Marketing Research: Brief &

Proposal

Session 1
Dr. Plavini Punyatoya
Xavier Institute of Management,
Xavier University, Bhubaneswar
Tentative Session Plan
Session Topics/Activities Reading/case list etc.
Number
1 Marketing Research: Brief and Proposal Chapter1-3 (MD)
2 Research Design Chapter 4,6,7 (MD)
-Descriptive
-Exploratory
-Experimental

3-4 Conjoint Analysis Chapter 21 (MD)

5-6 Difference between Qualitative and Quantitative Research Chapter 4-7 (MD)
& Qualitative Research Methods
-Interview
-Focus Group Interviews
-Projective Techniques
-Other Qualitative techniques

7 Pricing Research Reference material & case

discussion
8 Category Driver Analysis (Application of Jaccard Reference material & case
Analysis) discussion
9 Cluster Analysis Chapter 20 (MD)
10-11 Discriminant Analysis Chapter 18 (MD)
12 Multi Dimensional Scaling Chapter 21 (MD)
13-14 Student Group Presentation
Evaluation

Components Weightage (in %)

Class Participation 15

Group Project & Presentation 25

Quizzes 20

End-Term Exam 40

*No make-up for missed quiz.

Course
Books & Reading materials
 Malhotra, N.K. and Dash, S. (2013). Marketing Research: An Applied
Orientation, Pearson Education. (MD)

Additional Reference books

 Churchill, G. A., Iacobucci, D. and Israel, D. (2013). Marketing Research:
A South-Asian Perspective, Delhi, Cengage Learning. (CII)
 Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L.
(2013). Multivariate data analysis, New Delhi: Pearson Publication
Inc.(HBBAT)
 Marketing Research is:
 It is the systematic design, collection, analysis, and reporting of data and
findings relevant to a specific marketing situation facing the company.
(Kotler et al, 2009)

 It is the systematic and objective identification, collection, analysis,

dissemination, and use of information for the purpose of improving decision
making related to the identification and solution of problems and
opportunities in marketing. (Malhotra & Dash, 2013)

 Scientific & systematic search for pertinent information on a specific topic

-Insights about consumer attitude & buying behavior

-Ad evaluation
-Knowing consumer preference
-Exploring consumer needs & wants
-Market survey
-Product-preference test
-Sales forecasting
A Classification of Marketing Research

Marketing Research

Problem-Identification Problem-Solving
Research Research

Market Potential Research Segmentation Research

Market Share Research Product Research
Market Characteristics Research Pricing Research
Sales Analysis Research Promotion Research
Forecasting Research Distribution Research
Business Trends Research
Problem-Identification Research
 Help to identify problems that are not necessarily apparent on the
surface and yet exist or are likely to arise in the future
Problem-Solving Research
 After a problem or opportunity has been identified

 It is undertaken to help solve specific marketing problems

 Both research normally used together

Problem-Solving Research cntd.
Segmentation Research
 Determine the basis of segmentation
 Establish market potential and responsiveness for various segments
 Select target markets & Create lifestyle profiles: demography, product
image characteristics etc.

Product Research
 Test concept
 Determine optimal product design
 Package tests
 Product modification
 Brand positioning and repositioning
 Test marketing
 Control score tests
Problem-Solving Research cntd.
Promotion Research
 Optimal promotional budget
 Sales promotion relationship
 Optimal promotional mix
 Media decisions
 Creative advertising testing
 Evaluation of advertising effectiveness
 Claim substantiation

Pricing Research
 Pricing policies
 Importance of price in brand selection
 Product line pricing
 Price elasticity of demand
 Initiating and responding to price changes
Problem-Solving Research cntd.
Distribution Research
 Type of distribution
 Attitude of channel members
 Intensity of wholesale and retail coverage
 Channel margins
 Location of retail and wholesale outlets
Marketing Research Industry
(1) Internal supplier: market research dept with firms
Eg: Big firms like Coca-Cola, P&G, Ford, Bank of America etc.

(2) External suppliers: outside firms hired to supply MR data/service

-small to large global corporations
-2 types
(a)Full Service suppliers: provide entire range of MR service
#Syndicate service- Gather cu & trade information which they sell at a
fee, Eg: IMRB, ACNielsen
#Customized services: Design and carry out research for various clients
based on specific needs
#Internet services: Conduct MR on internet
Marketing Research Industry
(2) External suppliers: -2 types
(b)Limited Service suppliers: specializes in one or a few phases of marketing
research
-Field service: collect data
-Focus group & qualitative services
-Technical and analytical services: design & computer analysis of quantitative
data

 Firms preparing reports

 They may hire academicians and freelancers

 Cost-effective way

i. Engage professors or students, summer trainees, MBA live projects

ii. Monitoring published information: newspapers, websites, industry reports

MR Process
Defining the Problem

Developing an Approach to the Problem

Formulating a Research Design

Doing Field Work or Data Collection

Preparing and Analyzing the data

Preparing and Presenting the Report

1.Problem Definition
 Not broad, not narrow

 What is to be researched (content)?

 Why it is to be researched (decision to be made)?

 Purpose of the study

 Based on information available, some qualitative research (expert

interview or FGD)

 It is a broad statement of the general problem and identification of

specific components of the marketing research problem.
2.Developing an Approach to the Problem
 Form research objective, theo. framework, hypotheses, research
questions

 Analysis of sec. data, literature review, view of industry experts, quali

research: serve as guide
Process of Defining the Problem & Developing an approach
Process of Defining the Problem & Developing an approach
 Interview with industry experts: experience survey or key-informant
survey, and lead-user survey

Data Source:
(a) Secondary data: collected for another purpose, already exists
(b) Primary data: freshly gathered data for a specific purpose or research
project

 Qualitative research: unstructured, exploratory research using small

samples to give insights about the problem
-FGD, Depth interview, Word association
-Pilot survey, case studies
Process of Defining the Problem & Developing an approach
Environmental context of the Problem
 Consists of factors that have an impact on mkt. research problem

Past information & forecasts

Resources and constraints

Objectives

Buyer behavior

Legal environment

Economic environment

Marketing and technological skills

2.Developing an Approach to the Problem

Management Decision Problem Marketing Research Problem

Asks what Decision Maker need to do Asks what information is needed and
how it should be obtained

Focus on symptoms Focus on causes

Examples: To determine consumer preferences

Should a new product be and purchase intentions for the
introduced? proposed new product

Should the advertising To determine the effectiveness

campaign be changed? of the current advertising campaign
 2.Developing an Approach to the Problem
 Broad and specific statement

Components of approach
 Theory
 Analytical model : inter-relation between variables
 Research questions
 Hypothesis
 Information needed
3.Formulating a Research Design
 A framework/blueprint of conducting research

 Includes: Defining the information needed, sec. data, quali or quanti data,
scale to be used, questionnaire design, sampling process & size, plan of
data analysis

 Type of data source (secondary/primary)

 Type of Research Approach:

(a) Observational research
(b) Ethnographic research: use concepts from anthropology & social
science
-Look at consumers’ lives to uncover unarticulated desires
-Good for developing markets
(c) Focus Group research
(d) Survey research
3.Formulating a Research Design
 Type of Research Approach:
(e) Experimental research
-Most scientifically valid
-Capture cause-and-effect relationships
(f) Personal interview:
-most versatile
-Arranged interview or intercept interview

 Type of Research Instruments

(a) Questionnaires: consists of a set of questions presented to
respondents
-Close-ended questions
-Open-ended questions
3.Formulating a Research Design
 Type of Research Instruments
(b) Qualitative measures: unstructured
-not conclusive
(c) Technological devices:
-Eye camera
-Neuro marketing
-Galvanometer: measure interest/ emotion aroused by exposure to a
specific ad/picture

 Type of Sampling Plan

-3 things: Unit, Size, Procedure
(a) Nonrandom/judgment sampling
(b) Random/probability sampling
4. Doing Field Work or Data Collection
 Most expensive phase

 Prone to error
 5. Preparing and Analyzing the data

 Tabulating the data

 Developing frequency distributions

 Statistical techniques

 Data preparation includes editing, coding, transcription and verification

of data.
6. Preparing and Presenting the Report
 Insight & recommendation

 Has to be understandable
Make the decision
 Management can use it, discard it or carry out more research
Thank You
 References
 Malhotra, N.K. and Dash, S. (2013). Marketing Research: An Applied Orientation, Pearson Education.

 Kotler, P, Keller, K.L., Koshy, A. and Jha, M. (2009). Marketing Management: A South Asian Perspective,
New Delhi: PHI, 13th Edn. (KKKJ)

 R.I. Levin and D.S. Rubin (2011). Statistics for Management (SFM), Pearson Education, New Delhi.