Professional Documents
Culture Documents
An Introduction to
Marketing Research
What is marketing research?
• Sales Analysis
• Product Management
• Advertising Research
• Corporate Research
• Syndicated Research
Growing Importance of Research in India
• Monopolistic Business
• Demand was more than Supply
• Business was local; hence close to customers
Challenges faced in India
• A Statement of Objectives
• Data inputs required on the basis of which the
research problem has to be solved
• Method of Analysis
• Simply a BluePrint!
Types of Research Designs
• Refer to Book 1, page 24
– We must have one strong evidence to say that
there exist a strong association between an action
(causal variable) and ultimate outcome (effect
variable)
– Action (causal variable) must precede outcome
(effect variable)
– There must be no other possible factor (causal
factor) which could have resulted in the observed
outcome
Exploratory Research Design
• Provides info to enable a more precise problem
definition or hypothesis formulation
• Establishing research priorities
• Gives researched a feel of the problem
• Good start
• Methods Used
– Survey of literature
– Survey of experienced individuals
– Analysis of selected case situations
Descriptive Research Designs
• Types
– Panel Discussion
– Focus Groups
– Cross Sectional Designs
Quasi Experimental Designs
• R = Random
• X = Experimental Treatment
• O = Observation
After-Only Without Control Group
• XO
• Also called one-shot case study
• Test unit not selected at random
• Single group is exposed to treatment and then
measurement is taken
• Eg: Effect of training on sales force
• No meaningful
– No prior observation available for comparison
– The level of ‘O’ could be result of other factors in addition
of the effect of ‘X’
Before-After without Control Group
• O1 X O2
• Eg: Before training how did the sales perform in comparison
to after training
• Limitation as does not consider:
– Selection Bias: not randomly selected
– History: Economic conditions may have improved
– Maturation: Salesforce may have gained more experience
– Testing: The pre-test measurement might have affected the
performance
– Instrumentation: Prices may have changed during that period
– Mortality: Some test units may have left during the period of training
The Static Group Comparison Design
• Experimental Group: O1 O2 O3 X O4 O5 O6
• Control Group: O1’ O2’ O3’ O4’ O5’ O6’
Experimental Designs
• Investigator
– Personal Bias
– Misinterpretation
• Respondent
– Ambiguity
– Not true feedback provided
Sampling
• Define Population
• Specify sampling frame
• Choose appropriate sampling design
– Non-probability Method
– Probability Method
• Determine sample size
• Select actual members of sample
Probability Sampling
• FINO Report
Report Writing
• FINO Report
Thank You