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MBA-Marketing Marketing Research
Unit - IChapter 1MARKETING RESEARCHObjective:
The objective of this chapter is to understand:
•
The meaning of Marketing Research
•
The difference between basic and applied research
•
The various classifications of Marketing Research
•
The scope of Marketing Research
•
The various methods of Marketing Research
Definitionof Research
Research always starts with a question to which we seek an answer usingscientific methods. We define the question as a ‘Problem”.
Research
is often described as an active, diligent, and systematic process of inquiry aimed at discovering, interpreting and revising facts.The word
research 
is derived from the French language; its literal meaning is 'toinvestigate thoroughly'.Undertaking research is basically applying scientific methods to find solution toa problem. It is a systematic and explorative study carried out to analyse andapply various solutions to a defined problem.Research can be classified into two broad categories:1. Basic Research and2. Applied Research
Basicresearch
Basic research is also called
fundamental 
or
pure 
research. As the name itself refers, Basic Research is of basic nature which is not carried out in response to aproblem. It is more educative, towards understanding the fundamentals and aimat expanding the knowledge base of an individual or organisation. It does nothave any commercial potential.
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MBA-Marketing Marketing Research
Appliedresearch
Applied Research on the otherhand is carried out to seek alternate solutions for aproblem at hand. Applied research is done to solve specific, practical questions;its primary aim is not to gain knowledge. It specifies possible outcomes of eachof the alternatives and its commercial implications.Applied research can be carried out by academic or industrial institutions. Often,an academic instituion such as a university will have a specific applied researchprogram funded by an industrial partner interested in that program. Electronics,informatics, computer science, process engineering and drug design are some of the common areas of applied research.Applied research can further be divided into:1.
Problem-solving research
: It involves research oriented towards acrucial problem facing the organisation which may be issue specific.Ex: How do we improve the communication skills of our employees?2.
Problem-oriented research
: The research is oriented towards a crucialproblem facing the organisation. It is undertaken inside the organisationor by an external consultant on its behalf. This research is conceptual innature and newer innovative techniques of problem-solving are applied.Ex: How to improve the production yield from machine X using moderntechniques?
Activity 1: Classify the following on the basis of basic research or aplied research: 1. Research carried out to understand the disease Typhoid.2. Research carried out to understand the methods to improve the productivity of people working on Machine X.3. Research carried out to study the impact of absenteism on productivity.4. Understanding a new software programme which has been launched.
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MBA-Marketing Marketing Research
DefiningMarketingResearch:
 
Marketing research
(also called
consumer research
) is a form of businessresearch. The field of marketing research as a statistical science was pioneeredby Arthur Nielsen with the founding of the ACNielsen Company in 1923.Marketing research is a systematic and objective study of problems pertaining tothe marketing of goods and services. It is applicable to any area of marketing.Research is the only tool an organization has to keep in contact with its externaloperating environment. In order to be proactive and change with theenvironment simple questions need to be asked:
•
What are the customer needs and how are they changing? How tomeet these changing needs? What do the customers think aboutexisting products or services? What more are they looking at?
•
What are the competitors doing to retain customers in thisenvironment? Are their strategies exceeding or influencingyours? What should you do to be more competitive?
•
How are macro and micro environmental factors influencing yourorganisation? How will you react t this environment?Authors have defined Marketing Research in many ways:
•
Kotler (1999) defines marketing research as ‘systematic problemanalysis, model-building and fact-finding for the purpose of improveddecision-making and control in the marketing of goods and services’.
•
The American Marketing Association (AMA, 1961) defines it as ‘thesystematic gathering, recording and analyzing of data relating to themarketing of goods and services’.
•
Green and Tull have defined marketing research as the systematic andobjective search for and analysis of information relevant to theidentification and solution of any problem in the field of marketing.The aim of marketing management is to satisfy the needs of the consumer.Marketing research helps in achieving this. Marketing research is a systematicand logical way of assessing ways of satisfying customer needs.According to all the above definitions, Marketing Research starts by stating theproblem or the issue to be investigated; indicate what kind of information isrequired to resolve the problem; identify where and how to get it; specify the
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