This document provides an introduction to marketing research. It discusses the objectives of marketing research, including understanding market needs and measuring advertising effectiveness. It describes how marketing research works by collecting data and transforming it into useful information for decision making. Finally, it discusses the importance of ethics in marketing research and how researchers must protect participants' privacy and not deceive them. The key organizations that conduct marketing research are producers of products and services, advertising agencies, and dedicated marketing research companies.

1. Introduction To Research
Business Research Methods (SHRM-431)
Dr. Dhobale J V
Assistant Professor
IBS, IFHE, Hyderabad.
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Chapter No.-01

2. Objectives
1. Marketing research
2. Different kinds of organizations that conduct
marketing research
3. Why studying marketing research?
4. Marketing research ethics
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3. Introduction
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4. Introduction
 Marketers Need Information.
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Data Information Action

5. MR – Data to Information to Action
 Data collection.
 Transform Data to Information.
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6. MR – Data to Information to Action
 Marketing Research - The organization’s
formal communication link with the
environment.
 Ex - Case of McDonald’s entered in India in
1993.
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7. MR – Data to Information to Action
 Variables-
 Random Variable
 Dependent variable
 Independent variable
 Moderating variable
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8. MR – Data to Information to Action
 Environments affecting Marketing -
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9. MR – Scope in India
 In India Market Research companies like
Protech India, TNS India, Delphi Research
services offer several challenging
opportunities.
 Research Manager, Heads of Research,
Operations supervisor, etc.
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10. MR – Scope in India
 Formal practice of Marketing Research can be
traced to 1879 when advertising agency N.W.
Ayer & Sons Collected data on expected grain
production from state officials and publishers
across the United States.
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11. MR – Scope in India
 Who Does Marketing Research?
1. Producers of Products and Services
2. Advertising Agencies
3. Marketing Research Companies
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12. MR – Scope in India
1. Producers of Products and Services – When
firms found they could no longer sell all they
could produce but instead had to gauge
market needs and produce accordingly.
 HUL, Zee Telefilms, P&G, Coca-Cola all
have internal marketing research
departments.
 Ex. Kolkata apparel Store.
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13. MR – Scope in India
2. Advertising Agencies – conduct research
designed to help create and measure the
effectiveness of advertising campaigns.
 Media agency MEC conducted an extensive
project to better understand women
shoppers in 542 smaller Chinese cities.
1. The Pressure Cooker - 20%
2. The Traditional - 5%
3. The Practical - 48%
4. The Achiever - 58%
5. The Undecided - 35% 13IBS Hyderabad

14. MR – Scope in India
3. Marketing Research Companies –
 Syndicated Research – The Nielsen Company.
 Custom designed research.
 Limited service firms.
 Full service research suppliers.
 Government agencies, Trade associations and
universities.
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15. Why Marketing Research?
1. Marketing Research can be fun as
“Information Detective”.
2. Studying MR is to learn to be smarter
consumer of research result.
3. To gain appreciation of the process, what it
can and cannot.
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16. MR – Research Process
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17. Marketing Research Ethics
 It is important to understand that the
distribution of private information is a breach
of privacy.
 Ethical
 Moral
 Legal
 Unethical case of Coca-Cola & Burger King
restaurants.
 Case – Study of the health of 6000
agricultural worker.
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18. Marketing Research Ethics
 Marketing research ethics are the
principles, values, and standards of conduct
followed by marketing researchers.
 There's a name for research that is
conducted to support a position rather than to
find the truth about an issue: advocacy
research .
 sugging : contacting people under the guise
of marketing research when the real goal is
to sell products or services.
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19. Review
1. Marketing research
2. Different kinds of organizations that conduct
marketing research
3. Why studying marketing research?
4. Marketing research ethics
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20. References
 MARKETING RESEARCH – A SOUTH ASIAN
PERSPECTIVE by Brown, Sutter , Adhikari,
Cengage Learning, India.
 Business Research Methods - Donald R
Cooper, Pamela S Schindler, J K Sharma,
MCGraw Hill Education
 Business Research Methods - Naval Bajpai,
Pearson Education, India.
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21. Thank You!
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