Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and

services. Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

The Marketing Research Process

Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

Research Design
A master plan that specifies the methods and procedures for collecting and analyzing needed information.

Tasks Involved In a Research Design

Define the Information Needed

Design the Exploratory, Descriptive, and/or Causal Phases of the Research

Specify the Measurement and Scaling Procedures

Todays Topic

Construct a Questionnaire Specify the Sampling Process and the Sample Size

Develop a Plan of Data Analysis

A Classification of Market Research Designs

Research Design Exploratory Research Conclusive Research

Cross-sectional Study
Longitudinal Study

Descriptive Design

Causal Design

Experiment Secondary Data Study Survey Observation

Exploratory Research Purposes

Identifying potential causes of a problem Establishing priorities or direction for a research program

Clarifying concepts
Assisting new product development

Secondary (historical) Data

Pilot Study

Experience Survey

Case Study

Exploratory Research

Secondary Data

Secondary data are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

Criteria for Evaluating Secondary Data

Criteria

Issues

Remarks Data should be reliable, valid, & generalizable to the problem. Assess accuracy by comparing data from different sources. Census data are updated by syndicated firms. The objective determines the relevance of data. Reconfigure the data to increase their usefulness. Data should be obtained from an original source.

Specifications & Data collection method, response rate, quality & analysis of data, Methodology sampling technique & size, questionnaire design, fieldwork. Error & Accuracy Examine errors in approach, research design, sampling, data collection & analysis, & reporting. Currency Time lag between collection & publication, frequency of updates. Objective Why were the data collected? Nature Definition of key variables, units of measurement, categories used, relationships examined. Dependability Expertise, credibility, reputation, & trustworthiness of the source.

Pilot Studies
A collective term for any small-scale exploratory research technique that uses sampling but does not apply rigorous standards Includes
Focus Group Interviews Projective Techniques
Unstructured, free-flowing interview with a small group of people Indirect means of questioning that enables a respondent to project beliefs and feelings onto a third party or an inanimate object Word association tests, sentence completion tests, role playing

Focus Group Interview

Advantages Fresh unstructured reactions Preference for verbal rather than written communication Reduced costs Quick to initiate Group dynamics stimulate ideas

Disadvantages

Requires a well-trained discussion moderator

Relies on interpretation
Small Sample Size Effects on Diversity Suggestive but not conclusive

RESEARCH DESIGN- Exploratory research design SAMPLE STUDY-Three banks namely HDFC
ltd.,centurian bank of punjab,ING vysa bank.

POPULATION SIZE-

A total of 18 employees of the

bank were targeted but only 14 responded.

payroll in officer garde including three branch managers.

personal interview

SAMPLE SIZE- 14 employees from the bankat the bank DATA COLLECTIONThrough questionnaires and

ROLE EFFICACY PARAMETER INTEGRATION VS DISTANCE

EMPOWERMENT TOOS

CORRELATION COFFICIENT 0.98

AUTONOMY,DELEGATION ROLE CLARIFATION,PARTICIPAT ION

PRODUCTIVITY VS REACTIVITY CREATIVITY VS ROUTINITY CONFOARMATION VS ACOIDANCE

AUTONOMY,HRI,DELEGAT ION MOTIVATION,HRI

-0.72

0.22

COUNSELLING,TRAINING, APPRAISALS

0.08

CENTRALITY VS PERIPHERALITY INFUENCE VS POWERLESSNESS

AUTONOMY, AUTHRITY AUTONOMY, AUTHORITY, ROLE CLEARIFICATION

-0.48

-0.93

GROWTH VS STAGATION LINKAGE VS ISOLATION HELPING VS HOSTILITY

COUNSELLING, TRAINING PARTICIPATION,COUN SELLING,TRAINING TRAINING , MOTIVATION COMPENSATION, CAREER PLANNING

0.60

0.69

-0.63

SUPERORDINATION VS DEPRIVATION

-0.66

The various tools of empowerment were identified through questionnaire and interview.

The role of efficacy level was from identified from both employee (branch manager) through a role based questionnaire . The branch have been considered as employer as they are once in a bank who bring about empowerment in the operation of bank

NULL HYPOTHESISNo direct relationship exists between role of efficacy parameter and usage of empowerment tools.
ALTERNATIVE HYPOTHESIS-

Direct relationship exists between role of efficacy parameter and usage of empowerment tools.

Exploratory research
essentially abstraction and generalization. Abstra ction means that you translate the empirical observations, measurements etc. into concepts; generalization means arranging the material so that it disengages from single persons, occurrences etc. and focuses on those structures that are common to all or most of the cases. The results of exploratory research are not usually useful for decision-making by themselves, but they can provide significant insight into a given situation