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

 Scale
measurement

Types of Nominal
scales
Scale Measurement
Or Ordinal
scales
Primary scales of
measurement Interval
scales

Ratio
scales

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 Nominal Scale

• “In Nominal scales, we split a set in to subsets which are mutually

exclusive and collectively exhaustive.”
• Example-
1. Please indicate your gender-
Male Female
2. Please indicate your marital status-
Married Single Separated Divorced Widowed
3. Which of the following shopping malls you shopped in the last 30 days
GIP Ansal Shipra Centerstage Other

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• In Nominal scales the numbers serve as labels to identify objects, persons, or
events.

• The numbers do not reflect the amount of the characteristics possessed by the
objects.

• The only permissible operation on the numbers in a nominal scale is counting.

• Only a limited number of statistics, all of which are based on frequency counts,
are permissible, e.g., percentages, and mode.

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 Ordinal Scale

• “Ordinal scales include characteristics of nominal scales plus

an indication of order”.

• “A ranking scale in which numbers are assigned to objects to

indicate the relative extent to which the objects possess
some characteristic.

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 Example
• Which category best describes your knowledge about services offered by your Bank
• Complete knowledge of services.

• Good knowledge of services.

• Basic knowledge of services.

• Little knowledge of services.

• No knowledge of services.

• Which statement best describes your opinion of the quality of intel Pentium processor
• Higher than AMD Athlon processor

• About the same as AMD Athlon processor

• Lower than AMD Athlon processor

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• In addition to the counting operation allowable for nominal
scale data, ordinal scales permit the use of statistics based
on centiles, e.g., percentile, quartile, and median.

• The use of ordinal scale implies a statement of “greater

than” or “less than” without stating how much greater or
less.

2-8
 Interval Scale

• “It posses not only powers of nominal & ordinal scales but also
additional strength which is the determination of the equality of
differences”

• This scale can be used to measure absolute difference between each

scale point.

• With interval scale researchers can identify not only the hierarchical
order in data but also the specific
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difference between the data.
• It incorporates the concept of equality of intervals. Ex- the scaled
difference between 1 & 2 equals the distance between 3 & 4.

• Statistical techniques that may be used include all of those that can
be applied to nominal and ordinal data, in addition, to the arithmetic
mean standard deviation, and other statistics commonly used in
marketing research.

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 Example

• Approximately how long have you lived at your current address?

Less than 1 yr 1 to 3 yr 4 to 6 yr.
7 to 9 yr Over 9 yr

• In which of the following categories does your current age fall?

Under 18 19 to 25 yrs 26 to 35 yrs

36 to 45 yrs Over 45

• In which of the following categories does your total family income fall
Under 10,000 Rs 10,000 to 20,000 Rs.

20,000 to 30,000 Rs above 30,000 Rs.

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 Ratio Scale

• “A ratio scale allows the researchers not only to identify the absolute differences
between each scale point but also to make a comparison between the raw
responses”.

• Normally the ratio scales request that the respondents provide a specific
numerical value for their responses.

• Ratio scales are commonly used for the measurement of physical dimensions as-
height, weight, distance, etc.
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• Ratio scales have assignment, order, distance & origin
properties and are superior among all scales.

• It has an absolute zero point.

• All statistical techniques can be applied to ratio data.

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 Comparison among Scales of Measurement
Scale Basic Common Marketing Permissible Statistics
Characteristics Examples Examples Descriptive Inferential
Nominal Numbers identify Social Security Brand nos., store Percentages, Chi-square,
& classify objects nos., numbering types mode binomial test
of football players
Ordinal Nos. indicate the Quality rankings, Preference Percentile, Rank-order
relative positions rankings of teams rankings, market median correlation,
of objects but not in a tournament position, social Friedman
the magnitude of class ANOVA
differences
between them
Interval Differences Temperature Attitudes, Range, mean, Product-
between objects (Fahrenheit) opinions, index standard moment
Ratio Zero point is fixed, Length, weight Age, sales, Geometric Coefficient of
ratios of scale income, costs mean, harmonic variation
values can be mean
compared

2-14
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 15

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

Dr. Amitabh Mishra 16