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MARKETING RESEARCH
Chapter 1: INTRODUCTION TOMARKETING RESEARCH
I(a)
Basic or Pure Research
: Theresearch which is done for knowledge enhancement, the researchwhich does not have immediatecommercial potential, the research whichis done for human welfare, animal welfareand plant kingdom welfare is the basic or pure research.Government of India, through Census, doesresearch on population count to identify totalpopulation of India, no. of male, female, no. of families, no. of voters, etc. One of the major findings of census is, some rural areas,proportion of female is 10% less as comparedto male. In some metros and mini metros,female count is marginally less than male.This situation might create problems in future.Govt. responded quickly to this trend and haveimplemented ad-campaign having punch line‘a world without women’.
 
Discovery TV channel highlights the basicresearch done by Australia and USGovernments towards animal welfare andplant kingdom welfare. Some of thedocumentaries on animal rescue operationsare quite remarkable.Sometimes social research may havecommercial intention.
Example: Jaago Re Campaign
Objective- one billion voters by 2015.Intention is to get 4 million youth registeredacross 35 cities before general elections in2009&one billion by next elections in 2015.The young coordinator of the campaign Mr Jasmine Shah,along with 11 people approachvoters at crowded places&appeals to getregistered as voter&also says to use helplinewww.jaagore.comfor any assistance.Tata Teahas sponsored some part of this campaign.(Taaza tea)This is a successful campaignbecause within 7 weeks of its launch,thewebsite has managed to register 70,000younsters.(b)
Applied Research
: The researchwhich has immediate commercial potential iscalled applied research. Applied research can
 
further be classified as problem oriented andproblem solving research.
Problem Oriented Research
– This type of research is done by Industry Apex Body for sorting out problems faced by all thecompanies. For example NASSCOM regularlyconducts problem oriented research for thebenefit of all software companies. Similarly CIIdoes the research for all types of companies.At global level, WTO does problem orientedresearch for developing countries. In India,APEDA (Agriculture and Processed FoodExport Development Authority) conductsregular research for the benefit of agroindustry.
Problem solving Research
– This type of research is done by an individual company for the problem faced by it. For example if Videocon International conducts research tostudy customer satisfaction level, it will beproblem solving research. The findings of problem solving research are unique and onlytrue for that company which does the researchand cannot be generalized. Whereas findingsof the problem oriented research could begeneralized.
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