 Group No: - 1

 Group Member Name: - Amit Jana, Sayan

Banerjee, Utpal Paul, Soumita Maity, Rishikesh
Kumar, Durbadal Sen
 Class:- PGDM (6)
 Semester:- 1
 Subject: - Research Methodology

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Content

Sl No. Chapter Page No

Introduction to
01 Marketing Research 3-4

Defining the
Marketing Research
02 Problem and 5-6
Developing
An Approach

03 Research design 7

Exploratory Research
Design: Secondary and
04 Syndicated Data 8-9

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Chapter 1
MARKETING RESEARCH: A COMPREHENSIVE OVERVIEW

Definition of Marketing Research: Marketing research is an indispensable pillar of the modern business landscape, serving
as a cornerstone for organizations in their quest to identify, understand, and resolve marketing challenges. This systematic and
objective process spans various stages, from pinpointing issues to disseminating and applying findings. It can broadly be divided
into two categories: problem-identification research and problem-solving research both geared towards enhancing marketing
strategies and informed decision-making.

Classification of marketing research: The execution of marketing research can take two forms: internal or external.
Organizations can choose to conduct research internally using their own resources and expertise, or they can outsource it to
external suppliers with specialized knowledge in the marketing research industry. Full-service suppliers offer end-to-end research
services, covering everything from problem definition to data collection, analysis, and reporting. Their services can be tailored to
specific needs, purchased as syndicated data, or accessed through online platforms and social media. On the other hand, limited-
service suppliers specialize in specific research phases, such as field services, qualitative analysis, or technical support. These
suppliers cater to a diverse range of research requirements and play a pivotal role in the research ecosystem. Problem-
identification research is undertaken to help identify problems that are, perhaps, not apparent on the surface and yet exist or are
likely to arise in the future. On the other hand when the problem or opportunity identified then problem solving research is used
directly to solve the marketing problem. Problem solving research determined in 4 segmentation like Product, Price, Promotional,
and Distribution.

The Marketing Research Process: The marketing research journey consists of six meticulously orchestrated steps, each
playing a vital role in the overall process. These sequential phases include problem definition, research design, data collection,
data analysis, findings interpretation, and report generation. These steps work in concert to provide a comprehensive
understanding of market dynamics and consumer behaviours, empowering companies to make well-informed choices. However,
the decision to initiate marketing research should be made thoughtfully, considering resource allocation and potential benefits.

The role of marketing research in marketing decision making: Within the expansive realm of marketing research,
numerous career opportunities await professionals. These roles can be found in marketing research firms, both in business and
non-business organizations, as well as within agencies that have dedicated research departments and advertising agencies. The
tasks within these roles span from conducting surveys to analyzing data and extracting meaningful insights to guide marketing
strategies. The dynamic nature of marketing research ensures that these career options remain engaging and ever-evolving. There
are mainly 4 key factors in the marketing research includes Controllable Marketing Variables, Uncontrollable Marketing
Variables, Customer Groups, Marketing Managers.

Marketing Research and Competitive Intelligence: The process of enhancing marketplace competitiveness through a
greater understanding of a firm’s competitors and the competitive environment.

The Decision to Conduct Marketing Research: In today's digital age, technology has revolutionized the landscape of
marketing research. Social media and the internet have become integral tools employed at every stage of the research process.
These platforms offer an unprecedented ability to collect real-time data, monitor consumer sentiments, and analyze emerging
trends. Mobile marketing research, in particular, has emerged as a legitimate and growing field, capitalizing on the ubiquity of
smart phones to collect data on the go.

The Marketing Research Industry: However, along with these technological advancements come ethical considerations.
Marketing research involves four key stakeholders: the marketing researcher, the client commissioning the research, the
participants involved in the research process, and the general public impacted by the research outcomes. Ethical standards must be
diligently adhered to throughout the research process to uphold the integrity of the discipline and safeguard the interests of all
stakeholders. Broadly, research suppliers can be classified as internal or external. An internal supplier is a marketing research
department within the firm. External suppliers are outside firms, which are generally independent of the client organization,
hired to supply marketing research services. Customized services offer a wide variety of marketing research services customized
to suit a client’s specific needs. Syndicated services collect information of known commercial value that they provide to
multiple clients on a subscription basis. Internet/social media services are offered by several marketing research firms, including
some that have specialized in conducting marketing research on the Internet. Limited-service suppliers specialize in one or a few
phases of the marketing research project, Field services collect data through mail, personal, telephone, mobile, or electronic
interviews, and firms that specialize in interviewing. Qualitative services provide facilities and recruitment of respondents for
focus groups and other forms of qualitative research such as one-on-one depth interviews. Technical and analytical services are
offered by firms that specialize in design issues and computer analysis of quantitative data, such as those obtained in large
surveys.

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Employability in Marketing Research: The decision to undertake marketing research, whether conducted internally or
outsourced, should be made judiciously, considering resource allocation and potential benefits. International marketing research,
with its added complexities, underscores the importance of adaptability and nuanced analysis across global markets. In the digital
era, technology has transformed marketing research, offering tools for real-time data collection and analysis, with mobile
marketing research emerging as a significant field. Ethical considerations play a paramount role in marketing research, impacting
not only the research process but also the trust and credibility associated with its outcomes. These concerns encompass
safeguarding the privacy and confidentiality of research respondents, ensuring transparency in research methodologies, and
avoiding any form of bias or misleading practices. To enhance the efficiency and accuracy of data analysis in marketing research,
integrated statistical packages such as SPSS Windows and SAS Enterprise Guide have gained prominence. These tools streamline
the intricate process of analyzing large datasets, enabling researchers to extract meaningful insights swiftly. By employing these
tools, marketing researchers can bolster the credibility of their findings, contributing to well-informed decision-making within
organizations.

Conclusion: In conclusion, marketing research remains the linchpin of informed marketing strategies and decision-making. Its
systematic approach, encompassing problem identification and resolution, empowers organizations to understand consumer
behaviours, market trends, and competitive landscapes. Nevertheless, it is crucial to keep ethical considerations at the forefront to
uphold the integrity of research practices. The dynamic field of marketing research offers diverse career opportunities and
continues to evolve alongside technological advancements, cementing its critical role in the ever-changing realm of business.

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Chapter 2
Defining the Market Research Problem and Developing an Approach
Objectives

 Importance and process used for defining marketing research problem.

 Task involved in problem as well as discussion on decision maker and data analysis
 Environmental factors, task information forecast, buyer behaviour, legal environment, economic environment as well as
marketing technological series of the firm
 Distinctions between marketing research problems and management decision problems.
 Structure of marketing research problem
 Approach – objective, analytical model, research question, hypothesis and specification of information needed
 Appreciation of completely involved and gain an understanding for defining the problem and developing an approach in
international marketing research
 Conflicts and ethical issues that arise while defining the issue and designing the strategy.

Harley goes Whole HOG

 Motorcycle manufacturer Harley Davidson that in the early 2006. In 2007 revenue exceed 6 billion dollars with market
share about 50% in heavy weight category.
Next Fate come along: For decrease in quality of product
For increase in sale Davidson manufacturing: the research had address following questions
 Who are the customers? what are their demographic and physiological
 Can different types of customers be distinguished? Is it possible to segment the market in meaningful way?
 How does customer feel regarding their Harley? For all customers motivated by the same appeal
 Is the customer loyal to Harley Davidson? What is the extent of brand loyalty?

MAJOR FINDING
Seven categories of customers could be distinguished

Chain restaurant study

The marketing research problem and developing an approach

Definition of the market research is most important step in project it is not a manageable and not determine actual problems. The
researcher’s roll is to help management indefinitely and discuss the problem
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Importance and the process of defining the problems and developing an approach
 1. Research can only be properly designed and conducted when the market research problem has been clearly defined.
 All resources will be wasted if problem cannot be understood.
 Improper problems definition is main cause of failure of research project
 Improved problem-solving participation and communication more effective methods to increase the utility of research.

Task involved
Task involved in formulating the marketing research problem include discussion with the management, including the key decision
maker, interview with industry experts, analysis of secondary and qualitative research. The environmental context of the problems
should be analyzed. These factors include past information and forecast about the industry and firm, object of the DM, buyer
behaviour, resource and constraints of firm, the legal and economic environment and marketing and technological skill of the
firm.

Primary Data: Interview with industry expert

Secondary data: Internet, newspaper, research paper etc.
Qualitative research: and unstructured, exploratory research methodology based on small samples intend to provide insight
and understanding the problem solving.

Environmental Context of the problem:

 Past information and forecast
 Resource and constraints
 Objective
 Buyer behaviour
 Legal environment
 Economic environment
 Marketing and technological skills

Hypothesis: Walton facing a problem

 A management decision problem was: should Walton invest more to produce more TV
 A marketing research problem was: determine if customer would be loyal buyer of Walton in the long term.

Several ethical issue that has an impact inclined and the researcher can arise at this stage but can be resolved by adhering to the
seven Cs. A broad statement of general problems and identification of the specific components of the marketing research problem.
The objective of the organization and of the decision maker must be considered in order to conduct successful marketing research.
The problem audit is the comprehensive examination of a marketing problem understands its origin and nature. Secondary data
collected for some purpose other than problem in the hand. The Buyer Behaviour is a body of knowledge that tries to understand
and predict consumers reaction based on individuals’ specific characteristics.

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Chapter 3
RESEARCH DESIGN

In this chapter two major research designs are discussed that are Exploratory and conclusive. Again, conclusive is been classified
into descriptive or casual. Descriptive is further bifurcated into two namely cross-sectional and longitudinal designs. Furthermore,
cross sectional is of two types single cross-sectional and multiple cross-sectional.
Now, let’s understand each of the types one by one but understand what research design actually means,
Research design is a framework for conducting a marketing research project. It details the procedures necessary for obtaining the
information needed to solve a marketing problem and sets a foundation to conduct the research.

It has some components such as

*defining the information required
*decide whether to choose exploratory or casual
* design a particular flow of procedures to conduct the research
* specify the sampling process and, to develop a plan for data analysis.

Now let’s discuss the types of research designs one by one-

 Exploratory Research- It is one of the most flexible and evolving approach to understand marketing phenomenon that
are difficult to measure. It is basically done when research subject cannot be conducted in quantitative manner.
 Conclusive Research- It is a research design characterized by the measurement of clearly defined marketing phenomena.
It is further divided into two types namely casual and descriptive.
 Casual Research- Here in this type of research the main objective is to obtain evidence regarding cause-and-effect
relationships. Main method of casual research is experimentation.
 Descriptive Research- It is a type of conclusive research which majorly focuses on description of something. Usually,
market characteristics or market functions. This research is usually conducted for large samples and not for small sample
sizes.

Cross-sectional design is of two types-

 Single cross-sectional design- A cross sectional design in which one sample or respondents is drawn from a
particular targeted population and the information is being collected from that population only once.
 Multiple cross-sectional design- It is a type of cross-sectional research design which involves two or more samples of
respondents and the information is collected for each of the samples of respondents only once.

Longitudinal designs- in this type of research design there is a fixed sample of respondent and the data is collected from that
sample repeatedly. here the sample remains the same over a period of time, and this helps the researcher to get a clear picture of
the changes that took place over a period of time. Since the sample remains the same so it is easy for the researcher to notice the
changes that took place in that particular region or field of study over a period of time. It even enables the researcher to examine
the changes in the behaviour of individual units and to link behavioural changes to marketing variables, such as changes in
advertisement, packing, pricing and distribution. Since the same unit is measured repeatedly, variation caused due to change in
sample is eliminated and even small variations become apparent.

How to choose a research design-

 Start with exploratory research
 Exploratory research id followed by descriptive or casual research
 Research design can also begin with descriptive or casual research
 Exploratory research may follow descriptive or casual research.

Sources of errors-
 Total errors
 Random sampling errors
 Non-sampling errors
 Non-response errors
 Response errors
 Research errors
 Interviewer errors

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Chapter 4
Exploratory Research Design: Secondary and Syndicated Data
Secondary and syndicated data offer cost-effective context, dimensionality, and insight into business issues, allowing for targeted
and efficient custom research efforts. Primary data are originated by a researcher for the specific purpose of addressing the
problem at hand. Secondary data are data that have already been collected for purposes other than the problem at hand.

Advantages and Uses of Secondary Data: As can be seen from the foregoing discussion, secondary data offer several
advantages over primary data. Secondary data are easily accessible, relatively inexpensive, and quickly obtained

Disadvantages of Secondary Data: Before using secondary data, it is important to evaluate them on these factors. We discuss
these factors in more detail in the following section.

Specifications: Methodology Used to Collect the Data: The specifications or the methodology used to collect the data
should be critically examined to identify possible sources of bias. Such methodological considerations include size and nature of
the sample, response rate and quality, questionnaire design and administration, procedures used for fieldwork, and data analysis
and reporting procedures.

Classification of Secondary Data:

Internal Data that are available within the organization for which the research is being conducted. Internal sources should be
the starting point in the search for secondary data. Since most organizations have a wealth of in-house information, some data may
be readily available and may provide useful insights.

External Data that originate external to the organization.

Psychographics Quantified psychological profiles of individuals.

Data Warehouse: A data warehouse is a centralized database that consolidates companywide data from a variety of operational
systems.

Data Mining: Data Mining involves the use of powerful computers with advanced statistical packages and other software to
analyze large databases to discover hidden patterns in the data.

Customer relationship management (CRM): A customer relationship management (CRM) system is a decision support
system that is used for managing the interactions between an organization and its customers.

Database Marketing that involves the use of computers to capture and track customer profiles and purchase detail.
External Secondary Data: As mentioned earlier, external secondary data may be classified as business/nongovernment,
government, and syndicated services. External secondary data, particularly those available from business/nongovernment sources,
have grown dramatically over the past 20 years.

Business/Nongovernment Data: Business/nongovernment sources are used as a broad category and encompass non-profit
organizations (e.g., chambers of commerce), trade and professional organizations, commercial publishers, investment brokerage
firms, and for-profit firms.

Census Data: Census data are useful in a variety of marketing research projects. The demographic data collected by the U.S.
Census Bureau include information about household types, sex, age, marital status, and race.

Syndicated services Information services offered by marketing research organizations that provide information from a common
database to different firms that subscribe to their services.

Syndicated Data from Households: surveys Interviews with a large number of respondents using a predesigned
questionnaire.

Syndicated panel surveys that measure the same group of respondents over time but not necessarily on the same variables.
lifestyles Distinctive patterns of living that are described by the activities people engage in, the interests they have, and the
opinions they hold of themselves and the world around them (AIOs).

Media panel : A data-gathering technique that is comprised of samples of respondents whose television viewing behaviour is
automatically recorded by electronic devices, supplementing the purchase information recorded online or in a diary.

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Scanner Data: Data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages.
Volume tracking: Data Scanner data that provide information on purchases by brand, size, price, and flavour or formulation.

scanner panel Scanner data where panel members are identified by an ID card allowing each panel member’s

purchases to be stored with respect to the individual shopper.

scanner panel with cable TV The combination of a scanner panel with manipulations of the advertising that is being
broadcast by cable television companies.
ADVANTAGES AND DISADVANTAGES OF SCANNER DATA: Scanner data have an obvious advantage over surveys and
purchase panels, since they reflect purchasing behaviour that is not subject to interviewing, recording, memory, or expert biases.

Audit: A data collection process derived from physical records or by performing inventory analysis. Data are
collected personally by the researcher or by representatives of the researcher, and the data are based on counts,
usually of physical objects other than people.

Industry Services: Services that provide syndicated data about industrial firms, businesses, and other institutions.

Single-Source Data: An effort to combine data from different sources by gathering integrated information on
household and marketing variables applicable to the same set of respondents.

Big Data: Big data denotes a voluminous amount of structured, semi-structured, and unstructured data with the
potential to be mined for information.

Acronyms: The criteria used for evaluating secondary data may be described by the acronym

S pecifications: methodology used to collect the data

E rror: accuracy of the data

C urrency: when the data were collected

O bjective: purpose for which data were collected

N ature: content of the data

D ependability: overall, how dependable are the data

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