Marketing research involves the systematic design, collection, analysis and reporting of data to help solve specific marketing problems. It uses both primary and secondary data collected through various methods like questionnaires, interviews and observations. The data is then analyzed using statistical tools to help marketing managers make better decisions regarding segmentation, targeting, and developing effective marketing strategies and programs.

1. MARKETING RESEARCH

2. Marketing Research
A systematic design, collection, analysis
and reporting of findings and analysis to
a specific situation.

3. The Field of Management Research
Sub Fields
Discipline base
Psychology Sociology Anthropology Economics
Organisational
Behaviour
Human
Resource
Management
Industrial
Relations
Marketing
Strategy
Accounting
& Finance
Operational
Research

4. Scope of Research
National Readership Survey
Copy Research by Advertising Agencies
Studies of Advertisement Effectiveness
Political studies- election results
Customer service studies- banks, hotels
TRP

5. CUSTOMER GROUPS
1.Consumers
2.Employees
3.Shareholders
4. Suppliers
CONTROLLABLE
MARKETING
VARIABLES
1. Product
2. Price
3. Promotion
4. Distribution
MARKETING RESEARCH
UNCONTROLLABLE
ENVIRONMENTAL
FACTORS
1. Economy
2. Technology
3. Competition
4. Laws & Regulation
5. Social & cultural factors
6. Political factors
Assessing
Information
needs
Providing
Information
Marketing
Decision
marketing
MARKETING MANAGERS
1. Market Segmentation
2. Target market selection.
3. Marketing program
4. Performance & control

6. RESEARCH DESIGN
Exploratory Research Conclusive Research
Focus Group In-depth
Interview
Projective
Technique
Descriptive
Research
Causal
Research
Word Association
Test
Sentence Completion
Test
Cartoon
Completion
TAT
Cross
Sectional
Longitudinal

7. Types of Data
Primary Data
Secondary Data

8. DATA COLLECTION METHODS
• Structured questionnaires
• Structured interviews

9. Distinction between Questionnaire & Schedule
Questionnaire
1. The term questionnaire usually
refers to a self administered process
whereby the respondent himself
reads the questions and records
answers without the assistance of an
interviewer.
2. It is highly structured and
standardized.
3. It lacks flexibility in wording and
sequencing the questions and hence
in answering the questions.
4. There is no scope of rewording,
rephrasing or rearranging the
questions which are fixed on the
questionnaire.
5. There is choice of the respondent to
apply his own judgment and answer
questions as he thinks right.
6. Cover letter carrying request and
instructions to the respondents is an
essential characteristic of a
questionnaire.
Interview Schedule
1. The term interview schedule refers to
a list of questions that will be
discussed with the respondent in
person by an interviewer who will
also record the answers given by the
respondent.
2. It is mostly unstructured and
questions are not standardized.
3. Flexibility is there.
4. An interview schedule may contain
definite questions to be asked but the
interviewer is allowed to reword,
rephrase or rearrange the questions
according to his own judgment and
situation.
5. There is lesser freedom to the
respondent in answering.
6. Interview schedule does not a cover
letter because interviewer performs
the requesting and instructing tasks.

10. PRIMARY SCALES OF MEASUREMENT
• Nominal
• Ordinal
• Interval
• Ratio

11. PRIMARY SCALES OF MEASUREMENT
Store Nominal Scale Ordinal Scale
(Preference
Ranking)
Interval Scale
(Preference
Rating 1-7)
Ratio Scale $
spent in
last1month
Kmart 1 3 2 30
JC Penny 2 2 1 20
Target 3 1 3 50
Sears 4 5 7 100
Walmart 5 4 5 10

12. SCALING TECHNIQUES
Comparative Scale Non Comparative Scale
Paired
Comparison
Rank Order
Constant
Sum
Continuous
Rating
Scale
Itemized
Rating
Scale
Semantic
Differential
Stapel
Q Sort
Likert

13. Data analysis
Mean
Median
Mode
Standard Deviation
Hypothesis Testing
Regression
Correlation
Factor analysis

14. Steps in Research Process
1. Theory
2. Hypothesis
3. Research design
4. Derive measures of concepts
5. Select research sites
6. Select research subjects/respondents
7. Administer research instruments/collect data
8. Process data
9. Analyse data
10. Findings/conclusions
11. Write up findings/conclusions

15. REPORT PREPARATION
1. Title page
2. Table of Contents
3. Introduction
4. Statement of Objectives
5. Methodology
a) Research design
b) Data collection methods
c) Fieldwork
d) Analysis
6. limitations
7. Findings
8. Conclusion
9. Appendix
a) Questionnaire
b) Tables
c) Bibliography

16. Marketing Information Systems (MIS)
It refers to a programme for managing and
organising information gathered by an organisation
from various internal and external sources.
MIS include a company’s internal records regarding
marketing performance in terms of sales,
effectiveness and efficiency of marketing actions,
marketing databases, marketing intelligence
systems, marketing research and information
supplied by independent information suppliers.

17. Databases- It refers to the collection of
comprehensive information about customers
and prospects eg. demographic and
psychographic profile, products and services
they buy, purchase volumes.
Data Warehousing- refers to storing subject
based, integrated, non volatile time variant
data in support of managerial decisions.

18. Data Mining- It refers to automated data analysis
of large amount of data stored in a data
warehouse. Data mining creates customer
database which is extremely important for all
narrowly defined target marketing efforts. It also
leads to build database on resellers, distribution
channels, media.

19. Market Intelligence Systems- It refers to
systematic and ethical approach, procedures
and sources that marketing managers use to
gather and analyse everyday information about
various developments with regard to
competitors and other business trends in the
marketing environment.
Sources of collecting intelligence- newspaper,
trade publications, business magazines,
suppliers, channel members, customers,
managers, sales force people.