The slides describe the meaning and objectives of Marketing Research. The various steps involved in a research process have also been defined.

1. Introduction
To
Marketing Research
UNIT – 1 PART – 1

2. What do you mean by ‘Research’?
• In Common Language, research means ‘search
for knowledge’
• Research can also be defined as a scientific
and systematic search for information on any
topic. It is sometimes also called the ‘art of
scientific investigation’
• Research leads to formulation of theories
• Research is also a tool used for business
decision making

3. What is a ‘Marketing Research’?
• Marketing research is when research is applied
to the area of marketing
• Marketing research tries to find out the
solutions to the marketing related problems
• Marketing problems can belong to various
areas such as product development, promotion,
distribution, consumer research etc

4. What is a ‘Marketing Research’?
• Marketing research is the function that links an
organization to its market through the gathering of
information. This information allows for the
identification and definition of market-driven
opportunities and problems. The information
allows for the generation, refinement and
evaluation of marketing actions. It allows for the
monitoring of marketing performance and
improved understanding of marketing as a
business process. [American Marketing
Association]

5. What are the Objectives of Marketing
Research?
• To find out the feasibility of new products and
services in the marketing [customer needs]
• To find out customers’ attitude regarding a
product of service [+ve or -ve]
• To find out the impact of a promotional campaign
on the sales of the product
• To gather customer feedback regarding a product
or service and use the information for taking
marketing decisions
• To find out the effectiveness of an advertisements
campaign

6. What the Various Types of Marketing
Research?
There can be four distinct type of Marketing
research
Exploratory research – to gain familiarity with
a phenomenon or to achieve new insights into
it. It is also called formulative research
Descriptive research – to accurately find out
the characteristics of an individual, group or a
situation.

7. What the Various Types of Marketing
Research?
Diagnostic research – to determine the
frequency with which something occurs or to
another variable with which it is associated.
Hypothesis testing research – to test the
hypothesis regarding a variable.

8. Some Emerging Issues in marketing
Research
Artificial Intelligence in Marketing
Digital Marketing
Green Marketing / Sustainable Marketing
Relationship Marketing
Customer Engagement – how to engage the
customer more and more with a brand
Marketing gaming

9. Research Process
&
Research Design
UNIT – 1 PART – 2

10. Research Process
Define the Research Problem
Review the Literature
Formulate the hypothesis
Formulate the Research
Design
Collect the data
Perform Data Analysis
Interpret the result
Prepare Research Report

11. The Research Process
Defining Research problem: The researcher
must clearly state the problem he wants to
study. Initially the research problem may be
stated in a broad sense and then it can be made
specific. A research problem should be as
specific as possible.
 Literature Review: Once the problem is
defined, a researcher must go through related
concepts, theories and previous research.

12. The Research Process [Contd.]
Formulation of hypothesis: after doing the review
of the literature, a working hypothesis should be
formed, it is an assumption which has to be tested
using appropriate statistical test. The hypothesis
must be very specific and limited. [exploratory
studies do not need hypothesis]
 Formulating Research Design: It is the structure
within which the research has to be conducted.
Research design makes the research more
efficient. It includes – information sources,
sample design, statistical methods that will be
used, time and cost available for research etc.

13. The Research Process [Contd.]
Collection of the data: data can be primary
[first hand] or secondary [published or used
data]. Depending upon several factors, a
researcher has to decide what type of data is
needed and how it must be collected.
 Analysis of the data: it involves coding,
editing, tabulation, doing descriptive analysis
or applying various statistical procedures for
hypothesis testing [formulated earlier].

14. The Research Process [Contd.]
Interpretation of the results: data analysis or
hypothesis testing often yields some results.
The results are generally in numerical terms.
These results have to be correctly interpreted.
 Preparation of research report: Finally the
researcher has to prepare a report of the work
done by him. The report has to be prepared in
a definite format. It has three parts – the
preliminary part, main part and the conclusion.

15. The Research Design
Research Design: research design is the
conceptual structure within which the research
is conducted. It is the blueprint for collection,
measurement and analysis of data.
Research design tries to answer important
questions related to the research – What, how,
when, where, how much etc
Research design brings efficiency into research
process

16. The Research Design [Contd.]
• Research Design answers the following questions:
What is the research about?
Why is the research being made?
Where will the research be carried out?
What type of data is required for research?
What time & cost will the research take?
What sampling technique will be used in the
research?
How will the data be collected?
How will the data be analyzed?
In which format will report be prepared?

17. Types of Research Design

18. The Research Design
Quantitative Research: quantitative research is
that research which is done on quantitative
data such as income, age, height, no. of
purchases done by any consumer etc.
Qualitative Research: qualitative research is
that research which is done on qualitative data
such as gender, place of residence,