Copyright © 2015 by McGraw Hill Education (India) Private Limited

Copyright © 2015 by McGraw Hill Education (India) Private Limited

Learning Objectives:

1. Explain the importance of marketing research in marketing

decision making
2. Analyse the marketing research process –sampling
procedure, virtual focus group and measurement and
scaling in marketing research
3. Describe the applications of marketing research
4. Explain marketing intelligence and information system
5. Describe data mining and warehousing
6. Summarize customer relationship management and the
tools to manage the same
7. Recognize big data and how it is being used by firms to
track market behavior
 Copyright © 2015 by McGraw Hill Education (India) Private Limited
MARKETING RESEARCH PROCESS

1. Problem definition
2. Defining research objectives
3. Working out a research design
4. Deciding on the sources of data
5. Planning and deciding on data collection techniques
and tools
6. Analysing data
7. Making a report and presenting it to the decision
maker(s)
Copyright © 2015 by McGraw Hill Education (India) Private Limited
The Marketing Research Process
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Factors to be Considered while
Defining a Problem

 Avoid Ambiguities
 Agreement on Principal Problems
 Historical Context
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Statement of Research Objectives
 Specific
 Attainable
 Measurable

Research Design
 Exploratory Research
 Descriptive Research
 Causative Research
 Reliability and Validity
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Sources of Data

Secondary Data
 Sources of Secondary Data
 Internal Databases

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Advantages of Secondary Data

 Economies of time and cost

 Benefit of convenience to the researcher
 May offer a solution to the research problem
 Could provide a direction to thinking
 Can also help clarify or redefine the problem
 Provide necessary background information
 Add creativity for the research report

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Limitations of Secondary Data

 Lack of availability
 Relevance
 Inaccuracy
 Inefficiency

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Primary Sources of Data
 Census
 Sample

Sampling Procedure
 Random
 Purposive and Judgemental
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Data Collection

Techniques of Data collection

 Observation
 Experimentation
– Uncontrolled Experimentation
– Controlled Experimentation
 Survey
 Focus Groups
 Virtual Focus Groups
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Tools for Data Collection
 Questionnaire

Measurement and Scaling in Marketing

Research
 Measurement of Attitudes

Scales Employed in Measure Attitudes

 Nominal Scales
 Ordinal Scales
 Interval Scales
 Ratio Scales
 Copyright © 2015 by McGraw Hill Education (India) Private Limited
Data Analysis

Besides using statistical tools Mean, Median, Mode

etc. a good researcher uses advanced statistical
tools like tests of significance, factor analysis,
discriminant analysis, regression analysis, cluster
analysis, conjoint analysis and multidimensional
scaling techniques.
 Copyright © 2015 by McGraw Hill Education (India) Private Limited
Components of Intelligence System

 Customer Intelligence
 Competitor Intelligence