“ CONCEPT OF MARKETING

RESEARCH & RESEARCH METHODS ”

SUBMITTED TO SUBMITTED BY
DR. ASHU SAINI SIDDHARTHA MALIK
RESEARCH SCHOLAR
IIMT UNIVERSITY IIMT UNIVERSITY
CONTENTS
1) What is Marketing Research

2) Purpose of Marketing Research

3) Types of Marketing Research
4) Uses of Marketing Research

5) Marketing Research Methodology

6) Quantitative Marketing Research & Methods

7) Qualitative Marketing Research & Methods

 WHAT IS MARKETING RESEARCH

The systematic and objective process of generating information for

aid in making marketing decisions.

Marketing research is the process or set of processes that links the

producers, customers, and end users to the marketer through
information used to identify and define marketing opportunities
and problems.

It is also used to generate, refine, and evaluate marketing actions and
monitor marketing performance.
 Purpose of Marketing Research
• The purpose of marketing research (MR) is to provide management
with relevant, accurate, reliable, valid, and up to date market
information.

• Marketing research helps the marketing manager link the marketing

variables with the environment and the consumers.

• It helps to remove some of the uncertainty of decision making

process by providing relevant information about the marketing
variables, environment, and consumers.
 Types of Marketing Research
Basic Research
- Attempts to expand the limits of market knowledge
- Not directly involved in the solution to a pragmatic problem

Applied Research
- Conducted when a decision must be made about a specific real-life
problem
 Uses of Marketing Research
We can use Marketing Research to:
 Identify & Evaluate Opportunities
 Analyze Market Segments
 Select Target Markets
 Plan & Implement Marketing Mixes
 Analyze Marketing Performance (Performance Monitoring
Research)
 Marketing Research Methodology

There are two methodological approach:

1) Quantitative Marketing Research

2) Qualitative Marketing Research

Quantitative Marketing Research

In a historical perspective, the Quantitative Research was developed

before the qualitative research and still presents an important interest
for all decision makers from market and marketing area. Quantitative
Research is described as the process of collecting as well as
analyzing numerical data
Methods of Quantitative Market Research
Survey
1. Survey Method Distribution
- Cross Sectional Research Survey Survey Survey
Design Collection
- Longitudinal Research Survey
Survey Quantitative
Survey
Market
Questions Analysis
Research
2. Questionnaires

3. Polls
1. Survey Method
Traditionally, surveys were conducted using paper based methods and
have gradually evolved into online mediums. Close-ended questions
form a major part of these surveys as they are more effective in
collecting quantitative data..
Surveys are integral in collecting feedback from
an audience which is larger than the conventional size.
A critical factor about surveys is that the responses collected should be
such that they can be generalized to the entire population without
significant discrepancies.
There are two categories of surveys conducted
under quantitative marketing research.
(a) CROSS-SECTIONAL RESEARCH SURVEY

This is the research method that analyzes data of variables collected at one
given point in time across a sample population or a pre-defined subset. This
research method has people who are similar in all demographic variables but
except the one that is under research.

For e.g. In business, researchers can conduct a study to understand how

people of different socioeconomic statuses from one geographic segment
respond to one change in an offering.
(b) LONGITUDINAL RESEARCH SURVEY
Longitudinal market research is a quantitative market research method
where research is conducted over years or decades on target
demographic markets or certain individuals to collect statistical data.
With a longitudinal study, we can measure and compare various business
and branding aspects by deploying surveys. Some of the examples of
surveys that researchers can use for longitudinal studies are-
Market trends and brand awareness
Product feedback
Customer satisfaction
Employee Engagement
2. Questionnaires

A questionnaire is a list of questions or items used to gather data from

respondents about their attitudes, experiences or opinions.
Questionnaires can be used to collect quantitative and qualitative
information.
Questionnaires are commonly used in market research as well as in the
social and health sciences. For example, a company may ask for
feedback about a recent customer service experience, or psychology
researchers may investigate health risk perception using
questionnaires.
3. Polls
Polls are put to use when you want to get a quick pulse of the public’s
opinion. A common example of a poll is a political poll. However, in current
age of social media, anyone can make one and they tend to pop up all the
time on Facebook, Twitter, etc.
A couple of things to remember about polls:
 Keep things simple. Anyone should understand what you’re asking and
how to respond. Save the complex stuff for surveys.
 Limit the multiple-choice options that you offer. If you provide too many,
people may not give it good thought or just not answer. Respondents need
to be able to make a quick selection and then go about their day.
Qualitative Marketing Research

Qualitative market research involves a natural or observational

examination of the philosophies that govern consumer behavior.

The direction and framework of the research is often revised as new

information is gained, allowing the researcher to evaluate issues and
subjects in an in-depth manner.
METHODS OF QUALITATIVE MARKET
RESEARCH

(a) In Depth Interviews

(b) Focus groups

(c) Observational Techniques

(A) In Depth Interviews

Researchers conduct individual interviews, typically lasting around 30

minutes each.

Interviews will have a semi-structured agenda with the flexibility to

encourage respondents to expand on interesting thoughts in more
detail.
(B) Focus Groups

A group of 6-10 participants and a moderator facilitates a discussion

that explores various aspects of the research topic.

Participants are encouraged to share their opinions, debate where

appropriate, and explain the rationale behind their beliefs.
(C) Observational Techniques

Researchers observe participants as they undertake a series of tasks.

Examples include accompanying participants on a trip to the

grocery store and asking them to explain their purchases, or watching
participants interact with a new product for the first time.