7.1 marketing research

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

MARKETING RESEARCH

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

I. Problem Definition

Objectives in Writing

MARKETING RESEARCH

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

II. Research Design

MARKETING RESEARCH

A. Data Collection Methods

a. Secondary Data

b. Primary Data

i. Observations. . . . . . . . .Tape, Camera etc.

ii. Experimentation. . . . . . .Subject ↔ Task

iii. Survey. . . . . . . . . . . . . .Questionnaires

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

II. Research Design

MARKETING RESEARCH

B. Research Instrument

i. Types of Questions

ii. Forms of Wording Questions (Open/Close ended)

iii. Choice of Words

iv. Sequencing of Q [Lead, Probe]

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

II. Research Design

MARKETING RESEARCH

C. Sampling Plan

i. Who. . . . . . . . . . . Sampling Unit

ii. How Many. . . . . . . Sampling Size

iii. How to Select. . . . .Procedure

iv. How ro Reach. . . . .Media [Tel, Mail. Person]

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

III. Fieldwork

MARKETING RESEARCH

i. Not at Home / Place.

ii. Refusal to co-operate.

iii. Respondent Bias.

iv. Interviewer Bias.

ISSUES

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

IV. Data Analysis

MARKETING RESEARCH

i. Average, Measure of Dispersion

ii. Cross - Tabulation.

iii. Co-Eff. Of Co-Reln, Goodness of Fit.

iv. Multivariate Analysis. . .Multi Regr., discriminant, Factor & Cluster Analysis.

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

IV. Report Preparation

MARKETING RESEARCH

i. Scientific Method.

ii. Research Creativity.

iii. Multiple Methods.

iv. Interdependence of models & data.

v. Value & Cost of Information.

(Facilitate Understanding + Interest)

INDO GERMAN TRAINING CENTRE

Prof. MAHAJAN SAMANT

IV. Make the Decision

MARKETING RESEARCH