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Chapter 1: INTRODUCTION TO
MARKETING RESEARCH
0-7-8 08-09
Fast Mover
The growth just keeps coming.
2500
2000 1907
1557
1500
1144
1007
1000 888
500
0
2003-04 2004-05 2005-06 2006-07 2007-08
205
200
150
150
98
100
74
65
50
0
2003-04 2004-05 2005-06 2006-07 2007-08
Net profit
180 169
160
140
120 113
100 87
80 70
59
60
40
20
0
2003-04 2004-05 2005-06 2006-07 2007-08
Hair Apparent
cars 1203531
U.V. 344454
C.M. 486817
Two.W. 7248600
Three.W. 364703
Total 9648105
15 13.53
11.79
10
5 4.07
0
Car Jeep Truck Auto rickshaw Motor Bike
-5
-10 -7.92
-9.71
-15
Most Trusted Brands, Top 10
IV IMPORTANCE OF MARKETING
RESEARCH
Category: Shampoo
Market Size: Rs. 2141 Crore
Category: Toothpaste
Market Size: Rs. 2733 Crore
IX MR &market research.
Chapter II. Sources & collection of
Marketing data
SOURCES OF SECONDARY DATA
Government Sources
Non-Government Sources
Internet Interviewing
Sampling
Illustration
A food product company wants to launch fresh
orange juice as new product concept in soft
drink markets. Suggest what data should it
collect and how.
Marketing Research
Time : 3 Hours Max. Marks :
70
Instructions:
(1) Location
(4) Service-Quality
(5) Behaviour of
Staff
Scores
Attributes +3 +2 +1 0 -1 -2 -3
TML Wipro IIMP
(1) Location
(4) Service-Quality
Scores
TML = +3+3+3+3+3 = 15
Wipro = +2+3+2+3+2 = 12
IIMP = +1+2+1+2+2 = 8
CH 3
SPECIALISED TECHNIQUES OF
MARKETING RESEARCH
Test product
* This other product means similar products. For example, if test marketing
of say semi-automatic washing machine is done then all sized semi-
automatic washing machine are considered.
Rank 07
Automotive 1) Tata Motors
2) Mahindra & mahindra
3) Maruti Suzuki India
4) General Motors India
5) Hyundai Motor India
6) Ford India
7) DaimlerChrysler
8) Honda Siel
9) Toyota
10) BMW
11) Tata Motors
12) Mahindra & mahindra
13) Maruti Suzuki India
14) General Motors India
15) Hyundai Motor India
16) Ford India
17) DaimlerChrysler
18) Honda Siel
19) Toyota
20) BMW
1) Baja Auto
2) Hero Honda Motors
3) TVS Motor Company
4) Yamaha Motors Escorts
5) Kinetic Motor
6) Honda Motorcycle &
Scooter
7) Hero Cycles
1) Kingfisher Airlines
2) Jet Airways
3) Air India
4) Air Deccan (Deccan)
5) Indian
6) spiceJet
7) air Sahara (jtLite)
8) goAir
9) British Airways
10) Singapore Airlines
1) ICICI Bank
2) State Bank of India
3) Standard Chartered
bank
4) HDFC Bank
5) HSBC
6) ABN AMRO
7) YES bank
8) Union Bank of India
9) Punjab National bank
10) Axis Bank
1) ACC
2) Ambuja Cement
3) Holcim
4) India Cement
5) Ultra Tech Cement
6) Madras Cement
7) JK Cement
8) Dalmia Cement
9) Grasim
10) Prsim Cement
1) Ernst & Young
2) Pricewaterhouse
Coopers
3) McKinsey
4) KPMG
5) Accenture
6) Capgemini
7) ACNielsen
8) Boston Consulting
Group
9) Hewitt Associates
10) Deloitte
(d) To study image of company as
well of the product
(e) To study effectiveness of ad
agency
Illustration:
Solution:
10 – 1 9
= -------- = --- = 1.5
6 6
--------------------------------------------------
Solution:
Sampling Methods
For probability sampling technique
Appropriate Layout
Types of Questions
Brand A1 2 3 4 5 6 7
Brand B 1 2 3 4 5 6 7
Brand X 1 2 3 4 5 6 7
OR
Indian Airlines’ food service is _____.
£ Excellent
£ Very good
£ Good
£ Fair
£ Poor
Objectives:
(i) What features buyers are looking for in a
TV set
(ii) How important the price to the buyer
(iii) What are the methods of payment?
(iv) The selection process of the buyer
Questionnaire:
(1) a. Do you own a television? Yes / No
b. If yes, which brand / company name
c. If no, go to question 7.
(2) While buying a TV what are the features
you look for?
(3) Given below some of the features of the
TV. How important is each one to you,
please tick mark.
Features Extremel Important Some Not very Not
y what important important
important important at all
(i) Looks
(ii) Portability
(iii) Cabinet
- Moulded
- Wooden
(iv) Size of the
screen
(v) No. of
channels
(vi) No. of
speakers
(vii) Auto
control monitor
(viii)
Manufactures
reputation
(ix) Video
adaptability
(x) Integral
DVD
(xi) Foreign
collaboration
(xii) Guarantee
offered
(xiii) Servicing
arrangement
(xiv) Price
(xv) Child lock
(xvi) Games
(4) a. If a price of TV is classified as high,
medium
And low then where your TV model
belongs to?
c. How do you judge price of a TV with
respect to the features of a TV?
d. Which payment option do you prefer?
Cash / Installment
(5) At the time making brand choice decision,
from whom among other following sources
did you take the advice?
Family members
Friends / neighbors
Dealers
Advertisement
Any other source, please specify
(6) A set of statements are given below.
Please indicate your opinion, to be
recorded a scale ranging from strongly
agree to strongly disagree
SCALING TECHNIQUES
7.7 ILLUSTRATIONS
Conclusions:
(1) No. of consumers handled by Hero Honda Dealer
are 1.12 times more than TVS victor dealer
(2) Total profitability of TVS Victor dealer is 1.0027
times more than Hero Honda Dealer.
(v) Thurston scale: This is eleven point scale to
express varying degree of attitude from unfavorable to
favorable.
B
A F K
C D E G H I J
Unfavorable Neutral Favorable
(3) Construct Likert Scale, Perceptual Map and Semantic Differential Scale
Score out +2 +1 0 -1 -2
of
Attributes Strongly Agree Neither Disagree Strongly
Agree agree nor disagree
Disagree
Cost
friendly
Grip
Wear &
tear
Rubber –
quality
longevity
Brand Sign Score
MRF 2+2+2+2+2 = 10
JK 2+1+2+1+2=8
Apollo 2+1+0+0+0=3
Videoon V +2+2+3+2+2=11
LG LG +3+2+2+2+2=11
(iii) Following data is given for three Telecom companies. Prepare Semantic
Differential Scale
Solution :
+3 +2 +1 0 -1 -2 -3
Reliability
Tangibility
Responsiveness
Assurance
Empathy
RIM BA +3+2+1+1+2 = 9
Bharati BH +3+2+2+3+3=13
Tata TA -2-3+0+1+1=-3
IIM = +3+2+2+2+2+2+1+1 = 15
ISB = +2+2+3+3+2+2+3 = 17
ICFAI = +2+1+2+2+2+1+2+1 = 13
SYMBI = 2X8 = 16
INDIRA = +1+2+1+2+2+2+1+0 = 11
12000
11500
11000 $
10500 #
Kelvinator
Direct cool 9500 Frost free
Whirlpool BPL LG
9000
Samsung
8500
Alwyn
Voltas
8000
Gordrej
Low Price
IV ADVERTISING RESEARCH
Illustration 1
Hypothesis
Hypothesis 1
H0: The hypothesis of the study is that cultural
differences do not have an impact on brand
extension across countries as well as states
within a country like India. For example,
people in the state of Tamil Nadu may have
different consumer profile compared to that of
Punjab and but might perceive and accept
brand extensions in a similar way. Cultural
differences do not have an impact on brand
extensions.
Hypothesis 2
Objective
List
CONCLUSION
Consumers across the world respond more
favourably to brand marketing that shows
sensitivity to local preferences. Brand
extensions research yield an important insight
and it is observed from the survey that there is
difference in responses from people of North,
South, East and west regarding whether
traditions and culture influence the choice of
brand extensions. Multiple brand names or
brand extensions tend to create confusion
among people in the various regions.
RECOMMENDATIONS
Research Problem
1) Whether Shah Rukh Khan is the right
choice as a male ambassador for Lux.
To test this we will have to find out
whether people associate Shah Rukh
Khan’s qualities with Lux.
2) We shall also analyze whether Lux
needs to target the male consumers
also.
We shall test by finding out whether men
really have a say in the purchase
decision for soaps.
RESEARCH OBJECTIVE
Primary Objective
Secondary Objective
FINDINGS
Summary of Findings
Correlation
1 Glamour There is not a significant
Difference
2 Feminist There is a significant
Difference
3 Mascutinity There is a significant
Difference
4 Status There is a significant
Difference
5 Sophistication There is not a significant
Difference
6 Cool / Hap There is a significant
Difference
ANALYSIS
4.0 INTRODUCTION
Definitions of Hypothesis
95% of area
2.5% of area
2.5% of area
Rejection Acceptance
region region
Rejection region
4.13 Formulating A Hypothesis
HA : μ (mu) ≠ Rs 1500
HA : μ (mu)< Rs 1500
Significance Level
The probability level which is too low to justify the
acceptance of a null hypothesis
Here, α = 0.05, or 5%
Accept H0 Reject H0
H0 is Correct Wrong –
true Type-I error
HA is Wrong – Correct
true Type-II error
4.15 Selecting A Test
Where
Alternative hypothesis is
HA:O1<> Ei
Statistical test: The responses are divided into
nominal categories and so we should use Chi
square analysis
Calculated value:
χ2 = ∑E∑ ij
i j
4.5 ILLUSTRATIONS
X -μ
Test Statistics = t/z = -----------
S /n √
x-μ
Test statistics = t/z = ---------
S / √n
60-50 10 10
t/z = ----------- = --------- = ----------- = 63.29
5√1000 5 / 31.62 0.158
Assume level of significance 1% hence value
of z for one tailed test is 2.33. Since
calculated value of Z (63.29) is much more
than actual value of z (2.33) null hypothesis is
rejected.
Research Problem
Primary Objective
Secondary Objective
RESEARCH HYPOTHESIS
FINDINGS
Rank Rank
for Lux for
SRK
1 Masculine 6 0
2 Feminine 2 1
3 Status 5 2
4 Sophisticated 3 1
5 Cool 4 1
6 Glamorous 1 1
Summary of Findings
Correlation
1 Glamour There is not a significant
Difference
2 Feminist There is a significant
Difference
3 Mascutinity There is a significant
Difference
4 Status There is a significant
Difference
5 Sophistication There is not a significant
Difference
6 Cool / Hap There is a significant
Difference
ANALYSIS
TESTING OF HYPOTHESIS
Correlation analysis
. . .
. .
. . .
. .. .
...... .
x x
Illustration
Series X Series Y XY X2 Y2
2 3 6 4 9
5 4 20 25 16
4 4 16 16 16
6 8 48 36 64
9 9 81 81 81
26 28 171 162 186
The formula for calculating coefficient of
correlation r is as follows:
Y = n ∑ xy – (∑ x) (∑ y)
√ (n ∑ x2 – (∑ x) 2
(n ∑ y2 – (∑ y) 2)
r = 5* 171 – ( 26 *28)
Rank Correlation
Illustration
∑ d2 = 24
6 *∑d2
Rs = 1 -
N (N2 – 1)
Step 5:
Illustration:
Step 1: Defining research problem and
identifying research objectives
To find out:
Occupation:
Yourself
Maid
Any other (please specify)
_______
How many members are there in your
household?
_________________________________
Income Group: (Tick whether is applicable)
< 5000
5,001-10,000
10,001-15,000
15,001 and above
Thank you
Project Leader - 1
Investigators – 1
Sample Composition
Male
Female
Sample size = 40
OCCUPATION
30
23
20
10
10 7
0
Housewife Student Working
Sample Size = 40
INCOME GROUP
<5000 6
5001-10000 14
10001-15000 10
>15000 10
0 2 4 6 8 10 12 14 16
Sample Size = 40
AGE GROUP
15 14
12
10 9
5
5
0
<25 25-34 35-44 >44
Sample Size = 40
25 22
20
15 12
10 6
5
0
1
50% 50%
23%
77%
48%
52%
Surf
Others Sample Size = 40
Of the 40 people interviewed, it was found that
21 households used Surf, while 19 of them
washed their clothes with other detergents.
This is a clear indicator of the popularity and
the presentation of this particular brand in the
consumer’s mind and in the market.
10
5
2 2
0
0
Surf Excel Surf Ultra Surf Super Surf Excel
Excel Matic
Users of Surf 21
37%
Whiteness
Lather
easy on hands
24%
easy on Fabric
Stain Removal
10%
Others 10%
Sample Size = 21
Dhoondte Reh
Jaaoge
Any Other
Sample Size = 21
Of the consumers surveyed, awareness with
respect to advertising by Surf was cent per
cent-that is, all consumers using Surf were
aware of its promotional campaigns and all
had seen Surf ads at one point of time or the
other. Of the different types of ads aired by
the media, the lalitaji ad held the greatest
retention power and linking, with 7 out of the
21 consumers liking it the most, followed by
the ad for Surf Excel and Dhoondthe Reh
Jaaoge, with a fan following 5 consumers
each.
0
Price Quality Packaging Fewer Others
Schemes
Sample Size = 19
Others 2
Tide 1
1
Rin 7
Wheel 7
2
Ariel 4
Sample Size = 24
Quantity No.
Less than 1 kg 10
1-2 kg 20
2-3 kg 6
3-4 kg 3
More than 4 kg 1
Total 40
As is predictable, due to the fact that the
survey was done in an area which was middle
– class one, the housewives usually went in
for the 1-2 kg pack and the frequency of
purchase was once in a month which is
depicted in the chart above.
Frequency No.
Once a week 3
Once a fortnight 11
Once a month 23
Once in two months 3
Total 40
No
Yes
0 5 10 15 20 25
Sample Size = 40
More than 50% of the households did not keep
a stock of detergents at home and resorted to
purchase only when the need arose.
Findings
• In Q.No. 7, eight respondents stated that
they would like more schemes to be
associated with Surf. However, when
they were asked that what change
would they suggest in their detergent
(Q.No. 8), only 5 of them suggested
more schemes.
• Surf Excel (17/21) is preferred by the
consumers because of its extraordinary
whiteness (8/21) and the fact that it is
easy on the fabric (5/21).
• When it comes to housewives the
verdict is almost equal with 12 saying
‘Yes’ and 11 saying that they do not use
Surf but when it comes to students, Surf
is the clear winner with 6 out of 7
favouring the product.
• Of the 40 consumers surveyed, 21 Surf
and of those 21, 19 were women as Surf
is more a product that homemakers use.
Of the 19 non-users, 16 again were
women with the rest being men who had
genuine knowledge about the product
and who had used it at one moment of
time or another.
• Of the users of Surf, all of them were
more or less equally distributed when
categorized according to the income
group with the higher income group
categories preferring Surf a little more
as Surf is costlier than most of the other
brands (13/21).
• An interesting fact is revealed, 4 suers
stated that some of their clothes were
washed either by themselves or by their
maids; however the expensive clothes
were given to launderettes.
We also find that the trend of people
who are in the different categories is
almost the same with almost an equal
number in each category.
• One interesting observation may be
possible. It is seen that the less than 25
age group of users are more inclined to
sue Surf and as the age group increases
the number of users decrease, this may
be due to the new positioning that Surf
is using where it is targeting the younger
generation too, through its
advertisements.
• Surf is popular with acquaintances of
both the users and the non-users. In the
acquaintances of users section Ariel
follows (5/21) while in the alternative
category Nirma (6/19) and Ariel (4/19)
are preferred widely.
Recommendations for designing marketing
strategy