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SUBMITTED BY-

ATUL MANI TRIPATI


MBA/4543/08
 Marketing research is the systematic
gathering, recording, and analysis of data about
issues relating to marketing products and
services.
 Marketing research is the function that links the
consumer, customer, and public to the
marketer through information--information
used to identify and define marketing
opportunities and problems; generate, refine,
and evaluate marketing actions; monitor
marketing performance; and improve
understanding of marketing as a process. 
The Marketing Research
Process
Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report


Research Design

• A master plan that specifies


the methods and procedures
for collecting and analyzing
needed information.
Tasks Involved In a Research Design
Define the Information Needed

Design the Exploratory, Descriptive, and/or


Causal Phases of the Research

Today’s
Specify the Measurement and Scaling
Procedures
Topic

Construct a Questionnaire

Specify the Sampling Process and the


Sample Size

Develop a Plan of Data Analysis


A Classification of Market Research Designs
Research
Design
Exploratory Conclusive
Research Research

Cross-sectional
Study
Descriptive Causal
Longitudinal Design Design
Study

Experiment

Secondary
Survey Observation
Data Study
Exploratory Research
Purposes
● Identifying potential causes of a
problem
● Establishing priorities or direction for
a
research program
● Clarifying concepts
● Assisting new product development
Experience Case
Second Pilot Study
ary Survey
Study
(historic
al)
Data

Exploratory
Research
Secondary Data

Secondary data are data which have already


been collected for purposes other than the
problem at hand. These data can be located
quickly and inexpensively.
Criteria for Evaluating
Secondary Data

Criteria Issues Remarks

Specifications Data collection method, Data should be


& response rate, quality & analysis reliable, valid, &
Methodology of data, sampling technique & generalizable to the
size, questionnaire design, problem.
fieldwork.
Error & Examine errors in approach, Assess accuracy by
Accuracy research design, sampling, data comparing data from
collection & analysis, & different sources.
reporting.
Currency Census data are
Time lag between collection & updated by syndicated
Objective publication, frequency of firms.
updates. The objective
Nature Why were the data collected? determines the
relevance of data.
Definition of key variables, units Reconfigure the data to
Dependability of increase their
measurement, categories used, usefulness.
Pilot Studies
A collective term for any small-scale exploratory
research technique that uses sampling but does
not apply rigorous standards
Includes
Focus Group Interviews
Unstructured, free-flowing interview with a small group of
people
Projective Techniques
Indirect means of questioning that enables a respondent
to project beliefs and feelings onto a third party or an
inanimate object
Word association tests, sentence completion tests, role
playing
Focus Group Interview
 Advantages
 Fresh unstructured reactions
 Preference for verbal rather than
written communication
 Reduced costs
 Quick to initiate
 Group dynamics stimulate ideas
 Disadvantages
 Requires a well-trained discussion
moderator
 Relies on interpretation
 Small Sample Size Effects on Diversity
 Suggestive but not conclusive
 RESEARCH DESIGN- Exploratory research design
 SAMPLE STUDY-Three banks namely HDFC
ltd.,centurian bank of punjab,ING vysa bank.
 POPULATION SIZE- A total of 18 employees of the
bank
were targeted but only 14 responded.
SAMPLE SIZE- 14 employees from the bankat the
bank payroll
in officer garde including three branch managers.
DATA COLLECTION- Through questionnaires and
personal interview
ROLE EFFICACY EMPOWERMENT CORRELATION
PARAMETER TOOS COFFICIENT

INTEGRATION VS AUTONOMY,DELEGATION 0.98


DISTANCE ROLE
CLARIFATION,PARTICIPA
TION
PRODUCTIVITY VS AUTONOMY,HRI,DELEGA -0.72
REACTIVITY TION

CREATIVITY VS MOTIVATION,HRI 0.22


ROUTINITY

CONFOARMATION VS COUNSELLING,TRAINING,
ACOIDANCE APPRAISALS -0.08
CENTRALITY VS AUTONOMY, -0.48
PERIPHERALITY AUTHRITY

INFUENCE VS AUTONOMY, -0.93


POWERLESSNESS AUTHORITY,
ROLE
CLEARIFICATION
GROWTH VS COUNSELLING, 0.60
STAGATION TRAINING

LINKAGE VS PARTICIPATION,COUN 0.69


ISOLATION SELLING,TRAINING

HELPING VS TRAINING , -0.63


HOSTILITY MOTIVATION

SUPERORDINATION COMPENSATION, -0.66


VS CAREER PLANNING
DEPRIVATION
 The various tools of empowerment were identified through
questionnaire and interview.

 The role of efficacy level was from identified from both


employee
(branch manager) through a role based questionnaire .
The
branch have been considered as employer as they are
once
in a bank who bring about empowerment in the
operation of bank
 NULL HYPOTHESIS-
No direct relationship exists between
role of efficacy parameter and usage
of empowerment tools.

ALTERNATIVE HYPOTHESIS-

Direct relationship exists between


role of efficacy parameter and usage
of empowerment tools.
Exploratory research

essentially abstraction and generalization. Abstr
action means that you translate the empirical
observations, measurements etc. into concepts;
generalization means arranging the material so
that it disengages from single persons,
occurrences etc. and focuses on those
structures that are common to all or most of
the cases. The results of exploratory research
are not usually useful for decision-making by
themselves, but they can provide significant
insight into a given situation