Doubts Clarification Q1. What is the difference between Marketing Intelligence System and Marketing Research System? Ans.

Marketing Intelligence System gathers information for everyday use from the internal and external sources. This system checks information from newspaper, magazines, trade publications, online information services etc. and makes usable. Marketing Research system gathers information not gathered by the other MIS component subsystem. It is nee based (specific situation for which information is not available from other systems). It is not continuous- it has beginning and end as well. Q2. When an established product has some problem which research are we ought to do? Ans. It depends on what stage of information you are: If you know the exact problem with the product and want to address, then descriptive research will do. If you have devised the ways to address the problem then its effectiveness can be checked by causal research method. But if you are not sure about the kind of problem the product is having (you have symptoms only) then it is advisable to go for exploratory research to identify the root of the problem. Q3. How do we decide whether to conduct research or not? If expected Monetary Gain is positive, it is advisable to conduct research. Do not conduct Research Conduct Research Joint Probabilities (Probabilities) (Probabilities) Positive Outcome (P=.4) Conduct Research Positive Positive outcome (P=.7) outcome=.4x.7=.28 Negative Outcome (P=.6) Negative Outcome (P=.3) Negative .6x.3=.18 Outcome=

Here, Positive outcome >Negative outcome, hence conduct research. Q4. In marketing do we always start with exploratory research? Ans. No, its not compulsory at all. Its related with the problem at hand. Eg. Pre Presidential Poll is a descriptive research. Q5. Mystery shopping is good for customers then why not ethical. Ans. Mystery shopping involves deception and the obtaining of competitive information under false pretences. The problem is not in collecting data but problem is in the way data presented. Sometimes the mystery shopping occurs when the data is in its worst form (sometimes it happens, your mood is not good or some other breakdown etc.) and it results into standardized perception. Some researchers misrepresent the information received.

For mystery shopping too, ethical practices should be adopted. Q6. What is the difference between ITB & RFP? Usually Invitation to Bid is used for products and Request For Proposal is used for services. Q7. Example of RFP http://simpsonscarborough.com/resources/sample-requests-for-proposals/ http://www.idbi.com/pdf/RFP%201%20nov2010.pdf Q8. Example of Proposal http://learn.senecac.on.ca/~khyeung3/report.pdf Q9. How can we validate a data? Data can be verified by randomly picking and calling every 10th data. Q10. What is the difference between Market Research and Marketing Research? Marketing research is sort of a communication link between company and customers, market and environment: marketing research generates and gives company information to help companies make better marketing strategies and plans. Market research (compared to marketing research) is the part of marketing research that is about researching the market place (customer needs, competition, opportunities, and changes in the marketplace). The difference is in approach Both market research and marketing research have their definitions. By well reading these definitions it will become clear what type of research is needed: Should you require qualified data on your own offer (product and services) or your current customers, then the marketing research will apply. Should you require more information on the market situation, non current customers or linked offers (competitive or substitutes) youd direct your research to market research. Q11. What are the prestigious awards in Marketing Research? Charles Coolidge Parlin Marketing Research Award EMAC (European Marketing Association) Distinguished Marketing Scholar Award Sheth Foundation/Journal of Marketing Award ODell Award for the article in the Journal of Marketing Research

John D.C. Little Award for the best marketing paper in Marketing Science or Management Science Excellence in Research Award given by the American Marketing Association. Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor Donald R. Lehmann Award Etc.

Q12. Is Marketing Research a Basic research or Applied Research? Ans. Marketing Research tackles problems which seem to have immediate commercial potential. In view of this major consideration, marketing research should be regarded as applied research. Q13. What is the role of Cross-sectional and Longitudinal study in Brand Switching Studies? Brand Switching studies use continuous panel. Let us see this example: Total Sample = 500 Period 1 Britannia Sunfeast 50 0 150 25 0 200 200 225 Survey 2

Period 2 Parle G Britannia SunFeast Total

Parle G 50 25 0 75

Total 100 200 200 500

Survey 1

In this research two studies are done i. Cross-sectional study in the form of surveys 1 & 2 at different time.

Survey 1 says there are 100 respondents who like Parle G, 200 respondents like Britannia and 200 like Sunfeast. In survey 2 these figures are 75, 200, and 225. It looks from cross-sectional that the shift is from Parle Gs customer to Sunfeast. But this may not be the true picture since cross-sectional studies are not linked over a period. They are complete study for that particular period. Here we know how many people prefer each brand but it does not say who all shifted. ii. This shift can be understood by Longitudinal study.

The same 500 respondents underwent longitudinal study at period 1 and at period 2, may be called Panel 1 & Panel 2.

These longitudinal studies are linked as we now know who preferred a particular brand earlier in period 1 and what they are preferring in period 2. So its clear that each brand has some loyal customers i.e. 50, 150 and 200. The 50 respondents in Period 1 have shifted to Britannia, 25 respondents from Britannia have shifted to Parle G and 25 to Sunfeast in period 2 survey. So Sunfeast is gaining from Britannia and not from Parle G. Similarly the major shift is seen from Parle G to Britannia. Hence marketing strategy of Parle G should be composed in view of Britannia. Quarry Why Cross-sectional study was needed here in Brand Switching? In Brand Switching Longitudinal continuous study plays larger role, but longitudinal is expensive and is used in larger shifts. Some times shifts are minimal. Each brand is losing and gaining from competitors but largely the final count is unaffected. In this case the Longitudinal study is not much required. But when we see a great difference in figures then longitudinal is desirable to understand Brand Switching. CASE 1.1 APPLE POLISHES OFF THE PIRATES The probable answer is1. Yes, this situation justifies the use of marketing research as the following information is required to generate to make a decision: Market related a. The customer segment who will use the services b. Spending power of the segment c. Are they quality conscious & willing to pay for quality and how much d. Do people play online music or download and save? e. Subscription & download fees f. Piracy law impact g. Customer choice of music h. Current online sites and experience Infrastructure Related a. b. c. d. e. f. Office setup Buying rights from companies Appointment of staff Advertisement Expenses Pricing Investment and time

CASE 1.2 GYM CITY 1. There are reasons for developing gym in central city: a. The absence of competition (development of monopolistic market) b. The wealthy mass c. Increasing concern for health d. Relatively free people. e. Less expense on heavy machines. f. Above 50=33%, above 40=55%. As average age is 50 at central city, the percentage of senior people will rise. It gives a scope for business development. 2. Other informations required a. Profession and Job status of the mass b. Family size c. Transportation facility in the city d. Owned vehicle e. Clubs in the society/membership f. Location and renting conditions g. Special machines requirement h. Health issues like heart troubles/obesity etc.