2. Previous Class
Marketing Management - II Course
What is Marketing Research
Why and when Marketing Research is conducted
How marketing research is conducted
5. How to define the problem and develop an approach to it?
Symptoms Causes
Management
research problem
Action oriented
Marketing
Research Problem
Information
oriented
6. SHODH – Market Research for
Economy Housing (A)
https://www.youtube.com/wa
tch?v=Lf79GltCSdY
7. Marketing Research Objectives
1. Estimate demand for economy housing in
selected micro-markets in Bangalore
2. Identify various consumer segments in
the housing market in Bangalore and
estimate the size of each segment
3. Identify the segments that would be
interested in buying economy housing
units and estimate the potential of
these segments
4. Profile segments in terms of geographic,
demographic, and psychographic
characteristics
5. Develop product concepts for
alternative economy housing designs in
terms of criteria that are meaningful to
consumers and practical from an
implementation perspective
6. Find the most preferred concepts in
terms of features and price points.
Marketing Research Problem/Questions
Broad Statement:
To estimate the demand for economy housing
apartments in selected micro-markets in Bangalore
and determine characteristics & preferences of the
target segment.
Specific Components
1. To identify localities in Bangalore that are
attractive for economy housing projects?
2. To determine how can house buyers in
Bangalore be segmented and the relative size of
each segment?
3. To determine segment that would be interested
in economy housing priced below INR 25 lakhs,
and the size of that segment
4. To assess the demographic, geographic, and
psychographic characteristics of the target
segment
5. To determine potential consumers’ expectation
from an economy house, features they value,
and tradeoffs they would be willing to make.
Management Decision
Problem/Questions
1. Should OBL enter the economy
housing segment?
2. Which locations within
Bengaluru should be chosen
for economy housing project?
3. Which segment(s) should be
targeted for economy housing
project?
4. What product, pricing and
promotion strategy should be
followed?
OBL’s management decision problem, marketing
research problem and information needs?
8. Are the research design proposed by Shodh
appropriate for this type of project?
Research Design:
o Do they provide information necessary for decision making?
o Lack of information: exploratory research followed by conclusive
research
Business Research Problem/Questions
Broad Statement:
To estimate the demand for economy housing apartments in
selected micro-markets in Bangalore and determine
characteristics & preferences of the target segment.
Specific Components
1. To identify localities in Bangalore that are attractive for
economy housing projects?
2. To determine how can house buyers in Bangalore be
segmented and the relative size of each segment?
3. To determine segment that would be interested in
economy housing priced below INR 25 lakhs, and the
size of that segment
4. To assess the demographic, geographic, and
psychographic characteristics of the target segment
5. To determine potential consumers’ expectation from an
economy house, features they value, and tradeoffs they
would be willing to make.
Explorative
Methods:
o Secondary data (qualitative
analysis)
o Interviews with Industry experts
and knowledgeable individuals
o FGDs
Value:
• Preliminary insights that can be
used as an input for descriptive
research (e.g., locations for
economy housing, preferences
of target consumers, etc.)
Conclusive
Methods:
o Survey
(Profiling/Listing
sample & Main
Questionnaire)
o Conjoint analysis
Value:
• Provide information to
assist demand
estimation, pricing and
product strategies
9. What is the utility of secondary data and
interviews with experts in this project?
Secondary Data Sources
include newspaper reports, data
from CREDAI, reports from
consultants, public statements of
competing firms housing
Experts in housing sector
include consultants who
specialize in real estate sector,
housing finance Institutions;
architects, engineering
contractors, etc.
o Identify locations for economy housing projects
o Understand criteria that consumers use to
judge housing locations & apartment projects
o Basis for segmenting housing buyers &
identifying target segment
o Preliminary insights into demand, and
characteristics & preferences of economy
housing buyers in selected micro markets
10. What is the utility of FGD in this study?
To generate
– questions for main
questionnaire
– product concepts
for survey and
conjoint analysis
Moderator’s Guide
Uncover usage & attitude related information
Examples
What parts of apartment do you use regularly?
How important is location of apartment in terms of
proximity to workplace and/or schools, hospitals, etc.?
Insight into consumer preferences for products & prices.
Examples
Can you please make a list of all features that you would
like to have in your apartment?
What would be max & min prices you would consider
paying for an apartment?
11. What is the utility of FGD in this study?
Product Concept for survey to
estimate the demand
An affordable home in a nice
neighborhood
An apartment house that is within your
budget, well-connected to the city, and
set within a safe, clean, and green
neighborhood. With assured water and
power supply, this apartment complex
features an ambient neighborhood with
gardens, play areas, club house,
parking lots, and a convenient shopping
centre.
Product Concepts with varying levels of attributes
for Conjoint Analysis
Apartment #1 Apartment #2 Apartment #1
Apartment
Size
700 800 900
No. of
rooms
Living Room
+
Kitchen
Living Room
+
1 bedroom
+
Kitchen
Living Room
+
2 bedrooms
+
Kitchen
Price ₹12-15 lakhs ₹16-18 lakhs ₹19-21 lakhs
Product Concept for survey to
estimate the demand
An affordable home in a nice
neighborhood
An apartment house that is within your
budget, well-connected to the city, and
set within a safe, clean, and green
neighborhood. With assured water and
power supply, this apartment complex
features an ambient neighborhood with
gardens, play areas, club house,
parking lots, and a convenient shopping
centre.
12. What is the utility of survey research in this
project?
o Estimate demand: Determine % of people
interested in buying economy housing in
catchment areas
o Profile intending buyers on basis of
geographic, demographic &
psychographic characteristics
o To understand the preferences of
prospective buyers for apartment
features, amenities, etc.
1. Listing/Profiling
sample survey
2. Main
Consumer
survey
13. What is the utility of survey research in this
project?
1. Listing/Profiling sample survey
o Estimate demand: Determine % of
people interested in buying economy
housing in catchment areas
o Profile intending buyers on basis of
geographic, demographic &
psychographic characteristics
2. Main Consumer survey
o To understand the preferences of
prospective buyers for apartment
features, amenities, etc.
Survey will be floated to sample drawn from catchment areas.
After asking basic information (income, SEC, etc.), participants
can be shown product concept and asked to indicate
o Intention to purchase such an apartment; apartment in
Bannerghatta; near place of work/current residence
o Budget for apartment purchase
o Purpose of purchase - self-occupation or renting
Location Total
Population
(Census
Data)
Target
segment
population
(60%)
No. of
households
(size = 5.44)
Demand
(concept
acceptance
rate = 15%)
Catchment
areas (total)
14,17,564 8,50538 1,56, 349 23,452
14. What is the utility of survey research in this
project?
1. Listing/Profiling sample survey
o Estimate demand: Determine % of
people interested in buying economy
housing in catchment areas
o Profile intending buyers on basis of
geographic, demographic &
psychographic characteristics
2. Main Consumer survey
o To understand the preferences of
prospective buyers for apartment
features, amenities, etc.
For profiling, following information can be obtained:
o Family size, family life cycle stage
o Monthly expenditure on rent, transport; Mode of commuting to work
and distance commuted; Durables owned
o Opinions on psychographic statements
15. What is the utility of survey research in this
project?
1. Listing/Profiling sample survey
o Estimate demand: Determine % of
people interested in buying economy
housing in catchment areas
o Profile intending buyers on basis of
geographic, demographic &
psychographic characteristics
2. Main Consumer survey
o To understand the preferences of
intended buyers for apartment
features, amenities, etc.
A sample of intended buyers can be drawn from pool of intended
buyers identified in the listing/profiling sample survey
16. On what basis can SHODH make
recommendations on product design?
Conjoint analysis can
be used to design
product
o Sample can be drawn from pool of intended buyers
identified in listing/profiling sample survey
o Drawn sample can then be shown product concepts &
asked to rate each concept
o Ratings can then be fed into conjoint analysis program to
determine utilities for each level of each attribute and
attribute importance
o Utility values can be then used to construct product bundles
that will have higher acceptance
17. B&M Retail Study
Innovative forms of promotional strategies to over
come the side-effects of price-discounts
GIFT MENU
Objective: To push gifts over discounts
18. Marketing Research
Questions
1. How perceived
attractiveness of free-
gift menu varies with
the increasing menu-
sizes?
Marketing Research
Problem
Broad Statement:
To determine consumers’
response to different
designs of free-gift menu.
Specific Components
1. To determine
consumers’ response to
gift menu with varying
sizes
2. To determine
consumers’ response to
menu containing similar
vs. different gift items
Management
Decision Problem
How should we
design free-gift
menu offers to
make them look
more attractive to
consumers?
Management
Decision Problem
How should we
design free-gift
menu offers to
make them look
more attractive to
consumers?
Hypothesis
1. Free-gift attractiveness
follows an inverted U
shape as the menu-size
increases.
Problem Definition
19. Next Class
Case on “Fruitzone India Limited (A)_Designing the Research
Questions”
