Unit-1

By: Yatendra Gautam

Marketing Research
 Marketing research is the systematic process of
designing, collecting, analyzing, and interpreting data
related to marketing activities, such as consumer
behavior, market trends, competitive analysis, and
product performance. It helps businesses make
informed decisions by identifying opportunities,
understanding problems, evaluating marketing actions,
and improving their overall strategies.
 According to AMA, “It is the systematic gathering,

recording and analyzing of data about problem relating

to the marketing of goods and services.”
Objectives of Marketing Research
 To Discover the New Markets
 To Hold the Greater Market Share
 To Evaluate Tastes and Preferences of Customers
 To Anticipate the Future Sales Volume
 To Minimize the Cost of Marketing
 To Improve the Quality of Product
 To Assist in Formulation of Suitable Price Policy
 To Effectively Face Cut Throat Competition
 To Analyze the External Environment
Applications of Marketing Research
 Product research
 Concept Testing
 Branding Research
 Brand Equity Research
 Advertising Research
 Pricing Research
 Sales Analysis
 Positioning Research
 Market Segmentations
 Customer Satisfaction Research
Limitations of Marketing Research
 It is not guarantee of success
 Lack of adequate knowledge of MR]
 Research is based on simple and sampling research
lacks the complete accuracy
 Trained personnel and a lot of time is required for
marketing research
 It is difficult to evaluate the economic benefits derived
 It cant give 100% accurate results
 It provides suggestions and not solutions
 Long time is required in marketing research procedures
Research Proposal
 It is a formal document that outlines a planned
research project, detailing its objectives, significance,
methodology and expected outcomes.
 The proposal typically includes an introduction to

research problem, a literature review, research

questions or hypothesis, a description of the research
design and methods, and a timeline for completion.
 It is often submitted for approval to funding bodies,

academic committees, or stakeholders, demonstrating

the feasibility and relevance of the proposal study.
Elements of Research Proposal
 Title Page
 Abstract (Brief summary of proposal)
 Introduction
 Literature review
 Research problem/ Research Questions
 Objectives and Hypothesis
 Research design and Methodology
 Significance of the study
 Timeline
 Budget (if applicable)
Marketing Information System
 MIS refers to the systematic collection, analysis,
interpretation, storage and dissemination of market
information, from both the internal and external
sources, to the marketers on a regular, continuous basis.
 MIS distributes the relevant information to the
marketers who can make efficient decisions related to
the marketing operations viz. Pricing, packaging, new
product development, distribution, media, etc.
Components of MIS
 Internal Reports: It includes reports on orders, sales,
prices, inventory levels, recievables, payable & so on.
By analyzing this information marketing managers can
spot important opportunities and problems.
 Marketing Intelligence: It is a set of procedures and

sources used by managers to obtain their everyday

information about relevant developments in marketing
environment.
Components of MIS
 Marketing Research: Marketing managers often
commission marketing research, formal studies of specific
problems and opportunities. It is the systematic design,
collection, analysis and reporting of data and findings
relevant to a specific marketing situations facing the
company.
 Marketing decisions support system: It is a coordinated
collections of data, systems, tools and techniques with
supporting software and hardware by which organization
gather and interprets relevant information from business and
environment and turns it into a basis for marketing actions.
Marketing Research Process
 Define the problems and objectives
 Development Research Plan
 Conduct Primary Research
 Collection of data & Analyzing of data
 Interpret and Report Findings
 Make recommendations
 Implementation of Findings
 Evaluate and Monitor Results
Research Design
 It is defined as a framework of methods and
techniques chosen by a researcher to combine various
components of research in reasonably logical manner
so that research problem is efficiently handled.
 It provides insights about “how” to conduct research

using a particular methodology.

 There are three main sections of the research design:

Data Collection, measurement, and analysis.

Essential elements of research designs:-
 Accurate purpose statement
 Techniques to be implemented for collecting details

for research
 Method applied for analyzing collected details
 Type of research methodology
 Probable objections for research
 Setting for research study
 Timeline and Measurement of analysis
Types of Research Designs:-
 Qualitative Research Design:- determines relationships between
collected data and observations based on mathematical
calculations. Statistical methods can prove or disprove theories
related to a naturally existing phenomenon. Researchers rely on
qualitative observation research methods that conclude “why” a
particular theory exists and “what” respondents have to say about
it.
 Quantitative Research Design:- It is implemented in cases
where it is important for a researcher to have statistical
conclusions to collect actionable insights. It is important for
growth of any organization because any conclusion drawn on the
basis of numbers and analysis will only prove to be effective for
the business.
Types of Research Designs:-
 Descriptive: It is a theory-based design method
created by gathering, analyzing, and presenting
collected data. This allows a researcher to provide
insights into the why and how of research. Descriptive
design helps others better understand the need for the
research.
 Experimental: Experimental research establishes a

relationship between the cause and effect of a situation.

It is a causal research design where one observes the
impact caused by the independent variable on the
dependent variable.
Types of Research Designs:-
 Correlational research: Correlational research is a
non-experimental research technique. It helps researchers
establish a relationship between two closely connected
variables. There is no assumption while evaluating a
relationship between two other variables, and statistical
analysis techniques calculate the relationship between them.
This type of research requires two different groups.
 Explanatory research: Explanatory design uses a
researcher’s ideas and thoughts on a subject to further
explore their theories. The study explains unexplored aspects
of a subject and details the research questions’ what, how,
and why.