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MARKETING RESEARCH

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PRESENTED BY:
ANUJA SHAH DIPARNA SHETYE
INDEX
SR N O. 1 2 3 4 5 6 7. 8. 9. 10. 11. 12. 13. 14. 14. 15.
CONTENTS

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PAGE NOS . 1 2 4 6 12 16 19 20 22 23 24 26 32 37 46 47

MEANING OF RESEARCH MARKETING RESEARCH PROCESS RESEARCH DESIGN DATA COLLECTION STEPS IN CONSTRUCTION SAMPLING QUESTIONNAIRE

CONSUMER BEHAVIOUR FACTORS INFLUENCING CONSUMER BEHAVIOUR THE PURCHASE DECISION PROCESS ELEMENTS INFLUENCING THE PURCHASE PROCESS PARTIES INFLUENCING PURCHASE DECISION CADBURY MARKET SURVEY DATA ANALYSIS LIMITATIONS IN RESEARCH BIBLIOGRAPHY

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MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learner’s Dictionary of Current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and Mory define research as a “systematized effort to gain new knowledge.” Some people consider research as a movement from the known to the unknown. It is actually a voyage of discovery. Research is an academic activity and such a term should be used in a technical sense. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions to determine whether they fit the formulating hypothesis. D.Slesinger and M.Stephenson in the Encyclopedia of Social Sciences define research as “the manipulation of things, concepts or symbols for the purpose of generalizing to extend, corrector verify knowledge, whether that knowledge aids in construction of theory or in the practice of art.” Research is thus an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective and systematic method of finding solution to a problem is research. The systematic approach concerning generalization and the formulation of a theory is also research. As such the term ‘research’ refers to the systematic method consisting of enunciating the problem, formulating a hypothesis, collecting facts or data, analyzing the facts and reaching certain conclusion either in the form of solutions towards the concerned problem or in certain generalization for some theoretical formulation.

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MARKETING RESEARCH PROCESS
Marketing research is the systematic design, collection, analysis an reporting of data and findings relevant to a specific marketing situation facing the company.

Marketing research process
Define the problem and research objective

Develop the research plan

Collect the information

Analyze the information

Present the findings in Report

Make decisions

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Step 1: Define the problem and the research objectives
The 1st step in research is formulating a research problem. It is most important stage as poorly defined problems will not yield useful results. Also the marketing management must be careful not to define the problem too broadly or too narrowly. In order to identify the research problem, three categories of symptomatic situations, namely, overt difficulties, latent difficulties and unnoticed opportunities should be studied. Overt difficulties are hose which are quite apparent and which manifest themselves. Latent difficulties are those which are not so apparent and which, if not checked, would soon become evident. Unnoticed opportunities indicate the potential for growth in a certain area of marketing. Such opportunities are not clearly seen and dome effort is required to explore them.

Step 2: Develop the research plan
Designing a research plan calls for decisions on data...
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