MARKETING RESEARCH

AJISH PAUL
ROLL NO 06
 Research can be defined as the search
for knowledge, or as any systematic
investigation, with an open mind, to establish
novel facts, usually using a scientific method.
Objectives of research
 To gain familiarity with a phenomenon or to
achieve a new insight to it.
 To portray accurately the characteristics of

particular individual or a situation or a group.

 To determine the frequency with which

something occurs or with which is associated

with something else.
 To test hypothesis of casual relationship

between variables.
Types of research
 Descriptive vs. Analytical
  Applied vs. Fundamental
 Quantitative vs. Qualitative
 Conceptual vs. Empirical
Difference b/w Qualitative and
Quantitative research
Quantitative research
 Quantitative research is based on the

measurement of quantity or amount.

 It is applicable to phenomena that can be

expressed in terms of quantity.

Qualitative research
 Qualitative research, on the other hand, is

concerned with qualitative phenomenon, i.e.,

phenomena relating to or involving quality or
kind.
 This type of research aims at discovering the

underlying motives and desires, using in

depth interviews for the purpose.
Methods available for data collection
in Quantitative research
 Questionnaire
 Observation schedules
 Surveys
Methods available for data collection
in Qualitative research
 In depth interviews
 Word association tests
 Sentence completion test etc
THANK U