An Introduction to Marketing Research

“ marketing research is the process of designing,

gathering, analyzing and reporting of information that may be used to solve a specific marketing problem.”
It’s an important part of marketing management as it not only provide marketer requisite information to help them interpret past performance and plan future activities but also help them in takeing best possible tactical decisions in short run and strategic decision in the long run.

What is online research? • Online research: the use of computer networks. including the Internet. analysis. data gathering. and report writing and distribution . research design. to assist in any phase of the marketing research process including development of the problem.

The Marketing Research Process: 11 Steps • Step One: • • • • Step Two: Step Three: Step Four: Step Five: Establishing the Need for Marketing Research Defining the Problem Establishing Research Objectives Determining Research Design Identifying Information Types and Sources Determining Methods of Accessing Data • Step Six: .

The Marketing Research Process: 11 Steps cont… • • • • • Step Seven: Step Eight: Step Nine: Step Ten: Step Eleven: Designing Data Collection Forms Determining Sample Plan and Size Collecting Data Analyzing Data Preparing and Presenting the Final Research Report .

The Marketing Research Process Step One: Establish the Need for Marketing Research • Marketing Research is not needed when the: • required information is already available • decisions need to be made now • organization can’t afford the research • costs outweigh the value of the research .

The Marketing Research Process Step Two: Define the Problem • The most important step in the marketing research process is defining the problem. .

The Marketing Research Process Step Three: Establish Research Objectives • What information is needed in order to solve the problem? .

The Marketing Research Process Step Four: Determine Research Design • Exploratory Research: collecting information in an unstructured and informal manner • Descriptive Research: refers to a set of methods and procedures describing marketing variables • Causal Research (experiments and other approaches): allows isolation of causes and effects .

The Marketing Research Process Step Five: Identify Information Types and Sources • Secondary Data: information that has been collected for some purpose other than the research at hand • Primary Data: information that has been gathered specifically for the research objectives at hand .

online.The Marketing Research Process Step Six: Determine Methods of Accessing Data • Secondary Data: accessing data through sources such as the Internet and library • Primary Data: collecting data from participants through methods such as telephone. and observation studies and focus groups (qualitative) . and face-to-face (quantitative). mail.

• It is easy to write a set of questions but very difficult to construct a questionnaire.The Marketing Research Process Step Seven: Design Data Collection Forms • The design of the data collection form that is used to ask or observe and record information in marketing research projects is critical to the success of the project. • General types of “instruments” (forms) • Questionnaires • Observation Study forms (protocols) .

The Marketing Research Process Step Eight: Determine Sample Plan and Size • Sample plan: refers to the process used to select units from the population to be included in the sample • Sample size: refers to determining how many elements (units) of the population should be included in the sample .

The Marketing Research Process Step Nine: Collect Data • Sound data collection is very important because. These are related to poor design and/or execution of the data gathering. regardless of the data analysis methods used. 12 • Non sampling errors may occur during data collection. data analysis cannot “fix” bad data. • Sampling errors may occur based purely on chance .

inspecting data for errors (data cleaning). and conducting various statistical tests .The Marketing Research Process Step Ten: Analyze Data • Data analysis: involves entering data into computer files. running tabulations (frequencies).

and/or its presentation. in a clear and concise way. . that properly communicates the results to the client. often by research objective. • The need for a good report cannot be overstated.The Marketing Research Process Step Eleven: Prepare and Present the Final Research Report • Findings are presented. It is the report.

Scope of Marketing Research • • • • • Sales Analysis Product Management Advertising Research Corporate Research Syndicated Research .

Growing Importance of Research in India • Monopolistic Business • Demand was more than Supply • Business was local. hence close to customers .

Challenges faced in India • • • • • Country’s vast size Diversity in the population Infrastructure problem Literacy Issues Attitudinal problems .

Marketing Research: A Brief History • Pre-Marketing Research Era: colonization to the Industrial Revolution • Early Development Era: Industrial Revolution to 1920 • Questionnaire Era: 1920-1940 • Quantitative Era: 1940 to 1960 • Organizational Acceptance Era: 1960 to 1980 • PC Technology Era: 1980 to 1990 • Globalization-Online Era: since 1990 .