Institute: University School of Business

Department: Bachelor of Business

Administration

Bachelor of Business Administration

Market Research 20BAT332
Dr. Amitabh Mishra

DISCOVER . LEARN . EMPOWER

Market Research 1
Dr. Amitabh Mishra
 Market Research
Learning Objectives
CO No. Title Level

To understand the Decision making in marketing and the role of MR to

CO1 Understand
provide relevant Information, Sources of data.

To understand the Design of questionnaires and Schedules, Sampling

CO2 Understand
Sample size determination, sampling plans and methods.

To understand the Data Editing, Coding and tabulation, Tests of

CO3 hypothesis- Uni, and multi variate tests, Chi Square tests and ANOVA. Apply
Analysis of Experimental designs.

Dr. Amitabh Mishra 2

 What is Research?
• In simple words, research is an art of scientific investigation.

• Dictionary definition of research is-

“A careful investigation or inquiry specifically through the search
for new facts in any branch of knowledge”.

• Research may be very broadly defined as-

“Systematic gathering of data and information and its analysis for the
advancement of knowledge in any subject”.
Dr. Amitabh Mishra 3
• The research attempts to find answers to intellectual and
practical questions through the application of systematic
methods.

• According to Fred Kerlinger-

“Research is an organized inquiry designed and carried out to

provide information for solving the problem”.

Dr. Amitabh Mishra 4

 Marketing Research
The American Marketing Association (AMA) defined Marketing Research as “The

function that links the consumer, the customer, and public to the marketer through

INFORMATION. Information is used to-

Identify and define market opportunities and problems

Generate, refine, and evaluate marketing performance

Monitor marketing performance

Improve understanding of marketing as a process

Dr. Amitabh Mishra 5
 Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance

Improve understanding
of marketing as a
process
Dr. Amitabh Mishra 6
 “Marketing research is the systematic and objective identification, collection,
analysis, dissemination, and use of information for the purpose of improving
decision making related to the identification and solution of problems and
opportunities in marketing”.

• A basic role for a marketing researcher is that of an intermediary between the

producer of a product and the marketplace.

• The marketing researcher facilitates the flow of information from the market
or customer to the producer of the good or service

Dr. Amitabh Mishra 7

 Scope of Research
• The ultimate aim of the research is to find (search) answers to questions by
applying a scientific research process. Although there are different research
objectives for different research studies, some general objectives may be
mentioned hereunder:
• To gain familiarity with a phenomenon or to achieve new insights into it
(exploratory or formulate research studies)
• To describe accurately the characteristics of a particular individual, situation, or
group. (descriptive research)
• To determine the frequency with which something occurs or with which it is
associated with something else. (studies with this object are known as
diagnostic research)
• To test a hypothesis of a causal relationship between variables. (such studies
are known as hypothesis testing research)
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 Basic and Applied Research
Basic Research:
• It is also known as pure or fundamental
research.
• This research is mainly conducted to
increase knowledge base. It is driven
purely by interest and a desire to expand
our knowledge.
• This type of research tends not to be
directly applicable to the real world in a
direct way, but enhances our
understanding of the world around us.
• Pure research can be exploratory,
descriptive or explanatory.
Dr. Amitabh Mishra
Applied Research
• Applied research is mainly related with
solving practical problems rather than
focusing on knowledge expansion.
• It is mainly used to find solutions to
problems which occur on a daily basis
and develop new innovative
technologies.
• The main aim of applied research is to
provide better technologies for humans
to enhance their standard of living.
9
References
• Textbooks / Reference Books

• T1: Naresh Malhotra, Marketing Research: Applied Orientation, Pearson.

• T2: Zikmund, Marketing Research, Cengage Learning, New Delhi.

• T3: Tull, Donald S, Hawkins Del I, Marketing Research. Measurement and Methods PHI.

• R1: Nargundkar, R. 2102. Marketing Research, 4th Ed., Tata McGraw Hill, India, ISBN:
9780070221874
• https://www.questionpro.com/blog/business-research/
• http://studylecturenotes.com/10-steps-in-research-process/
• https://www.youtube.com/watch?v=rXBH3YcOI6k

Dr. Amitabh Mishra 10

Thanking You!
For queries Email: amitabh.e12078@cumail.in

Dr. Amitabh Mishra 11