Market Research Applications

Course Content
Role and value of market research in marketing framework Data analysis Tabulation, SPSS applications data base, testing for association Multivariate techniques Interdependence techniques: Factor / cluster analysis; dependence analysis: discriminate analysis; combination with cluster analysis; conjoint analysis. Perceptual mapping applications in market research

Course Content
Applications of MR in consumer research, advertising, test marketing, Usage attitude studies, Television viewer ship surveys; Media effectiveness study; Annual readership survey of print media etc. Report preparation and presentation; interpretation of MR reports; how to read ORG Nielson's store audit report. Brand tracking study Field project on market research on any functional / industry verticals Case Studies and Presentation.

Reference Text
Marketing Research Hair, Bush, Ortinau (2nd edition Tata McGraw Hill) Marketing Research Text & Cases (Wrenn, Stevens, Loudon Jaico publication) Marketing Research Essentials Mc Daniels & Gates (3rd edition SW college Publication) Marketing Research Aaker, Kumar, Day (7th edition John Wiley & Sons) Marketing Research - Burns , Alvin, Bush Ronald (3rd Prentice Hall) Raiendra Nargundkar- Marketing Research (Tata McGraw) Marketing Research An Applied Orientation (Malhotra & Dash) S L Gupta Marketing Research (Excel Books)

50 Marks 30- External 20- Internal (Presentation)

Overview
Meaning of Research Types of Research Design Research Process Hypothesis Testing How To Select A Statistical Test

Activity
Write ten good points about the person sitting next to you. Which firm you want to join and why?

Introduction

WHAT IS RESEARCH?

Introduction
The word research is composed of two syllables,

re and search
The dictionary defines re as a prefix meaning again, a new or over again search as a verb meaning to examine closely and carefully, to test and try or to probe. Together they form a noun describing a careful, systematic, patient study and investigation in some field of knowledge, undertaken to establish facts or principles. (Grinnell 1934)

Introduction
Research is: the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested.

TYPES OF RESEARCH DESIGNS

Three traditional categories of research design: Exploratory Descriptive Causal/Experimental The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and these objectives.

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Research Design: Some Observations

The overall research design for a project may include one or more of these three designs as part(s) of it. Further, if more than one design is to be used, typically we progress from Exploratory toward Causal.

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Uncertainty Influences The Type Of Research

CAUSAL OR DESCRIPTIVE

COMPLETELY CERTAIN

ABSOLUTE AMBIGUITY

EXPLORATORY

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Research Design: Exploratory Research

Exploratory research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. Exploratory research is usually conducted when the researcher does not know much about the problem and needs additional information or desires new or more recent information.

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Research Design: Exploratory Research

Exploratory research is used in a number of situations: To gain background information To define terms To clarify problems and hypotheses To establish research priorities

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Research Design: Descriptive Research

Descriptive research is undertaken to provide answers to questions of who, what, where, when, and how but not why. Two basic classifications: Cross-sectional studies Longitudinal studies

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Research Design: Causal/Experimental Research

Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form If x, then y. Causal relationships are typically determined by the use of experiments, but other methods are also used.

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Experiments
An experiment is defined as a research process that allows study of one or more variables which can be manipulated under conditions that permits collection of data that show the effect of such variables in unconfused fashion Independent variables: those over which the researcher has control and wishes to manipulate i.e. package size, ad copy, price. Dependent variables: those over which the researcher has little to no direct control, but has a strong interest in testing i.e. sales, profit, market share. Extraneous variables: those that may effect a dependent variable but are not independent variables.

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Degree of Problem Definition

Exploratory Research (Unaware of Problem) Descriptive Research (Aware of Problem) Causal Research (Problem Clearly Define)

Our sales are declining What kind of people are Will buyers purchase of buying our product? and we dont know the product in new why? package?

Example: Parle Kismi Bar

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Basic Research Objectives & Research Design

Research Objective To gain background information, to define terms, to clarify problems and develop hypotheses, to establish research priorities, to develop questions to be answered To describe and measure marketing phenomena at a point in time Appropriate Design Exploratory

Descriptive

To determine causality, test hypotheses, to make if- Causal/Experimental then statements, to answer questions

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TYPES OF RESEARCH DESIGNS

Research Design

Exploratory Studies

Literature Search Experience Survey

Focus Group Analysis of Selected Cases

Descriptive Studies

Causal Design /Experiment

Longitudinal

Cross- Sectional

Example
Believe for an Indian Shopper The Shopper is a woman; she shops alone 8 Myths

Research Process
Formulating a Research Problem
Conceptualizing a Research Design Constructing an instrument for data collection Selecting a Sample Collecting Data Processing Data Interpreting and Report writing

Hypothesis Testing
Step 1: Set null and a alternative hypothesis
Step 2: Determine the appropriate statistical test

Step 3: Set the level of significance

Step 4: Set the decision rule

Step5: Collect the Sample Data

Step6: Processing Data

Step 7 : Arrive at a statistical conclusion and business implication

How to Select the Statistical Test

How to Select the Statistical Test

Data Sample Purpose