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Marketing Research
Research Design and Proposal
Dilip Thosar
2021-22
Slide no. 1
29-Oct-22 2:52 PM
Marketing Research
Research Design and Proposal
Marketing Research
Research Design and Proposal
Dilip Thosar
2021-22
Slide no. 2
29-Oct-22 2:52 PM
• What will be researched
• How will the research help solve a marketing problem or achieve a
marketing objective?
• How will the research be done
• How much time and money is required to complete the research
(Marketing) Research Proposal
Marketing Research
Research Design and Proposal
Dilip Thosar
2021-22
Slide no. 3
29-Oct-22 2:52 PM
• Exploratory Research
• Descriptive Research
• Conclusive Research
χ
Types of (Marketing) Research
Marketing Research
Research Design and Proposal
Dilip Thosar
2021-22
Slide no. 4
29-Oct-22 2:52 PM
• The stroll in the garden
• Basic Understanding of domain (products, market, competition,
sales channels, promotion channels, rules, trends, factors, …)
• Some focus on the driving problem or objective
• Secondary: Internet sources, industry reports, annual reports of
companies in industry
• Primary: Interviews with domain stakeholders: team, customers,
prospects, opinion leaders, industry doyens, competition
• Open Ended questions
• Technology Radar
Exploratory Research
Marketing Research
Research Design and Proposal
Dilip Thosar
2021-22
Slide no. 5
29-Oct-22 2:52 PM
• Statistical description on data gathered or available, to answer specific
problems
– What is the fraction of all MBA students in India, who are females, experienced, from a
particular state, wanting to specialize in a particular function (marketing, finance, etc.)
– How many seats in total are available in India for MBA?
– What is the chance of admission to an IIM for a particular demographic?
– Is there a significant improvement in chance of admission to an driven by TIME
coaching?
• Parameters: μ,π,σ of population, comparison of two populations
• Tests:
– Univariate: t (smaller samples), Normalty, Z (normal variables, large samples)
– Bivariate: F, χ2, Correlation
• Offering t-shirts for sale to MBA students: 2 colors.
Descriptive Research
Marketing Research
Research Design and Proposal
Dilip Thosar
2021-22
Slide no. 6
29-Oct-22 2:52 PM
• Basic buildup of a tentative mathematical model to answer the piece problems
• Model driven by domain expertise or history data
• Applying model to identify patterns in data
– Identify most impacting factors: Factor Analysis
• What are the most important factors that lead to admission to ISB?
– Segmenting: Cluster Analysis
• Can the MBA schools in India be grouped into few groups, each group containing similar institutes?
– Estimating values based on numeric values of impacting factors: Regression
• Does the placement salary depend on age, years of experience, marks, no.of intervies failed, any other
numeric factors?
– Estimating values based on categorical values of factors: Anova
• Does the placement salary depend on gender, function (mktg, …), extracurriculars, any other
categorical factors?
Conclusive Research
Marketing Research
Research Design and Proposal
Dilip Thosar
2021-22
Slide no. 7
29-Oct-22 2:52 PM
• Demographics
• Psychographics
• Purchase Behaviour
Data
Marketing Research
Research Design and Proposal
Dilip Thosar
2021-22
Slide no. 8
29-Oct-22 2:52 PM
• Primary and Secondary sources
– Industry reports, economic reports, others’ surveys, own surveys, interviews with stakeholders
• Demographic and Psychographic data
– Later, in Analytics, Buying behaviour history data
• Variables and Measurement surrogates
• Units of Measure, Scaling and Normalization
• Questionnaire preparation
– Specific
– Comprehensive
– Double-check redundancies
– Clear description of where answer to each question will be used in analysis
– Analysis plan
– Analysis to inference/recommendation plan
• Example: factors that drive sales. Include manpower q&q, 4Ps, astrology, competition
Making Data Available for Analysis
Marketing Research
Research Design and Proposal
Dilip Thosar
2021-22
Slide no. 9
29-Oct-22 2:52 PM
• Executive Summary (one page)
• Brief Background (two paragraphs or three)
• Business Objective Statement
• Research Objective Statement
• Analysis Plan : Data Requirements and Inferencing Rules
• Data Sources and Collection Methods (Mostly questionnaire)
• Sampling Plan
• Analysis: Exploratory and Specific
• Inferences
• Recommendations
• Use of Graphs and graphics
• Flow of logic and statements
Research Report
Marketing Research
Research Design and Proposal
Dilip Thosar
2021-22
Slide no. 10
29-Oct-22 2:52 PM
• Introduction
• Brief Background (two paragraphs or three)
• Business Objective Statement
• Research Objective Statement
• Research Plan in Brief
• Findings
• Inferences
• Recommendations
Presentation of Research Results

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03 Research Design 01.pptx

  • 1. Marketing Research Research Design and Proposal Dilip Thosar 2021-22 Slide no. 1 29-Oct-22 2:52 PM Marketing Research Research Design and Proposal
  • 2. Marketing Research Research Design and Proposal Dilip Thosar 2021-22 Slide no. 2 29-Oct-22 2:52 PM • What will be researched • How will the research help solve a marketing problem or achieve a marketing objective? • How will the research be done • How much time and money is required to complete the research (Marketing) Research Proposal
  • 3. Marketing Research Research Design and Proposal Dilip Thosar 2021-22 Slide no. 3 29-Oct-22 2:52 PM • Exploratory Research • Descriptive Research • Conclusive Research χ Types of (Marketing) Research
  • 4. Marketing Research Research Design and Proposal Dilip Thosar 2021-22 Slide no. 4 29-Oct-22 2:52 PM • The stroll in the garden • Basic Understanding of domain (products, market, competition, sales channels, promotion channels, rules, trends, factors, …) • Some focus on the driving problem or objective • Secondary: Internet sources, industry reports, annual reports of companies in industry • Primary: Interviews with domain stakeholders: team, customers, prospects, opinion leaders, industry doyens, competition • Open Ended questions • Technology Radar Exploratory Research
  • 5. Marketing Research Research Design and Proposal Dilip Thosar 2021-22 Slide no. 5 29-Oct-22 2:52 PM • Statistical description on data gathered or available, to answer specific problems – What is the fraction of all MBA students in India, who are females, experienced, from a particular state, wanting to specialize in a particular function (marketing, finance, etc.) – How many seats in total are available in India for MBA? – What is the chance of admission to an IIM for a particular demographic? – Is there a significant improvement in chance of admission to an driven by TIME coaching? • Parameters: μ,π,σ of population, comparison of two populations • Tests: – Univariate: t (smaller samples), Normalty, Z (normal variables, large samples) – Bivariate: F, χ2, Correlation • Offering t-shirts for sale to MBA students: 2 colors. Descriptive Research
  • 6. Marketing Research Research Design and Proposal Dilip Thosar 2021-22 Slide no. 6 29-Oct-22 2:52 PM • Basic buildup of a tentative mathematical model to answer the piece problems • Model driven by domain expertise or history data • Applying model to identify patterns in data – Identify most impacting factors: Factor Analysis • What are the most important factors that lead to admission to ISB? – Segmenting: Cluster Analysis • Can the MBA schools in India be grouped into few groups, each group containing similar institutes? – Estimating values based on numeric values of impacting factors: Regression • Does the placement salary depend on age, years of experience, marks, no.of intervies failed, any other numeric factors? – Estimating values based on categorical values of factors: Anova • Does the placement salary depend on gender, function (mktg, …), extracurriculars, any other categorical factors? Conclusive Research
  • 7. Marketing Research Research Design and Proposal Dilip Thosar 2021-22 Slide no. 7 29-Oct-22 2:52 PM • Demographics • Psychographics • Purchase Behaviour Data
  • 8. Marketing Research Research Design and Proposal Dilip Thosar 2021-22 Slide no. 8 29-Oct-22 2:52 PM • Primary and Secondary sources – Industry reports, economic reports, others’ surveys, own surveys, interviews with stakeholders • Demographic and Psychographic data – Later, in Analytics, Buying behaviour history data • Variables and Measurement surrogates • Units of Measure, Scaling and Normalization • Questionnaire preparation – Specific – Comprehensive – Double-check redundancies – Clear description of where answer to each question will be used in analysis – Analysis plan – Analysis to inference/recommendation plan • Example: factors that drive sales. Include manpower q&q, 4Ps, astrology, competition Making Data Available for Analysis
  • 9. Marketing Research Research Design and Proposal Dilip Thosar 2021-22 Slide no. 9 29-Oct-22 2:52 PM • Executive Summary (one page) • Brief Background (two paragraphs or three) • Business Objective Statement • Research Objective Statement • Analysis Plan : Data Requirements and Inferencing Rules • Data Sources and Collection Methods (Mostly questionnaire) • Sampling Plan • Analysis: Exploratory and Specific • Inferences • Recommendations • Use of Graphs and graphics • Flow of logic and statements Research Report
  • 10. Marketing Research Research Design and Proposal Dilip Thosar 2021-22 Slide no. 10 29-Oct-22 2:52 PM • Introduction • Brief Background (two paragraphs or three) • Business Objective Statement • Research Objective Statement • Research Plan in Brief • Findings • Inferences • Recommendations Presentation of Research Results