Session 1.

Introduction 1
Component Mode Duration Weightage
Mid Term Exam TBD* 1.5 hours 25%
End Term Exam TBD 2 hours 25%
Quizzes Closed book 15 min 20%
Group Project Fieldwork Throughout the 20%
course
Class Practice As per allocated 10%
Participation Presentation session
Total 100%

Exams – Closed Book

3
❑ Live Running Project
❑ Real data based analysis
❑ Around 5/6 students in each group

4
Survey, Rankings??
5
▪ ‘Research’ is “a careful study of a subject especially to

discover new facts or information about it .”

6
Business 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

7
 Research

Problem Identification Problem-Solving

Research Research

Market Potential Research Segmentation Research

Market Share Research Product Research
Market Characteristics Research Pricing Research
Business Trends Research
Promotion Research
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

9
▪ Discussion with decision maker(s)
▪ Experts Interviews
▪ Secondary data
▪ Qualitative Research
▪ Environmental context

10
Management Decision Problem Marketing Research Problem
(MDP ~ BDP) (MRP ~ BRP)
• Action oriented • Information oriented
• Symptoms • Cause and consequences
Should a new product be To determine consumer
introduced? preferences and purchase
intentions for the proposed new
product
Should the advertising campaign To determine the effectiveness of
be changed? the current advertising campaign

11
▪ Theoretical Foundations
▪ Brand equity, ELM, Five stage decision process
▪ Analytical Model (verbal, graphical, mathematical)
▪ Research Questions
▪ Convert management decision problem to informational aspect
▪ Hypotheses
▪ H1: Young consumers are more likely to use new technology.
▪ H2: Students having placements have minimal intentions to study further.

12
▪ MDP : Should we serve food?
▪ MRP:
▪ Research Questions:
▪ Hypotheses
▪ RQ1 How important is food for airline customers?
▪ H1: Food is an important factor for airline travelers.
▪ H2: Travelers prefer light snacks than meals.

13
RQ 1: Who watches TV serial ‘Naagin’?
RQ 2: Who invests in mutual funds?

Group 1: Chapter 2 – Dell Running Case 1.1,

Answer all questions except Q1 - MDP, MRP, Graphical Approach, RQ

14
A research design is a Research
Design
framework or blueprint
for conducting the
marketing research Exploratory Conclusive
project. Research Research

Descriptive Causal

…..
15
 Exploratory Research
Objective To provide insights and
understanding
Characteristics • Loosely defined information
• Unstructured and flexible
research process
• Small sample, qualitative data
analysis
Conclusive Research
To test specific hypotheses and
examine relationships
• Clearly defined information
• Formal and structured research
process
• Large and representative
sample, quantitative analysis

Results Findings are tentative, followed by Findings have applied implication

conclusive research
Example ? ?

16
 Exploratory Descriptive Research Causal Research
Research
Objective Discovery of ideas Describe market Determine cause and
and insights characteristic of functions effect relationship
Characteristics Flexible, versatile Preplanned and Manipulation of
structured design one/more
independent variables
Methods Expert surveys, case Surveys, panels, Experiments
studies, qualitative quantitative analysis (Measures effect of
analysis dependent variable)
Example ? ? ?

17
 Descriptive Research

Cross-Sectional Longitudinal

Single cross-sectional Multiple cross-sectional

18
Cross-sectional
❑ Data collection from any sample - only once
❑ Single cross-sectional designs: Information obtained from only one sample
❑ Multiple cross-sectional designs: Information obtained from more than one sample,
but only once from each sample.
▪ Cohort analysis - A cohort is a group of respondents who experience the same
event within the same time interval

Longitudinal
❑ Data collection from a sample over a period of time, e.g. panel data
❑ Sample or samples remain the same over time
❑ Note: Advantages/disadvantages – refer book

19
CONSUMPTION OF VARIOUS SOFT DRINKS BY VARIOUS AGE COHORTS

Percentage consuming on a typical day

Age 1950 1960 1969 1979
8-19 52.9 62.6 73.2 81.0
20-29 45.2 60.7 76.0 75.8 C8
30-39 33.9 46.6 67.7 71.4 C7
40-49 23.2 40.8 58.6 67.8 C6
50+ 18.1 28.8 50.0 51.9 C5
C1 C2 C3 C4
C1: cohort born prior to 1900 C5: cohort born 1931-40
C2: cohort born 1901-10 C6: cohort born 1940-49
C3: cohort born 1911-20 C7: cohort born 1950-59
C4: cohort born 1921-30 C8: cohort born 1960-69
▪ Identify the topic for your group project based on secondary
data
▪ Management Decision Problem
▪ Marketing Research Problem

21
23