Scribd
Upload
37 views11 pages

Lecture 7 - Market Research

The document discusses marketing research, including defining research, quantitative and qualitative research methods, and the marketing research process. Research is described as a systematic approach to obtaining reliable knowledge through movement from unknown to known. Quantitative research uses empirical and numerical methods while qualitative research provides interpretations without numbers.

Uploaded by

Divij Hajela
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
37 views11 pages

Lecture 7 - Market Research

The document discusses marketing research, including defining research, quantitative and qualitative research methods, and the marketing research process. Research is described as a systematic approach to obtaining reliable knowledge through movement from unknown to known. Quantitative research uses empirical and numerical methods while qualitative research provides interpretations without numbers.

Uploaded by

Divij Hajela
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 11

Marketing Research

Dr. Devkant Kala


What is Research?

 Research is…
 Movement from unknown to known.

 Re+Search: To search again.

 The systematic approach to obtaining and confirming new and


reliable knowledge.

– Systematic and orderly (following a series of steps).


– Purpose is new knowledge, which must be reliable for decision making.
Research is…..
3

1. Searching for explanation of events, phenomena, relationships and


causes
– What, how and why things occur?
– Are there interactions?

2. A Process
– Planned and managed – to make the information generated credible.
– The process is creative.
– It is circular – always leads to more questions.
Marketing Research

 Marketing research is the systematic gathering, recording and


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

 It links the consumer, customer, and public to the marketer through


information.

 Right Information for decision making.


Quantitative Research
 Addresses research objectives through empirical assessments that
involve numerical measurement and analysis approaches.
 More Structured.
 Findings tend to be objective.
 Enables marketers to “predict” consumer behavior.
 Descriptive in nature.
 Research methods include experiments, survey techniques, and
observation.
 Findings are descriptive, empirical, and generalizable.
Qualitative Research
 Addresses marketing objectives through techniques that allow the
researcher to provide elaborate interpretations of market
phenomena without depending on numerical measurement.
 Less structured; Researcher Dependent
 Researcher interprets the data to extract its meaning and converts it
to information.
 Consists of depth interviews, focus groups, metaphor analysis, collage
research, and projective techniques.
 Findings tend to be subjective and are not usually generalizable
 Small sample sizes.
Combining Qualitative and
Quantitative Research Findings

 The research paradigms are complementary in nature.

 Produce a richer and more robust profile of consumer behavior than


either research approach used alone.
Marketing Research Process

Problem Discovery and Problem Definition

▪ Context of the Problem


▪ Discussions with Decision Makers

▪ Interviews with Industry Experts


▪ Secondary Data Analysis
▪ Qualitative Research
▪ Specify the Research Objectives
Marketing Research Process
Problem Discovery and Problem
Definition

Research Design

Sampling

Data Gathering

Data Processing and Analysis

Conclusions and Report


Basics of Marketing Research

▪ Ask the right questions.

▪ Ask the right people.

▪ Ask the questions the right way.

▪ Obtain answers to questions.

▪ Relate answers to the needs of the research user/client.

▪ Communicate effectively and in a way that the client understands.


Thank You.

You might also like