MARKETING RESEARCH PROBLEM

• Problem definition: A broad statement of the general marketing research

problem & identification of its specific components.
• Process of definition – Developing an approach:
• Problem definition consists of discussions with the decision makers
• (DM), interview with industry experts, other knowledgeable individuals and
analysis of secondary data.
• Discussions with decision makers: (DMS)
• Discussions with decision makers are extremely important.
• The DM needs to understand the capabilities & limitations of research.
• To identify the management problem, the researcher must possess considerable
skill in integrating & interacting with DM.

The interaction between DM & researcher should be characterized by 7cs

• Communication
• Co-operation
• Confidence
• Condor- quality of being sincerely honest
• Closeness
• Continuity
• creativity

ENVIRONMENTAL CONTEXT OF THE PROBLEM

The factors to be considered in the environmental context of the problem are

• Past information & forecast
• Resources & constraints
• Objectives
• Buyer Behavior
• Legal Environment
• Economic environment
• Marketing & technological skills
Process:
Task involved

Discussion with DMS

Interview with experts

Secondary data
analysis Qualitative research

Environmental context of the problem

STEP-1. problem definition

Management Decision problem

Marketing research problem

STEP-2.Approach to the problem

Objective
Analytical model/
Theoretical Descriptive Research Hypothesis Characteristics
Factors
Foundation mathematical questions
Influencing
Res.Design

STEP: Research design

DIFFERENCE BETWEEN MGNT.DEC.PROB & M.R.DEC.PROB.

 Management dec.problem

1. Should anew product be introduced.

1. Should be advertising campaigns be changed.

1. Should be the price of the brand be changed.

Marketing Research. Dec.prob

1. To determine consumer preference & purchase intense

1. To determine the effectiveness of current Advt.

1. To determine the price elasticity of demands impact of sales & profits on various
price.

RELATIONSHIP OF UNCERTAINTY TO TYPE OF BUSINESS RESEARCH

Exploratory Descriptive Causal Research

Research research

Examples of “Absenteeism is “What kind of “which of two

business problems increasing & we people favor trade training program is
don’t know why”. protectionism?” more effective?”

“Would people be “Did last year’s “Can I predict the

interested in our product recall have value of energy
new idea?” an impact on our stocks if I know the
company’s stock current dividends &
price?” growth rates of
dividends?”

“What task “Has the average “Will buyers

conditions influence merger rate for purchase more of
the leadership savings &loans our product in anew
process in our increased in the past package?”
organization?” decade?”
 RESEARCH PROCESS

DEFINE RESEARCH PROBLEM

REVIEW THE LITERATURE

Review concepts &theories
Review previous Findings

FORMULATE HYPOTHESIS

DESIGN RESEARCH (Including sample

Design)

DATA COLLECTION F
FF
ANALYSIS OF DATA
F (Test hypothesis if any)

INTERPRET & REPORT

QUALITATIVE RESEARCH

An unstructured, exploratory research methodology based on small samples, that

provides insights & understanding of the problem setting.

objectives of Q.R.

• To Identify the relevant factors used.

• To Identify what kind of consumer to be consider
• To Identify the psychological characteristics of consumers.
• To Identify any other aspects of consumer choice behavior.
Classification of Qualitative Research Procedures

Qualitative Research procedure

Indirect method
Direct method

Focus Groups Depth interview Projective Techniques

Completion Construction Expressive

Association techniques
techniques techniques techniques

Qualitative vs. quantitative research

FACTORS QUALITATIVE(R) QUANTITATIVE(R)

• Objective To gain a qualitative To quantify the data &

understanding of the generalize the results from
underlying reasons& the sample to the population
motivations. of interest.

• Sample Small number of non Large number of

representative cases. representative case.

• Data collection Unstructured Structured

• Data Analysis Non Statistical Statistical

• Out come Develop an initial Recommend a final course

understanding of action.
 COMPARISION OF BASIC RESEARCH DESIGNS

TYPE EXPLORATORY DESCRIPTIVE CAUSAL

• Objective Discovery of ideas Descriptive market Determine cause

& insights characteristics or & effect
functions. relationships.

• Characteristics Flexible , versatile Marked by the Manipulation of

prior formulation one or more
of specific independent
hypothesis variables

• Methods Expert surveys Secondary data Experiments

Pilot surveys surveys, panels,
Secondary data observation& other
Qualitative data
research.

MARKETING RESEARCH PROCESS

Define the problem

Specify what information needed

Identify the source of information

Techniques for acquiring the

information

Gather and process the information

Analyze and interpret the data

Present the findings to the

decision makers

MARKETING RESEARCH PROCESS

 Defining the problem and research
objective
involves the five steps
Marketing research

Develop the research plan

The effective

Collect the information

Analyzing the information

Present the findings

ORGANISATION OF M.R.DEPARTMENT

• A: Functional organization

VICE PRESIDENT MARKETING

MARKETING RESEARCH
MANAGER

Business economics
Corporate Research Advertising Product
Market sales
Executive. Research Research
Research executive
Executive Executive

B.PRODUCT ORGANISATION
 VICE PRESIDENT
MARKETING

Marketing research
manager

Marketing
Research Marketing Marketing Marketing
Executive Research Research Research
Product-A Executive Executive Executive
Product-B Product-C Product-D
PRODUCT- A PRODUCT-B PRODUCT –C PRODUCT -D
PASTE CREAM SOAP LOCATION
HILL HILL HILL HILL

C.GEOGRAPHICAL M.R. ORGANIZATION:

VICE PRESIDENT
MARKETING

MARKETING RESEARCH MANAGER

M.R.EXEC. M.R.EXEC. M.R.EXEC. M.R.EXEC.

North zone South zone West zone East zone

North zone: Paste, cream, soap, lotion

South zone: Paste, cream, soap, lotion
West zone: Paste, cream, soap, lotion
East zone: Paste, cream, soap, lotion
ROLE OF MARKETING RESEARCH

• M.R. has many roles. M.R. influencing the Marketing managers in many of
their roles.
• M.R. make decision about potential opportunities, Target market selection,
market segmentation, Planning & implementing marketing programmes,
Marketing performance & control.
• There are two main factors influencing the role of M.R. namely:
1.Controllable factors
2.Uncontrollable economic
environmental factors.

CAREER OPPORTUNITIES IN M.R

• Intense competition: Ex: New product need exact qualified and experienced
problem solver.
• Growing importance of marketing planning &
decision.
• Sophistication in data processing Technology.
• Increasing M.R Budgets.
• M.R. Personal will be the highest paid & most significant in the organization.

EMERGING ISSUES

• Marketing Research in the Internet era

• Online Research : 1.Email surveys

2.Downloadable interactive survey

applications.

• Data Warehousing & Data Mining

Using Data Warehouse & Data Mining

DATA SOURCES
BUILD DATA
Company record WAREHOUSE
Surveys
Other sources

DATA MINING

Use the mined data to

Design marketing or Look for patterns of purchase, behavior,
Communication campaigns Attitudes by analyzing data from Ware house

Measure results of the campaign,

& repeat the process if
Needed.