MARKETING RESEARCH GROUP NO-1

SUBMITTED BY : PRN NO. 19021241035 19021241067

19021241056 19021241013
19021241080 19021241013
1 19021241074
  The marketing research process is a process
involving the definition of the problem being
MARKET studied upon, determining what approach to
take, formulation of research design, field
RESEARCH work entailed, data preparation and analysis,
and the generation of reports, how to present
PROCESS these reports, and overall, how the task can be
accomplished.
RESEARCH PROCESS

1. 7.
2. 3.
4. 5. 6. Formulatin
Planning the
Identificat Data g
Statement Research Planni Data Conclusion,
ion and
of
Design or Processi Preparing
Defining Designing ng the Collect ng and and
Research the Research
the
Objectives Study Sample ion Analysis Presenting
Problem the Report
1. IDENTIFICATION AND DEFINING THE PROBLEM:

The market research process begins with the identification “of a problem faced by the company. 
It not always possible to identify the actual problem at the very outset of research process
because often only the symptoms of the problems are apparent at that stage. Then, after some
explanatory research, clear definition of the problem is of crucial importance in marketing
research because such research is a costly process involving time, energy and money.

For Example – If profits for a company are going down and that’s due to decrease in sales. So
that how the problem is identified.
2 . STATEMENT OF RESEARCH OBJECTIVES

After identifying and defining the problem with or without explanatory research, the researcher must
take a formal statement of research objectives. Such objectives may be stated in qualitative or
quantitative terms and expressed as research questions, statement or hypothesis. For example, the
research objective, “To find out the extent to which sales promotion schemes affected the sales
volume” is a research objective expressed as a statement.

On the other hand, a hypothesis is a statement that can be refuted or supported by empirical finding.
The same research objective could be stated as, “To test the proposition that sales are positively
affected by the sales promotion schemes undertaken this winter.”

Example of another hypothesis may be: “The new packaging pattern has resulted in increase in sales
and profits.” Once the objectives or the hypotheses are developed, the researcher is ready to choose
the research design.
3 . PLANNING THE RESEARCH DESIGN OR DESIGNING THE
RESEARCH STUDY

After defining the research problem and deciding the objectives, the research design must be
developed. A research design is a master plan specifying the procedure for collecting and
analysing the needed information. It represents a framework for the research plan of action.
The objectives of the study are included in the research design to ensure that data collected
are relevant to the objectives. At this stage, the researcher should also determine the type of
sources of information needed, the data collection method (e.g., survey or interview), the
sampling, methodology, and the timing and possible costs of research.
4 . PLANNING THE SAMPLE

Sampling involves procedures that use a small number of items or parts of the ‘population’
(total items) to make conclusion regarding the ‘population’. Important questions in this regard
are— who is to be sampled as a rightly representative lot? Which is the target ‘population’?
What should be the sample size—how large or how small? How to select the various units to
make up the sample?
5 . DATA COLLECTION

The collection of data relates to the gathering of facts to be used in solving the problem. Hence,
methods of market research are essentially methods of data collection. Data can be secondary,
i.e., collected from concerned reports, magazines and other periodicals, especially written
articles, government publications, company publications, books, etc.

Data can be primary, i.e., collected from the original base through empirical research by means
of various tools.

There can be broadly two types of sources

(i) Internal sources—existing within the firm itself, such as accounting data, salesmen’s reports,
etc.
(ii) External sources—outside the firm.
6 . DATA PROCESSING AND ANALYSIS
Data processing begins with the editing of data and its coding. Editing involves inspecting the data-
collection forms for omission, legibility, and consistency in classification. Before tabulation, responses
need to be classified into meaningful categories.

The rules for categorizing, recording and transferring the data to ‘data storage media’ are called codes.
This coding process facilitates the manual or computer tabulation. If computer analysis is being used,
the data can be key punched and verified.

Analysis of data represents the application of logic to the understanding of data collected about the
subject. In its simplest form analysis may involve determination of consistent patterns and
summarizing of appropriate details.

The appropriate analytical techniques chosen would depend upon informational requirements of the
problem, characteristics of the research designs and the nature of the data gathered. The statistical
analysis may range from simple immediate analysis to very complex multivariate analysis.
7. FORMULATING CONCLUSION, PREPARING AND
PRESENTING THE REPORT

The final stage in the marketing research process is that of interpreting the information
and drawing conclusion for use in managerial decision. The research report should
clearly and effectively communicate the research findings and need not include
complicated statement about the technical aspect of the study and research methods.

It is the responsibility of the researcher to bring out his appropriate recommendations or

suggestions in the matter and also make the presentation technically accurate,
understandable and useful.
 RESEARCH METHOD: QUANTITATIVE RESEARCH METHOD

Quantitative research is defined as a systematic investigation of phenomena by gathering

quantifiable data and performing statistical, mathematical, or computational techniques.

Quantitative research collects information from existing and potential customers using
sampling methods and sending out online surveys, online polls, questionnaires, etc., the
results of which can be depicted in the form of numerical.

An example of quantitative research is the survey conducted to understand the amount of

time a doctor takes to tend to a patient when the patient walks into the hospital. A patient
satisfaction survey template can be administered to ask questions like how much time did a
doctor take to see a patient, how often does a patient walk into a hospital, and other such
questions. 
TYPES OF QUANTITATIVE RESEARCH METHODS

1. PRIMARY QUATITATIVE RESEARCH METHOD

-Survey Research
-Correlational Research
-Causal-Comparative Research
-Experimental Research

2. DATA COLLECTION METHOD

-Sampling Methods
-Using Surveys and Polls
PRIMARY QUANTITATIVE RESEARCH METHODS
Survey Research:
Survey research is the collection of data attained by asking individuals questions either in
person, on paper, by phone or online. Conducting surveys is one form of primary research,
which is the gathering data first-hand from its source. The information collected may also
be accessed subsequently by other parties in secondary research.

By conducting survey research, an organization can ask multiple survey questions, collect
data from a pool of customers, and analyse this collected data to produce numerical results.
It is the first step towards collecting data for any research.

Types of Surveys-
1. Cross Sectional Surveys
2. Longitudinal Surveys
Correlational Research:
The relationships among two or more variables are studied without any attempt to
influence them. Investigate the possibility of relationships between only two variables,
although investigations of more than two variables are common. This research method is
carried out to give value to naturally occurring relationships, and a minimum of two
different groups are required to conduct this quantitative research method successfully.

Causal-Comparative Research:
This research method mainly depends on the factor of comparison. This quantitative
research method is used by researchers to conclude cause-effect equation between two or
more variables, where one variable is dependent on the other independent variable
Experimental Research:
Research investigation in which conditions are controlled so that hypotheses can be
tested and alternative explanations can be ruled out
Research used to make “cause-and-effect” statements (X causes Y)
• X is the independent (or manipulated or causal) variable
• Y is the dependent variable

DATA COLLECTION METHODS-

1. Sampling-
-Probability Sampling

-Non Probability Sampling

2. USING SURVEYS AND POLLS-

To conduct quantitative research, close-ended questions have to be used in a survey.

They can be a mix of multiple question types including multiple-choice questions like
semantic differential scale questions, rating scale questions, etc. It can be done with the
help of Emails, Social Distribution etc.

Polls are a method to collect feedback with the use of close-ended questions from a
sample. The most commonly used types of polls are election polls and exit polls. Both of
these are used to collect data from a large sample size but using basic question types like
a multiple-choice question.
SECONDARY QUANTITATIVE RESEARCH METHODS-

1. Data available on the internet

2. Government and non-government sources
3. Public libraries
4. Educational institutions
5. Commercial information sources
QUALITATIVE RESEARCH

Qualitative research is defined as a market research method that focuses on obtaining data
through open-ended and conversational communication. This method is not only about
“what” people think but also “why” they think so.
1. One-on-One Interview: Conducting in-depth interviews is one of the most
common qualitative research methods. It is a personal interview that is carried out with
one respondent at a time. This is purely a conversational method and invites
opportunities to get details in depth from the respondent.
2. Focus groups: A focus group is also one of the commonly used qualitative research
methods, used in data collection. A focus group usually includes a limited number of
respondents (6-10) from within your target market.
3. Ethnographic research: Ethnographic research is the most in-depth observational
method that studies people in their naturally occurring environment. This method
requires the researchers to adapt to the target audiences environments which could be
anywhere from an organization to a city or any remote location. Here geographical
constraints can be an issue while collecting data.
4. Case Study: Case study research is used to study an organization or an entity. This
method is one of the most valuable options for modern This type of research is used in
fields like the education sector, philosophical studies, and psychological studies. This
method involves a deep dive into ongoing research and collecting data.
5. Depth Interview: Depth or in-depth interview is a qualitative research technique
which is used to conduct intensive individual interviews where numbers of respondents
are less and research is focused on a specific product, technique, situation or objective.
These are conducted to customize individual responses. The questions will depend on
what kind of answers are given. Even interview climate influences the respondents.
Projective techniques: Projective techniques are indirect methods used in qualitative
research. These techniques allow researchers to tap into consumers’ deep motivations,
beliefs, attitudes and values. This is important because psychology has told us for a long
time that much of what drives behavior can be emotional and irrational in nature. To some
extent, these emotional drivers of behavior lie below conscious awareness.
Brainstorming: Brainstorming is the name given to a situation when a group of people
meet to generate new ideas around a specific area of interest. Using rules which remove
inhibitions, people are able to think more freely and move into new areas of thought and so
create numerous new ideas and solutions. The participants shout out ideas as they occur to
them and then build on the ideas raised by others. All the ideas are noted down and are not
criticized.
Panel research: Panel research is a method for collecting data repeatedly, from a pre-
recruited set of people. These individuals generally provide demographic, household and
behavioral data, which can make conducting future studies easier. Technology, primarily the
internet, has transformed panel research methodology by the ease of which we can access
larger numbers of respondents. Panel research provides many advantages for companies
including faster turnaround, higher participation rates, and cost savings. The quantitative
data can provide companies with insights into pricing, effectiveness and sales projection of
their products or brand.
ADVANTAGES OF QUALITATIVE RESEARCH
 Qualitative Research can capture changing attitudes within a target group such
as consumers of a product or service, or attitudes in the workplace. 
 Qualitative approaches to research are not bound by the limitations of
quantitative methods. If responses don’t fit the researcher’s expectation that’s
equally useful qualitative data to add context and perhaps explain something
which numbers alone are unable to reveal.
 Qualitative Research provides a much more flexible approach. If useful insights
are not being captured researchers can quickly adapt questions, change the setting
or any other variable to improve responses.
DISADVANTAGES OF QUALITATIVE RESEARCH

It is not a statistically representative form of data collection.

It relies upon the experience of the researcher.
It may require multiple sessions.
It creates data that is difficult to present.
RESEARCH DESIGN

A research design is a broad plan that states objectives of research project and provides
the guidelines what is to be done to realize those objectives. It is, in other words, a
master plan for executing a research project.

Types of research designs

I. Exploratory research design
II. Descriptive research design
III.Causal research design
EXPLORATORY RESEARCH DESIGN
 This design is followed to discover ideas and insights to generate possible
explanations.
 It helps in exploring the problem or situation.
 It is, particularly, emphasized to break a broad vague problem statement into smaller
pieces or sub-problem statements that help forming specific hypothesis.
 The exploratory research design is used to increase familiarity of the analyst with
problem under investigation.
 This is particularly true when research is new in area, or when problem is of different
type.
DESCRIPTIVE RESEARCH DESIGN
 Descriptive research design is typically concerned with describing problem and its solution.
 It takes up the bulk of online surveying and is considered conclusive in nature due to its quantitative
nature.
 The main idea behind using this type of research is to better define an opinion, attitude, or behaviour held
by a group of people on a given subject.
 Consider your everyday multiple choice question. Since there are predefined categories a respondent must
choose from, it is considered descriptive research.
Example,
 An apparel brand that wants to understand the fashion purchasing trends among New York buyers will
conduct a demographic survey of this region, gather population data and then conduct descriptive
research on this demographic segment. The research will then uncover details on “what is the purchasing
pattern of New York buyers”, but not cover any investigative details on “why” the patterns exits. Because
for the apparel brand trying to break into this market, understanding the nature of their market is the
objective of the study.
CAUSAL RESEARCH DESIGN
 Causal research is used by marketers to find cause and effect relationship of variables. It is also
sometimes referred as “If.. Then…” method.
 In this type of research, the marketer tries to understand the effects of independent variable on other
dependent variable.
 This research is used by marketers mainly to predict and test hypotheses.

Example:
 To assess the impacts of foreign direct investment on the levels of economic growth in India.
 To analyse the effects of re-branding initiatives on the levels of customer loyalty.
 To identify the nature of impact of work process re-engineering on the levels of employee motivation.
THANK YOU