RESEARCH METHODOLOGY

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 RE REPEATEDLY

RESEARCH

SEARCH INVESTIGATE

Repeated investigation improves confidence in conclusion.

This is called as ‘Reliability’

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 SYSTEMATIC WAY OF
METHODOLOGY
INVESTIGATION

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 RESEARCH METHODOLOGY

SYSTEMATIC AND EVOLUTIONARY WAY OF

INVESTIGATION

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 Important Approaches in
Investigation
INDUCTIVE LOGIC
Academicians

Data
It develops theory from
happenings around us

DEDUCTIVE LOGIC

Data
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, finding ways to satisfy them and
communicating these ways to customers

MARKETING ACTIVITY

CUSTOMER

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Inter-disciplinary
approach Te
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Marketing

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• Marketing Consumer
behaviour
Manager’s job is
to :
Demand
– Provide right
product
– Right people Competition
Uncertainty,
– At right time, because…
– At right place,
Economic/political
– with convincing Environment
communication
– At right price. Natural
Calamities

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• To practice marketing, managers need to
take decisions.
• Decisions can be taken by judgment or
intuition – but risky
• Uncertainty increases risk
• Risk is reduced by using additional
information

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• This information is provided by ‘Marketing
Research’

Marketing Research enables Marketing Manager to increase

his confidence in decisions

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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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 Information Systems

Marketing Information Marketing Research

System System

Meant for monitoring company

Meant for specific problem
performance

Continuous Need based

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Marketing Information System
- Example -

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 Distribution system

Manufacturer Super stockist Stockist

Primary
sale
Secondary
C & F Agent sale

Retailer
Customer
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 Marketing Information System Year:

Product: Territory:

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Marketing Research System

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 Marketing Situation Analysis
Studies in M.R.

Market Analysis
Opportunity Macroeconomic trends, political situation, technology
assessment

Market Segmentation
Customer opinions about products/brands, product benefits
Benefit and lifestyle
study
sought, brand preferences, purchase pattern, demographics

Competition
Analysis
Importance – performance Relative importance of consumer needs, SWOT analysis
Study

Target Marketing
User profiles, usage patterns, demographics
Customer Profile
Analysis
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 Marketing Situation Analysis
Studies in M.R.

Product Positioning
Similarities among bands
Benefit & perception
Study

Product Portfolio
Strategy
Satisfaction derived by customers from product,
Customer satisfaction Study service from company staff, dealers
Service Quality Study

Distribution
Strategy Time taken to deliver the product
Lead Time Study Routing, inventory control
Logistic Study

Retailing
ABC analysis of customers, purchase behaviour
Customer Purchase Study Prepared by Prof C Y Nimkar 21
 Marketing Situation Analysis
Studies in M.R.

Pricing

Price Determination Price elasticity, consumer’s willingness to pay,

Demand Estimation Profit expected at various price levels

Advertising
Brand recall, advertising message retention
Communication study
Media study

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 Marketing Research vs. Market Research
• Marketing Research is systematic way of
colleting, analysing and interpreting data
for marketing decisions
• Market Research is the systematic way of
collecting and analysing data with respect
to a particular market, where ‘market’
refers to a specific group in a specific
geographic area.

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 Marketing Research Process
• Marketing Research process involves following
steps:
• Establish need for Marketing Research
• Define research problem
• Establish research objective
• Select most suitable method (research design) to
conduct research
• Identify data sources
• Determine method to collect data
• Design data collection form
• Determine sample size, sampling method
• Select sample
• Collect data
• Analyse and interpret data
• Submit findings, recommendations

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Establish need for Marketing Research

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• Research takes time and costs money. Hence Marketing
Research is not always needed.
• When is marketing research not needed?
– The information is already available.
– Decisions must be made now.
– Company can’t afford research.
– Costs outweigh the value of marketing research. (Use
Bayesian decision tree approach to calculate value of marketing
research (Expected monetary value of sample information)

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