Marketing Research

UNIT – I
 Marketing Research – Concept- Significance -Marketing research as an
element of marketing information system - Marketing Intelligence
approaches- Internal Marketing Research Process – Problem Formulation
– Decision problem to Research problem – Preparation of Research
Proposal for submission to funding agencies.
UNIT – II

 Research Designs: Exploratory Research – Objectives and Methods –

Descriptive Research – Objectives and Methods – Causal Designs –
Concept of Causality - Experimentation : Laboratory and Field
Experiments – Experimental Designs– Experimentation in Marketing
Research - Case method of research.
UNIT – III

 Research methodology – Data sources: primary and secondary- Data

collection methods: questionnaire, interview, Focus groups, and Panels-
Personal, telephone and e-methods- Scaling techniques: Nominal,
Ordinal, Interval and Ratio Scales – Types of Sampling Plans: Non
Probability and Probability Samples – Sample Size Determination.
UNIT – IV

 Data analysis methods- Hypothesis Testing – Examination of Differences of

means and proportions- Chi-square, t, z and F tests- Correlation-
Regression Multivariate Data Analysis- Discriminate, Factor, Cluster and
Multi Dimensional Scaling (only applications with simple examples).
UNIT – V

 Data presentation techniques- Preparation of the Research Report-

Preparation of synopsis- Presentation of research findings- A brief outline
of marketing research organizations in India.
3G

Chick Shampoo

NDTV Polls



Research

1.Research starts with a question or

a problem
2.Its purpose is to find answers to
questions through application of
scientific method.
3.It is a systematic and intensive
study directed towards a
complete knowledge of the
subject studied
 It spe c ifie s alte rnate  so lutio ns to  the  pro ble ms wit
anding the  fro ntie rs o f 
c o nside ratio ns
Marketing Research

 ….thesystematic gathering, recording and

analyzing of data about problems relating
to the marketing of goods and services.


 AMA (American Marketing

Association)
MR and MIS (Marketing Information System)

 To manage a business
well is to manage its
future, and to manage
the future is to manage
information
MIS (Marketing Information System)

 A structured, interacting complex of

persons, machines and procedures
designed to generate an orderly flow
of pertinent information, collected
from both intra-and extra-firm sources,
for use as the basis for decision-
making in specified responsibility
areas of marketing management
MIS (Marketing Information System)
 Components of MIS


1.Internal Accounting System

2.Marketing Intelligence System
3.Marketing Research System
4.Marketing Management Science System

Diffe re nc e s be twe e n MR and MIS