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 Marks30- External20- Internal (Presentation)

Overview

Meaning of ResearchTypes of Research Design

Research ProcessHypothesis 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.”

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• 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.

TYPES OF RESEARCH DESIGNS

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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

COMPLETELYCERTAIN

ABSOLUTEAMBIGUITY

CAUSAL ORDESCRIPTIVE

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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• 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

Research Design: Descriptive Research

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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 and we don’t know why? “

What kind of people are buying our product?

Will buyers purchase of the product in new package?

Example: Parle Kismi Bar

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Basic Research Objectives & Research Design

Research Objective Appropriate Design

To gain background information, to define terms, to clarify problems and develop hypotheses, to establish research priorities, to develop questions to be answered

Exploratory

To describe and measure marketing phenomena at a point in time

Descriptive

To determine causality, test hypotheses, to make “if-then” statements, to answer questions

Causal/Experimental

TYPES OF RESEARCH DESIGNS

Research Design

Exploratory Studies

Literature Search

Experience Survey

Focus Group

Analysis of Selected Cases

Descriptive Studies

Longitudinal Cross- Sectional

Causal Design 

/Experiment

Example

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

8 Myths

Research ProcessFormulating 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 TestingStep 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

DataSamplePurpose