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Casual Research : the cause and effect relationships between two variables are
analyzed.
For eg. If HUL is trying to find out whether the increase in sales of Surf
detergent powder over the previous year is due to the reduction in its price .
Data sources :
Data for the research can be collected from two sources :
1. Primary Data
2. Secondary Data
Primary data are data freshly gathered for a specific purpose or for a specific
research project.
It is direct or first hand data collected from respondents.
It is collected using research instruments like questionnaires , mailers ,
telephonic interviews , personal interviews etc.
Secondary data are data collected for another purpose and already exist
somewhere.
Secondary data is collected from already available sources such as published
papers , journals , magazines , reports, legal documents etc.
Research approaches :
Primary data can be collected in following ways :
Observational research : fresh data can be collected by observing
the relevant actors and settings.
Focus group research : A focus group is a gathering of 6-10 people
who are invited 2 spend a few hours with skilled moderator to
discuss product , service, organization or other marketing entity.
Experimental Research : purpose is to find out the cause and
effect relationship.
Survey Research :it is done to learn about people’s knowledge ,
beliefs, preferences and satisfaction.
Research instruments:
There are folllowing main research instrument in collecting primary data:
Questionnaires
Mechanical devices
Sampling plan :
Sampling unit ( who is to be surveyed?):The marketing Research must
define the target population that will be sampled.
Sample size ( how many people should be surveyed)
Sampling Procedures ( how should the respondent be chosen)
The researcher should present findings that are relevant to the major marketing
decisions facing management.