MR

Marketing research is systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities ) in marketing Classification of MR
Problem identification research - research that is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Problem solving research research undertaken to help solve specific marketing problems

Role of MR in marketing decision making

Customer groups Consumers Employees Shareholders suppliers Controllable marketing variables Product Pricing Promotion Distribution Controllable Environmental factors Marketing research Economy Technology Competition Laws and regulations Marketing Decision Social and cultural factors Political factors making

Assessing info. needs

providing info.

Marketing managers Market segmentation Target market selection Marketing programs Performance and control

MR & Competitive Intelligence

The process of enhancing marketplace competitiveness through a greater understanding of a firms competitors and the competitive environment. It involves the legal collection and analysis of information regarding the capabilities, vulnerability, and intentions of business competitors, conducted by using info. Databases and other open sources and through ethical marketing research inquiry.

MR & Marketing Info. Sys (MIS)

A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis. The info. provided by MIS is continuous. MIS design focus on decision makers responsibilities, style, and info. needs MIS is limited in the amount and the nature of info. It provides and the way in which the info can be used by the decision maker, because the info is rigidly structured and can not be easily manipulated.

MR Process
Problem definition Management decision problem Marketing research problem Development of an approach to the problem Research questions Hypothesis Research design formulation Fieldwork or data collection Data preparation and analysis Report preparation and presentation

Research Design
Is a framework of blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems 2 types
Exploratory research design
Type of research design, which has its primary objective the provision of insights into the comprehension of the problem situation confronting the researcher

Conclusive research design

Design to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation

Difference b/w exploratory & conclusive

Exploratory
Objective Characteristics To provide insights and understanding Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative. Tentative

Conclusive
To test specific hypothesis and examine relationship Information needed is clearly defined. Research process is formal and structured. Sample is large and structured. Data analysis is quantitative. Conclusive

Finding/results

Outcome

Generally followed by further exploratory or conclusive research

Findings used as input into decision making

Conclusive research design

Descriptive research Casual research

Cross-sectional design

Longitudinal design

Single cross-sectional design

Multiple cross-sectional design

Descriptive research
Type of conclusive research that has as its major objective the description of somethingusually market characteristics Answer 6 Ws- who, what, when, where, why, way

Casual research
Research where major objective is to obtain evidence regarding cause-and-effect (casual) relationships
Involves collection of information from any given sample of population elements only once. Design in which one sample of respondents is drawn from the target population and information is obtained from this sample once Design in which there are 2 or more samples of respondents and information from each sample is obtained only once.

Cross-sectional design

Single Cross-sectional design

Multiple Cross-sectional design

Longitudinal design Design which involves a fixed sample of population elements that is measured repeatedly on the same variables . The sample remains the same over time, thus providing a series of pictures which, when viewed together, portray a vivid illustration of the situation and the changes that are taking place over time. Sample here is called panel.

Exploratory, descriptive & casual

Exploratory Descriptive casual
Objective

Describe ideas and insights. Flexible Versatile

Describe market characteristics or functions Marked by prior formulation of specific hypotheses. Preplanned and structured design.
Secondary data (analyzed qualitatively) Surveys Panels Observational and other data

Describe cause and effect relationship Manipulation of one or more independent variables. Control of other mediating variables.
experiments

Characteristics

methods

Expert surveys Pilot surveys Secondary data (analyzed qualitatively) Quantitative research