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Marketing Research

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UNIT IMarketing Research Concept- Significance -Marketing research as an

element of marketing information system - Marketing Intelligenceapproaches- Internal Marketing Research Process Problem Formulation Decision problem to Research problem Preparation of ResearchProposal for submission to funding agencies.

UNIT IIResearch Designs: Exploratory Research Objectives and Methods

Descriptive Research Objectives and Methods Causal Designs Concept of Causality - Experimentation : Laboratory and FieldExperiments Experimental Designs Experimentation in MarketingResearch - Case method of research.

UNIT IIIResearch methodology Data sources: primary and secondary- Data

collection methods: questionnaire, interview, Focus groups, and Panels-Personal, telephone and e-methods- Scaling techniques: Nominal,Ordinal, Interval and Ratio Scales Types of Sampling Plans: NonProbability and Probability Samples Sample Size Determination.

UNIT IV

Data analysis methods- Hypothesis Testing Examination of Differences of means and proportions- Chi-square, t, z and F tests- Correlation-Regression Multivariate Data Analysis- Discriminate, Factor, Cluster andMulti Dimensional Scaling (only applications with simple examples).

UNIT VData presentation techniques- Preparation of the Research Report-

Preparation of synopsis- Presentation of research findings- A brief outlineof marketing research organizations in India.

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3G

Chick Shampoo

NDTV Polls

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Research

1. Research starts with a question ora problem

2. Its purpose is to find answers toquestions through application of scientific method.

3. It is a systematic and intensivestudy directed towards acomplete knowledge of the

subject studied

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nding the frontiers of It specifies alternate solutions to the problems wiconsiderations

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Marketing Research

.the systematic gathering, recording and

analyzing of data about problems relatingto the marketing of goods and services.

AMA (American MarketingAssociation)

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MR and MIS (Marketing Information System)

To manage a business

well is to manage itsfuture, and to managethe future is to manageinformation

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MIS (Marketing Information System)

A structured, interacting complex of persons, machines and procedures

designed to generate an orderly flowof pertinent information, collectedfrom both intra-and extra-firm sources,for use as the basis for decision-making in specified responsibilityareas of marketing management

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MIS (Marketing Information System)Components of MIS

1. Internal Accounting System2. Marketing Intelligence System3. Marketing Research System

4. Marketing Management Science System

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Differences between MR and MIS