2. Previous Session: Marketing Research Process
Source: Malhotra and Dash (6e)
Conclusive/Confirmatory
Exploratory
Research Design
Descriptive Causal
1. Pilot Surveys
2. Qualitative Research
Direct: FGDs & In-
Depth Interviews
Indirect: Projective
techniques
3. Secondary data
(Qualitative)
3. Case Study Analysis
1. Secondary data
(Quantitative)
2. Surveys
3. Observations
1. Experiments
5. Marketing Research Problem with justification
Marketing Research Problem
1. What is the willingness to buy the product as compared to
other fruit juices and soft drinks in the market?
2. What is the target segment for sugarcane juice?
3. What is the price that customers are ready to pay for
sugarcane juice?
4. What are expectations from the packed sugarcane juice -
health/energy/coolant/taste?
5. What is the level of satisfaction with the Tropiviva brand?
6. What are the taste variants that customers prefer in sugarcane
juice?
7. Which form would consumers prefer - can, tetra pack or bottle?
Management
Decision Problem
Should FIL
(Tropiviva Brand)
launch sugarcane
juice? If yes, what
should be the
marketing mix for
the launch?
8. Structure of Survey?
Section 1: Survey respondent contact details and declaration by the survey collector
Section 2: Screening and basic details of respondents
Section 3: Main section of the questionnaire
Questions 1-3: Customer’s current brand awareness & purchase location preferences for juices
Question 4: Customer segments based on buying behavior
Question 5-12: Preferences for brand, fruit juice flavors, package type, size, prices & relative
importance of juice attributes for packed fruit juices in general
Questions 13-23:
o Preferences for package type, size, prices, relative importance of juice attributes, purchase
locations & turnoffs for sugar cane juice
o Identify potential product positioning for customers
9. Mapping Business Research Questions to Survey
Questions
1. What is the
willingness to buy the
product as compared
to other fruit juices
and soft drinks in the
market?
10. Mapping Business Research Questions to Survey
Questions
1. What is the
willingness to buy the
product as compared
to other fruit juices
and soft drinks in the
market?
11. Mapping Business Research Questions to Survey
Questions
1. What is the
willingness to buy the
product as compared
to other fruit juices
and soft drinks in the
market?
12. Mapping Business Research Questions to Survey
Questions
2. What is the target
segment for sugarcane
juice?
13. Mapping Business Research Questions to Survey
Questions
2. What is the target
segment for sugarcane
juice?
14. Mapping Business Research Questions to Survey
Questions
3. What is the price that
customers are ready to
pay for sugarcane juice?
15. Mapping Business Research Questions to Survey
Questions
3. What is the price that
customers are ready to
pay for sugarcane juice?
16. Mapping Business Research Questions to Survey
Questions
3. What is the price that
customers are ready to
pay for sugarcane juice?
17. Mapping Business Research Questions to Survey
Questions
4. What are expectations from
the packed sugarcane juice -
health/energy/coolant/taste?
18. Mapping Business Research Questions to Survey
Questions
4. What are expectations from
the packed sugarcane juice -
health/energy/coolant/taste?
19. Mapping Business Research Questions to Survey
Questions
5. What is the level of
satisfaction with the
Tropiviva brand?
20. Mapping Business Research Questions to Survey
Questions
6. What are the taste
variants that customers
prefer in sugarcane
juice?
Which variant of sugarcane juice would you prefer the most?
1. Plain Sugarcane
2. Chat Masala Sugarcane
3. Lemon Sugarcane
4. Ginger Sugarcane
21. Mapping Business Research Questions to Survey
Questions
7. Which form would
consumers prefer - can, tetra
pack or bottle?
22. Mapping Business Research Questions to Survey
Questions
7. Which form would
consumers prefer - can, tetra
pack or bottle?
23. Mapping Business Research Questions to Survey
Questions
Where do consumers buy
sugarcane juice from?
Where do consumers buy
sugarcane juice from?
24. Mapping Business Research Questions to Survey
Questions
What are the underlying
concerns of consumers for
packaged sugarcane juice?
25. Pretesting of Questionnaire
Why?
o Identifies errors in questionnaire
o Checks if respondents have understood questions properly.
Ensures that data collected is more reliable & minimizes interpretation errors of
respondents
How?
1. Administering the survey to some of the people from target sample
2. Ask respondent to
o think aloud as to what she understood from the survey questions,
o how exactly she had arrived at the response for the particular question
o assess mutual exclusiveness & collective exhaustiveness of alternatives provided for each question
26. Next Class
Case on “Fruitzone India Limited
(C)_Designing the Research
Questions”
27. Next Class
Source: Malhotra and Dash (6e)
Conclusive/Confirmatory
Exploratory
Research Design
Descriptive Causal
1. Pilot Surveys
2. Qualitative Research
Direct: FGDs & In-
Depth Interviews
Indirect: Projective
techniques
3. Secondary data
(Qualitative)
3. Case Study Analysis
1. Secondary data
(Quantitative)
2. Surveys
3. Observations
1. Experiments
