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Prof. Dr.

Sachin Deshmukh

Marketing Research Semester III

Marketing Research

Prof. Dr. Sachin Deshmukh

Marks Allotted 50 External Examination 30 marks Internal Examination 20 marks External Examination Three theory questions of five marks each

One case study of 15 marks

Marketing Research

Prof. Dr. Sachin Deshmukh

Your Syllabus
Refer to the Universitys prescribed syllabus for external exam preparation Refer to lectures for internal examination Internal marks will be based on case studies, presentation, assignments and your innovative ideas

Marketing Research

Prof. Dr. Sachin Deshmukh

Rules of the Game


Marketing Research
No lecturebazi
Every session will an interaction session Case base learning

Report on articles on marketing in newspapers and magazines


Exercises to be conducted on PASW (SPSS)

Expected inputs from YOU 10 hours every day for Marketing

Marketing Research

Prof. Dr. Sachin Deshmukh

What is research?
What is marketing research?

Marketing Research

Prof. Dr. Sachin Deshmukh

The Marketing Research Process


Steps
Identify & formulate the problem Choose the research design Determine the information needs Design the data collection forms Determine the sample design and sample size Organize and conduct field survey Analyze and interpret the collected data Prepare the research report

Marketing Research

Prof. Dr. Sachin Deshmukh

What is Research Design?

Marketing Research

Prof. Dr. Sachin Deshmukh

Research Design

Exploratory Studies

Descriptive Studies

Causal Studies

Marketing Research

Prof. Dr. Sachin Deshmukh

Exploratory Studies

Literature search Experience survey Focus groups Analysis of selected case studies

Marketing Research

Prof. Dr. Sachin Deshmukh

Descriptive studies
Longitudinal True Panel Omnibus Panel Cross sectional Sample Survey

Marketing Research

Prof. Dr. Sachin Deshmukh

Causal Studies
Natural Experiments Time series & trend design Cross Sectional designs Combination of above two Controlled Experiment After only with controlled group Before after with one controlled group Four group six study design

Marketing Research

Prof. Dr. Sachin Deshmukh

Methods of collecting Primary Data


Observation Methods of observation Structures unstructured observation Disguised undisguised observation Observation under natural setting laboratory setting Direct indirect observation Human mechanical observation Questionnaire

Marketing Research

Prof. Dr. Sachin Deshmukh

Designing a Questionnaire
Type of information to be collected Types of questions Open ended Dichotomous Multiple choice Phrasing the questions Order of questions Number of questions Layout of the questionnaire

Marketing Research

Prof. Dr. Sachin Deshmukh

Pilot testing of questionnaire

Marketing Research

Prof. Dr. Sachin Deshmukh

Measurement & Scaling


Types of Scales
Scale Nominal Number System Unique definition of numbers (0,1,2,) Marketing Phenomenon Classification: Brands, male female, stores type

Ordinal

Order of numbers 0<1<2

Attitude, preferences, occupation, social class


Attitude, opinion, index numbers Sales, units produced Marketing Research

Interval

Equality of differences (3-2 = 8-7) Equality of ratios (5/10 = 3/6)

Ratio

Prof. Dr. Sachin Deshmukh

Attitude Scales
What is attitude? Components of attitude A cognitive component An affective component A behavioral component

Marketing Research

Prof. Dr. Sachin Deshmukh

Types of Attitude Scales


Paired comparison scale Thurstone Scale The Summated Rating Scale Scalogram Analysis The Semantic Differential Scale Stapel Scale

Marketing Research