Marketing Research

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Marketing Research

Marketing research Process
Problem identification Exploratory Research Hypothesis Development Conclusive Research

Result
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Marketing research Process
Exploratory Research
Mostly Qualitative in nature

Research Design
Descriptive Design

Conclusive Research
Mostly Quantitative in nature

Casual Design
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Marketing Research Approaches
By the Marketing department Itself By the Marketing Research Development Fieldwork by an agency The full services of a marketing research agency is used. 2013/4/24 Asst.Prof.M.Choudhury 4

Types of Marketing Research
Ad-Hoc Research

Types
Continuous Research Interview
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Stages in the marketing research process
Initial contact

Research Brief

Research Proposal
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Types of Research
• Exploratory Research : allows the researcher to understand the people who are to be interviewed in the main data collection stage. Exploratory research typically addresses the “What” questions. – Secondary Research – Qualitative research – Depth interviews







Descriptive research : this type of research describe customer’s beliefs, attitudes, recall of advertisement & knowledge about its content. Descriptive research asks the How? and Who? questions Explanatory Research : Builds on exploratory and explanatory research. It goes beyond exploring a topic or providing a picture of it. The goal is to identify the reason certain things occur. Explanatory research asks the “Why” questions. Experimental research : it establishes cause & effect.

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The main data collection stage
• Sampling process • Sample size • Sample selection
– Probability Methods
• Simple random sampling • Stratified random sampling • Cluster sampling

– Non-Probability Methods
• Convenience sample • Judgment sample • Quota sampling

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Survey method
Face to Face interviews

Mail surveys

Telephone interviews

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Questionnaire design stage
Ordering of topics Types of question Take care in wording of questions Layout

Scaling techniques

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Scaling Methods

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Report writing & Presentation
1. 2. 3. Title page Table of Contents Executive Summary
1. 2. 3. 4. 5. Research Objectives Brief discussion on methodology Major findings Conclusion recommendations Problem definition

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1.

Introduction Research design
1. 2. 3. 4. 5. 6. Types of design used Data collection Scaling techniques Questionnaire development & Pilot testing Sampling fieldwork

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Data Analysis & Findings
Analysis techniques employed results

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1. 2.

Conclusion & Recommendations Limitation & Future direction Appendices Questionnaire & Forms Statistical l output

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Thank You class
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