Marketing Research

 Definition:
 Marketing research is the systematic
design ,collection, analysis and
reporting of data and findings relevant
to a specific marketing situation facing
the company.
Application of Marketing
Research:
 Product Research
 Launching new products
 Analyze the performance of existing products
 Analyze competitors’ products
 Packaging Products
 Research Related to Branding of products
Price Research
 Find prices of competitors’ products
 Price new Products
Promotion Research
 Test Advertisements
 Researches related to sales quota, territories
etc.
Distribution Research
 Decide on warehouse location
 Analyze Channel coverage
Consumer Research
 Study consumer behavior
 Analyze consumer psychology
 Study consumer satisfaction
Competition Research
 Study Market Shares
 Study Competitors. Strategies
 Study competitors, products, prices
promotions etc.
Internal company research
 Employee satisfaction
 Company’s mission,objectives
 Flow of communication in the company etc.
Preparation of a Research Plan
 Step 1 – Problem Formulation
 Step 2 – Formulation of Hypothesis
 Step 3 – Research Design
 Step 4 – Design of Data collection methods and
forms
 Step 5 – Sampling Design
 Step 6 – Collection of data
 Step 7 – Analysis and Interpretation
 Step 8 – Report Writing
Types of Research Designs
 Exploratory research designs
 Descriptive research designs
 Causal research designs
Data collection techniques
 OBSERVATION: Structured, Unstructured,
Disguised, Undisguised, Human, Mechanical.

 COMMUNICATION: Structured,
Unstructured, Disguised, Undisguised, Direct,
Indirect.
Major Aspects of Questionnaire
Design
 Step 1: Determine what information is needed
 Step 2 : Decide content of each question
 Step 3: Decide the response format-Close ended or
open ended
 Step 4: Determine the organisation and sequencing
of questions
 Step 5: Physical design of questionnaire
 Step 6: Pre testing and evaluation
Sampling Design
 Step 1 -- Define Population
 Step 2 – Census Vs Sample
 Step 3 – Sample Design
 Step 4 – Sample Size
 Step 5 – Estimate Sampling Cost
 Step 6 – Execute Sampling process
Types of Sampling Plans:
 Probability Sampling
 Non Probability Sampling
Probability Sampling
 Types of Probability Sampling:
 Simple Random Sampling
 Stratified Random Sampling
 Cluster Sampling
 Systematic Sampling
Data Analysis
 Appropriate statistical tools can be used to
analyse data:

 Arithmetic Analysis: Use of percentile & ratios.

 Statistical Analysis: Use of mean, median,
mode,Standard Deviation, Coefficient of
Correlation etc.
 Advance statistical tools like test of
significance, factor analysis, multiple regression
analysis, discriminant analysis may also be used
Report & Presentation:
 Structure of a good report:

 Introduction to the problem

 Research Methodology
 Presentation of Marketing Research findings
 Interpretation of research findings
 Policy Implementation