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.

Dr. Amitabh Mishra 2

Syndicated Services:
Audit and Panel Data

Dr. Amitabh Mishra 3

 Syndicated Services
• Syndicated services are companies that collect and sell common
pools of data of known commercial value designed to serve a
number of clients
• Syndicated sources can be classified based on the unit of
measurement (households/consumers or institutions)
• Household/consumer data may be obtained from surveys, diary
panels, or electronic scanner services
• Institutional data may be obtained from retailers, wholesalers, or
industrial firms
Dr. Amitabh Mishra 5-4
 Households /
Consumers

Panels
Electronic
Purchase Media scanner services

Surveys Volume Scanner Scanner

Tracking Data Panels Panels with
Cable TV
Psychographic Advertising
General
& Lifestyles Evaluation

Dr. Amitabh Mishra 5

 Institutions

Retailers Wholesalers Industrial firms

Audits

Direct Clipping Corporate

Inquiries Services Reports

Dr. Amitabh Mishra 6

 Charact Advantag Disadvantages Uses
eristics es
Audit Verification Relatively Coverage may be Measurement of
services of product precise incomplete; consumer sales and
movement information matching of data on market share; competitive
by at the retail competitive activity activity; analyzing
examining and may be difficult distribution patterns;
physical wholesale tracking of new products
records or levels
performing
inventory
analysis

Dr. Amitabh Mishra 7

 Characteristics Advantages Disadvantages Uses
Purchase Households provide Recorded purchase Lack of Forecasting sales, market
Panels specific information behavior can be representativeness; share and trends;
regularly over an extended linked to the response bias; establishing consumer
period of time; respondent demographic/ maturation profiles, brand loyalty and
asked to record specific psychographic switching; evaluating test
behaviors as they occur characteristics markets, advertising, and
distribution
Media Panels Electronic devices Same as purchase Same as purchase Establishing advertising
automatically recording panel panel rates; selecting media
behavior, supplemented by program or air time;
a diary establishing viewer profiles
Scanner Scanner panels of Data reflect actual Data may not be Promotional mix analyses;
Diary Panels households that subscribe purchases; sample representative; copy testing; new product
with Cable to cable TV control; ability to quality of data testing; positioning
TV link panel data to limited
household
characteristics

Dr. Amitabh Mishra 8

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 9

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

Dr. Amitabh Mishra 10