this ppt covers the basics of marketing research

1. Marketing Research
By Sajin Sunny
Prof in Loyola College (live)
Guest lecturer in Pondicherry University and 8
other
colleges across Chennai.
corporate trainer for FIRST SOURCE COMPANY
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2. Chapter 1.2 marketing research
process
1. Problem definition
2. Statement of objectives, scope and
hypotheses
3. Research design choices
4. Identifying data sources
5. Selecting a data collection method
6. Sampling respondents
7. Data preparation and analysis
8. Report preparation and presentation
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3. TYPES OF RESEARCH
 Exploratory research - it helps to understand and paves way for deeper
inquiry to identify variables and their relationships. It provides preliminary
understanding or a feel of the issue.
 Descriptive research – it helps to describe the phenomena in terms of
relationships of variables involved in it.
 Casual research – it helps measure variables, the extent of their
interrelationship and explains the cause and effect sequence in a
phenomenon. Yet another way of identifying research types is based on the
data collected.
 Quantitative research – The data collected is hard data expressed in terms
of numbers like days, metric tonnes, and meters, Example: time series data
of demand which can be examined for growth and variations.
 Qualitative research - the data collected is soft data such as perception,
attitudes, values, satisfaction, expectations etc. example: study of consumer
attitudes toward different shampoo brands.
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4. Steps in Marketing Research
Process
1. Problem definition
To define research problem, the researcher
may
choose one or more of the following ways:
Discussion with the decision maker’s
Interviews with the industry experts,
Analysis of secondary data, and
Some qualitative research
(perception, attitudes, values, satisfaction,
expectations etc. )
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5. What is the ‘problem’? What kind of information is missing for
the problem solver to make a decision?
For instance, sales people are not performing well. This is a problem
to the organization because it requires good performance. To solve
the problem, the organization needs information about the causes.
“ what caused the sales people to perform in a poor way?”
What factors are responsible for the poor performance?
 Relate to manufacturing like – delay in production causing late
delivery to the customers, poor quality leading to customer rejections,
short supplies making customer disappointed etc.
 Related to price – priced more than the competitors, no discounts,
 Relate to promotion – too high promises, limited ads, sales force
overloads, poor motivating among sales people, etc.
 Relate to distribution – lack of interest among channel members,
poor commission to dealers, etc.
 Competition – competitor has strong brands, better marketing
program.
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Steps in Marketing Research
Process
1. Problem definition (cont)

6. At this stage, exploratory research is often used.
It helps refine a vague idea of a problem into
one that can be researched. There are four
basic exploratory techniques. They are:
1. Secondary data
2. Pilot studies
3. Case studies
4. Literature review
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Steps in Marketing Research
Process
1. Problem definition (cont)

7. 2. Statement of Objectives, Scope
and Hypothesis
 Developing a theoretical framework
 Framing research questions
 Stating objectives
 Designing an analytical model
 Formulation of hypothesis
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8.  Theoretical framework – research problem requires a contex
to define. It can be defined in the knowledge context as a ga
to be bridged; something unknown to be known.
 Research questions
In the present case, says researcher has identified
poor motivation of sales force.
◦ What factor determine the motivation of sales force?
◦ What is the level motivation of the sales force?
◦ What is the sales performance of sales force?
◦ What is the impact of motivation on sales performance?
◦ How sales force motivation can be increased?
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2. Statement of Objectives, Scope
and Hypothesis

9. Objectives- Breaking the research questions into suitable
objectives will help researcher in designing the study better.
 to study the motivational level of sales people and their
determinants.
 To examine the influence of motivation of sales people on their
performance.
 To suggest measures to increase motivation of sales people.
Scope or model for analysis- Scope defines the area of inquiry. It
can be better understood by providing a framework in which the
problem is defined and investigated. To provide the visual of the
problem, a model can be used. It provides better and precise
understanding.
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2. Statement of Objectives, Scope
and Hypothesis

10.  Hypotheses formulation
Hypotheses are statement of expected outcomes, which a
researcher seeks to verify by his or her research. The outcomes are
expected in two ways:
1. Expectations of the mangers developed through their Experience
or intelligence.
2. The researcher has the literature base, which points out some
probable conclusions.
In the present case, lets assume that based on his discussion with
mangers and sales people, the researcher has come with the
following tentative conclusions.
 The motivation levels of sales people are low
 Lack of achievement and recognition are casual factor for low
motivation.
 Performance and motivation are strongly correlated.
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2. Statement of Objectives, Scope
and Hypothesis

11. Research
designs
Exploratory
Finding out and
defining a
problem for
research
1. Surveys
2. Observation
techniques
Conclusive
solid answer to the
question with strong
evidence.
Descriptive
Single unit case study
or study of group of
units
Causal
Cause – effect
relationship
Experiments
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3. Research Designs

12.  Exploratory research is likely to be used when
investigating a potential opportunities or
problem.
 Conclusive research is likely to be used when
the research findings are expected to result in
specific decisions being made or specific actions
to be taken.
Selecting the most appropriate research design
depends on factors like (1) time available (2)
cost (3) precision required in research.
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3. Research Designs

13. 4. Identifying Data Source
 Primary data – collected from managers, trade
persons, sales people, customers, etc.,
 Secondary data – existing data either in
company’s records or outside
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14. 5. Selecting a data collection
method
 Instrument – methods including questionnaire, panel
discussion, interviews etc.
 Subjects – the choice is between the population and
sample of people who have to provide the data
 Contact approach – how the data is to be collected
using the chosen method of inquiry? Whether it is to be
done through face to face approach or through
telephones or web tools.
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15. 6. Sampling
Another critical decision is the design of sampling;
sampling involves any procedure that uses a small
number of items, or that uses part of the population to
make a conclusion regarding the whole population. A
sample is a subset from larger population. There are two
basic types of samples:
1. Probability sample – in this method, every member of
the population has equal selection chances.
2. Non – probability sample: The sample is selected on
the basis of convenience or personal judgment. The
chances are biased and not free from human
intervention.
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16. 7. Data Preparation and
Analysis
 Editing
 Coding
 Analysis
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17. 8. Report Preparation and
Presentation
The report should address the specific research
questions identified in the problem definition,
describe the approach, the research design, data
collection, and the data analysis procedures
adopted, and present the results and the major
findings. The findings are communicated to the
client.
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