MBA 633

Marketing Research (2024)

SESSION NUMBER-4 (06.02.2024)
Ram Manohar Vikas
ram.m.vikas@gmail.com
9157630761
Definition of Marketing Research (Naresh
Malhotra, 2020)

Marketing research is the systematic and objective identification,

collection, analysis, dissemination, and use of information for the
purpose of improving decision making related to the identification and
solution of problems and opportunities in marketing.
Marketing Research Process
• Problem Definition
• Development of an Approach to the Problem
• Research Design Formulation
• Fieldwork or Data Collection
• Data Preparation and Analysis
• Report Preparation and Presentation
Logistics
• Naresh Malhotra , 6th Ed, “Marketing Research,” is the text book for the course
• List of MR project groups received; 17 groups (14 groups of four members each
and three groups of three members each).
• There are 65 students in this course ??
• MR Project concept note of all the 17 groups received, feedback would be due by
08th Feb 2024
• There are requests on separate sessions of statistics [Instructor would share the
details of tutorials by 9th Feb 2024]
• CR and TA to discuss SPSS tutorial sessions
• Extra session planned on 10th Feb 2024; 10:35 AM to 11:50 AM
• Detailed course plan would be due by 9th Feb 2024 [Instructor’s Responsibility]
Session #-4 Scheme: Research Design
• What is research design?
• Research Design: Classification
• Exploratory Research
• Descriptive Research
I. Cross-Sectional Design
II. Longitudinal Design
III. Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Session #-4 Scheme: Research Design
(contd.)
• Causal Research
• Relationships Among Exploratory, Descriptive, and Causal Research
• Potential Sources of Error
• Random Sampling Error
• Non-sampling Error
a. Non-response Error
b. Response Error
What is research design?
A research design is a framework or blueprint for conducting the
marketing research project. It details the procedures necessary for
obtaining the information needed to structure or solve marketing
research problems.

[research = systematic inquiry ; design = advance planning?]

Components of MR Design (Chapters of Text
Book)
• Define the information needed (Chapter 2)
• Design the exploratory, descriptive, and/or causal phases of the
research (Chapters 3 – 7)
• Specify the measurement and scaling procedures (Chapters 8 and 9)
• Construct and pretest a questionnaire (interviewing form) or an
appropriate form for data collection (Chapter 10)
• Specify the sampling process and sample size (Chapters 11 and 12)
• Develop a plan of data analysis (Chapter 14)
Research
Design
Classification
Difference Between Exploratory and
Conclusive Research
Comparison of Basic Research Designs
On Research Design Type Methods
• What methods would you use for exploratory research?
• What methods would you use for descriptive research?
Data Collection Design
• Cross-Sectional Designs
• Single
• Multiple
• Cohort
• Longitudinal Design
Cross-Sectional
vs
Longitudinal
Advantages and Disadvantages of Cross-
Sectional and Longitudinal Design
Causal Research
• A type of conclusive research where the major objective is to obtain
evidence regarding cause and-effect (causal) relationships.
• Uses : To understand which variables are the cause (independent variables)
and which variables are the effect (dependent variables) of a phenomenon

• Method: Experiment
Sources
of Error