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RESEARCH METHODOLOGY

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RE

REPEATEDLY

RESEARCH
SEARCH INVESTIGATE

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METHODOLOGY

SYSTEMATIC WAY OF DOING THINGS

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RESEARCH METHODOLOGY

EVOLUTIONARY AND SYSTEMATIC WAY OF INVESTIGATION

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Important Approaches in Investigation
INDUCTIVE LOGIC Academicians

It develops theory from happenings around us
DATA

DEDUCTIVE LOGIC Practitioners

It applies theory for conclusions
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RESEARCH METHODOLOGY

EVOLUTIONARY AND SYSTEMATIC WAY OF INVESTIGATION

SYSTEMATIC WAY OF COLLECTING, ANALYSING AND INTERPRETING DATA

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MARKETING

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MARKETING is a process of identifying customer needs and finding ways to satisfy them better than competitors

MARKETING INPUTS
CUSTOMER

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MARKETING RESEARCH

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Marketing Research is systematic way of colleting, analysing and interpreting data for marketing decisions
ADVANTAGE

Improves effectiveness of marketing

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Marketing

Marketing Research

Satisfy customers

Collect & analyse relevant data

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Product Research

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Data collected
Following data is usually collected in product research:
Exhaustive list of benefits customer seeks by consuming product Relative importance of each benefit Extent to which company’s brand satisfies each need Extent to which competitor’s brand satisfies each need

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New product research

Before birth of product

After birth of product

Concept Testing research

Product use research

Data collected • Overall likeability of product • Specific likes • Specific dislikes • Uniqueness of product • Price perception • Intention to purchase
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Branding Research

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Branding Research

Brand name research

Brand association research

Brand awareness research

Brand user ship research

Brand communication research

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Brand name research

Objective

Brand recall
• Time • Proportion
Questions

• What comes to your mind when you hear (Brand name)? • How would you pronounce it? • What does it mean to you? • What did you like about it? • What did you dislike about it? • What products will suit for it? • What products will not suit for it? • Which name did you like the most? Why? • Which name did you dislike the most? Why?

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Used brand at least once Ever triers

Brand user ship research

Never used

Never triers

Current users

Lapsed users

Most often users

Occasion users

Research is to find WHY? …..

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Brand user ship research
Questions

• Which brands have you used so far?

• What made you to try this brand? • Why did you stop using it? • Why do you use it most often / occasionally? • What is unique about it? • Why do you prefer it over (Brand name)? • Why do you never use (Brand name)?
Methodology

• These

questions are first asked unaided and then aided

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Brand awareness research

When market gets crowded by many brands, mere awareness is not sufficient. What matters is Top of Mind (TOM) recall.

Brand awareness Spontaneous
First in mind (TOM) Second in mind (SOM) Others in mind (OIM)

Prompted

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Brand communication research
Spontaneous response Prompted response

• For which brands of (product) have you ever seen ad on TV? • For which brands of (product) have you seen ad on TV in last (period)? • For which of the following brands of • What do you remember in the ad of (product) have you ever seen ad (brand)? on TV? • What was the message in the ad of • For which of the following brands of (brand)? (product) have you seen ad on TV • Which part in ad did you like the most? in last (period)? • Which part in ad did you dislike the • On a 5 point scale, what rating would most? you give to the ad?

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Media Research

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Questions

• In which geographical regions does the message reach? • To whom the message reaches? • To whom the message does not reach? • To how many people does the message reach? • When does the message reach? • What is the cost of reaching message to one person? • What is the effectiveness of the media?

National readership survey (NRS)

Indian readership survey (IRS)

Television rating Point (TRP)

Ad hoc research

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Ethics in Marketing Research

• ‘Marketing Research Society of India’ regulates

Marketing research activities in India • Formulated code of conduct for market researchers • Details are available on website www.mrsi-india.com

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Ethics in Marketing Research Intention should not be other than research Anonymity of respondents must be protected if agreed No deliberate attempt to manipulate research method, data and findings Data, findings of one research should not be used for other research unless permitted Research agency should not conduct research for client’s competitor if clientagency relations jeopardize

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Research Process
Research process involves following steps: Define research problem Select most suitable method (research design) to conduct research Select sample Collect data Analyze data Draw conclusions & submit findings, recommendations

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Research Process
Interrelated steps, need not be sequential. Inclined from qualitative to quantitative, from unstructured to structured.

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To solve problem facing company To improve efficiency of functions To plan for future of company

Management problems

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Management Problems

• Sale of a product is declining

• Sale is increasing but market share declining • Employee attrition rate has increased • Worker absenteeism has increased • Customer complaints have increased

Are these problems?

These are symptoms

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Management problems are often symptomatic Research problem is ‘why symptoms’?

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