of Marketing Research
Dr. A. K. Dey
Reference Books
Marketing Research an Applied
Orientation
Naresh Malhotra & S. Dash
Objectives
Understand Marketing Research (MR)
Understand relevance of MR for
marketing decisions
Develop appreciation of MR & its
applications
Know the procedure of conducting
Develop familiarity with each step of
procedure
Res Method _ 1: Dr. Dey
10
11
(cont.)
12
The Manager-Researcher
Relationship
Managers obligations
Specify problems
Provide adequate background information
Access to company information gatekeepers
Researchers obligations
Develop a creative research design
Provide answers to important business
questions
Res Method _ 1: Dr. Dey
13
Manager-Researcher Conflicts
Managements limited exposure to
research
Manager sees researcher as threat to
personal status
Researcher has to consider corporate
culture and political situations
Researchers isolation from managers
Res Method _ 1: Dr. Dey
14
15
Need for MR
A manager takes decisions
His responsibility is to reduce risk of failure in
decision making
Risk arises due to lack of relevant information
A manager always seeks information to
improve quality of decision making
Information can be collected through MR
Hence, MR is an important tool for managerial
decision making
16
In
In
In
In
17
18
19
20
Ways to Communicate
Exposition
descriptive statements that merely
state and do not give reason
Argument
allows us to explain, interpret,
defend, challenge, and explore
meaning
Two types: Deduction & Induction
Res Method _ 1: Dr. Dey
21
Important Arguments in
Research
Deduction is a form of inference
that purports to be conclusive
Induction draws conclusions from
one or more particular facts
For suitable examples consult book
pages 32 - 34
Res Method _ 1: Dr. Dey
22
23
Understanding Concepts
A concept is a bundle of meanings
or characteristics associated with
certain events, objects, conditions,
situations, and behaviors
Concepts have been developed
over time through shared usage
24
Understanding Concepts
The success of research hinges on:
how clearly we conceptualize
how well others understand the
concepts we use
For customer loyalty use questions that
tap faithfully the Attitude of participants
Attitudes are abstract, try to measure
them using carefully selected concepts
Res Method _ 1: Dr. Dey
25
What is a Construct?
A construct is an image or idea
specifically invented for a given
research and/or theory-building
purpose.
Constructs are required for more
abstract concepts Personality,
Satisfied Customer
Res Method _ 1: Dr. Dey
26
Types of Variables
Independent
Dependent
Moderating
Extraneous
Intervening
27
Types of Variables
Independent & Dependent
Leadership style & Employee performance
or Job satisfaction
Price of a product & Demand
Independent
Cause, Stimulus, Predictor, Antecedent
Dependent
Effect, Response, Criterion, Consequence
Res Method _ 1: Dr. Dey
28
Types of Variables
Moderating
29
Types of Variables
Extraneous
30
Types of Variables
Intervening
Intervening variable (IVV) is defined
as a factor which theoretically effects
the observed phenomenon but can
not be seen measured or manipulated
Its effect can be inferred from the
effects on the observed phenomenon
Four day work week (IV) will lead to
higher productivity (DV) by increasing
job satisfaction (IVV)
Res Method _ 1: Dr. Dey
31
32
33
Hypothesis types
Descriptive
Relational: Correlation & Causal
Res Method _ 1: Dr. Dey
34
Types of Hypothesis
Descriptive
35
Types of Hypothesis
Relational
Statements that describe the
relationship between two variables
with respect to some case
Foreign (variable) refrigerators are
perceived to be of better quality
(variable) by Indian consumers
(case)
Res Method _ 1: Dr. Dey
36
37
38
39
Philip Kotler
40
Purpose of MR
To improve quality of decision making
process by providing information
To help reduce the risk associated with
managerial decision making
Risk due to two types of uncertainties:
About the expected outcome
About the future environment
41
Scope of MR
Consumers of products & services
Distribution Channels
Advertising Impact
42
MR Procedure
Seven inter-related steps
1.Specifying research objectives
2.Preparing a list of needed information
3.Designing the data collection project
4.Selecting a sample type
5.Determining sample size
6.Organizing & carrying out the field work
7.Analyzing the collected data & report the
findings
Res Method _ 1: Dr. Dey
43
The Management-Research
Question Hierarchy
Management Decision
Measurement Questions
Investigative Questions
4
3
2
1
Management Questions
Research Questions
Management Dilemma
Res Method _ 1: Dr. Dey
44
The Management-Research
Question Hierarchy
Management Decision
45
46
47
48
49
50
51
52
MR Procedure
Seven inter-related steps
1.Specifying research objectives (Problem
Definition)
2.Preparing a list of needed information
3.Designing the data collection project
4.Selecting a sample type
5.Determining sample size
6.Organizing & carrying out the field work
7.Analyzing the collected data & report the
findings
Res Method _ 1: Dr. Dey
53
Problem Definition
Any situation requiring further investigation is
a problem
Not all problems require fresh MR to be carried
out. Many can be decided upon based on past
data, trend, experience
Distributor Credit
Manufacturing out put
Stocking level
54
1. Product
Refrigerator
2. Market
West Zone
3. Market
Segment
----
4. Current Mkt
Share
Not available
5. Problem
6. MR Problem
55
Research Design
It spells out how to achieve stated
MR objectives
Consists of
Data Collection Method
Specific Research Instruments
Sampling Plan
56
Research Design
Data Collection Method
Secondary Data
Primary Data
Observation
Survey (Most widely used)
Experimentation
Sampling Plan
Who
How
How
How
is to be surveyed?
many?
are they to be selected?
are they to be reached?
Sampling unit
Sample size
Sampling Procedure
Sampling Media
57
Field Work
Involves planning, execution,
supervision & checking for errors
MR must be planned & executed well so
as to complete within resource & time
limits
Progress to be closely monitored to
avoid time & cost overrun
Extensive back checks & spot checks
will improve the quality of MR output
Res Method _ 1: Dr. Dey
58
Data Analysis
Done in two phases
Classification of raw data
Quantitative vs Qualitative
Chronological, Geographical,
Demographic
59
Data Analysis.Contd.
Analytical Methods Four classes:
Tests of Significance :Sampling Statistics,
Chi Square Analysis & Analysis of Variance
Explaining Observed difference I: Cross
Tabulation, Correlation & Regression
Explaining Observed difference II: Linear
Discriminant Analysis & Automatic
Interaction Detector
Identifying Interdependencies: Cluster,
Factor & Conjoint Analysis
Res Method _ 1: Dr. Dey
60
Report Presentation
Report must have following sections
Executive Summary
Objectives & Methodology
Summary, Conclusion, Recommendation
Sample Characteristics & Basis of selection
Detailed findings
Questionnaires & other supporting
documents
61
Marketing Research
62
Secondary Research
Secondary Data
Inexpensive
May not be relevant
May be old
Res Method _ 1: Dr. Dey
63
Internal Sources
Company Accounts
Internal Reports and Analysis
Stock Analysis
Retail data - loyalty cards, till data, etc.
64
External Sources
Government Statistics
Trade publications
Commercial Data IMRB, Gallup, Mintel, etc.
Household Expenditure Survey
Magazine surveys
Other firms research
Research documents publications, journals,
etc.
Res Method _ 1: Dr. Dey
65
Marketing Research
Advantages of Marketing Research
Helps focus attention on objectives
Aids forecasting, planning and strategic
development
May help to reduce risk of new product
development
Communicates image, vision, etc.
Globalisation makes market information
valuable (HSBC adverts!!)
Res Method _ 1: Dr. Dey
66
Marketing Research
Disadvantages of Marketing
Research
Information only as good as the
methodology used
Can be inaccurate or unreliable
Results may not be what the business
wants to hear!
May stifle initiative and gut feeling
Always a problem that we may never know
enough to be sure!
Res Method _ 1: Dr. Dey
67