Post on 08-Apr-2018
8/7/2019 Research Methods & Report Preparation
1/25
8/7/2019 Research Methods & Report Preparation
2/25
CHARU BISARIA
Redefining MarketingResearch
The American Marketing Association (AMA)redefined Marketing Research as:
The function which links the consumer, thecustomer, and public to the marketer through INFORMATION
8/7/2019 Research Methods & Report Preparation
3/25
CHARU BISARIA
U sed to identify anddefine marketopportunities andproblems
Generate, refine, andevaluate marketingperformance
Monitor marketing
performance
Improve understandingof marketing as aprocess
Redefining MarketingResearch
8/7/2019 Research Methods & Report Preparation
4/25
CHARU BISARIA
Definition of MarketingResearch
Marketing research is the systematic and objective
identification
collectionanalysisdisseminationand use of information
for the purpose of improving decision making related to the
identification andsolution of problems and opportunities in marketing.
8/7/2019 Research Methods & Report Preparation
5/25
CHARU BISARIA
Market Research Specifies the information necessary to
address these issues Manages and implements the datacollection process
Analyzes the results Communicates the findings and their
implications
8/7/2019 Research Methods & Report Preparation
6/25
CHARU BISARIA
The Role of MarketingResearch
ControllableM arketing
P roductP ricingP romotionD istribution
VariablesM arketingR esearch
M arketingDecision
M aking
ProvidingInformation
A ssessingInformationN eeds
M arketing M anagers
M arket Segmentation
Performance & Control
Target M arket SelectionM arketing Programs
UncontrollableEnvironmentalF actors
E conomyTechnologyL aws &RegulationsS ocial & CulturalFactorsP olitical Factors
Customer Groups
EmployeesShareholders
Suppliers
Consumers
8/7/2019 Research Methods & Report Preparation
7/25
CHARU BISARIA
Definition of MR
American Marketing Association defines MR as- MRis the function which links the consumer, customer& public to the marketer through information,
information used to identify & define marketingopportunities & problems, generate, refine &evaluate marketing actions, moniter marketingperformance & improve understanding of marketingas a process
MR specifies the information required to addressthese issues, designs the method for collectinginformation, manages & implements the datacollection process, analyses the results &communicates the findings & their implications
8/7/2019 Research Methods & Report Preparation
8/25
CHARU BISARIA
Why MR has evolved &grown Managers are seperated from their final consumers
Managers need information from their finalconsumers regarding target market,products/services, price, distribution & promotion
There has been a shift from a sellers to a buyersmarket
Emergence of specialists such as statisticians,psychologists & behavioural scientists in a fairlylarge number enhanced the importance of MR
8/7/2019 Research Methods & Report Preparation
9/25
CHARU BISARIA
OBJECTIVES OFRESEARCH To discover answers to questions through the application
of scientific procedures To find out the truth which is hidden and which has not
been discovered as yet To gain familiarity with a phenomenon or to achieve newinsights into it
To portray accurately the characterstics of a particularindividual, situation or a group
To determine the frequency with which something occursor with which it is associated with something else
To test a hypothesis of a casual relationship betweenvariables
8/7/2019 Research Methods & Report Preparation
10/25
8/7/2019 Research Methods & Report Preparation
11/25
CHARU BISARIA
Interaction betweenManagement & MR Some of the managements complaints about
researchers are-
1)Research is not problem oriented. It tends toprovide plenty of facts & not actionable results2)Researchers are too involved with techniques &
they appear to be reluctant to get involved inmanagement problems
3)Research is slow, vague & of questionable validity4)Researchers cannot communicate, they do not
understand & they do not talk the language ofmanagement
8/7/2019 Research Methods & Report Preparation
12/25
CHARU BISARIA
Researchers have their complaints aboutmanagement-
1)Management does not include research indiscussions of basic problems. Managementtends to ask only for specific informationabout parts of problems
2)Management pays no more than lip service toresearch & does not really understand orappreciate its value
3)Mangement does not allow enough time forresearch. They draw preliminary conclusionsbased on early or incomplete results
4)Mangement relies more on intuition &judgement than on research. Research is usedas a crutch, not a tool
8/7/2019 Research Methods & Report Preparation
13/25
CHARU BISARIA
Types of ResearchDescriptive Vs Analytical Research- DescriptiveResearch includes surveys & fact finding enquiriesof different kinds. The major purpose isdescription of the state of affairs as it exists atpresent. The main characterstics of this method isthat the researcher has no control over thevariables, he can only report what has happened orwhat is happening eg frequency of shopping,preference of people etc. Ex post Facto studiesalso include attempts by researchers to discovercauses even when they cannot control the variablesIn analytical research the researcher has to usefacts or information already available & analysethese to make a critical evaluation of the material
8/7/2019 Research Methods & Report Preparation
14/25
CHARU BISARIA
Applied Vs Fundamental
Research Applied research aims at finding a solution for animmediate problem facing a society or anindustrial/business organisation. Research aimed
at certain conclusions facing a concrete social orbusiness problem is applied research Fundamental Research is mainly concerned with
generalisations & with the formulation of atheory. Gathering knowledge for Knowledges sakeis termed pure or basic research eggeneralisations about human behaviour
8/7/2019 Research Methods & Report Preparation
15/25
CHARU BISARIA
Quantitative Vs
Qualitative Research Quantitative research is based on themeasurement of quantity or amount. It is
applicable to phenomena that can beexpressed in terms of quantity Qualitative research is concerned with
phenomena relating to or involving quality
or kind ie discovering underlying motives &desires- Motivational research
8/7/2019 Research Methods & Report Preparation
16/25
CHARU BISARIA
Conceptual Vs Empirical
Research Conceptual research is that related tosome abstract idea(s) or theory. It is
generally used by philosophers & thinkersto develop new concepts or to reinterpretexisting ones
Empirical research relies on experience orobservation alone, often without dueregard for system & theory
8/7/2019 Research Methods & Report Preparation
17/25
CHARU BISARIA
One time research Vs
Longitudinal Research One time research is confined to asingle time period
Longitudinal research is carried onover several time periods
8/7/2019 Research Methods & Report Preparation
18/25
CHARU BISARIA
ie setting researc sLaboratory Research Vs
Simulated Research Depends upon the environment inwhich it is to be carried out
8/7/2019 Research Methods & Report Preparation
19/25
CHARU BISARIA
Clinical or Diagnostic
Research
8/7/2019 Research Methods & Report Preparation
20/25
CHARU BISARIA
Historical Research Historical research is that whichutilises historical sources likedocuments, remains etc to studyevents or ideas of the past
8/7/2019 Research Methods & Report Preparation
21/25
CHARU BISARIA
Conclusion oriented Vs
Decision oriented
8/7/2019 Research Methods & Report Preparation
22/25
CHARU BISARIA
Criteria of good research
The purpose of the research should be clearly defined and common concepts beused The research procedure used should be described in sufficient detail to permitanother researcher to repeat the research for further advancement, keepingthe continuity of what has already been attained
The procedural design of the research should be carefully planned to yieldresults that are as objective as possible The researcher should report with complete frankness, flaws in proceduraldesign & estimate their effects upon the findings The analysis of data should be sufficiently adequate to reveal its significance &the methods of analysis used should be appropriate. The validity & reliability ofthe data should be checked carefully
Conclusions should be confined to those justified by the data of the research &limited to those for which the data provide an adequate basis Greater confidence in research is warranted if the researcher is experienced,has a good reputation in research & is a person of integrity
8/7/2019 Research Methods & Report Preparation
23/25
CHARU BISARIA
Qualities of a good
research Good research is systematic- It meansthat research is structured with specified
steps to be taken in a specified sequencein accordance with the well defined set ofrules
Good research is logical- Logical reasoningmakes research more meaningful in thecontext of decision making
8/7/2019 Research Methods & Report Preparation
24/25
CHARU BISARIA
Significance of Research Research inculcates scientific & inductive thinking & it promotes the
development of logical habits of thinking & organisation The role of research in several fields of applied economics, whether related tobusiness or to the economy as a whole, has greatly increased in modern times Research provides the basis for nearly all government policies in our economicsystem Research has its special significance in solving various operational & planningproblems of business & industry Research is equally important for social scientists in studying socialrelationships & in seeking answers to various social problems To those students who are to write a masters or Ph.D thesis, research maymean a careerism or a way to attain a high position in the social structure To professionals in research methodology, research may mean a source oflivelihood
To philosophers & thinkers, research may mean the outlet for new ideas &insights To literary men & women, research may mean the development of new styles &creative work To analysts & intellectuals, research may mean the generalisations of newtheories
8/7/2019 Research Methods & Report Preparation
25/25
CHARU BISARIA
Ethics in Market
Research Intrusions on privacy Misuse of research findings Competitive information gathering Sugging ( selling under the guise of marketing research) Unrealised promise of anonymity Use of disguised questionnaires & interviews Faked sponsor identification Lying about research procedure Faked testing in experimental research Promise of undelivered compensation Implication of required response