Marketing Research provides the base to marketers for carrying marketing task systematically and efficiently.

1. Marketing Research
Dr. Pooja
Assistant Professor
Dept. of Commerce
AMPGC, BHU, Varanasi

2. 
 Any discussion of the importance of information to the marketer must
include a discussion of marketing research. Marketing research
allows managers to make decisions based on objective data,
gathered systematically, rather than on intuition.
 Marketing research is the systematic and objective process of
generating information for use in making marketing decision.
What is Marketing Research ?

3. 
Marketing Research is the systematic and objective process of
generating information for use in marketing decision making.
 This definition suggests that marketing research is a special effort
rather than a haphazard attempt at gathering information.
 The term marketing research suggests a specific, serious effort to
generate new information. The term research suggests a patient,
objective, and accurate search.
Defining Marketing Research

4. 
 Marketing to not an exact science like physics, but that does not mean
that marketers and marketing researchers should not try to approach
their jobs in a scientific manner. Marketing research is a systematic
inquiry into the characteristics of the marketplace, just as astronomy is
a systematic investigation of the stars and planets. Both use step by-
step approaches to gain knowledge. he various stages or steps in the
marketing research process are :
Procedure of Marketing Research

5. 
 The market research process begins with the identification “of a problem faced by
the company. The clear-cut statement of problem may not be possible at the very
outset of research process because often only the symptoms of the problems are
apparent at that stage. Then, after some explanatory research, clear definition of
the problem is of crucial importance in marketing research because such research
is a costly process involving time, energy and money.
 Clear definition of the problem helps the researcher in all subsequent research
efforts including setting of proper research objectives, the determination of the
techniques to be used, and the extent of information to be collected.
1. Identification and Defining
the Problem

6. 
 After identifying and defining the problem with or without explanatory
research, the researcher must take a formal statement of research
objectives. Such objectives may be stated in qualitative or quantitative
terms and expressed as research questions, statement or hypothesis.
 For example, the research objective, “To find out the extent to which sales
promotion schemes affected the sales volume” is a research objective
expressed as a statement.
 On the other hand, a hypothesis is a statement that can be refuted or
supported by empirical finding. The same research objective could be
stated as, “To test the proposition that sales are positively affected by the
sales promotion schemes undertaken this winter.”
2. Statement of Research
Objectives

7. 
 After defining the research problem and deciding the objectives, the
research design must be developed. A research design is a master plan
specifying the procedure for collecting and analysing the needed
information. It represents a framework for the research plan of action.
 Types of Research Design:
1. Exploratory Research Design
2. Descriptive Research Design
3. Causal Research Design
3. Research Design or Designing
the Research Study

8. 
 Sampling involves procedures that use a small number of items or parts
of the ‘population’ (total items) to make conclusion regarding the
‘population’. Important questions in this regard are—
1. who is to be sampled as a rightly representative lot?
2. Which is the target ‘population’?
3. What should be the sample size—how large or how small?
4. How to select the various units to make up the sample?
4. Sample Design

9. 
 The collection of data relates to the gathering of facts to be used in solving
the problem. Hence, methods of market research are essentially methods of
data collection.
1. Primary Data Collection: Data can be primary, i.e., collected from the
original base through empirical research by means of various tools. Such as
Survey, Experiments, Interviews, Observation etc.
2. Secondary Data Collection: Data can be secondary, i.e., collected from
concerned reports, magazines and other periodicals, especially written
articles, government publications, company publications, books, etc.
 There can be broadly two types of sources
1. Internal sources—existing within the firm itself, such as accounting data,
salesmen’s reports, etc.
2. External sources—outside the firm.
5. Data Collection

10. 
 Once data have been collected, these have to be converted into a format
that will suggest answers to the initially identified and defined problem.
 Data processing begins with the editing of data and its coding. Editing
involves inspecting the data-collection forms for omission, legibility,
and consistency in classification. Before tabulation, responses need to
be classified into meaningful categories.
 The rules for categorizing, recording and transferring the data to ‘data
storage media’ are called codes. This coding process facilitates the
manual or computer tabulation. If computer analysis is being used, the
data can be key punched and verified.
 Analysis of data represents the application of logic to the understanding
of data collected about the subject. In its simplest form analysis may
involve determination of consistent patterns and summarising of
appropriate details.
6. Data Processing and Analysis

11. 
 The final stage in the marketing research process is that of interpreting
the information and drawing conclusion for use in managerial decision.
The research report should clearly and effectively communicate the
research findings and need not include complicated statement about
the technical aspect of the study and research methods.
 Often the management is not interested in details of research design
and statistical analysis, but instead, in the concrete findings of the
research. If need be, the researcher may bring out his appropriate
recommendations or suggestions in the matter. Researchers must
make the presentation technically accurate, understandable and useful.
7. Interpretation, Preparing and
Presenting the Report

12. 
 The research undertaken in marketing field may be quantitative or
qualitative.
 The quantitative marketing research attempts to observe statistically
the behaviour of various marketing components. It is an attempt to
figure out the consumer profile relevant to the marketing problem
under study. It tries to find the answers as to what? How? How
much? Where? And When? A consumer buys a product or a service.
 The qualitative marketing research tries to find out answers as to
why a consumer behaves this way or that way? It answers why? of a
situation by probing the sub-conscious and unconscious mind. It
finds out the causes and the motives for specific consumer
behaviour. It is more popularly known as ‘motivation research’ a
major form of consumer research.
Marketing Research Methods

13. 
 The most common methods and techniques used in marketing
research are:
1. Survey.
2. Observation
3. Experimentation.
4. In-depth interviews and
5. Projective techniques.
The first three are methods while the last two are the techniques.
Marketing Research Methods

14. 
 Survey methods refer to all methods of obtaining the needed
information through asking the questions to the respondents. This
method is, therefore, known as the ‘questionnaire’ method.
 Professors Tull D.S. and Hawkins D.I. define survey method as “the
systematic gathering of information from the respondents for the
purpose of understanding and/or predicting some aspects of
behaviour of the population of interest”.
 Surveys are commonly conducted both in quantitative and qualitative
researches. After having decided about the sampling, questionnaire
is designed and the respondents are contacted to answer these
questions asked in the questionnaire. This process of getting
answers is called as interviewing.
1. Survey Method

15. 
Surveys are:
A. Personal Interview
B. Mail Interview and
C. Telephone Interview.
1. Survey

16. 
 Personal interview is the process of communication where face to
face contact between the investigator and the respondent is
established. It is the conversation arranged for the purpose of
obtaining views of the respondent on the topic of interest to the
interviewer.
 Under this method, the investigator presents the questionnaire in
person either at the residence or at the office of the respondent.
Being active participant, he establishes a close rapport with the
respondent and motivates him or her to answer all the questions
satisfactorily.
A. Personal Interview

17. 
 Merits:
1. It is a superior method
2. Maximum information is sought
3. Regulation of interview
 Demerits
1. It is expensive
2. More administrative problems
3. Biased information
A. Personal Interview

18. 
 As the title suggests, the respondents are contacted through post.
There is no face to face contact between the investigator and the
respondent. The questionnaire is sent to the mailing address of the
respondent with a request to fill in and return back.
 Much care is to be taken while designing the questionnaire as there is
no face to face contact. The questions asked must be answerable
quick in terms ‘Yes’ or ‘No’. The covering letter must be carefully
couched to induce, convince and motivate the respondent to answer
all the questions and return the questionnaire duly filled back to the
investigator.
B. Mail Interview Method

19. 
 Merits:
1. Detailed and accurate information
2. It is economical
3. More objectivity
 Demerits:
1. Possibility of poor response
2. It is time consuming
3. Incomplete and inaccurate data
B. Mail Interview Method

20. 
 Under telephone interview method, the researcher establishes a
contact through telephone. The investigator will have to be selective
and careful while designing the questionnaire for it cannot be a
lengthy type as in case of earlier two methods.
 It must be brief, simple, to the point and non-confidential. The special
problem of telephone interview is that of building close rapport with
the respondents so that he can be induced and persuaded to reply
satisfactorily.
C. Telephone Interview

21. 
 Merits:
1. It is economical
2. Unbiased Data
3. Best method to elicit information from specific group
 Demerits:
1. It is of limited use
2. Possibility of no reply
3. Lack of personal observation
C. Telephone Interview

22. 
 Observation implies viewing or noting the act or occurrence.
Observation is the method that places an observer human or
machine to watch and record as to what is taking place.
 Here, the observer does not ask the questions to the respondent but
observes his or her actions or behaviour with or without telling the
respondent that he or she is being observed. Many a times the
investigator will not get answers for his questions under other
methods; but he gets here without asking the questions.
 Thus, observation method works well in lieu of communication. Such
an observation is to be scientific and casual. For instance, if you are
to get answer for question say “What brand of shampoo does a lady
use?” Instead of asking the question, the observer can note her
behaviour at the sales counter and determine her choice. Further, it
may be a question of determining the efficiency and the devotion of a
salesman in a store. An observer can measure the same in disguise
of a customer.
2. Observation Method

23. 
 Merits
1. This method is more objective and accurate than survey method as it
eliminates human element uncontrolled.
 Demerits
1. The information that is sought by the observer may not be sufficient
as he can observe only the overt behaviour.
2. It is much costlier than the survey method itself. Further, the experts
have not been able to develop alternative method of observation nor
they have been fully utilized. The techniques developed so far need
further refinement for their perfect and fuller use.
2. Observation Method

24. 
 Experimental method of research is the procedure of carrying out the
best possible solution to a given problem on a small scale. The aim
is to determine whether the tentative conclusions reached can be
proved in actual conditions.
 The actual conditions are ever changing and cannot be controlled by
the researcher.
 However, continuous experimentation in differing conditions, it may
be possible to isolate the effect of these differing conditions.
Professor Tull D.S. and Hawkin D.I. have defined this method as “the
deliberate manipulation of one or more variables by the experimenter
in such a way that its effect upon one or other variables can be
measured.”
3. Experimental Method

25. 
 Merits
1. The strength of experimentation lies in the fact that it helps not only
in building a theory but also solving marketing problems as it
resembles practical setting. In fact, decision makers rely on it to a
very great extent as it helps them in detecting the real causes of
impediments or troubles for taking marketing actions to plug the
gaps.
 Demerits
1. It is costlier method both for researchers and non- researchers.
2. The findings may not remain for a very long time because, the
researcher will not be able to control the dynamics of changing
consumer needs.
3. Experimental Method

26. 
 Depth interview is a technique of getting the replies from the
respondents in an atmosphere of freedom and relaxation. It is a form
of unstructured research or interview. It is non-directive interview
where the respondent is being urged to talk than mere saying ‘yes’ or
‘no’ for a specific question.
 The respondents are kept in dark that they are being interviewed and,
therefore, they express or expose themselves without any kind of fear
or disapproval, dispute or admonition.
 It is beneath line or beneath the consumer surface interviewing to ask
leading questions to stimulate free and frank discussion of the subject
on hand without asking a standardized list of questions. It is called as
depth interview because, the researcher proves through probing the
unconscious mind, feelings, needs, conflicts, fears, motives, attitudes,
habits and taboos.
1. Depth interviews

27. 
 Merits
1. It helps in uncovering the human pre-dispositions having far
reaching impact on his research problem.
2. The variety and the volume of the information sought are really
substantial.
3. This information reduces the level of uncertainty in decision making.
 Demerits
1. Neither it is possible to get really competent interviewers at least did
not cost nor the information collected by them is unbiased.
2. It is a time consuming affair so much so that it is really difficult to
hold on respondent hours together.
1. Depth interviews

28. 
 Projective tests are the tests conducted wherein the
respondents are encouraged to project their feelings, attitudes,
impressions, motives, reactions and the like to a third person or
an object. It is that technique which involves stimulating the
interviewee to project himself or herself in an artificial or
ambiguous situation. Here, the inner feelings are made to
reveal.
 If you ask a respondent as to why he has not yet bought a
colour television set, he may say that he is waiting for a
particular latest model. However, the real reason may be his
financial difficulty. This hidden feeling or cause is unearthed by
the projective techniques.
2. Projective techniques

29. 
 The most commonly administered tests of this kind are:
1. Word Association Test
2. Sentence Completion Test
3. Thematic Appreciation Test and
4. Paired Picture Test.
2. Projective techniques

30. 
Thank You