This slide provides a quick overview of different aspects of marketing research. This ppt is expected to help researchers, faculties, and students to understand various aspects of Research and especially 'Marketing Research'.
Youtube link of the video in ppt: https://www.youtube.com/watch?v=Mm0g8mVHffE&feature=youtu.be
1. MARKETING RESEARCH
Deep J. Gurung
Assistant Professor
Department of Commerce
CHRIST (Deemed to be University)
Main Campus, Bengaluru (India)
2. Marketing Research defined:
Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships in ways that
benefit the organization and its
stakeholders.
3. The American Marketing
Association defines marketing
research as
"the systematic gathering, recording
and analysing of data about problems
related to the marketing of goods and
services".
4. Marketing research is the function
which links the consumer, customer,
and public to the marketer through
information – information used to
identify and define marketing
opportunities and problems; generate,
refine and evaluate marketing actions;
monitor marketing performance; and
improve our understanding of
marketing as a process.- American Marketing Association
5. Marketing research specifies the
information required to address
these issues, designs the method
for collecting information, manages
and implements the data collection
process, analyzes the results, and
communicates the findings and their
implications.
8. TWO MAIN PURSPOSE FOR
MARKETING RESEARCH
Problem Identification research
Problem Solving Research
10. SCOPE OF MARKETING
RESEARCH
Concerned with identifying and
fulfilling customer needs and wants
Product and product design
Types of distribution channels and
retail outlets
Provide information on the most cost-
effective media
11. MARKETING RESEARCH PROCEDURE
Problem definition
Research design
Data collection
Data analysis
Report presentation and implementation
18. External Sources
International Labour Organisation,
World Bank,
International Monetary Fund,
Government and its many agencies
Planning Commission,
Central Statistical Organisation,
Reserve bank of India,
Census Commission,
Private research organisations,
Trade associations.
19. Internal sources
CRM (Customer Relationship
Management) system
ERP (Enterprise Resource Planning)
system
PoS (Point of Sales) data
Loyalty programs
Use data (e.g. mobile operators)
Promotion campaign
24. Probability Sampling
Simple random sampling: Every member of the
population has a known and equal chance of
selection. Only one stage of selection.
Systematic sampling: starting point selected by
a random process and then every nth number on
the list is selected. The problem of periodicity
occurs if a list has a systematic pattern (not
random).
Stratified sampling: simple random subsamples
are drawn from within each stratum of the
population. First, a variable is identified for
stratification (e.g. age). Second, for each
separate subgroup/stratum (e.g. 16-25, 26-40,
41-55), a list of population elements must be
obtained.
25. Cluster (area) sampling: the primary
sampling unit is no longer the individual
element in the population (e.g. grocery
store) but a larger cluster of elements
located in proximity to one another (e.g.
cities).
Multistage area sampling: a
combination of two or more probability
sampling techniques. Progressively
smaller areas/units are selected in each
stage (e.g. City -> Neighbourhood -> Age
group -> occupation, …)
26. Non-Probability Sampling
Convenience sampling: people that
are most conveniently available (e.g.
selecting all visitors to a website).
Produces a large number of
responses quickly and at a low cost,
but induces a self-selection bias.
Judgment (purposive) sampling:
based on personal judgment about
some appropriate characteristic, to
achieve specific objective.
27. Quota sampling: various population
subgroups are represented on
pertinent characteristics to the extent
that the researcher desires.
Snowball sampling: initial
respondents are selected by
probability methods and additional
respondents are obtained from
information provided by the initial
respondents.
29. Qualitative vs. Quantitative
Quality
What, why, how
Ethnography
Netnography
Focus Group
Discussion
Interviews
Case studies
Subjectivity
Understanding or
exploring change
Quantity
How many
Surveys
Facts
Statistics
Objectivity
Prediction
Proof
Hypothesis
31. Case studies
Critical: a clearly specified hypothesis
is tested
Unique and extreme
Revelatory: study of a phenomenon
previously inaccessible to research
Representative or typical
Longitudinal: over time changes
32. QUANITATIVE METHOD
Measurement: the process of describing
some property or a phenomenon of interest,
usually by assigning numbers in a reliable
and valid way. The numbers convey
information about the property being
measured. All measurements contain errors.
Researchers must make sure that the
measures used, if not perfect, are accurate
enough to yield correct conclusions.
Construct: term used to refer to concepts
measured with multiple variables.
Scales: a device providing a range of values
that correspond to different values in a
concept being measured.
33. Types of Scale
Nominal scales: values are assigned to
an object for identification or
classification purposes only (e.g.
gender).
Ordinal scales: rank order allowing
things to be arranged based on how
much of some concept they possess
(grade).
Interval scales: capture info about
differences in quantities of a concept
form one observation to the next (IQ).
Ratio scales: represent absolute
quantities; characterized by a meaningful
absolute zero (age).
34. RELIABILITY vs. VALIDITY
Reliability: indicator of a measure's internal
consistency. Different attempts at measuring
something should converge on the same
result.
Validity: the accuracy of a measure of the
extent to which a score truthfully represents a
concept. Basically how a measure assesses
the intended concept.
Face validity: a scale's content logically
appears to reflect what was intended to be
measured (according to 'experts').
Content validity: a measure covers the
breadth of the domain of interest.
35. Criterion validity: the ability of a measure
to correlate with other standard
measures of similar constructs or
established criteria.
Construct validity: exists when a
measure truthfully represents a unique
concept.
Convergent validity: concepts that should
be related to one another are in fact
related.
Discriminant validity: uniqueness or
distinctiveness of a measure. A scale
should not correlate too highly with a
measure of a different construct.
36. Survey Errors
Random sampling error: statistical
fluctuation that occurs because of
chance variation in the elements
selected for a sample. Unavoidable
without very large population (> 400).
37. Respondent error: sample bias
resulting from some respondents’ action
or inaction.
◦ Nonresponse error
Response bias: respondents
(un)consciously answer questions with a
certain slant that misrepresents the truth.
◦ Extremity bias: choose only 1 or 10 on a 10-
point scale
◦ Surveyor bias: respondents influenced by
interviewer's presence
◦ Social desirability bias: caused by
respondents' desire to gain prestige or
appear in a different social role
38. Administrative error: error caused by the
improper administration or execution of the
research task (e.g. confusion, carelessness,
neglect, omission).
Data-processing error: incorrect data entry
or computer programming, or other
procedural errors during the data analysis.
Sample selection error: failure to select a
representative sample caused by improper
sample design or sampling procedure
execution.
Surveyor error: failures to record responses
correctly.
Surveyor cheating (“curb-stoning"):
falsification of questionnaires.
40. Report presentation and
Implementation
Objectives and methodology
Summary of conclusions and
recommendations
Sample and its characteristics
Detailed findings and observations
Conclusion
Questionnaire / Research Instrument
Bibliography
47. APPLICATIONS OF MARKETING RESEARCH
Sales and Market Analysis
◦ Determination of market potential
◦ Design of market segmentation
studies
◦ Distribution channel studies
◦ Determination of competitive
information
48. Product Research
◦ Evaluation of new product ideas
◦ Testing for new product acceptance
◦ Evaluating the need for change in product
formulation
◦ Testing package design in term of
aesthetic appeal., protection for the
product, and ability to withstand
transportation and stocking ordeals.
◦ Testing for product positioning. Should a
new brand of tea be positioned on the
basis of its fragrance and taste, or colour
and strength, or price
49. Business Economics
◦ Business trends
◦ Pricing studies
Advertising Research
◦ Audience measurement
◦ Determining the most cost-effective media
plan
◦ Copy testing
◦ Determining advertising effectiveness
50. References
Marketing Research: Text and
Cases Paperback – 1 Jul 2017
McGraw Hill Education; 3 edition
by Rajendra Nargundkar
ISBN-10: 0070220875
ISBN-13: 978-0070220874