A presentation made on introduction to marketing research by students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi. The presentation highlights briefly the need, the different types and techniques of marketing research.

1. MARKETING
RESEARCH
GROUP 1

2. BACKGROUND
The members of group 1 talked to a market research
professional from NIELSEN & account planning
executive from GREY.
The market research professional is currently working
in the automotive research group.

3. WHY IS MARKET
RESEARCH IMPORTANT?
• To fill the existing knowledge gap
• To narrow the gap between perception and reality.
• To find exact solutions to a problem.

4. OBJECTIVE OF A
RESEARCH1. To gain familiarity with the consumer base
2. To gain insights into consumer behaviour
3. To get a clear picture of the situation
4. To test a hypothesis
5. To clear existing assumptions on a given research
topic.

5. STEPS INVOLVED IN A
RESEARCH
1. Clients bring the brief with a specific problem.(defining the problem)
2. Establishing the research objectives.
3. Preparing the research design.(Dummy questionnaire).
4. Iterate over the questionnaire with the client.
5. Drafting the final questionnaire.
6. Identifying the methods of collecting the data.(Ex Field work,visit houses etc)
7. Determining the sample data size
8. Collect the data
9. Verify the veracity of the data
10. Organising the data
11. Evaluation of the data.
12.Finding the solution in accordance to the client’s need.
13. Presenting the data

6. TYPES OF RESEARCH
• There are several types of research. But can be broadly classified as:
• Qualitative Research
• This involves quality or kind.
• Studying the behaviour, attitude & opinion of the target group.
• Ex:Here we would research on things like human behaviour like in a given
scenario or environment.
• Quantitative Research
• Based on quantitative measurements on some characteristics.
• This is expressed in terms of measurable quantities.
• Ex:Time spent on the internet by kids of a particular age group and the
like.

7. RESEARCH
TECHNIQUES• Primary research:
• Field research: This involves with actually going out into the field and collecting data
directly from the target consumer.
• Observation of the masses.
• Observation of the participants.
• Focus group - group interviews.
• One on one interview.
• Unorthodox - informal conversation with the intended target groups. Ex: Using
youtube channel owners to conduct research or social experiments on behalf of
the firm.
• Laboratory research: Our contact at NIELSEN talked about a new form of research
called “NEURO-TESTING” which involves implanting electrodes into the test
subjects. This method is very expensive and time consuming hence requires a large
budget on behalf of the client. This involves tracking eyeball movement.

8. • Secondary research
• This involves analysing the existing research
available or anything relevant to the intended
research area. Ex: Books, case studies, Films etc.

9. STEPS INVOLVED IN THE
COLLECTION OF DATA/HOW TO ASK
QUESTIONS?
• Identifying the right target group or audience.
• One cannot directly go and ask the questions.
• One must initiate a conversation with the people. Ambushing them with questions will get no replies
from them. Making the subjects comfortable.
• Talk to the people about their daily lives, lifestyle and daily habits.
• One must try to “funnel” where one starts with a broad set of questions and gradually heads into
selective questioning.
• Be very wary while asking questions which are intensely personal in nature. Like whats your
income? How much do you make in a month? Whats your job? etc. Asking these questions directly
can offend people.
• Observation is equally important in evaluating consumer behaviour. A keen observation of the
intended target group is a goldmine of data.
• Understanding online habits are also very important. Various software tools including analytics are
used for this purpose. Ex: sysomos, google analytics etc.

10. THANK YOU