Marketing Research

Dr. Devkant Kala

 What is Research?

 Research is…
 Movement from unknown to known.

 Re+Search: To search again.

 The systematic approach to obtaining and confirming new and

reliable knowledge.

– Systematic and orderly (following a series of steps).

– Purpose is new knowledge, which must be reliable for decision making.
 Research is…..
3

1. Searching for explanation of events, phenomena, relationships and

causes
– What, how and why things occur?
– Are there interactions?

2. A Process
– Planned and managed – to make the information generated credible.
– The process is creative.
– It is circular – always leads to more questions.
 Marketing Research

 Marketing research is the systematic gathering, recording and

analyzing of data about problems relating to the marketing of
goods and services.

 It links the consumer, customer, and public to the marketer through

information.

 Right Information for decision making.

 Quantitative Research
 Addresses research objectives through empirical assessments that
involve numerical measurement and analysis approaches.
 More Structured.
 Findings tend to be objective.
 Enables marketers to “predict” consumer behavior.
 Descriptive in nature.
 Research methods include experiments, survey techniques, and
observation.
 Findings are descriptive, empirical, and generalizable.
 Qualitative Research
 Addresses marketing objectives through techniques that allow the
researcher to provide elaborate interpretations of market
phenomena without depending on numerical measurement.
 Less structured; Researcher Dependent
 Researcher interprets the data to extract its meaning and converts it
to information.
 Consists of depth interviews, focus groups, metaphor analysis, collage
research, and projective techniques.
 Findings tend to be subjective and are not usually generalizable
 Small sample sizes.
 Combining Qualitative and
Quantitative Research Findings

 The research paradigms are complementary in nature.

 Produce a richer and more robust profile of consumer behavior than

either research approach used alone.
Marketing Research Process

Problem Discovery and Problem Definition

▪ Context of the Problem

▪ Discussions with Decision Makers

▪ Interviews with Industry Experts

▪ Secondary Data Analysis
▪ Qualitative Research
▪ Specify the Research Objectives
Marketing Research Process
Problem Discovery and Problem
Definition

Research Design

Sampling

Data Gathering

Data Processing and Analysis

Conclusions and Report

 Basics of Marketing Research

▪ Ask the right questions.

▪ Ask the right people.

▪ Ask the questions the right way.

▪ Obtain answers to questions.

▪ Relate answers to the needs of the research user/client.

▪ Communicate effectively and in a way that the client understands.

Thank You.