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The Market Research Process

Prof. Rushen Chahal

Prof. Rushen Chahal- Notes

The steps
y y y

Formulating the problem Determining the research design Preparation for the field work

y y y y

Implementing the field work Process the data Tabulation and analysis Prepare the report

Prof. Rushen Chahal- Notes

Types of MR
Quantitative y Qualitative
y

Prof. Rushen Chahal- Notes

Uses of MR
y y

y y

Filling in the gaps in knowledge Concept identification and exploration Identify relevant behaviour patterns Identify attitudes, beliefs, opinions

To shortlist options where a large no. of options exist Assessing comprehension, likeability, memory of business communication

Prof. Rushen Chahal- Notes

Limitations of MR
It is not an exact science y Appreciation of the fact that there would be a difference from test conditions to actual practice y MR depends on responses. This can change depending on test conditions.
y

Validation is a problem. Element of subjectivity. y Biases can creep in owing to lesser skill of the MR team y Inadequate preparation and analysis can lead to erroneous conclusions y Lack of motivation due to MR not being appreciated by many companies
y

Prof. Rushen Chahal- Notes

Formulating the problem


What is the marketing problem? y Translate it to the research problem
y

Prof. Rushen Chahal- Notes

The research design


It is a blueprint for the rest of the research process y What information? y Which instrument? y What sampling plan?

Prof. Rushen Chahal- Notes

Types of Research Designs


Exploratory y Descriptive y Experimental y Historical y Simulation
y

Prof. Rushen Chahal- Notes

Exploratory Research
Literature surveys y Experience surveys y Analysis of selected cases
y

Prof. Rushen Chahal- Notes

Descriptive Research
Case research y Statistical
y

Prof. Rushen Chahal- Notes

Experimental Research
y

Manipulating one variable in a controlled environment, while holding all other variables constant

Prof. Rushen Chahal- Notes

Historical Research design


Regression y Trend analysis y Time series analysis
y

Prof. Rushen Chahal- Notes

Simulation
y

Imitation of a real world situation

Prof. Rushen Chahal- Notes

Types of data
Primary observation, experimentation, survey y Secondary published information, guides, syndicated studies, technical manuals
y

Prof. Rushen Chahal- Notes

Research Instruments
Cameras y VCRS y Tally sheets y Questionnaires y Tape recorders
y

Prof. Rushen Chahal- Notes

Sampling
What sampling unit to be studied? y What should be the sample size? y What sampling procedure to be used? y What sampling method to be used?
y

Prof. Rushen Chahal- Notes

Types of errors
Type I when a true hypothesis is rejected y Type II when a false hypothesis is accepted
y

Prof. Rushen Chahal- Notes

Sampling techniques
Probability sampling y Non-probability sampling
y

Prof. Rushen Chahal- Notes

Probability sampling
Simple random sampling y Systematic sampling y Stratified sampling y Cluster sampling
y

Prof. Rushen Chahal- Notes

Non Probability sampling


Judgement sampling y Convenience sampling y Quota sampling
y

Prof. Rushen Chahal- Notes

Quantitative data collection


Structured questionnaires y Structured interviews
y

Prof. Rushen Chahal- Notes

Qualitative Research
Open ended questionnaires y In depth interviews y Focus group discussions y Word association y Projective techniques y TAT tests y Ink blot tests
y

Prof. Rushen Chahal- Notes

Selecting a survey technique


y y y y

Cost Speed Accuracy Amount of data

y y y

Response rate Flexibility control

Prof. Rushen Chahal- Notes

Scaling Techniques
Nominal y Ordinal y Interval y Ratio
y

Prof. Rushen Chahal- Notes

Data analysis
y y y y y

Averages Variances Proportions Std. Deviation Hypothesis testing

y y y y y y

Regression Correlation Factor analysis Cluster analysis Multivariate analysis Discriminant analysis

Prof. Rushen Chahal- Notes

Report Writing
y y y y y y

Title Contents Preface Acknowledgements Introduction Objectives

y y y y y y

Methodology Results and discussion Conclusions/findings Recommendations Appendices Bibliography

Prof. Rushen Chahal- Notes