Marketing research

Unit 1

➢ Introduction
It is thus imperative to understand what the consumers want; how they make the various choice
decisions; or what are their sources of information and influence process etc. As such,
marketing research is the function which provides the necessary information about the
consumer to the marketer. In the process, an organisation can identify new opportunities in the
market; evaluate and monitor marketing actions; and in general, evolve better marketing
programme to serve the interests of the consumer. Thus marketing research acts as the link
between the consumer and the marketer.

Operationally speaking, marketing research is defined as the objective and Formal process of
collecting information; analysing the results and communicating The findings and their
implications in terms of marketing actions. However, some Further comments about this
definition are essential.

Marketing research is a systematic collection and analysis of information that is ultimately used
in evolving some marketing decisions. All stages of a research study must be carried out in a
logical manner. For instance, one should, start with a concise statement of the issues to be
investigated; indicate the information required to study those select problems; define the
methods to be adopted to collect those data; specify the relevant technique to be employed for
analysing the data; and finally state the research findings and their specific implications for
marketing decisions making.
Marketing research is the function that likes the consumer with the organisation through
information. It involves systematic and objective search for and analysis of information that ,
can be used for evolving some marketing decisions.

➢ Meaning of marketing research

Marketing research is the systematic and objective For and Analysis of information relevant to
the identification and solution of any problem in the field of marketing.

➢ Definition of Marketing Research

The American Marketing Association defines marketing research as follows:
Marketing Research is the function which links the consumer, customer and public to the
marketer through information to information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process.
OR
Marketing research is the systematic and objective search for, and analysis of, information
relevant to the identification and solution of any problem in the field of marketing.

➢ WHAT IS RESEARCH?
Research is a systematic and objective investigation of a subject or problem in order to discover
relevant information or principles.
It can be considered to be either primarily fundamental or applied in nature. Fundamental
research, frequently called basic or pure research, seeks to extend the boundaries of knowledge
in a given area with no necessary immediate application to existing problems, for example,
the development of a research method that would be able to predict what people will be like x
years in the future.
In contrast, applied research, also known as decisional research, attempts to use existing
knowledge to aid in the solution of some given problem or set of problems.

➢ Meaning of research
Research refers to the process of collecting, documenting and analysing critical and relevant
information to any problems or questions.

➢ Nature of marketing research

1. it is a systematic process.
2. Research is based upon observation and experiments.
3. Research is directed towards solution of problems.
4. It develops the research plan.
5. It is essentially an investigation.

➢ Features of marketing research

1.It is a systematic process:

Marketing research is a systematic process. Firstly it collects the information about the
marketing problems and secondly records this information then analysis the information and
draws conclusion about it.after that it gives suggests solving marketing problems, marketing
helps to solve the marketing problems quickly. A marketing company faces new marketing
problem from time to time and for facing them marketing research activities need to be
conducted on regular basis.
2.It is connected with MIS( marketing information system):
Marketing research easy component marketing information system. The MIS is used to solo
marketing problems and take marketing decisions. "A marketing information system is a
continuing and interacting structure of people, equipment and procedures to gather, sort,
analyse, evaluate, and distribute pertinent, timely and accurate information for use by
marketing decision makers to improve their marketing planning, implementation, and control".
3.Collection of information:
Marketing research collects the full information about the consumers, the goods to the needs
an expectations of the consumers. Data collection for marketing research is a detailed process
where a planned search for all relevant data is made by a researcher. The success of marketing
research is contingent on the integrity and relevance of the data. And to a high degree, the
quality of the data depends on the methods of data collection used. The selection and use of
methods for conducting marketing research require a great deal of experience and expertise in
order to correctly gage suitability.
4. Tool for decision-making:
The marketing manager has to take many Decision’s, marketing research provides correct and
up- to-date information to the marketing manager. It helps the managers take practical
decisions. Decisions based on experience and research is better than decisions based on
intuition. Functions such as description, evaluation, explanation and prediction by the
marketing researcher help in practical decision-making. Thus, it an essential tool not only for
marketing managers but also for other functional managers.
5.Competative Analysis:
The marketing research also collects full information about the competitors. The company uses
this information to fight competition. It helps the marketing managers to take decisions.
Competitive analysis, is the process of identifying competitors in your industry and researching
their different marketing strategies. You can use this information as a point of comparison to
identify your company's strengths and weaknesses relative to each competitor.
6.continious process:
Marketing research is a continuous process, marketing research is a systematic, scientific,
objective and organized. It is a process of generating and evaluating data, and then refining it.
It is professionally organized. It is a continuous process because every firm is faced with
problems and opportunities.
7.Uses of different methods:
Marketing research uses three methods for collecting data of survey methods, Experimental
methods and observation methods all three methods are scientific. Even computers and internet
are used for data collection. The researcher has to decide the method suitable for his research
project.

➢ Objectives OR Benefits of marketing research

Marketing research helps a company to identify the problems and opportunities in the
environment. By designing suitable strategy, a marketer can successfully overcome the
problems and utilize the opportunities for furthering his business. The objectives or benefits of
marketing research may be outlined as follows:
1. To identify the opportunities in the market:
The basic utility of marketing research lies in its ability to identify the opportunities in the
market. It helps to determine the markets that should be short-listed as the target. It studies
the market size, growth, accessibility and competitive factors. Unlocking new opportunities
and evolving your offering plays an unarguable and fundamental role in keeping
competitive, but, there are only so many openings you can explore and not all of them will
be worth pursuing.
2. To identify the deficiencies in the product:
A successful marketer sells what is needed in the market. The changing needs and
requirement of end users in the market should be analysed. Suitable changes should also be
brought about in the product in order to match customer needs. Deficiencies that exist in
pricing, distribution and promotion are revealed by an effective marketing research.
3. To arrive at pricing decisions:
Considerable amount of analysis and data collection are required to arrive at pricing
decisions. pricing is the deciding factor for success in international marketing. A wrong
policy in pricing can affect the prospects of overseas markets. Pricing is a process to
determine what manufactures receive in exchange of the product. Pricing depends on
various factors like manufacturing cost, raw material cost, profit margin etc.
4. To identify customers needs and expectations:
Marketing research helps business in the needs and wants of customers, it helps in
developing the right product as per customer requirements. Market research can be used in
identifying customer needs, as well as who they are. Use market research reports, focus
groups and market surveys. Take the time too really get to know them. Ask the right
questions; get the facts; and discover how to motivate your customers.
5. To Improve the Quality of Product:
Improving the quality of the product is another objective of marketing research. The main
objective of marketing research is to identify the needs, wants and demands of the target
customer, so that the firm can introduce changes in the product according to the important
requirements. It is this quality of product that helps to create brand loyalty of the customer
toward the firm’s product.
6. To Analyse the External Environment:
External environment refers to the present government policies and regulations. An
important objective of marketing research is to study the effect of external environment on
decision-making by the firm. It also provides information regarding the probable
development in the foreign markets, new products and substitutes, emergence of new
competitors and their future impact on firm’s output.
7.To Assist in Formulation of Suitable Price Policy:
Marketing research renders valuable information to the management about competitive
prices. Price is the amount of money charged for a product or services that consumers
exchange for the benefits of product or service. This information also shows the packaging,
quality and discounts of competitive products.

➢ Types of Research
The basic types of research are as follows:
1. Descriptive Research:
• Descriptive research includes surveys and fact-finding enquiries of different kinds.
• The major purpose of descriptive research is description of the state of affairs as it
exists at present. The main characteristic of this method is that the researcher has
 no control over the variables; he can only report what has happened or what is
happening. Most ex post factor research projects are used for descriptive studies in
which the researcher seeks to measure such items as, for example, frequency of
shopping, preferences of people, or similar data.
• The methods of research utilized in descriptive research are survey methods of all
kinds, including comparative and correlational methods. In analytical research, on
the other hand, the researcher has to use facts or information already available, and
analyse these to make a critical evaluation of the material.
2. Exploratory research;
• Exploratory research is conducted to study problems that haven’t been clearly
defined yet.
• The objective is to collect preliminary data that will help define problems and
suggest hypotheses.
• While it sounds difficult to analyse something that has no prior information, several
proven methods exist to collect data and choose the best research design and
variables that are important for the analysis.
• This includes in-depth interviews, focus groups, surveys, case studies, formal and
informal discussions with management, employees, consumers, or competitors.
3.Analytical research;
• Analytical research uses the facts that have been confirmed already to form the basis
for the research and critical evaluation of the material is carried out in this method.
• Analytical methods make use of quantitative methods as well.
• It involves in depth study and evaluation of available information in an attempt to
explain.
• The researchers as to use information already available and analyse these to make
a critical evaluation of the material.
• It includes review analysis of the review already published.
4.Quantitative research:
• Quantitative research is based on the measurement of quantity or amount.
• It is applicable to phenomena that can be expressed in terms of quantity. E.g.
Studying the number of enquiries received for room bookings through different
modes like internet, emails, calls, letters or different sources like travel and tours
operators, companies and government organizations etc.
5.Qualitative research;
• Qualitative research on the other hand is concerned with qualitative phenomenon,
i.e., phenomena relating to or involving quality or kind.
• Ex;studying the stress levels and reasons for variable performances of staff in
different shifts in the same department of a hotel. The same individuals may
perform differently with the change of shift timings. It can involve performing
research about changing preferences of customers as per the change of season.
6.Conceptual research:
 • Conceptual research is that related to some abstract idea(s) or theory.
• It is generally used by philosophers and thinkers to develop new concepts or to
reinterpret existing ones. On the other hand, empirical research relies on experience
or observation alone, often without due regard for system and theory.
• It is data-based research, coming up with conclusions which are capable of being
verified by observation or experiment.

➢ STAGES. IN THE MARKETING RESEARCH PROCESS

Marketing research exercise may take many forms but systematic inquiry is feature
common to all such forms. Being a systematic inquiry it requires careful planning of the
orderly investigation process.

1. Defining the Problem

• Clear problem definition is of crucial importance in marketing research as in terms
of both time and money research is a costly process.
• Careful attention to Problem definition allows the researcher to set the proper
research objectives which in turn facilitate relevant and economic data collection.
 • Problem definition in specific terms must precede the determination of the purpose
of the research. In order to define the problem more precisely, some sort of
exploratory research May also be undertaken.
• The methods popularly in use are survey of secondary data, experience survey or
pilot studies.
2. Statement of Research Objectives
• After clarifying and identifying the research problem with or without exploratory
research, the researcher must make a formal statement of research objectives.
• Research objectives may be state in qualitative or quantitative terms and expressed
as research question statements or hypothesis.
• For example, the research objective "To find out the extent to which the sales
promotion programmes affected sales" is are search objective expressed as a
statement.
• A Hypothesis on the other hand is a statement that can be refuted or supported by
empirical findings." Once the objectives or the hypothesis are developed the
researcher is ready to choose the research design.
3. Planning the Research Design
• Once the research problem has been defined and the objectives decided, the research
design must be developed.
• A research design is a piaster plan specifying the procedure for collecting and
analysing the needed information.
• It represents framework for the research plan of action. The objectives of the study
discussed in the preceding step are included in the research design to ensure that
data collected are relevant to the objectives.
• The researcher must, at this stage, also determine the type of sources of information
needed, the data collection methods (surveys or interviews for example), the
sampling methodology and the timing and possible costs of research.
• The design chosen play be from exploratory, descriptive, quasi-experimental or
experimental design categories which again include a number of alternative
methods. You will study more about specific types of research designs and their
appropriateness for particular kinds of research problem in unit 3 entitled `research
design'.
4. Planning the Sample
• Although the sample plan is included in the research design, the actual sampling is
A separate and important stage in the research process, Sampling involves
procedures
that use a small number of items or parts of the population to make conclusion regarding
the whole population.
• The first sampling question that needs to be asked is who is to be sampled, which
follow from what is the target population. Defining the population may not be as
simple as it seems.
 • For example, if you are interested in finding the association between savings and
loans, you may survey the people who already have accounts and the selected
sample will not represent potential customers.
5. Data Collection
• The data collection process follows the formulation of research design including the
sampling plan.
• Data which can be secondary or primary, can be collected using variety of tools.
• These tools are classified into two broad categories, the observation methods and
the communication methods, all of which have their inherent advantages and
disadvantages.
6. Data Processing and Analysis
• Once the data has been collected it has to be converted to a format that will suggest
answers to the problem identified in the first step, Data processing begins with the
editing of data and coding.
• Editing involved inspecting the data collection forms for omission, legibility and
consistency in classification.
• Analysis represents the application of logic to the understanding of data collected
about the subject.
• In its simplest forms, analysis may involve determination of consistent patterns and
summarising of appropriate details. The appropriate analytical techniques chosen
would depend upon informational requirements of the problem, characteristics of
the research designs and the -nature of the data gathered.
7. Formulating Conclusion;
• The final sate in the research process is that of interpreting the information mid
drawing conclusions for use in managerial decisions.
• The research report should effectively communicate the research findings and need
not necessarily include complicated statements 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 in the concrete findings of the research. If executives are to act on these
findings they must be convinced of the value of the findings.
• Researchers, therefore, must make the presentation technically accurate,
understandable and useful.
8. Preparing & Presenting the Report;
• The researchers are required to make both an oral and a written presentation.
• Since each project is different, the presentation in each case requires originality.
However, the better the earlier steps in the research process have been executed, the
more likely it is that a good presentation would result, While the oral presentation
depends a great deal on the personal style of the presenter and the management
expectation, the written report in order to be effective needs.
The report often contains the following sections:
• Authorization letter for the research
• Table of Contents
• List of illustrations
• Executive summary
• Research objectives
• Methodology
• Results
• Limitations
• Conclusions and recommendations
The report has to be written with objectivity, coherence, clarity in the presentation of
the ideas and use of charts and diagrams. Sometimes, the study might also throw up one
or more areas where further investigation is required.

➢ Criteria of good research

1) Objectives of the research;
The objectives are goals should be clearly defined, based on its objectives so if the
objectives of research if it is clearly defined definitely that will be a good research.
2) Research Methodology ;
the research methodology used should be described in sufficient details to permit another
researcher to repeat the research for further advancement, keeping the continuity of what
has already been attained.
3) Careful planning of procedural designs to attain objectives
The procedural design of the research should be carefully planned to healed result that has
objectives are possible because certain research will not able to attain their objectives
because of the flaw in the research design that’s why you have to plan the procedure and
How you are going to research that should be planned carefully so you will be able to
achieve the outcomes.
4) Complete frankness;
The researcher should report with the complete frankness. Defect in procedural design an
estimate there effects upon the findings and what are limitations in the all aspects you
should openly accept that can taken by the features researcher and others also they will
happy that you have frankly accepted your limitations also.
5) Analysis of data;
The analysis of data should be adequate to reveal its significance and the methods of
analysis used should be appropriate. Proper analysis of data only will lead you to the proper
interpretation data on the end it will go to the findings so be careful about the analysis of
data is very appropriate.
6) Validity and reliability of the data;
The validity and reliability of the data should be checked carefully. Validity and reliability
data based on the statistical procedures Maybe certain validity are analysis reliability.
validity can be done in to two ways are Expired validity and statistical validity.
Reliability can be done to take already Established.
7) Data should justify the conclusion;
Conclusion out to be confined to those justified by the data of the research limited to those
for which the data provide an adequate basis. Whatever data we were analysed and
concluded from the analysis part that should related to conclusion, and that should analysis
of data that should justify your conclusion.
8) Research ethics;
Research ethics is very important criteria for good research .Greater confidence in research
is warranted if the researchers followed research ethics properly.

➢ Problems encountered by researcher in India:

Problems Encountered by Researchers in India are as follows;

1.Lack of Scientific Training
The research methodology is not systematic. Many researchers undertake research work
without having actual knowledge of the research methods. They just look for similar studies
and copy the methodologies listed in it.
Even the research guides do not have a thorough knowledge of the various methodologies.
This scenario warrants the need for some sort of short-term training to be imparted to
researchers prior to undertaking research activities.
The scenario in most cases is like a blind leading the blind. Most of the people who hold
the position of research guides are themselves not thorough with the various methodologies.
2.Lack of Confidence
Most of the business establishments are of the opinion that, researchers can misuse the data
provided by them. As such, they are reluctant to divulge details of their company.
This affects the research studies for which that particular data may be of utmost importance.
Thus, confidence building measures should be adopted, which will convince the business
units that their data will be put to productive purposes, and will not be misused in any
manner by the researcher.
3.Lack of Code of Conduct
No specific code of conduct exists for the researchers, which leads to inter-departmental
and inter-university rivalries.
4.Insufficient Interaction
There is no proper interaction between researchers and the business establishing,
government institutions, etc. This leads to a great deal of data going untapped. Interaction
programs should be organized between researchers and other institutions on a regular basis.
This will highlight what issues need to be researched, what data is required for conducting
research, and how the study will be useful.
5.Difficulty in availability of data on data quality
The lack of availability of access to Internet, ignorance of the way to search needed articles
from journals and other database are other problems.
6.Lack of trust between research agencies and users:
Relationships of trust between research Agencies and research users are often considered
paramount to successful research; however, we know little about participants’ perspectives.
We examined whom research participants trusted when taking part in research.
7.Lack of availability or access to literature needed
This is a major problem faced during the literature review. The lack of availability of access
to Internet, ignorance of the way to search needed articles from journals and other databases
are other problems.

➢ Research problem
Introduction
The identification on formulation of a research problem is the first step of the research
process, selection of research problems depends on several factors such as researcher
knowledge, interest, skills, expertise motivation and creativity with respect to the subject
of inquiry.

➢ Meaning and Definition of research problem.

Research problem is a question that researcher wants to answer or a problem that a
researcher wants to solve.
Or
A research problem is the situation that causes the researcher to feel Apprehensive,
confused And a problem that a researcher wants to solve.

➢ Sources of Research Problem;

Research problems may be selected from the following sources:
1. Theory of one’s own interest:
The research may select a problem for investigation from a given theory in which he
has considerable interest. In such situations the researcher must have thorough
knowledge of that theory and should be sufficiently inquisitive to explore some
unexplained aspects or assumptions of that theory.
2. Daily problems:
Research problem can also be selected on the basis of daily experience of a researcher.
Every day problems constantly present something new and worthy of investigation and
it depends on the sharpness of the researcher’s intellect to tend his daily experiences
into a research problem. Technological developments: Technological developments in
a fast changing society are constantly bringing forth new problems and new
opportunities for research.

➢ Basic concepts in problem identification;

The research problem may be identified on the basis of these five concepts they are
1. There must be an individual or a group which has some difficulty or a problem
2. There must be some objectives to be attained at the end. There can be no problem when
there is no want.
3. There can also be no problem, if there is no choice/so alternatives means or instruments
the objectives must be available.
4. The researcher must provide answer for the relative efficiency of the objectives.
5. Another component of research is that there must be some environment which Difficulty.

➢ Steps in identifying a research problem

I. Areas of interest
ii. Choose a topic
iii. narrow your topic
iv. identify research problem
v. identify the purpose for your study
1.Areas of Interest
Start with an area you are familiar with Begin broadly and think of things that interest you
in your practice,
* What do you find frustrating?
* What do you think works well?
* What could be improved?
Be creative and try to "think outside the box"
2 Choosing your topic
Choose one area of interest as a topic you will focus on To help you select a topic consider:
1. Significance/relevance: Is this an important problem for? Is it timely?
2. Gaps: What is already known about the topic? Have others already examined this issue?
Is more research needed?
3. Interest: Is this something you would like to explore further.
3.Narrow your topic:
• Refine your topic by becoming more specific about what you are interested in.
• Some questions about your topic to help you narrow your focus.
4.Identifying the research problem;
• To decide on your research problem consider the potentially researchable question about
you were identified earlier.
• Feasibility of studying the problem.
5.Identifying this study of purpose
• Clear, statement of the goal, Aims, Focus or objectives of this study.

➢ What are the techniques involved in Defining a problem;

A researcher, you must have often read that defining a problem is the first step in research
process. But, have you ever wondered what is meant by 'defining a problem'. Well, it simply
means that the researcher has to lay down certain boundaries within which he/she has to
study the problem with a pre-defined objective in mind.
1. Defining a problem;
Defining a problem is a herculean task, and this must be done intelligently to avoid
confusions that arise in the research operation. Try to follow the below steps systematically
to best define problem:
2. State the problem in a general way:
First state the problem in general terms with respect to some practical, scientific or
intellectual interest. For this, the researcher may himself read the concerned subject matter
thoroughly or take the help of the subject expert. Often, the guide states the problem in
general terms; it depends on the researcher if he/she wants to narrow it down to operational
terms. The problem stated should also be checked for ambiguity and feasibility.
3. Understand the nature of the problem:
The next step is to understand the nature and origin of the problem. The researcher needs
to discuss the problem with those related to the subject matter in order to clearly understand
the origin of the problem, its nature, objectives, and the environment in which the problem
is to be studied.
4. Survey the available literature:
All available literature including relevant theories, reports, records, and other relevant
literature on the problem needs to be reviewed and examined. This would help the
researcher to identify the data available, the techniques that might be used, types of
difficulties that may be encountered during the study, possible analytical shortcomings, and
even new methods of approach to the present problem.
5. Go for discussions for developing ideas:
The researcher may discuss the problem with his/her colleagues and others related to the
concerned subject. This helps the researcher to generate new ideas, identify different
aspects on the problem, gain suggestions and advices from others, and sharpen his focus
on certain aspects within the field. However, discussions should not be limited to the
problem only, but should also be related to the general approach to the problem, techniques
that might be used, possible solutions, etc.
6. Rephrase the research problem into a working proposition:
Finally, the researcher must rephrase the problem into a working proposition. Rephrasing
the problem means putting the problem in specific terms that is feasible and may help in
the development of working hypotheses. Once the researcher has gone through the above
steps systematically, it is easy to rephrase the problem into analytical and operational terms.