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Monitor marketing
performance
Improve understanding of
marketing as a process
Marketing research is the systematic and objective
identification
collection
analysis
dissemination
and use of information
For the purpose of improving decision making related to the
identification and
solution of problems and opportunities in marketing
Classification of Marketing Research
Problem-Identification Research
• Research undertaken to help identify problems which are
not necessarily apparent on the surface and yet exist or
are likely to arise in the future. Examples: market
potential, market share, image etc.
Problem-Solving Research
• Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,
promotion, and distribution research.
The Role of Marketing Research
Customer Groups
• Consumers
• Employees
• Shareholders
• Suppliers
Uncontrollable
Controllable Environmental
Marketing Factors
Variables
Marketing • Economy
• Product
Research • Technology
• Pricing
• Laws &
• Promotion Regulations
• Distribution • Social & Cultural
Assessing
Providing
Marketing Factors
Information Decision • Political Factors
Information
Needs Making
Marketing Managers
• Market Segmentation
•Target Market Selection
• Marketing Programs
• Performance & Control
Marketing Research Process
Step 1 : Problem Definition
•Qualitative Research
Environmental Context of the Problem
•Objectives
•Buyer Behaviour
•Legal Environment
•Economic Environment
Research Design
Exploratory Conclusive
Research Design Research Design
Descriptive Causal
Research Research
Cross-Sectional Longitudinal
Design Design
3. Computerized Databases
4. Syndicate Sources
Uses of Secondary Data
Projective
Depth Interviews Techniques
Focus Groups
• Qualified Moderator
• Controls flow
• Stimulates discussion
• Advantages
• No group pressure
• Respondent is focus of attention and feels important
• Respondent is highly aware and active
• Long time period encourages revealing new information
• Can probe to reveal feelings and motivations
• Discussion is flexible
Depth Interview Techniques
Laddering:
In laddering, the line of questioning proceeds from product
characteristics to user characteristics. This technique allows
the researcher to tap into the consumer's network of
meanings.
Symbolic Analysis:
Symbolic analysis attempts to analyze the symbolic
meaning of objects by comparing them with their opposites.
The logical opposites of a product that are investigated are:
non-usage of the product, attributes of an imaginary “non-
product,” and opposite types of products.
Definition of Projective Techniques
Survey
Methods
Traditional Computer-Assisted
Mail Mail
Telephone Telephone
Interview Panel
Interviewing
Criteria for Evaluating Survey Methods
1. Task Factors
Diversity of Questions and Flexibility of Data Collection
• This depends upon the degree of interaction the respondent
has with the interviewer and the questionnaire, as well as the
ability to actually see the questions.
Use of Physical Stimuli
• The ability to use physical stimuli such as the product, a
product prototype, commercials, or promotional displays during
the interview.
Sample Control
• Sample control is the ability of the survey mode to reach the
units specified in the sample effectively and efficiently.
Quantity of Data
• The ability to collect large amounts of data.
Response Rate
• Survey response rate is broadly defined as the percentage of
the total attempted interviews that are completed.
2. Situational Factors
Perceived Anonymity
• Respondents' perceptions that their identities will not be
discerned by the interviewer or the researcher.
Social Desirability/Sensitive Information
• Tendency of the respondents to give answers that are socially
acceptable, whether or not they are true.
Low Incidence Rate
• Incidence rate refers to rate of occurrence of persons eligible
to participate in the study.
Respondent Control
• Methods that allow respondents control over the interviewing
process will solicit greater cooperation and are therefore
desirable.
Observation Methods
the test units and how these units are to be divided into
homogeneous subsamples,
what independent variables or treatments are to be
manipulated,
what dependent variables are to be measured; and
how the extraneous variables are to be controlled.
Validity in Experimentation
Experimental Designs
3. Computerized Databases
4. Syndicate Sources
Uses of Secondary Data
• Nominal Scale
• Ordinal Scale
• Interval Scale
• Ratio Scale
A Comparison of Scaling Techniques
• Paired Comparison
• Rank Order
• Constant Sum
Non-comparative Scaling
Pre-testing
Key Considerations
• Unstructured questions
e.g. What is your occupation?
• Structured
Multiple choice or Dichotomous
Question Wording
Type of Information
• Basic information should be obtained first, followed by
classification, and, finally, identification information.
Difficult Questions
• Difficult questions or questions which are sensitive,
embarrassing, complex, or dull, should be placed late in
the sequence.
• Numbered questions
• Pre-coding
Sampling Techniques
Nonprobability Probability
Sampling Techniques Sampling Techniques
Where,
Z: represents the Z score from the standard normal
distribution for the confidence level desired by the
researcher.
(e.g. for 90% confidence level, Z score is 1.645,
for 95% confidence level, Z score would be 1.96
for 99% confidence level, Z is 2.58)
s: represents the population standard deviation for the
variable which we are trying to measure from the study.
e: is the tolerable error in estimating the variable in
question.
(Lower the tolerance, higher will be the sample size)
Sample Size Calculation when Estimating Proportions
Where,
p: represents the frequency of occurrence of something
expressed as proportion.
q: represents the frequency of non-occurrence of something
expressed as proportion.
Z: represents the Z score from the standard normal distribution
for the confidence level desired by the researcher.
e: is the tolerable error in estimating the variable in question.
(Lower the tolerance, higher will be the sample size)
Improving Response Rates
Methods of Improving
Response Rates
Reducing Reducing
Refusals Not-at-Homes
Callbacks
Adjusting for Nonresponse
Validating Fieldwork
Check Questionnaire
Edit
Code
Transcribe
Clean Data
Univariate Techniques
Dependence Interdependence
Technique Technique
Formulate H0 and H1
• Metric Data
Data based on interval or ratio scales
Parametric tests are used
• Non-Metric Data
Data based on nominal or ordinal scales
Non-parametric tests are used
Tests for Data Analysis
• Chi-Square
For measuring the significance of association
between two variables when the data are
expressed as frequencies.
Determining ‘goodness of fit’, i.e. how well the
observed data ‘fits’ the expected distribution of
frequencies.
Test of independence- to test if the variation in
the values of one has no bearing on the values of
the other.
• Correlation
Used when two variables are metric and have
similar distributions.
• Multiple Regression
To determine the strength of the relationship
between a single dependent variable and two or
more independent variables. For measuring the
significance of association
• Analysis of variance
For testing the difference between the means of
more than two populations
Dependent variable is metric, independent
variables are all non-metric (usually nominal)
If independent variables include nominal as well
as metric variables, technique is called ANCOVA
Report Preparation and Presentation
Importance of the Report and Presentation
Data Analysis
Report Preparation
Oral Presentation
Research Follow-Up
Report Format
I. Title page
II. Table of contents
III. List of tables
IV. List of graphs
V. List of appendices
VI. List of exhibits
VII. Executive summary
a. Major findings
b. Conclusions
c. Recommendations
VIII. Problem definition
a. Background to the problem
b. Statement of the problem
X. Research design
a. Type of research design
b. Information needs
c. Data collection from secondary sources
d. Data collection from primary sources
e. Scaling techniques
f. Questionnaire development and pretesting
g. Sampling techniques
h. Fieldwork
XI. Data analysis
a. Methodology
b. Plan of data analysis
XII. Results
XIII. Limitations
XV. Exhibits
a. Questionnaires and forms
b. Statistical output
c. Lists
Report Writing
• Easy to follow
• Presentable and professional appearance
• Objective
• Reinforce text with tables and graphs
• Terse
Guidelines for Tables
• Title and number
• Arrangement of data items
• Basis of measurement
• Rulings and spaces
• Headings, stubs, and footnotes
• Sources of the data
Graphical Representation of Data
• Line charts
• Pictographs
• Scatter plots
Oral Presentation
• Incomplete Reporting
• Misleading Reporting
• Nonobjective Research
Ethical Issues involving Protection of Respondents
• Unnecessary research
• An unqualified researcher
• Disclosure of identity
• Misrepresentation of findings
Ethical Issues in Different Stages of Research
Ethical Issues in Marketing Research
I Problem Definition
- Using surveys as a guise for selling or fundraising
- Personal agendas of the researcher or client
- Conducting unnecessary research
IIDeveloping an Approach
- Using findings and models developed for specific
clients or projects for other projects
- Soliciting proposals to gain research expertise
without pay
- Inaccurate reporting
III Research Design