This presentation includes notes collected from various sources from internet during my study journey with regard to the topic Marketing Research

11. • Demand forecasting is the activity of estimating the quantity of a product or service that
consumers will purchase.
• Demand forecasting involves techniques including both Simple Survey Method such as educated
guesses, and Complex Statistical Methods such as the use of historical sales data or current
data from test markets.

12. There are many definitions of marketing research. Some important ones are:
• According to American Marketing Association (AMA),
“Marketing Research is the systematic gathering, recording and analysing of data about
problems relating to the marketing of goods and services.”
• According to Philip Kotler,
“Marketing research is a systematic problem analysis, model building and fact finding for
the purpose of improved decision-making and control in the marketing of goods and services.”
• According to David Luck, Donald Taylor and Hugh Wales,
“Marketing Research is the application of scientific methods in the solution of marketing
problems.”

13. • Primary research is: obtaining new information to solve a current marketing problem.
• Marketing research helps managers make better decisions.
• The action words that best apply to the first and last steps of a marketing research project are:
Step 1-specify the information needed; Step 6-communicate the information
• PMR is an acronym for: Professional Marketing Researcher. PMRs can become certified by the PMRS.
Many PMRs are members of the PMRS, but not all.
• An omnibus study is an excellent choice of methodology when: a large sample size is needed. Omnibus
studies follow predetermined timelines and are generally inflexible.
• An example of a syndicated study would be: a report on Canadian eating habits sold to several food
companies
• Ex of primary research needs relates to understanding a distribution channel better : Black & Decker
measuring customer service satisfaction in hardware stores.
• If Company A outsources a project to a full service marketing research company to help determine if it
should launch a new product into a new market, Company A should expect the research company to:
recommend a custom or standardized new product evaluation study.

14. • Marketing research not be able to help do : definitively predict the winner of a political election.
• Research based on hypothesis suggestion and problem definition is classified as : Exploratory
Research
• Process of watching customers in natural environment is called : Ethnographic Research
• It is the job of Marketing Researcher to produce insight into the customer's attitude and buying
behavior.
• Marketing insights : provides diagnostic information about how and why we observe certain effects
in the marketplace, and what they mean to marketers?
• Marketing Research : as the systematic design, collection, analysis and reporting of data and
findings relevant to a specific market situation facing the company.
• Marketing Research firms fall into 3 categories.
• Syndicated Service Research firm: gather consumer and trade information which they sell for a
fee.

15. • IMRB International is a : Syndicated Service Research firm
• Customer Marketing Research Firm : design and carry on research studies for various clients
based on specific briefs.
• Speciality line marketing Research firm provide specialized research services such as
developing a research brief.
• In a marketing research process, problem should not be defined : Either too broadly or too narrow
• Working backwards from the decisions can be a good way of defining problems because the
purpose of research is to generate meaningful information.
• Market research is generally used to describe studies of specific sectors, while marketing
research refers to testing elements of the marketing mix.

16. What is marketing research?
The process of designing, gathering, analysing, and reporting information that may be used to
solve a specific marketing problem.
• Market research is the appropriate term when marketing research is being conducted on a specific
customer group in a specific geographic area.
• Each day, an analyst in the marketing department scans the major newspapers and magazines for
stories pertaining to the company or its competitors. This activity would best be categorized as part
of : marketing intelligence system
• A sales manager for a pharmaceutical company uses her computer to analyse which salespersons
are above, at or below quota and other "what if" questions. This best illustrates which of the
following? : Marketing Decision Support System
• Marketing research projects are launched only when there is a justifiable need for information that
is not available from the other components of the MIS.
• What reason was given in for the failure of Coca-Cola Blak? : Blak was neither cola nor coffee
• Applied research makes up the majority of market research rather than basic research

17. • Formulating Hypothesis Used which Marketing Research Techniques: Exploratory research.
• ‘Analysis of Case Studies’ Using clarify problem in which Marketing Research Techniques :
Exploratory research
• Experience Survey Using clarify problem in which Marketing Research Techniques : Exploratory
research
• “time-series studies” called as Longitudinal Studies
• Full form of (TRPs) : Target Rating Points
• In order to offset unpredictable consumer behavior, companies invest in unpredictable consumer
behavior, companies invest in Market research
• Statistics are typically simple summary figures calculated from a set of Observations. : Descriptive
• Statistics are used to apply conclusions about one set of observations to reach a broader
conclusion or an inference about something that has not been directly observed : inferential
• Allows for the compression of data into a table : Frequency distribution

18. • Sampling is used in some manufacturing and distributing settings as a means of Quality control
• The chi-square and t-distribution are both : Dependent on a number of degrees of freedom
• The F ratio contains: Two estimates of population variance
• A family of distributions differentiated by two parameters and used to prtest hypothesis regarding
variances is called distribution. : F test
• The major advantage of survey research is its : Flexibility
• Questionnaire can also take a long time to complete : Mail
• Telephone interviewing is: costlier
• In the early and mid-1980s, some cola companies created a taste test against their competitors.
This is an example of research.: Survey research.
• Observation is best suited for research : Exploratory research
• One of the example where marketing research is extensively used by organizations are : Consumer
durables

19. • Is the gathering of primary data by observing relevant people, actions, and situations?:
Observational research
• Research is the approach best suited for gathering descriptive information : Survey
• A marketing research firm contracts with clients to conduct a complete marketing research
project from data collection, analysis and reporting. It is a__________ firm. : full-service agency
• Qualitative data usually alpha-numeric, i.e. words and numbers, are often entered into word-
processed documents as interview transcripts from audio or videotape or entered directly into
computer software applications (e.g. NVivo) as video or sound files for content analysis.
• Once the agency has discussed the brief with the client, the agency provides a detailed outline of
how they intend to investigate the problem. This document is called the : Research Proposal
• When little is known about the problem, research seeking to discover the cause of a problem by
discussing the problem with informed sources and examining pre-existing data is undertaken.
This type of research is : Exploratory research.
• A common research technique, used particularly in retailing (on- and off-line) where consumers are
recruited by researchers to act as anonymous buyers in order to evaluate customer satisfaction is
referred to as: Qualitative research.

20. • Secondary data has two important advantages over primary data. It is : Generally cheaper to
gather than primary data and takes less time to find.
• Criteria like gender, ethnicity, or some ether customer characteristic are used to restrict the
sample, but the selection of the sample unit is left to the judgment of the researcher. This is
called: quota sampling.
• A probability sample constructed where the population elements are accorded a number and a
sample is selected by generating random numbers, which correspond to the individual population
elements. This is called : Simple random sample.
• Which sampling techniques are often selected in qualitative research?: Non-probability sampling.
• What is the term used to describe the degree to which the data elicited in a study is replicated in
a repeat study? : Reliability.
• Which type of research methods are designed to elicit responses to predetermined, standardized
questions from a large number of respondents?: Quantitative.

21. • An omnibus survey is a method of quantitative marketing research where data on a wide
variety of subjects is collected during the same interview. Usually, multiple research clients will
provide proprietary content for the survey (paying to 'get on the omnibus'), while sharing the
common demographic data collected from each respondent
• A syndicated service is a research study which is conducted and funded by a market research
firm but not for any specific client is called a syndicated research. The result of such research is
often provided in the form of reports, presentations, raw data etc. and is made available in open
market for anyone to purchase. In syndicated research the research problem and scope of
research is formulated by market research companies based on their experience and
methodology. Thus they often need refinement when you want to use them in lieu of custom
market research.