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 Dr. Amitabh Mishra 1
 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.

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 Applications
of
Marketing Research

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• The main applications of marketing research are-
• Product research.
• Sales research.
• Customer research.
• Pricing research.
• Advertising research

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• Product research is concerned with-
• Design development and testing of new products as well as
improvement of existing products.
• Examining whether the quality of the new product confirms the
desired attributes.
• Analysis of product mix in comparison with a competitor’s
product.

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• Sales research is concerned with the selling activity of the
firm. It includes-
• Examining various sales outlets or territories in light of their
performance in terms of sales
• Letting the firm know its market position in the market in relation
to its main competitors.
• Determining the effectiveness of sales fore.
• Identifying specific factors that may improve its performance.
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• Customer research is concerned with the studies of buyer
behavior. It includes-
• Knowing whether its customers are satisfied with its products and to
what extent.
• Knowing customer’s suggestions when they feel certain deficiencies.
• Knowing whether customers like some improvements in the
products.
• Ascertain the firm’s overall market share.

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• Advertising research- the main objective of a firm using advertising is
to increase awareness of its product, eventually leading to increased
sales.

• There are two types of advertising research-

• Media research is concerned with alternative media. TV, radio, newspapers,
and magazines.

• Copy testing is concerned with determining the suitability of a particular copy

before it is finally released by the firm as an advertisement.

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• Pricing Research
• Cost form the basis for determining the price.
• There are no. of factors affecting the price-
• Nature of demand
• Extent of competition
• Technological development
• Financial status of consumers.

• If a product is to be launched the firm may undertake test

marketing.

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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

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

Dr. Amitabh Mishra 11