Swot Analysis on Distribution Strength of Brand Coke

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4.1 Meaning of research

4.2 Marketing of research

4.3 The research process

4.4 Research design

4.5 Types of research design

4.6 Types of data collection

4.7 Sampling plan method

❖ MEANING OF RESEARCH:-

Research is 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 advance learner’s dictionary of current English lay down, the meaning of the research as:

“A careful investigation or inquiry especially through search for new facts in any branch of knowledge”.

Redman and mory define the research as “A systematized effort to gain new knowledge”.

“Research comprises defining & redefining problems, formulating hypothesis or suggested solutions; collecting, organizing, evaluating date; making deduction and researching conclusions”.

❖ MARKETING RESEARCH:-

“Marketing research is the function which links the consumer, customer and the public to the marketer through information – information used to identify and define the marketing opportunities and problems; generate, refine and evaluate marketing action; monitor marketing performance and improve understanding of market as a process.”

Marketing research specify the information required to address these issue; design the method for collecting information manage and implements the data collection process; analysis the results; and communicates the findings and their implications. My marketing research is an on Effectiveness of distribution channel

❖ THE RESEARCH PROCESS:-

The marketing research process involves a number of interrelated activities which don’t rigidly follow a particular sequence. Following are the various steps in the research methodology process.

1. Formulating the research problem

2. Choice of research design

3. Determine source of data

4. Designing data collection forms

5. Determining sample design & sample size

6. Organizing and conducting the field survey

7. Processing and analyzing the data collected data

8. Preparing the research report.

❖ RESEARCH DESIGN:-

“Research design is the plan, structure and strategy of investigation conceived so as to obtain answer to research questions and to control variables”.

The definition consists of three important terms – plan, structure and strategy. The plan is an outline of the research but structure of the research is a more specific outline and the strategy shows how the research will be carried out.

❖ TYPES OF RESEARCH DESIGN:-

Research design can be grouped in three broad categories:

A. EXPLORATORY RESEARCH:-

In the case of exploratory research, the focus is on the discovery of ideas. In a business where sales have been declining for the past few months, the management may conduct exploratory research to find the most likely cause. An exploratory study is generally based on the secondary data that are readily available since the objective of the research is to generate new ideas, respondent should be given sufficient freedom to express themselves.

B. DESCRIPTIVE STUDY:-

Descriptive studies are undertaken in many circumstances. When the researcher is interested in knowing the characteristics of certain group such as age, sex, occupation then a descriptive study may be necessary in other use, when researcher is interested in knowing the proportion of the people in a given population who have behaved in a particular manner. The descriptive studies are factual and very simple. It is also well structured. Descriptive studies can be divided in two categories – cross sectional and longitudinal. Cross sectional study is concerned with a sample of elements i.e....
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