Documente Academic
Documente Profesional
Documente Cultură
Proposal
Session 1
Dr. Plavini Punyatoya
Xavier Institute of Management,
Xavier University, Bhubaneswar
But
You will not be an expert!
Topics/Activities
Chapter1-3 (MD)
Research Design
-Descriptive
-Exploratory
-Experimental
3-4
Conjoint Analysis
Chapter 21 (MD)
5-6
Pricing Research
Cluster Analysis
Chapter 20 (MD)
10-11
Discriminant Analysis
Chapter 18 (MD)
12
Chapter 21 (MD)
13-14
Evaluation
Components
Weightage (in %)
Class Participation
15
25
Quizzes
20
End-Term Exam
40
Course
Books & Reading materials
Malhotra, N.K. and Dash, S. (2013). Marketing Research: An Applied
Orientation, Pearson Education. (MD)
An example is:
Sequential
steps;
Scientific
method of
enquiry
Problem-Identification
Research
Problem-Solving
Research
Segmentation Research
Product Research
Pricing Research
Promotion Research
Distribution Research
Problem-Identification Research
Eg: Declining market potential shows firm will face difficulty in achieving
target in near future
-toothpowder
Problem-Solving Research
Kelloggs Chocos
Product Research
Test concept
Determine optimal product design
Package tests
Product modification
Brand positioning and repositioning
Test marketing
Control score tests
Pricing Research
Pricing policies
Importance of price in brand selection
Product line pricing
Price elasticity of demand
Initiating and responding to price changes
Type of distribution
Attitude of channel members
Intensity of wholesale and retail coverage
Channel margins
Location of retail and wholesale outlets
Cost-effective way
MR Process
Defining the Problem
1.Problem Definition
Eg 2: LOreal finds that suddenly sale of its LOreal Paris brand is declining
in Europe. A FGD conducted on LOreal Paris users revealed that they
also use other brands along with LOreal. They want something different
and new in the brand. But the company was skeptical about new pr
introduction.
Same
Eg: LOreal
Perceived quality
Influence of peers/ family
Price consciousness
Consumer
attitude
Purchase
intention
Perceived risk
Brand image of retailer
Data Source:
(a) Secondary data: collected for another purpose, already exists
(b) Primary data: freshly gathered data for a specific purpose or research
project
Qualitative research: unstructured, exploratory research using small
samples to give insights about the problem
-FGD, Depth interview, Word association
-Pilot survey, case studies
Economic environment
Marketing and technological skills
Focus on symptoms
Focus on causes
Examples:
Should a new product be
introduced?
General
Specific
Components of approach
Supported by Theory: a statement of relations among concepts within a
set of boundary assumptions and constraints
Theory (constructs-construct)
Hypothesis( variable-variable)
Includes: Defining the information needed, sec. data, quali or quanti data,
scale to be used, questionnaire design, sampling process & size, plan of
data analysis
Prone to error
Statistical techniques
Has to be understandable
Thank You
References
Malhotra, N.K. and Dash, S. (2013). Marketing Research: An Applied Orientation, Pearson Education.
Kotler, P, Keller, K.L., Koshy, A. and Jha, M. (2009). Marketing Management: A South Asian Perspective,
New Delhi: PHI, 13th Edn. (KKKJ)
http://ankitmarketing.blogspot.in/2012/01/detergent-wars-nirma-wheel-and-ghari.html
http://www.bioline.org.br/request?dv10077
http://idyeah.com/blog/2012/02/dettol-scores-by-painful-user-experience/
R.I. Levin and D.S. Rubin (2011). Statistics for Management (SFM), Pearson Education, New Delhi.