Marketing Research

“Marketing research is the function which links the consumer, customer, and public to
the marketer through information – information used to identify and define marketing
opportunities and problems; generate; refine and evaluate marketing action; monitor
marketing performance; and improve our understanding of marketing as a process”.

(“Gilbert A Churchill, JR” 2004)

"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."

(Green, P.E., Tull, D.S. and Albaum, G (1993)

Role and importance of marketing research for marketing managers

The role of marketing manager in any kind of company whether carried out on a small
scale or large scale need information about the market conditions. Customer knowledge,
product usage, company’s position, and the customer liking or disliking of the particular
product in the market can only be known if there is a research carried out.

Marketing research helps the managers to have an in depth analysis about the customer’s
which are the assets of the company. By taking qualitative and quantitative research
techniques the information is gathered on a large scale from the consumers.

Most of the companies in the world have their RND departments which carried out the
research on behalf of the company. It is the most important source of making the
company more valuable and recognized among the customers.
(Kerlinger, FN .& Holt, Rinehart and Winston, 1994 )

If marketing managers does not apply the research in their marketing the result will be
failure of cost determination and decision making. For proper understanding the market
and customers there should be thorough research of the market either on small or large
scale.

“Marketing manager’s essentials task is to develop a marketing strategy which involves

combining the marketing mix elements in such a way that they complement each other
and positively influence customer’s value perceptions and behaviors.”
http://www.fao.org/docrep/w3241e/w3241e02.htm
(Gilbert A Churchill, JR. 4th 2004)
 Quantitative and Qualitative Methods

Quantitative Research:

Is numerically oriented and often involves statistical analysis. In quantitative research

there are large numbers of questionnaires/interviews involves in this approach. Every
respondent is asked same series of question.

Qualitative Research:

In this type of research there includes many face to face and one of the best known
techniques is market research group discussion (or focus group). In this research method
the question is asked by the moderator and answered by respondent.

Both of the researches have their significant importance as different methods are used in
both of the researches.

(Gilbert A Churchill, JR. 2004)

Market for Solar Panels in Pakistan

As the people of Pakistan are suffering with load shedding in various parts of the country.
The population is increasing, living and surviving has become very difficult. To
overcome this problem there is a concept of solar panel for the market of Pakistan.

Merits:

• If solar power is looked at through a long-term lens, you will eventually

make back what you originally spent, and possibly start saving money on
your investment.
• Solar panel can supply electricity for your home during a power outage.
• Solar panel can also be used in remote locations, place where conventional
power can’t be reached.
• Solar power also reduces our need to rely on foreign sources.
• Solar energy increases the value of your home.
• It’s clean, renewable and sustainable.
Demerits:

• The cost of solar panel is very high.

• It’s not available in all parts of the world.
• Large amount of space is needed on roof for installation.
• Location should be suitable for installation.

http://www.solarsystem.pk/solarpanels.html
http://www.paksolarpower.net

Recommendations on role and nature of qualitative method:

Solar panels market in Pakistan can be assessed by taking primary data through one of
the research methods. This method provides a thorough analysis of market in Pakistan by
taking some face to face interviews and focus group discussions. Some of the features of
this method to understand the market of solar panel are as follows.

 Assessing people according to their needs and income levels.

 Giving full facts and figures of solar panels and getting the interest of consumer.
 Taking suggestions and then implementing it for the user benefit.
 Behavior of market place is accurate in this method.

Recommendations on role and nature of quantitative method:

Another method of research which can be useful in understanding the market of solar
panels is the quantitative method which is descriptive and casually designed. And it is
mostly structured. As it also has some good features which are:

 It is useful because of large population analysis, research through questionnaires.

 As it is generalizeable we can have good knowledge about facts and relationships.
 Better understanding the thought and perceptions of people about this product.
 Getting knowledge through interviews.

(Robert p.bush, 2004)

 Methods that would be appropriate for solar panel in Pakistan:

According to my study of marketing research the two research techniques quantitative

and qualitative both play a very important role in the research department. By properly
applying any of this method, the purpose of any research can be fulfilled.

For the solar panel market in Pakistan I would apply both of the methods as which suites
best according to my point of view.

Quantitative Qualitative

Questionnaires Focus group

Implementation of this method for the solar panel market:

Questionnaires:

• Plan what to measure

• Formulate questions to obtain the needed information.
• Decide on the order and wording of questions and on the layout of the
questionnaire.
• Correct the problems.

Focus Group:

Focus group research is the main focus of qualitative research method.

• Identifying any hidden specific information.

• In this method we can reveal consumers hidden need, wants, feelings,
behavior and attitude toward the product.
• Discussing and generating new ideas of promoting the product.
• The consumer preferences is discussed and explained.

(Joseph f. hair, JR, 2004)

 Examples for Questionnaires:

• Questionnaires will be prepared in which I have chosen close ended questions.

• Customers will be provided a specific knowledge of the product through this.
• The benefits of the solar system would be kept on the top for the users.
• It will be distributed among every body for their answering.
• Personal and face to face interview will be given less preference.

Examples for Focus Group:

• A trained moderator will prepare questions for discussion and opinion.

• Suggestions and opinions will be taken from the members in group.
• On which market the product suits best will be discussed.
• A customer care service will also be a debate in this group.
• Segmenting and the market mix will also be the main topic.

(Green, P.E., Tull, D.S. and Albaum, 1994)

Evaluation:

The major part of any research about the product is the evaluation process. Once the
questions and discussions are done the next process is the evaluating your result how
much weightage does you give to your strategy or techniques. The method which I have
chosen if implemented will result in understanding the market for solar panels in
Pakistan. Both of the methods will give a good knowledge about what customer needs. In
the end the conclusion will be its implementation and then feed back.

“Solar Technology is truly an "Environment Friendly", generated from the sun.

References:

Book

 Basic Marketing Research, “Gilbert A Churchill, JR” 4th edition.

 Green, P.E., Tull, D.S. and Albaum, G (1993), Research For Marketing Decisions, 5th edition, Prentice-
Hall
 Marketing Management Philip kotler & Kelvin lane Keller 12 edition.

 Kerlinger, FN. (1994) Foundations of Behavioral Research, 1st edition, Holt, Rinehart and Winston, p.
174.

 Green, P.E., Tull, D.S. and Albaum, G (1993), Research For Marketing Decisions, 5th edition, Prentice-
Hall
 Marketing research, 2nd edition 2004. Robert p.bush the University of Memphis
 Marketing research, 2nd edition 2004. Joseph f. hair, jr.Louisiana state university
 Market research , 6th edition 1998. David A. Aaker, V. Kumar, George S. Day.

Online

 http://www.fao.org/docrep/w3241e/w3241e02.htm
 http://www.solarsystem.pk/solarpanels.html
 http://www.paksolarpower.net