Q. Describe the task of marketing research.

The following definition describes all the tasks of marketing research:

“Marketing Research is the systematic & objective identification, collection,

analysis, dissemination & use of information for the purpose of improving
decision making related to the identification & solution of problems &
opportunities in marketing.”

 Market research involves systematic planning which is required at all

stages.
 Steps under market research are followed in a chronological order.
 All data is well maintained & well documented, therefore, results in
proper analysis of the situation.
 It is expected to be from the personal bias of a researcher.
 The first step in market research is problem definition wherein the
data is collected, situation is analyzed & the problem is defined.
 Next step involves formulation of the objectives for the study,
analytical models & research questions.
 Third step is the research design formulation step wherein the type of
research design to be used is decided upon. It can be exploratory,
descriptive or conclusive.
 In the next step data collection is done through interviews, surveys,
questionnaires, etc.
 Then, the analysis of the data is done once it is documented as per the
needs.
 Last step involves the preparation of the report & finally its
presentation.
 Q. Define marketing research.

The American Marketing Association defines marketing research as:

“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.”

Marketing research specifies the information required to address the issues,

designs the method for collecting information, manages and implements the
data collection process, analyzes the results, and communicates the findings
and their implications.

Marketing Research can be classified as:

 Problem identification research
 Problem solving research
Q. Describe the steps in marketing research process.

Problem Definition

Development of an approach of a problem

Research design formulation

Fieldwork or data collection

Data preparation & analysis

Report preparation & analysis

Step 1 – Problem Definition
The very first step in the market research process is defining the problem;
the reason for which the research is being conducted or the purpose of the
study. It also includes the information needed & the various sources of
information available.

Step 2 – Development of an approach to a problem

At this step the problem is known, therefore, now the objectives of the study
are formulated, the various primary & secondary databases are collected, the
research questions are prepared & the hypothesis is defined.

Step 3 – Research design formulation

A research design is the blueprint of the market research project. It describes
the procedures & lays down the rules for conducting the study. It can be
either exploratory or conclusive depending upon the usage of the study.
Exploratory research design is adopted in cases where the idea is just to gain
the knowledge. Whereas, conclusive research is one wherein the information
processed is further used for study. Conclusive research design can further
be bifurcated into descriptive & causal.

Step 4 – Fieldwork or data collection

In this stage, the field work is being conducted wherein the information is
collected either through personal interviews or telephonic conversations or
through mails. It is the most important task & therefore, the workforce
recruited is properly selected & trained.

Step 5 – Data preparation & analysis

Once the data is collected, it is now, send for editing, coding, transcription,
verification & finally, analysis. The appropriately analyzed data is then used
in decision making process.

Step 6 – Report preparation & presentation

Once the data is analyzed, it is then; documented in a written report. The
report defines the problem, specifies the possible alternatives & a detailed
analysis of all the alternatives. Various statistical tools such as bar graphs,
pie diagrams, tables, etc are used to present the data.
 Q. What is the first step in conducting a market research project?

The first step in marketing research process is defining the problem. The
tasks involved in it are discussions with the decision makers, interviews with
industry experts & other knowledgeable individuals, analysis of secondary
data, & sometimes qualitative research.
These tasks help the researcher to understand the background of the problem
by analyzing the environmental context. Certain essential environmental
factors bearing on the problem should be evaluated. Understanding of the
environmental context leads to identification of the management decision
problem.
Then, the management decision problem is translated to a marketing
research problem.

Tasks involved

Discussions
Interviews Secondary
with the Qualitative
with the Data
decision Research
experts Analysis
makers

Environmental Context of the problem

Problem Definition
 Q. Differentiate between exploratory & conclusive
research.

Exploratory Research Conclusive Research

Basis of difference
design Design

To test specific
To provide insights &
Objective hypothesis & examine
understanding
relationships
Information needed is Information needed is
defined only loosely. clearly defined.
Research process is Research design is
Characteristics
flexible & unstructured. formal & structured.
Sample is small & non Sample is large &
representative. representative.

Findings Tentative Conclusive

Generally followed by
Findings used as inputs
Outcome further exploratory or
in decision making
conclusive research.
Q. What are the major purposes for which the descriptive research is
conducted?

The major purposes for which descriptive research design is conducted are:

a. To describe the characteristics of the relevant

groups such as consumers, markets, salespersons, etc.

b. To estimate the percentage of units in a specified

population exhibiting a certain behavior.

c. To determine the perceptions of product

characteristics.

d. To determine the degree to which the marketing

variables are associated.

e. To make specific predictions.

 Q. Sweet Cookies is planning to launch a new line of cookies & want to
access the market size. The cookies have a mixed chocolate – pineapple
flavor & will be targeted at the premium end of the market. Discuss
the six W’s of a descriptive research design that may be adopted.

The six W’s of the descriptive research to be adopted are:

1. Who – They have to keep in mind the type of

customers that they are targeting. Like in case of
Sweet Cookies, they are targeting the premium
section of the market. They need to first
understand the need of the customers in those
sections who have a requirement of chocolate –
pineapple cookies.

2. What – It includes the information that is

required from the customers. From example here
it can be the consumption of cookies in a week or
the flavors liked by majority in a family, etc.

3. When – It includes the availability of the

customers. A researcher must always keep in
mind the time to contact the respondents.

4. Where- It refers to the places where the

respondents can be contacted. For instance,
shopping malls, homes, parking lots, etc.

5. Why – It takes into account the use of the

information take from the respondents. Like in
this case, information is obtained in order to
understand the potential market for chocolate –
pineapple cookies & the market size.

6. Way – The ways of obtaining information from

the respondents. For example, it can be
telephonic interviews, observations, surveys,
personal interviews, etc.
 7. Express each type of error as an equation:

a. Total error

b. Random sampling error

c. Nonresponse error

d. Response error

a. Total error – It is the variation between the true mean value in the
population & the obtained mean value obtained in the market
research. It comprises of both random sampling errors & non- random
sampling errors. Non – random sampling errors arises out of factors
other than sampling. Such as bias, non response, wrong data analysis,
etc.

b. Random sampling error – It is the misrepresentation of the

population. It is the variation between the true mean value of the
population & of the original sample.
Eg: The average monthly income of the target population is Rs. 22,000 but it
is comes out to be Rs. 19,500 for the original sample.

c. Nonresponse error – It arises when some of the respondents don’t

respond. The primary reason for the same can be refusals & not-at-
home.
Eg: A researcher is introducing his product to the respondent but he straight
away bangs his door on researcher’s face.

d. Response error – Such errors arises when the respondents give

inappropriate answers or their answers are either not recorded
correctly or are misanalysed.
Eg: A respondent is asked about his views about the product & he is telling
why does his friends don’t use it.
 Q. What are the primary differences between qualitative
research & quantitative research techniques?

Qualitative
Basis Of differences Research
To gain a qualitative
Objective understanding of the underlying
research & motivation
Small number of non
Sample
representative cases
Quantitative
Research
To quantify the data &
generalize the results from the
sample to the population of
interest
Large number of representative
cases

Data Collection Unstructured Structured

Data analysis Non statistical Statistical

Recommend a final course of

Outcome Develop an initial understanding
action