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MIDM 1
1) Problem identification research: The goal is to
identify existing or potential problems not apparent on
the surface. Examples include market potential, market
share, market characteristics, sales analysis, short-range
forecasting, long-range forecasting, and business trends
research.
• Consumers
• Employees
• Shareholders
MIDM • Suppliers 3
Uncontrollable
Environment
Controllable
Marketing
MARKETING Factors
variables RESEARCH
• Economy
• Product • Technology
• Price • Competition
• Promotion • Laws & Regulations
• Distribution • Social and Cultural
Factors
• Political Factors
MIDM 4
Marketing Managers
• Marketing Segment
• Target Market Selection
• Marketing Programs
• Performance & Control
MIDM 5
managerial decisions. Each of these characteristics can
be defined for students as:
MIDM 7
1) Coding and data entry services: The supplier will
take the administered questionnaires, edit them, develop
a coding scheme, and transcribe the data onto diskettes
or magnetic tapes for input into the computer.
MIDM 8
3) There should not be any personality clashes
between the client and the supplier.
4) Good communication between the client and the
supplier is essential to the success of a project.
5) The supplier should provide supervision and control
of the fieldwork and other phases of the
project and offer acceptable validation procedures.
6) The supplier should be flexible to meet the unique
needs of the client and the project.
7) The supplier should be able to complete the work on
time.
8) The supplier should have experience in order to use
sound judgment when conducting certain
marketing research tasks.
9) The supplier should understand the role of research in
developing marketing strategies and making
marketing decisions.
10) The supplier should maintain high ethical standards.
11) The approach adopted would be influenced by the
research ideology of the supplier.
12) The supplier should have a good reputation.
13) How much the supplier is charging for conducting
the project should be a factor.
14) A location close to the client is desirable but not
necessary.
MIDM 9
Ethical considerations in marketing research:
MIDM 11
The researcher must communicate with the DM in order
to understand the nature of the problem the DM faces
and what he hopes to learn from the research. Such an
understanding will help the researcher in gathering
information relevant to the problem faced by the
decision-maker. Note that a candid and open discussion
between the researcher and DM may help in
identifying:
Problem audit:
A problem audit is a comprehensive examination of a
marketing problem situation with the purpose of
understanding its origin and nature. The problem audit
MIDM 12
involves discussions with the DM on the following
issues:
MIDM 13
Role of industry experts and secondary data in
identifying problem(s):
MIDM 14
Factors affecting the problem definition process:
MIDM 15
addition, technological advances offer new methods
of conducting marketing research.
For example:
MIDM 16
MANAGEMENT MARKETING
DECISION RESEARCH
PROBLEM PROBLEM
Should the price be cut Determine the buyer-
in response to a price- behavior at various
cut by a competitor? price levels.
Should the product ‘X’ Assess the probable
be introduced in the market size and share
market? for product ‘X’
What should be done to Determine the strengths
increase the relative and weaknesses of ‘Y’
market share of product vis-à-vis those of the
‘Y’? competitors.
An example -
Department Store Project: Problem Definition
MR problem -
To determine the relative strengths and weaknesses of
Shopper’s Stop, vis-à-vis other major competitors,
with respect to factors that influence store patronage.
MIDM 18
Specifically, research should provide information on
the following questions.
Research Design
MIDM 20
Causal research is used to obtain evidence regarding
cause-and-effect relationships.
MIDM 21
The six W’s are used by journalists when trying to
gather facts for a story. In like manner, because
descriptive research is marked by the prior formulation
of specific hypotheses, the design requires a clear
specification of the six W’s of the research:
MIDM 22
Causal research is appropriate to use when the purposes
are to understand which variables are the cause and
which variables are the effect, and to determine the
nature of the functional relationship between the causal
variables and the effect to be predicted.
PRIMARY SECONDARY
DATA DATA
Collection For the problem For other
Purpose at hand problems
Collection Very involved Rapid and easy
Process
Collection Cost High Low
Collection Time Long short
MIDM 24
It is important to obtain secondary data before primary
data because secondary data, as compared to primary
data, are easily available, inexpensive, and retrieving
secondary data requires a short amount of time. In
addition, secondary data generally provide valuable
insights for collecting primary data.
MIDM 25
Examination of available secondary data is a
prerequisite to the collection of primary data. Proceed to
primary data only when the secondary data sources
have been exhausted or yield marginal returns.
Advantages:
MIDM 29
1) Panels provide longitudinal data, i.e. data obtained
from the same respondents repeatedly.
Disadvantages:
MIDM 30
A lifestyle may be defined as a distinctive pattern of
living that is described by the activities people engage
in, the interests they have, and the opinions they hold of
themselves and the world around them. These activities,
interests, and opinions are termed AIOs. The AIOs can
be used to segment people into groups with different
lifestyles and then the marketing effort can be geared to
meet the needs of any group(s).
MIDM 31
provides insights and understanding of the problem
setting.
QUALITATIVE QUANTATIVE
RESEARCH RESEARCH
Objective To gain a To quantify the
qualitative data and
understanding of generalize the
the underlying results from the
reasons and sample to the
motivation population of
interest.
Sample Small number of Large number of
non representative
representative cases
case
Data collection Unstructured Structured
Data analysis Non statistical Statistical
Outcome Develop an initial Recommend a
understanding final course of
MIDM 32
action
MIDM 33
observations, and a nonstatistical approach to data
analysis.
Descriptive Causal
MIDM 34
Survey Observational Experimental
Data & Other Data Data
Categories of Qualitative Research.
Qualitative Research
Procedure
MIDM 35
The three types of qualitative research can be classified
as direct or indirect. The difference is that in direct
research the purpose of the research is disclosed to the
respondent or is otherwise obvious to them, whereas the
reason for the research is not disclosed to the
respondents of indirect qualitative research. Focus
groups are an example of direct techniques whereas
word association is an illustration of indirect
procedures.
Focus group:
MIDM 37
4) Write a screening questionnaire—ensures that
participants represent an appropriate sample for the
study.
5) Develop a Moderator’s Outline—ensures that the
moderator understands the nature of the study and
the key findings desired by the client.
6) Conduct the interview
7) Review tapes and analyze data—allows the
researcher to uncover inconsistent responses,
missed remarks, nonverbal communication and new
ideas.
8) Summarize findings and plan follow-up research—
to probe further into the issues and sample
statistically significant populations.
Depth interviews:
Advantages:
Disadvantages:
Projective techniques:
MIDM 41
assumed a more accurate and complete answer
pertaining to the respondent will be supplied.
MIDM 42
Descriptive Research consist of Surveys and
Observations as the main ways in which relevant data
can be collected.
MIDM 43
Classification of Survey Methods
Survey Method
Personal
Interviewing
Telephone Mail Electronic
Interviewing Interviewing Interviewing
Mail
Mail
Panel
Mall Computer
In-Home
Intercept Assisted
E-mail Internet
Computer
Traditional
Assisted
MIDM 44
MIDM 45
Observation : The recording of behavior patterns of
people, objects and events in a systematic manner to
obtain information about the phenomenon of interest.
MIDM 46
e.g. observing children playing with new toys.
MIDM 49
Semantic
Likert Stapel
Differential
Comparative scaling techniques:
MIDM 51
4. Q-sort scaling: This technique uses a rank order
procedure in which objects are sorted into piles
based on similarity with respect to some criterion.
In Magnitude estimation numbers are assigned to
objects such that ratios between the assigned
numbers reflect ratios among the objects on the
specified criterion. Guttman scaling or scalogram
analysis: A procedure for determining whether a set
of objects can be ordered into an internally
consistent, one-dimensional scale.
MIDM 52
scoring process is cumbersome, and they provide little
additional information.
E.g.
Version 1
Version 2
0 10 20 30 40 50 60 70
80 90 100
MIDM 53
Version 3
0 10 20 30 40 50 60 70
80 90 100
MIDM 54
(i. Likert scale: The respondents are required to indicate
a degree of agreement or disagreement with each of a
series of statements related to the stimulus objects. The
Likert scale is often used in marketing. It is easy to
construct and administer, it is easy for respondents to
complete, and it is suitable for mail, telephone, and
personal surveys.
3. I like to shop at SS 1 2 3X
45
MIDM 55
(ii) Semantic differential scale: It is a seven-point
rating scale with end points associated with bipolar
labels that have semantic meaning. Respondents are
required to rate objects on a number of itemized, seven-
point rating scales bounded at each end by one of two
bipolar adjectives. This scale is popular in marketing
and has been used in image studies, promotion strategy,
and new product development studies.
MIDM 56
differential, while giving the same results, the Stapel
scale has not been widely applied in marketing.
Shopper’s Stop
+5 +5
+4 +4
+3 +3
+2 +2X
+1 +1
HIGH QUALITY POOR SERVICE
-1 -1
-2 -2
-3 -3
-4X -4
-5 -5
MIDM 57
administered over the telephone. The semantic
differential is more popular than the Stapel scale.
MIDM 59
6) Physical form of the scale: There is no agreement
as to which form is the most appropriate, but scales
could be presented vertically or horizontally, categories
could be expressed in terms of boxes, discrete lines, or
units on a continuum and may or may not have numbers
assigned to them, and numerical values could be
positive or negative or both. The students should decide
which format to use for the scales. Have them justify
their reasons for the scale they choose.
MIDM 60
maximize the efficiency of tabulating and analyzing
data.
Objectives of a questionnaire:
MIDM 61
is important to have a clear idea of the target
population.
MIDM 65
a)Define the issue
b)Use ordinary words
c)Ambiguous words should be avoided
d)Avoid leading questions
e)Avoid implicit alternatives
f) Avoid implicit assumptions
g)Avoid generalizations and estimates
h)Use positive and negative statements
MIDM 68
a) Extensive examination of all aspects of the
questionnaire.
b) Similarity in pretest and survey respondent
populations
c) Initial pretest done by a personal interview, followed
by a pretest using the interviewing mode to be
actually used if that is different.
d) Selection of actual interviewers.
e) Sample size.
f) Protocol analysis and debriefing.
g) Editing and analysis.
MIDM 69
Sampling
MIDM 71
This process is depicted in Figure 1. The sampling
design originates from the population of interest, thus,
the population must be accurately defined in a precise
statement of who should or should not be included in
the sample. It may be very general, such as residents of
the state of Delhi, or specific, like males between 20
and 30 years of age who cannot read. To measure the
population, a sampling frame is needed. The sampling
frame consists of a list or set of directions for
identifying the elements of the target population. The
sampling unit must then be set. This is the element that
contains the elements of the population, for example, it
could be a household, an office, or the individual.
MIDM 74
3) Nonprobability or probability sampling—probability
sampling offers greater statistical inference about the
population and is generally recommended for most
applications.
i) Convenience sampling:
MIDM 77
Advantages: Least expensive, Least time consuming,
Sampling units are accessible, cooperative, and easy to
measure
MIDM 78
Limitations: No assurance that a sample is
representative, Increasing controls decreases the
ease of conducting the interview, Many sources
of bias can be present due to the selection
process
MIDM 79
b) Each possible sample of a given size has a known
and equal probability of being the sample actually
selected.
MIDM 80
The criterion for the selection of stratification variables
consists of homogeneity, heterogeneity, relatedness, and
cost. The stratification variables should be selected so
that elements within a stratum are as homogeneous as
possible. However, across strata the elements should be
as heterogeneous as possible. The stratification
variables should also be closely related to the
characteristic of interest. Finally, the variables should
be selected to decrease the cost of the stratification
process, i.e., the stratification variables should be easy
to measure and apply.
MIDM 82
Cluster Sampling: Area sampling, Cost constrained
personal interviews
MIDM 83
Limitations: Ordering of elements is critical.
Improper ordering may decrease the representativeness
of the sample
MIDM 84
Strengths and weaknesses of basic Sampling
Techniques
Probability
Sampling
MIDM 85
Simple Easily understood, Difficult to
Random result projectable construct
Sampling sampling
(SRS) frame, expensive,
lower precision,
no assurance of
representativeness
Systematic Can increase Can decrease
Sampling representativeness, representativeness
easier
to implement than
SRS, sampling
frame not necessary
Stratified Includes all Difficult to select
Sampling important relevant
subpopulations, stratification
precision variables, not
feasible to stratify
on many
variables,
expensive
Cluster Easy to implement, Imprecise,
Sampling cost effective difficult to
compute
and interpret
results
MIDM 86
Choice between nonprobability and probability
samples:
CONDITIONS FAVORING
USE OF
FACTORS Nonprobabilty Probability
Sampling Sampling
Nature of Exploratory Conclusive
Research
Relative Nonsampling Sampling errors
magnitude of errors are larger are larger
sampling and
nonsampling
errors
MIDM 87
Variability in the Homogeneous Heterogeneous
population (low) (high)
Statistical Unfavorable Favorable
Consideration
Operational Favorable Unfavorable
Consideration
MIDM 88