Marketing Management –II (MK102)

Session 3
Previous Session: Marketing Research Process

Source: Malhotra and Dash (6e)

Previous Session: Marketing Research Process

SHODH – Market Research

for Economy Housing (A)

Marketing
Management
Research
Decision
Problem
problem
 Information
 Action-
oriented
oriented

Utility of
secondary data analysis, expert
interviews & FGDs (Exploratory)

Surveys and Conjoint Analysis

(Conclusive/Confirmatory)
Source: Malhotra and Dash (6e)
Previous Session: Marketing Research Process

GIFT
MEN
U
Objective: To push gifts over
discounts

Source: Malhotra and Dash (6e)

 Problem Definition

Management Marketing Research

Decision Problem Problem
How should we Broad Statement:
design free-gift
menu offers to To determine consumers’
make them look response to different
more attractive to designs of free-gift menu.
consumers? Specific Components
Marketing Research
1. To determine Hypothesis
Questions
consumers’ response to
gift menu with varying 1. How perceived
sizes attractiveness of free- 1. Free-gift attractiveness
gift menu varies with follows an inverted U
2. To determine the increasing menu- shape as the menu-size
consumers’ response to sizes? increases.
menu containing similar
vs. different gift items
 Phase 1: Phase 2:

Descriptive Research o Key product categories to run field experiment

Secondary Data o List of gift items preferred in those categories and their
Analysis: 2972 Purchase price perceptions
Transaction Data from
Mixer Grinder Category Exploratory Research
Discussion with DMs & store managers + Pilot Study

Panel TV &
Refrigerator

Mixer
Grinder
& Fan
Exploratory Research: Pilot Survey

Surveys results Revealed that

Focal Product Category Preferred Gift Item Gift Price Discount

Perception Amount

Panel TV & Refrigerator Dinner Set 21 (21pcs) ₹ 1,833 ~ ₹1,222

Mixer Grinder Tawa ₹ 655 ~ ₹ 437

Fan Lamp ₹ 157 ~ ₹104

 Phase 1: Phase 2:
Descriptive Research Exploratory Research Causal Research

Secondary Data Discussion with DMs

Analysis: 2972 Purchase GIFT MENU-SIZE
Transaction Data from & store managers +
Store 1 Store 2 Store 3
Mixer Grinder Category Pilot Study
1 gift 3 gifts 9 gifts

Focal Preferred Gift Price Discount

Product Gift Item Perception Amount
Category
Panel TV & Dinner Set ₹ 1,833 ~ ₹1,222
Refrigerator (21pcs)
Mixer Tawa ₹ 655 ~ ₹ 437
Grinder
Fan Lamp ₹ 157 ~ ₹104
Causal Research: Field Experiment
3 conditions (1 gift vs. 3 gifts vs. 9 gifts) between subjects design

GIFT MENU-SIZE

Store 1 Store 2 Store 3

1 gift 3 gifts 9 gifts

o Panel TV & Refrigerator: Dinner set (s) vs. ₹1,200

o Mixer Grinder: Tawa (s) vs ₹430
o Fan: Lamp vs. ₹100
Causal Research: Lab Experiment
3 conditions (1 gift vs. 3 gifts vs. 9 gifts) between subjects design

GIFT MENU-SIZE

1 gift 3 gifts 9 gifts

o IV: Menu size (1-gift vs. 3 gifts vs. 9 gifts )

o DV: Gift Attractiveness [choice b/w gift vs discount (1=gift, 0=discount)]
o Covariates: Gift price perception, Price consciousness, Gift item in possession, Gender,
and Age
Research Design: Definition
o Blueprint for conducting marketing research
o Specifies details of the procedure for obtaining information needed to structure
and solve marketing problems.

COMPONENTS:
1. Define information needed
2. Design exploratory, descriptive and causal phases of research
3. Specify measurement and scaling procedures
4. Construct and pretest a questionnaire (interviewing form) or an
appropriate form for data collection
5. Specify the sampling process and sample size
6. Develop a data analysis plan
Research Design: Classification
o Objective: Provides
preliminary insights and
understanding + Develop
hypothesis + Isolate key
variables and relationship for
further examination
o Characteristics:
o Loosely defined
information needs
o Flexible, unstructured &
versatile
o Small &
nonrepresentative
sample
o Qualitative data
analysis
o Findings: Tentative findings
o Outcome: Followed by
further research
o Objective: Tests specific
hypothesis
o Characteristics:
o Clearly defined information
needs
o Formal & structured
o Large & representative
sample
o Quantitative data analysis
o Findings: Conclusive
Cause
Describes &
Effect o Outcome: Findings as an input
to decision making
Research Design: Classification

Research Design

Exploratory Conclusive/Confirmatory

1. Pilot Surveys

2. Qualitative Research
Direct: FGDs & In-Depth Descriptive Causal
Interviews 1. Secondary data 1. Experiments
Indirect: Projective techniques (Quantitative)
3. Secondary data (Qualitative) 2. Surveys
3. Case Study Analysis 3. Observations
Fruitzone India Limited (A)
Real Fruit Juice:
 https://www.youtube.com/watch?v=_RzWyEQq--E
 https://www.youtube.com/watch?v=f3imWvPEgQo

Minute Maid:
 https://www.youtube.com/watch?v=jvzrfRRsG8A
Have management decision problem and marketing
research problem been defined appropriately?
Management Marketing Research Problem
Decision Problem Is there a willingness to buy packed sugarcane juice in market? If yes, then
Should FIL 1. What is target segment for sugarcane juice?
(Tropiviva Brand) 2. What is price that customers are ready to pay for packed sugarcane juice?
launch sugarcane
juice? If yes, what 3. What are expectations from packed sugarcane juice?
should be the 4. What are taste variants that customers prefer in sugarcane juice?
marketing mix for
5. Which form would consumers prefer – can, tetra pack/bottle?
the launch?
6. How satisfied consumers are with Tropiviva brand?

Preeti (Marketing Manager)

Hemant (MD of FIL)
Fruit juice industry reports & Discussison between IMI
Market Research & Sales Report 
health benefits of sugarcane team and Marketing Team of
Stagnant Market Share 
juice  Sugarcane based Tropiviva)
Launch new juice flavor (sugarcane
juice worth considering
good option, no supply issues)
Critique the overall research plan and exploratory
research plan prepared by IMI?
Marketing Research Problem

Secondary Research (Key Question; Q1)

Is there a willingness to buy packed o Tropiviva products’ performance vis-à-vis competitors
sugarcane juice in market? If yes, then
o Acceptability of sugarcane juice in the market.

1. What is target segment for sugarcane

juice?
2. What is price that customers are ready to Focused Group Discussion (Key question; Q1-Q6)
pay for packed sugarcane juice?
o Understand consumer perceptions in fruit juice market &
3. What are expectations from packed specifically about sugar cane juice
sugarcane juice?
4. What are taste variants that customers
prefer in sugarcane juice?
5. Which form would consumers prefer – can,
tetra pack/bottle? In depth Interviews (Key Question; Q3-Q6)
6. How satisfied consumers are with the o Identify recent trends in the packed juice market
Tropiviva brand?
o Understand customer juice consumption behavior
Critique the overall research plan and exploratory
research plan prepared by IMI?
Marketing Research Problem Information Gathered through Secondary Data, FGD, Depth
Is there a willingness to buy Interviews
packed sugarcane juice in
market? If yes, then Key Question: Cola to fruit juices  Potential for juices with cooling
1. What is target segment for effect
sugarcane juice?
2. What is price that customers 1. Target Segment:
are ready to pay for packed
o Families: Perceive packed juices to be hygienic & healthy
sugarcane juice?
o Young: Perceive packed juices to be inferior; concerns about
3. What are expectations from
preservatives
packed sugarcane juice?
2. Perceptions & expectations from sugarcane juice
4. What are taste variants that
customers prefer in sugarcane o Consumed for freshness, great taste, hydrating & cooling effects
juice? o Hard to believe that sugarcane juice can be preserved for long
5. Which form would consumers 3. Taste Variants: Flavored cane juice with masala/lime
prefer – can, tetra pack/bottle?
4. Form: Consumers favor tetra packs over bottles
6. How satisfied consumers are
5. Satisfaction with Tropiviva: “Real” packed juice > “Tropiviva”
with the Tropiviva brand?
since “Real” is an Indian brand
Next Class

Case on “Fruitzone India Limited

(B)_Designing the Research
Questions”