MODULE - 1

Research has two words, viz., marketing and research.

Marketing means buying and selling activities.

Research means a systematic and complete study of a problem. It is done by experts. It uses scientific methods.

Thus, we can say, “Marketing Research is a systematic method of collecting, recording and analyzing of data, which is
used to solve marketing problems.”

Marketing research is a systematic process. It first collects data (information) about the marketing problem. Secondly, it
records this data. Then it analysis (studies) this data and draws conclusions about it. After that, it gives suggestions
(advice) for solving the marketing-problem. So, marketing research helps to solve the marketing problems quickly,
correctly and systematically.

Marketing research also collects full information about the competitors. The company uses this information to fight
competition. It also helps the marketing manager to take decisions.

According to American Marketing Association (AMA), “Marketing Research is the systematic gathering, recording and
analysing of data about problems relating to the marketing of goods and services.”

Features of Marketing Research

 Wide and comprehensive scope

 Systematic and scientific
 Science and art
 Collects and analyzes data
 Continuous and dynamic process
 decision-making
 Applied research
 Connected with MIS
 Accurate data collection and critical analysis

Types of Marketing Research

Applied vs. Fundamental: Applied research aims at finding a solution for an immediate problem facing a
society or an industrial/business organization, whereas fundamental research is mainly concerned with
generalisations and with the formulation of a theory.

Quantitative vs. Qualitative: Quantitative research is based on the measurement of quantity or amount. It is
applicable to phenomena that can be expressed in terms of quantity. Qualitative research, on the other hand,
is concerned with qualitative phenomenon, i.e., phenomena relating to or involving quality or kind.

Descriptive vs. Analytical: Descriptive research includes surveys and fact-finding enquiries of different kinds.
The major purpose of descriptive research is description of the state of affairs as it exists at present. In
analytical research, on the other hand, the researcher has to use facts or information already available, and
analyze these to make a critical evaluation of the material.
Scope of Marketing Research

Marketing Information System VS Marketing Research

MIS means to collect, analyze and supply relevant
marketing information to the marketing managers.
Meaning
The marketing managers use this information for
taking effective marketing decisions
The main purpose of MIS is to provide relevant
Purpose information to marketing managers and enable
them to make effective marketing decisions.
The scope of MIS is wide. Marketing Research
Scope (MR) is one of its component
MIS is more nonspecific or general in nature. It can
Nature solve many types of marketing problems.
Orientation of MIS is more future-oriented when
Orientation compared to MR.
In MIS, the data is collected more frequently,
Data usually almost daily. This is a must for every
company.
MIS deals with and attempts to solve many
different marketing problems at one time. For this,
Problems
it collects, stores, analyze and supply relevant
market information to the marketing managers.
Marketing Research (MR) is a systematic
process of collecting and analyzing
information to solve a specific marketing
problem.
However, the main purpose of Marketing
Research (MR) is to solve a specific marketing
problem.
The scope of Marketing Research (MR) is
narrow. It is one small part of MIS. It solves a
specific present marketing problem
Marketing Research (MR) is more specific or
particular in nature. At one time, it can only
solve a single type of marketing problem.
Orientation of Marketing Research (MR) is
more past and present one when compared
to MIS.
In Marketing Research (MR), the data is not
collected as frequently as MIS. It is collected
on a required basis.
Marketing Research (MR) only deals with a
single marketing problem at one time. It
doesn't solve multiple marketing problems
simultaneously.

Decision Making by Marketing Research

Marketing research is a crucial part of marketing system; it helps to refine ideas in decisions making of
management by giving accurate, appropriate, and timely information. Every decision requires unique needs for
information, and appropriate strategies can be evolved based on the information collected through marketing
research. Too often, marketing research is considered briefly as the collecting, analysing and interpreting of
data and information for someone else to use. Creative use of market information helps firms to attain and
maintain a competitive advantage. Hence, marketing research is defined as input information to decision
making, not simply the analysis of decisions which you took. Market research alone will not guarantee success;
the clever use of market research is the key to business success. A competitive edge of the firm relies on how
information is used by you than others don’t have or if doesn’t use the information.
Applications of Marketing Research
 Advertising Research
 Price Research
 Sales Analysis
 Distribution Research
 Product Research
 Positioning Research
 Demand Forecasting
 Customer Satisfaction Research

Research Process
Defining research
problem Step 1

Step 2
Reviewing literature

Step 3
Formulate hypothesis

Defining researchStep 4
(include research design)

Collect data Step 5

Analyse data
Step 6

Interpret & REPORT

Step 7
1. Defining research problem- "Formulation of a research problem means to state the problem in a way that is
researchable. It means to shape the research topic in a manner that it becomes ready for scientific investigation. A
research problem is simply the research topic. A researcher needs to refine the topic and clearly state what is intended
to be explored about the topic. This is called formulation of the research problem which involves narrowing down a
broader research area into a specific research topic and devising the objectives. Once the research problem is
formulated, the topic becomes ready for undergoing a scientific inquiry "

2. Reviewing literature- A literature review is an account of what has been published on a topic by accredited scholars
and researchers. In writing the literature review,knowledge and ideas have been established on a topic, and what their
strengths and weaknesses are. It include many thing like identify areas of controversy in the literature, formulate
questions that need further research etc.

3. Development of working hypotheses: After extensive literature survey, researcher should state in clear terms the
working hypothesis or hypotheses. Working hypothesis is tentative assumption made in order to draw out and test its
logical or empirical consequences. In most types of research, the development of working hypothesis plays an important
role. Hypothesis should be very specific and limited to the piece of research in hand because it has to be tested. The role
of the hypothesis is to guide the researcher by delimiting the area of research and to keep him on the right track. It
sharpens his thinking and focuses attention on the more important facts of the problem.

How does one go about developing working hypotheses?

 Discussions with colleagues, experts about the problem, its origin ,objectives in seeking solution.
 Examination of data and records, if available.
 Review of similar studies in the area or of the studies on similar problems; and
 Exploratory personal investigation which involves original field interviews on a limited scale.

4. Preparing the research design: The research problem having been formulated in clear cut terms, the researcher
will be required to prepare a research design, i.e., he will have to state the conceptual structure within which research
would be conducted. The preparation of such a design facilitates research to be as efficient as possible yielding maximal
information.

*Sample design -The researcher must decide the way of selecting a sample or what is popularly known as the
sample design. In other words, a sample design is a definite plan determined before any data are actually collected for
obtaining a sample from a given population.

 Simple Random Sampling- all sample has same probability (researcher can select any of sample)
 Systematic sampling- selection process starts by picking some random point and then every nth element is
selected until the desired sample is secured. like every 15 th,10th
 Cluster sampling- involves grouping the population and then selecting the groups or the clusters rather
than individual elements for inclusion in the sample.
 Convenience sampling - When population elements are selected for inclusion in the sample based on the
ease of access. Eg- gasoline

5. Collecting the data: it becomes necessary to collect data that are appropriate. There are several ways of collecting
the appropriate data which differ considerably in context of money costs, time and other resources at the disposal of the
researcher. Primary data can be collected either through experiment or through survey. But in the case of a survey, data
can be collected by different ways like by observation, by mailing, telephone interview, personal interview etc.

6. Analysis of data: After the data have been collected, the researcher turns to the task of analyzing them. In the
process of analysis, relationships or differences new hypotheses should be subjected to tests of significance to
determine with what validity data can be said to indicate any conclusion. Various tests, such as Chi square test, t-test, F-
test, have been developed by statisticians for the purpose. The hypotheses may be tested through the use of one or
more of such tests, depending upon the nature and object of research inquiry. Hypothesis-testing will result in either
accepting or rejecting the hypothesis.

7. Preparation of the report -Finally, the researcher has to prepare the report of what has been done by him. Writing
of report must be done with great care keeping in view the following:

The layout of the report should be as follows:

A. the preliminary pages

B. the main text
C. the end matter.

A) Preliminary pages the report should carry title and date followed by acknowledgements and foreword. Then
there should be a table of contents followed by a list of tables and list of graphs and charts, if any, given in the report.
 B) Main text of the report should have the following parts:

 Introduction
 Summary of findings
 Main report
 Conclusion

C) End of the report- appendices should be enlisted in respect of all technical data. Bibliography

Criteria of Good Research

 The purpose of the research should be clearly defined and common concepts be used.
 The research procedure used should be described in sufficient detail to permit another researcher to do
anything required in future.
 The procedural design of the research should be carefully planned
 The researcher should report with complete frankness, flaws in procedural design and estimate their effects
upon the findings.
 The analysis of data should be sufficiently adequate to reveal its significance and the methods of analysis used
should be appropriate.
 Conclusions should be confined to those justified by the data of the research and limited to those for which the
data provide an adequate basis.
 Greater confidence in research is warranted if the researcher is experienced, has a good reputation in research
and is a person of integrity.

Qualities of a good research as under:

 Good research is systematic

 Good research is logical

***

A research problem, in general, refers to some difficulty which a researcher experiences in the context of either
a theoretical or practical situation and wants to obtain a solution for the same.

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in procedure.

MODULE - 3
Sampling- Sampling is a process used in statistical analysis in which a predetermined number of
observations are taken from a larger population.

Sampling Decision- there are a number of sampling techniques available to researchers and the
decision as to which to choose will depend on a number of factors is known as sampling decision.

Factors:-

 Target population
 Availability
 Convenience
 The timescale of the research may be restricted
 There may not be a sampling frame available
 The group that forms the target population to be studied may be very large
 The extent to which the researcher wants to make generalisations

Sampling Frame- sampling frame is a list of the people to be researched, a list of the target
population.

Sample Size- group of subjects that are selected from the general population and is considered a
representative of the real population for that specific study.

Statisitcs- A statistic is a characteristic of a sample

Parameter- A parameter is a characteristic of a population.

Probability Sampling- it is probability of becoming the part of sample during drawing of sample.
• Simple random sampling
• Cluster sampling
 • Systematic sampling
• Stratified sampling

1) Simple random sampling- Random sampling is analogous to putting everyone's name into a hat
and drawing out several names. Each element in the population has an equal chance of occuring.
While this is the preferred way of sampling, it is often difficult to do. It requires that a complete list of
every element in the population be obtained. Eg- TI82 calculator

2) Cluster sampling- Cluster sampling is accomplished by dividing the population into groups. These
groups are called clusters or blocks. The clusters are randomly selected, and each element in the
selected clusters are used.

3) Systematic sampling- In systematic sampling, the list of elements is "counted off". That is, every
kth element is taken. The sampling interval is calculated as the population size divided by the sample
size. It begins with random starting point within the population and uses a fixed, periodic interval to
select items for a sample.

4) Stratified sampling- Stratified sampling also divides the population into groups called strata.
However, this time it is by some characteristic, not geographically. A sample is taken from each of
these strata using either random, systematic, or convenience sampling.

Non Probability Sampling- method in which probability of each member in population is equal.
• Convenience sampling
• Quota sampling
• Judgmental or Purposive sampling
• Snowball sampling

1) Convenience sampling- In convenience sampling, readily available data is used. . Researchers

choose these samples just because they are easy to recruit, and the researcher did not consider
selecting a sample that represents the entire population.

2) Quota sampling- The population is divided ("stratified") by the most important variables such as
income, age and location. The required quota sample is then drawn from each stratum.

3) Judgmental sampling- A deliberate choice of a sample - the opposite of random. In other words,
researchers choose only those people who they deem fit to participate in the research study.

4) Snowball sampling- Researchers use this technique when the sample size is small and not easily
available. In Snowball sampling existing study subjects recruit future subjects from among their
acquaintances. Thus the sample group is said to grow like a rolling snowball.

CALCULATION OF SAMPLE SIZE

(sample size/population size) x stratum size Proportionate

 Unproportionate Method

Unproportionate
Method

Sampling Error- In sampling survey, there is generally a certain amount of inaccuracy in

information collection, this error is termed as sampling error or error variance. direction. The
magnitude of the sampling error depends upon the nature of the universe; the more homogeneous
the universe, the smaller the sampling error. Sampling error is
inversely related to the size of the sample i.e., sampling error the
sample size and vice-versa

Sampling error = Frame error + Chance error + Response error

CALCULATION OF SAMPLE SIZE WITH SAMPLE

ERROR

Steps in Sample Design Sources of Error

• Type of universe • Respondent
• Sampling unit • Situation
• Source list • Measurer
• Size of sample • Instrument
• Parameters of interest
• Budgetary constraint
• Sampling procedure

*****

MODULE - 2
Attitude refers to the predisposition/mental state of individuals/users towards product/idea/attributes
of an object.

The most widely used classification of measurement scales are:

• nominal scale
• ordinal scale
• interval scale
• ratio scale.

l) Nominal Scale: The nominal scale simply allows the categorization of responses into a number of
mutually exclusive categories. There are no relationships between the categories, implying that there
is no ranking or ordering. The typical applications of the nominal scale is in classification of responses
by social class, "like" or "dislike", "yes" or ''no”, sex, and so on. The statistical operation possible for
nominally scaled data is counting only.

2) Ordinal Scale: The ordinal scale places events in order, but there is no attempt to make the
intervals of the scale equal in terms of some rule. Rank orders represent ordinal scales and are
frequently used in research relating to qualitative phenomena. the use of an ordinal scale implies a
statement of ‘greater than’ or ‘less than’ without our being able to state how much greater or less.

3) Interval Scale: The deficiencies of the nominal and the ordinal scales are taken care of in the
interval scale. The scale has an arbitrary zero point with numbers placed at equally appearing
intervals. A number of statistical operations including addition, subtraction, and computation of the
mean can be done on intervally scaled data.

4) Ratio Scale: Ratio scale represents the actual amounts of variables. Measures of physical
dimensions such as weight, height, distance, etc. are examples. Generally, all statistical techniques
are usable with ratio scales and all manipulations that one can carry out with real numbers can also
be carried out with ratio scale values.

• Test of Validity
• Test of Reliability
Tests of Sound Measurement Or Criteria for Good Measurement • Test of Practicality
1) Test of Validity - validity is the extent to which differences found with a measuring instrument
reflect true differences among those being tested. the extent to which the measurement process is
free from both systematic and random errors.

2) Test of Reliability - Reliability is concerned with consistency, accuracy and predictability of the
scale. Reliable measuring instrument does contribute to validity, but a reliable instrument need not be
a valid instrument. Eg. consistently overweighs objects by 5 kgs., is a reliable scale, but it does not
give a valid measure of weight. But the other way is not true i.e., a valid instrument is always reliable.

3) Test of Practicality - measuring instrument can be judged in terms of economy, convenience and
interpretability. Economy consideration suggests budget that can afford, convenience suggest ease of
administer while interpretability suggest ability to interpret the result.
Scaling - the procedures of assigning numbers to various degrees of opinion, attitude and other
concepts.

Scale Construction Technique –

• Summated Scales (or Likert-type Scales)
• Differential Scales (or Thurstone-type Scales)
• Cumulative scales (or Guttman’s Scalogram)
• Semantic differentiation Scale

Summated Scales (or Likert-type Scales) – Item analysis approach in which item is analysis on
the basis of who score high or low. Each response is given a numerical score, indicating its
favourableness or unfavourableness, and the scores are totaled to measure the respondent’s
attitude. Eg. (i) strongly agree, (ii) agree, (iii) undecided, (iv) disagree, (v) strongly disagree
Response indicating the least favourable degree of job satisfaction is given the least score (say 1)
and the most favourable is given the highest score (say 5). If the instrument consists of, say 30
statements, the following score values would be revealing.

• 30 × 5 = 150 Most favourable response possible

• 30 × 3 = 90 A neutral attitude
• 30 × 1 = 30 Most unfavourable attitude
Eg . Amizone Feedback Form

Differential Scales (or Thurstone-type Scales)- Under this approach the selection of items is
made by a panel of judges who evaluate the items in terms of whether they are relevant to the topic
area and unambiguous in implication. The detailed procedure is as under:

• The researcher gathers a large number of statements, usually twenty or more, that express
various points
• These statements are then submitted to a panel of judges, each judge will arrange the statement
according to the most unfavorable to most favorable item.
• In case of disagreement item will get discarded
• If item get retained there median value scale should be set by panelists.
• A final selection of statements is then made.

Such scales are considered most appropriate and reliable when used for measuring a single attitude.
But an important deterrent to their use is the cost and effort required to develop them. measure
attitudes towards various issues like war, religion, etc.

Cumulative scales (or Guttman’s Scalogram) – It consist of series of statements to which a

respondent expresses his agreement or disagreement. The special feature of this type of scale is that
statements in it form a cumulative series. The individual’s score is worked out by counting the number
of points concerning the number of statements he answers favourably.
Semantic differentiation Scale - Semantic differential (SD) is a type of a rating scale designed to
measure the connotative meaning of objects, events, and concepts. The researcher develops a
series of rating scales in which the respondent is asked to give a judgment about something along an
ordered dimension, usually of seven points.
(A Likert scale will provide you with the participants’ agreement or disagreement with the asked
statements. A Semantic Differential scale will provide you with information on where your participants’
view lies on a continuum between two contrasting adjectives.)

TYPES OF DATA

PRIMARY DATA - primary data are those which are collected afresh and for the first time, and thus
happen to be original in character.

SECONDARY DATA - secondary data are those which have already been collected by someone
else and which have already been passed through the statistical process.

COLLECTION OF PRIMARY DATA

• Observation Method
• Interview Method
• Questionnaire Method
• Schedule Method

1.) Observation Method – It involves viewing and recording individuals, groups, organizations or
events in a scientific manner in order to collect valuable data related to the topic under study. the
nature of content to be recorded, the format and the broad areas of recording are predetermined.
Thus, the observer’s bias is reduced and the authenticity and reliability of the information collected is
higher. The only disadvantage is this is ethically an intrusion of an individual’s right to privacy. it is an
expensive method. the information provided by this method is very limited.

2.) Interview Method - The interview method of collecting data involves presentation of oral-verbal
stimuli and reply in terms of oral-verbal responses. This method can be used through personal
interviews and through telephone interviews.
(a) Personal interviews: Personal interview method requires a person known as the interviewer
asking questions generally in a face-to-face contact to the other person or persons. This sort of
interview may be in the form of direct personal investigation or it may be indirect oral investigation. In
the case of direct personal investigation the interviewer has to collect the information personally from
the sources concerned.
(b) Telephone interviews: This method of collecting information consists in contacting respondents
on telephone itself. It is not a very widely used method, but plays important part in industrial surveys,
particularly in developed regions. It is more flexible, cost efficient, faster and no field staff required.

3.) Questionnaire Method - In this method a questionnaire is sent to the persons concerned with a
request to answer the questions and return the questionnaire. The method of collecting data by
mailing the questionnaires to respondents is most extensively employed in various economic and
business surveys as it is more flexible, less expensive and more feasible. It is essentially a data
collection instrument that has a pre-designed set of questions, following a particular structure.

CRITERIA OF CONSTRUCTING QUESTIONNAIRE

• research objectives must be converted into clear questions which will extract answers from the
respondent.
• it should be designed to engage the respondent and encourage a meaningful response.
• It should be self-explanatory and not confusing as then the answers one gets might not be
accurate or usable for analysis.

TYPE OF QUESTIONNAIRE

There are many different types of questionnaire available to the researcher. The categorization can
be done on the basis of a variety of parameters. The two which are most frequently used for
designing purposes are the degree of construction or structure and the degree of concealment, of the
research objectives.Concealed refers to the degree to which the purpose of the study is explained or
is clear to the respondent.
Formalized Unformalized

Unconcealed

Concealed

Questionnaire design is a multistage process that requires attention to many details at once.

Steps to design Questionnaire

(a) Define your goals and objectives

(b) Use questions that are suitable for your sample
(c) Decide on your questionnaire length and question order
(d) Pretest your questionnaire

Main aspects of a questionnaire:

(a) General form

(b) Question sequence
(c) Question formulation and wording

4.) Schedule Method - method of data collection is very much like the collection of data through
questionnaire, with little difference which lies that schedules are being filled in by the enumerators
who are specially appointed for the purpose. These enumerators along with schedules, go to
respondents, put to them the questions from the proforma in the order the questions are listed and
record the replies in the space meant for the same in the proforma.

*****

Perceptual mapping is a marketing research technique used to compare different product brands
across the two or more dimensions. Two common approaches used in perceptual mapping are the
collection of similarity data and preference data.

Projective mapping are methods that directly obtain similarity measurements between products by
asking participants to provide a global evaluation of a set of products of interest.

Module – 4
Field work is a process of data collection using survey methods such as face-to-face interviews;
telephone, postal, and online surveys; or observation. Each of these methods require different
amount of field work and different degrees of skills and effort to administer the data collection
process, execute the task of actual collection of data, and to finally get the data ready for analysis.