Marketing Research

Chapter: 1
Introduction
Q-1:What is the definition of Marketing Research?
Ans: Marketing research is the systematic design, collection,
analysis, and reporting of data and findings relevant to a specific
marketing situation facing the company.
According to Naresh K. Malhotra, The systematic gathering
and analyzing of data about problems relating to the marketing of
goods and services.
According to Burns & Bush, Marketing research is the process
of designing, gathering, analyzing, and reporting information that
may be used to solve a specific marketing problem.
According to the American Marketing Association (AMA)
redefined Marketing Research as:
The function which links the consumer, the customer, and public
to the marketer through information.
Q-2: What are the classifications of Research?
Ans: There are four types of research.
a) Pure Research: It indicates when a research can select
particular area and develop a formula to solve the problem,
Eg: Research on consumer behavior, international marketing

b) Applied Research: Its indicates when a research can expand

their body of knowledge and lastly they do not solve the
problem. Here they only identify the problem.
c) Scientific Research: Researcher use scientific tolls and
technique to solve the problem.
d) Marketing Research: Marketing research is the systematic
design, collection, analysis, and reporting of data and
findings relevant to a specific marketing situation facing the
company.
Q-3: Why researcher processed and analyzed the data?
Ans: There are three types of reasons researcher processed and
analyzed the data. These reasons arei) To create uncover opportunity: To identify new market in
home and abroad
ii) Make better inform decision: Research data help the
researcher to take better and appropriate decision to solve
the problems.
iii)

Lower risk decision: Research data are organized and it

minimized to take uncertainty to take any decision.

Q-4: What is the nature of marketing research?

Ans: The natures of marketing research are three types. These are
followinga) Gathering marketing data: Marketers gather data in order
to solve the problem. Data may be two types- primary data &
secondary data.
b) Processed: Marketers processed the data in systematic way
for solving the problems.
c) Analyzed

&

Interpreted:

Marketers

analyzed

and

interpreted the processed data to solve the problems &

interpret it in a suitable form.
Q-5: Why marketing research is needed?
Ans: Marketing research is needed for four purposes. The purposes
are describing below:
a) Competitive

pressure:

Through

marketing

research,

researcher can identify who is our competitors in the market

place and how can we avoid them.
b) Changing customer expectation: Through the knowledge of
marketing research, marketers can identify what are the
demands of customers and they try to satisfy their demands.
c) Changing complex markets both foreign & domestic:
Through market research we can change our complex market
position both in home and abroad.
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d) The cost of strategic mistakes:

Through the marketing

research process we can easily take the strategic decision and

it helps us to minimize risk and costs.
The factors of strategic decisions are1) Product

8) Politics

2) Price

9) Perception

3) Place

10) Performance

4) Promotion

11) Philosophy

5) Package

12) Positioning

6) People

13) Personality

7) Processing

Marketing Research
Chapter: 2
Environment of Marketing Research
Q-1: What is the definition of problem?
Ans: Problem means symptom when is helpful to take the
connective action. Any type of question what are necessary for
some answer. Normally problem means symptom that are
helpful for
Assumption
Question
Assertion
Q-2: What are the environmental content related problems of
marketing research?
Ans: There are two types of problem related in marketing research
environment.
The problems are following
a) Management decision problem
b) Marketing research oriented problem
Environment: The surrounding of us.
The contents of the elements arei) Past information & forecast: Some past information &
forecast of future are needed for our researchers such as
economic standard/environment, lifestyle etc.
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ii) Resources and Constraints: Skillness, financial ability

of the manpower. Besides they also consider the barriers.
Researchers has two limitationsa) Time limitation

b) Financial limitation

iii) Objectives: Every organization has some objectivesa) Target object: Organizational objective such as
highest maximum profit
b) Personal object- Every employee has some personal
object and they always try to achieve it.
iv) Buyer behavior: Under the step some factors are
considered: who is our buyers, geographical location,
demography and psychological characteristics, product
consumption behavior, response to promotional activities
etc.
v) Local environment: Some factors are considered by
the protection of copyright law, patent law, property law,
property law, law of taxes & tariffs.
vi)Economic environment: Standard of living, GDP,
GNP, Per Capita, Income, Present Economic Situation etc
are considered in this index.

vii) Marketing and Technological skill: Marketing skill

means that the 8p is considered by marketers when they
formulate marketing strategy.
Technological skills indicate what are the modern and
sophisticate technology are used in our organization.
Q-3: What types of approaches follow the researcher to
develop the problem?
Ans: Researcher uses four types of approaches or way to represent
the problem.
There are three types of mediaa) Objective: With the help of the objective research can
present what are the main problems.
i) Main objective: What are the core objectives of the
research? The title is the main objective.
ii) Specific objective: To fulfill the main objective there are
some supportive objectives also needed. That is specific
objective. Supportive objective is more than one. Supportive
objectives are more than one.
b) Analytical

model:

Analytical

model

represent

the

relationship between dependent and independent variable

with the help of the model.

i) Dependent variable: It depends on independent variable.

Eg: Price is low when demand is not low. Here price is
independent variable & demand is dependent variable.
iii)

Independent variable: It does not depend on any other

variables or factors.

Analytical model are three types:

A) Verbal model

B) Graphics model

C) Mathematical Model
c) Research questions:

Some refined statements which are

helpful to represent the problems of researchers.

d) Hypothesis: Some assumption/ unproven statements which
are needed to be tasted.
We can write it:
H

Marketing Research
Chapter: 3
Method of Marketing Research
Q-1: What is the research design formulation?
Ans: Blueprint/ framework which is helpful to create total idea
about the research.
Classification of research design:
We can be classified our research design into two types
a) Exploratory design: When the research has no available
data, information at that time they use the exploratory
research design to identify inside and outside problems. But
they do no take any corrective action to solve it. They can not
draw taw the conclusion.
Exploratory designs are six types:
Survey of expect
Pilot Survey
Case Study
Analysis of secondary data
Qualitative research
In-depth interview of focus group

b) Conclusive design:

With the help of available data and

information researcher identify the problem and they can

draw the conclusion. They also take corrective action to solve
the problem.
Conclusive research designs are two types:
a) Descriptive research design
b) Causal research design
Q-2: What is the process of data collection?
Ans: We do not use data in decision making process; we use
information in decision making process. After processing data we
get information. So we can say that, information is the concrete
and produce form of data.
Data mainly two typesa) Primary data: It indicates the data which is collected from
the field directly.
b) Secondary data: When we collect the data from the
published materials such as internet, journal, newspaper etc,
it is called secondary data.
Classification of primary data.
a) Qualitative data
b) Quantitative data

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Classification of secondary data:

a) Internal data
Ready to use
Requires for the processing
b) External data
Published materials
Syndicate services
Computerized data base services

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