s have responsibilities towards their
profession, clients and the respondents. So it is necessary that certain ethical standards are
framed to ensure that information are not brought into a bad state or reputation.
The Marketing Research Associations ﴾MRA ﴿had established a code of Marketing Research
Standards so that MRA members carry out the research in a honest way using scientific,
statistical and proven methods and in an ethical manner too. This will also instil confidence in
the public that the research is done in a professional and fair manner. Simply put, the code of
marketing research standards 2007, puts responsibility on the researcher to carry out the
research as per the prescribed code of conduct, respect the general public and it rights.
There are three groups involved in the process when conducting marketing research: The
sponsor, the researcher and the participant. There are certain rights related to privacy,
motivation, quality and safety which are provided to each group.