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Pradeep Gangadharan

Marketing Research Session 1

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1. Meaning of Social Research-Classification ʹ Merits and Demerits
°. Scientific method ʹ Deduction and Induction
3. The research process
4. Problem formulation ʹ Statement of research problem
5. Hypothesis ʹ types, uses ʹ Operational definitions
6. Research design
7. Sources of data ʹ Primary and Secondary
8. Methods and tools of data collection ʹ Questionnaire, Schedule and
Interview
9. Scaling techniques
10.Sampling design
11.Data processing
1°.Data analysis using SPSS
13.Statistical analyses - parametric and non parametric tests
14.Format of Research Report - Guidelines
Marketing Research Session °




   
1. Understand where you stand today in understanding Marketing per se
°. Overview of MR ʹ broad understanding of marketing research
1. MR fit in the marketing space
°. Uses of marketing research
3. MR as a profession ʹ client-side and the research organisation
3. Some definitions used in the MR industry
4. The research process

Marketing Research Session 3

 

ü Discuss the following marketing scenarios / areas
Affordable housing project by a real estate player ʹ number of units and
configuration
Should a AEC player enter the full service market?
Should the soap manufacturer change the manufacturing process?
Should the tea producer launch the new tea flavour?

Marketing Research Session 4

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ü hat is MR?
ü Uses of MR [MR fit in the marketing space]
In terms of the Marketing ͚P͛s
ü Product [New launch / variants / improvements]
ü Price [Testing price changes]
ü Place [Entering new markets / retail counter checks / distribution
audits]
ü Promotion [POP audits, ad tests]
ü People [Employee satisfaction studies ʹ e.g. Gallup G1°
ü Processes [Process audits e.g. Insurance documentation compliance
study, Mystery shopping e.g. Retail store checks]
ü MR as a profession / career
Client side research (CIM, Account planner, Consulting etc.
Research organisation

Marketing Research Session 5

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ü " 
 
A household refers to a set of people living together under one
roof and sharing food from the kitchen. This does not include servants and
guests.
ü " 
 The housewife is the person (normally ʹ but not necessarily
female who is responsible for the kitchen and for household purchases
ü þThe chief wage earner is the person who contributes the maximum
money towards the running of the household. Given the Indian family
structure, where three generations often live together, the CE need not be
the same as the head of the household.
ü "#The monthly household income (MHI is the total income of the
household, including all sources such as salaries of all earning members,
income from rent, dividend, interest etc.
ü þSocio Economic Class (SEC is another variable used to classify
households. The SEC is often preferred over MHI because:
MHI is understated, especially by high ʹ income households
The definition of what is high income, what is low income etc changes
over time, but the SEC is more stable
Marketing Research Session 6
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Basic decision to do MR

Identifying the problem,

clear indication of research
requirements and action stds.

Developing research approach

to address the problem

Establishing a research design

Collecting the data

Performing data analysis

Reporting and presentation

Marketing decision

Marketing Research Session 7

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Marketing Research Session 8