2. INDO GERMAN TRAINING CENTRE
Prof. MAHAJAN SAMANT
I. Problem Definition
Objectives in Writing
MARKETING RESEARCH
3. INDO GERMAN TRAINING CENTRE
Prof. MAHAJAN SAMANT
II. Research Design
MARKETING RESEARCH
A. Data Collection Methods
a. Secondary Data
b. Primary Data
i. Observations. . . . . . . . .Tape, Camera etc.
ii. Experimentation. . . . . . .Subject ↔ Task
iii. Survey. . . . . . . . . . . . . .Questionnaires
4. INDO GERMAN TRAINING CENTRE
Prof. MAHAJAN SAMANT
II. Research Design
MARKETING RESEARCH
B. Research Instrument
i. Types of Questions
ii. Forms of Wording Questions
(Open/Close ended)
iii. Choice of Words
iv. Sequencing of Q [Lead, Probe]
5. INDO GERMAN TRAINING CENTRE
Prof. MAHAJAN SAMANT
II. Research Design
MARKETING RESEARCH
C. Sampling Plan
i. Who. . . . . . . . . . . Sampling Unit
ii. How Many. . . . . . . Sampling Size
iii. How to Select. . . . .Procedure
iv. How ro Reach. . . . .Media [Tel, Mail.
Person]
6. INDO GERMAN TRAINING CENTRE
Prof. MAHAJAN SAMANT
III. Fieldwork
MARKETING RESEARCH
i. Not at Home / Place.
ii. Refusal to co-operate.
iii. Respondent Bias.
iv. Interviewer Bias.
I
S
S
U
E
S
7. INDO GERMAN TRAINING CENTRE
Prof. MAHAJAN SAMANT
IV. Data Analysis
MARKETING RESEARCH
i. Average, Measure of Dispersion
ii. Cross - Tabulation.
iii. Co-Eff. Of Co-Reln, Goodness of Fit.
iv. Multivariate Analysis. . .Multi Regr.,
discriminant, Factor & Cluster
Analysis.
8. INDO GERMAN TRAINING CENTRE
Prof. MAHAJAN SAMANT
IV. Report Preparation
MARKETING RESEARCH
i. Scientific Method.
ii. Research Creativity.
iii. Multiple Methods.
iv. Interdependence of models & data.
v. Value & Cost of Information.
(Facilitate Understanding + Interest)
9. INDO GERMAN TRAINING CENTRE
Prof. MAHAJAN SAMANT
IV. Make the Decision
MARKETING RESEARCH
