Marketing Intelligence

Learner Name : Manoj Kumer Sannashi

Lerner ID: 2011102030
Intake: 2011(intake 1)
Submission Date: 04/ 02/2012

Acknowledgement:
At first, I want to give thanks to the Almighty. Then I would like to take this opportunity to thank
our honorable module leader MD. Irfan Jahangir from BAC, who has shown his keen interest to
boost our energy to develop our self the proper guidelines, which have made this study more
accurate and successful. Finally, thanks to my friends and family for their constant help and
support in every steps of my life.

Table of contents
Task 1(lo17:2.1) Review and evaluate different types of market research techniques. And justify
which research techniques is suitable for Qubee.4
Task 2(lo17 2.2) Identify the secondary data and usage and of data in two marketing content
consumer market and business market9
Task 3(lo 17.2.3) Explain the ways of assessing the validity and reliability of market finding.
12
Task 4(LO 17.2.4) Propose a marketing research plan in order to identify the market potential
according to the context of Qubee..14.

Task (1)2.1: Review and evaluate different types of market research techniques. And justify
which research techniques is suitable for Qubee.
What is marketing research?
"Marketing research is the function that links the consumer, customer, and public to the marketer
through information - information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and
improve understanding of marketing as a process. Marketing research specifies the information
required to address these issues, designs the methods for collecting information, manages and
implements the data collection process, analyzes, and communicates the findings and their
implications."
Market Research Important?
Market research is an essential part of any business that wants to offer products or services that
are focused and well targeted.
1) Market research will help you better communicate.
2) Market research helps you identify opportunities.
3) Market research will minimize risk.
4) Market research creates benchmarks and helps you measure your progress.
Problem identification
This is the introductory phase of the marketing research process. Basically, it involves a clear
and precise understanding of the problem at hand. It is crucial that the research team identifies,
understands and defines the problem in its entire capacity, as it affects all the subsequent
activities involved in the research process. Research teams make use of customer feedback,
internal and external data reports, sales graphs, purchasing patterns, etc. to come up with an
accurate problem definition.
Market potential research: Market potential is that how much position has in the market. If
now the business position is low but in the next time how much they are developing in the
market.
Market share research: Market share is that how much they are cover in the competition
market, like one company customer have 30% and another of all company are covering 70% that
is the market share of this company.

Market characteristics research: Market characteristics research is that how one company is
providing their product and how they are growing up their business. And which people are using
their product.
Sales analysis research: Seles analysis research is that how the organization sales their product
and how much they can sell in the local market.
Forecasting research: Forecasting research is that how the companies are developing in their
business in their starting period and how they are developing their business and performance in
the future.
Business trend: Business trend is that when the company are doing their business then they are
facing some problem and how they are solved their problem.
Problem research:
Segmentation research: Qubee is multinational company now they are segment that which
people are buy the Qubee product. It base on life- cycle, personality, attitude, life style.
Product research: Bangladesh is a poor country so without best quality in less price people are
not buy the product.
Pricing research: Qubee are making their product in low price. Because they want to give their
product all class people.
Product promotion: Without any production promotion no company are not gain their business
so promotion is the best for the company.

A Classification of Market Research Designs

Survey

Exploratory designs:
This genre of research simply allows the marketer to gain a greater understanding of something
that s/he doesnt know enough about. For example, just because we know that 3G phones exist, it
doesnt necessarily mean that we understand how they work. Exploratory research can help in
this instance. Differing mainly in design from descriptive research, exploratory research is used
principally to gain a deeper understanding of something. The design is far more flexible and
dynamic than that of descriptive research.
Exploratory Research Purposes:
Identifying potential causes of a problem
Establishing priorities or direction for a research program
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Clarifying concepts
Assisting new product development
Descriptive designs
The focus of descriptive research is to provide an accurate description for something that is
occurring. For example, what age group is buying a particular brand, a products market share
within a certain industry, how many competitors a company faces, etc. This type of research is by
far the most popular form of market research. It is used extensively when the research purpose is
to explain, monitor and test hypotheses, and can also be used to a lesser extent to help make
predictions and for discovery.
Marketers routinely conduct basic descriptive research using informal means. For instance, the
head of marketing for a clothing company may email a retailer to see how the products are
selling. But informal descriptive research, while widely undertaken, often fails to meet the tests
of research validity and reliability and, consequently, the information should not be used as an
important component in marketing decisions. Rather, to be useful, descriptive research must be
conducted in a way that adheres to a strict set of research requirements to capture relevant
results. This often means that care must be taken to develop a structured research plan. Under
most circumstances this requires researchers have a good grasp of research methods including
knowledge of data analysis.
Causal designs
In this form of research the marketer tries to determine if the manipulation of one variable, called
the independent variable, affects another variable, called the dependent variable. In essence, the
marketer is conducting an experiment. To be effective the design of causal research is highly
structured and controlled so that other factors do not affect those being studied.
Marketers use this approach primarily for purposes of prediction and to test hypotheses, though it
can also be used to a lesser extent for discovery and explanatory purposes. In marketing, causal
research is used for many types of research including testing marketing scenarios, such as what
might happen to product sales if changes are made to a products design or if advertising is
changed. If causal research is performed well marketers may be able to use results for forecasting
what might happen if the changes are made.
Qubee is a multinational company. Now they want to their service all division. So they are
making the market potential. For making this potential market they can follow the exploratory
design. Because they are only make the market potential. They are not solving the problem. They
are only identifying, when they are making their market then types of problem they are face. If

they are solving the problem then they can use the causal design. By using this system they get
some advantages.
The advantages of exploratory
Increasing understanding: According to DJS Research Limited, the principal use of exploratory
research is to increase a researcher's understanding of a subject. It should not be used to draw
definite conclusions, due to its lack of statistical strength, but it can help a researcher begin to
determine why and how things happen.
Flexibility of sources: Secondary sources, such as published literature or data, are commonly
used in exploratory research. Other sources of information used in exploratory studies include
informal discussions, formal structured interviews, pilot studies or case studies. These might
involve customers, colleagues, patients or clients. Care should be taken to select a range of
unbiased sources to give a broad and well-rounded understanding of the subject.
Better conclusion: Exploratory research can be very advantageous in directing subsequent
research approaches. A greater understanding of a subject helps hone subsequent research
questions and can greatly increase the usefulness of a study's conclusions. This research is also
very useful in determining the best approach to achieve a researcher's objectives. For example,
exploratory research findings may indicate that one variable is a more consistent indicator of a
medical condition than another, indicating this as an appropriate outcome to test in a future trial.
(http://www.ehow.com/info_8525088_advantages-exploratory-research-design.html)
Strategic planning: Exploratory research in some cases can save a great deal of time and money
by flagging dead ends early. For example, in drug development, exploratory Phase II clinical
trials give the expected treatment effect and adverse reaction profile of a drug in small groups of
patients before moving into larger scale trials. If the treatment effect is too small or the safety
profile is unacceptable giving a low benefit-to-risk ratio drug development can be shelved early,
saving the company millions (if not billions) of dollars.
(http://www.ehow.com/info_8525088_advantages-exploratory-research-design.html)
Better conclusion: Exploratory research can be very advantageous in directing subsequent
research approaches. A greater understanding of a subject helps hone subsequent research
questions and can greatly increase the usefulness of a study's conclusions. This research is also
very useful in determining the best approach to achieve a researcher's objectives. For example,
exploratory research findings may indicate that one variable is a more consistent indicator of a
medical condition than another, indicating this as an appropriate outcome to test in a future trial.
(http://www.ehow.com/info_8525088_advantages-exploratory-research-design.html)

Strategic planning: Exploratory research in some cases can save a great deal of time and money
by flagging dead ends early. For example, in drug development, exploratory Phase II clinical
trials give the expected treatment effect and adverse reaction profile of a drug in small groups of
patients before moving into larger scale trials. If the treatment effect is too small or the safety
profile is unacceptable giving a low benefit-to-risk ratio drug development can be shelved early,
saving the company millions (if not billions) of dollars.
(http://www.ehow.com/info_8525088_advantages-exploratory-research-design.html)

Task 2(lo17 2.2) Identify the secondary data and usage and of data in two marketing
content consumer market and business market.
There are two types of data,
1) Primary data
2) Secondary data
Primary data: Primary research consists in research to collect original primary data. It is often
undertaken after the researcher has gained some insight into the issue by collecting secondary
data. This can be through numerous forms, including questionnaires, direct observation and
telephone interviews amongst others.
The secondary data: Secondary data is data collected by someone other than the user. Common
sources of secondary data for social science include censuses, surveys, organizational records
and data collected through qualitative methodologies or qualitative research. Primary data, by
contrast, are collected by the investigator conducting the research
Types of Secondary data
Sales data: Qubee collect information in the course of their everyday operations. Orders are
received and delivered, costs are recorded, sales personnel submit visit reports, invoices are sent
out, and returned goods are recorded and so on. Much of this information is of potential use in
marketing research.
For example:
1) Sales by territory
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2) Sales by customer type

3) Prices and discounts
4) Average size of order by customer, customer type, geographical area
5) Average sales by sales person and
6) Sales by pack size and pack type, etc.
Financial data: Qubee has a great deal of data within its files on the cost of producing, storing,
transporting and marketing each of its products and product lines. Such data has many uses in
marketing research including allowing measurement of the efficiency of marketing operations. It
can also be used to estimate the costs attached to new products under consideration, of particular
utilization (in production, storage and transportation) at which an organizations unit costs begin
to fall.
Transport data: Companies that keep good records relating to their transport operations are well
placed to establish which are the most profitable routes, and loads, as well as the most cost
effective routing patterns. Good data on transport operations enables the enterprise to perform
trade-off analysis and thereby establish whether it makes economic sense to own or hire vehicles,
or the point at which a balance of the two gives the best financial outcome.
Storage data: The rate of stock turn, stock handling costs, assessing the efficiency of certain
marketing operations and the efficiency of the marketing system as a whole. More sophisticated
accounting systems assign costs to the cubic space occupied by individual products and the time
period over which the product occupies the space. These systems can be further refined so that
the profitability per unit, and rate of sale, are added. In this way, the direct product profitability
can be calculated.
Qubee consumer market usage data
The consumer market:
Number
division
Rajshahi
Rangpur
Barisal
Khulna

of The population
1,83,29,000
1,56,65,000
81,47,000
1,55,63,000

Average
income
6,000
5,500
7,000
10,000

Present
literacy
60%
45%
52%
55%

of Current
internet user
2.0%
1.76%
1.57%
1.89%

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Business market
Division

Number
internet

of Number of retail Number of cyber cafes

shops

service
providers
Rajshahi

58

120

Khulna

50

128

Barisal

45

More than 110

Rangpur
3
33
More than 60
Qubee is a multinational company now they are research a market potential in four divisions in
Bangladesh. Qubee use secondary data because this secondary data give proper solution for
market potential. When Qubee are collecting this data then very easily they know about the
problem. When they are providing their service.
Now Qubee have more competitors. When Qubee are knowing about the population , average
income , present of literacy, current internet user rate in the every division then very easily they
are find out the problem and give a proper solution of the consumer market.
If Qubee are not using the secondary data then they cant find out the problem.

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1) When Qubee knowing about the population then very easily Qubee assume that how much
people can use their product.
2) When Qubee know the average income of the people then very easily Qubee found that which
package is for their customer.
3) When Qubee know the percentage of literacy and internet user rater then very easily Qubee
can provide a proper service to their customer.
Qubee are not only propose a customer market they are also given a proposal in business market.
For the business market if Qubee are not use any secondary data then Qubee cant find out any
problem of the business market. When Qubee use the secondary data then very easily they find
out the problem of the business market and given a proper solution.
When Qubee are knowing about are knowing about the much ISP provider, electronic and
computer shop, Number of retail and internet shop, number of cyber-caf have in all division
then very easily Qubee find out their problem then they can easily provide their service in the
business market.

Task 3(lo 17.2.3) Explain the ways of assessing the validity and reliability of market finding.
There are two types data that,
1) Primary data
2) Secondary data
Validity of primary data: Validity: Validity is one of the major concerns in a research. Validity
is the quality of a research that makes it trustworthy and scientific. Validity is the use of scientific
methods in research to make it logical and acceptable. Using primary data in research can
improves the validity of research. First hand information obtained from a sample that is
representative of the target population will yield data that will be valid for the entire target
population.
Reliability of primary data: Reliability is the certainty that the research is enough true to be
trusted on. For example, if a research study concludes that junk food consumption does not
increase the risk of cancer and heart diseases. This conclusion should have to be drawn from a
sample whose size, sampling technique and variability is not questionable. Reliability improves
with using primary data. In the similar research mentioned above if the researcher uses
experimental method and questionnaires the results will be highly reliable. On the other hand, if
he relies on the data available in books and on internet he will collect information that does not
represent the real facts.
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Research Validity
This aspect of data gathering may be quite complex to the non-researcher. Very basically
however, validity is whether the research is actually measuring what it claims to be measuring.
Therefore it is a good idea to know how the research was undertaken and if this is really
measuring what you wanted it to measure. If you have any fears about whether this is true, it is
possible the results of the survey should be called into question.
Qubee is a multinational company are making in a potential market so they are making in a
research. They are collect data for solving the problem. For this reason they are find out what is
the problem, when they are making their market.
Problem identification: The identification of research problem is the first and foremost step that
every researcher has to undertake. At times, it becomes rather difficult for an inexperienced
researcher or a novice/beginner in research to conceptualize a research problem. The Qubee
company are expand their business network in Rajshahi , Khulna , Barisal and Rangpur. So it is
the problem for the organization. Because when they are making their business in these types of
division then they are facing some problem. So we can easily say that, this research has validity.

Research Reliability: This problem relates to whether research results can be applied to a wider
group than those who took part in a study, also called generalization. In short, if another group of
respondents was used would the results be similar? And therefore, can your results be
generalized out to represent a larger population than your sample size.
The Qubee Company is a multinational company and they maintain the reliability of the data.
Reliability of secondary data: It depends on the following criteria:
Criteria
Issue
Specifications & Data collection method, response rate,
Methodology
quality & analysis of data, sampling
technique & size, questionnaire design,
fieldwork.

Remark
Data should be reliable, valid, &
generalizable to the problem at
hand.

Error
Accuracy

Assess accuracy by comparing

data from different sources.

Currency

& Examine errors in approach,

research design, sampling, data
collection & analysis, & reporting.
Time lag between collection
publication, frequency of updates.

& Census data are updated by

syndicated firms.
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Objective

Why were the data collected?

The objective determines the

relevance of data.

Nature

Definition of key variables, units of Reconfigure the data to increase

measurement,
categories
used, their usefulness.
relationships examined.

Dependability

Expertise, credibility, reputation,

trustworthiness of the source.

& Data should be obtained from an

original source.

Source: Malhotra, Naresh k, Marketing Research, Fourth Edition, Page-104

The Qubee is a multinational company and they are also a new company in Bangladesh. Now
there are many competitor have in the market.
This secondary data are collected from the internet and the government borrows. They are given
this secondary data.
I am going to the borrow agency and they are given that secondary data. I am making some
questionnaire for collecting secondary data. That is:
1) How much people have all the division.
2) How much average income of the people in all division.
3) How much literacy has in all division?
4) Current internet user in all division (no answer)
5) Number of cyber-cafe in all division.
By using this secondary data Qubee can make a proposal in a potential market.
The Qubee is collecting the secondary data to solve their problem. The Qubee company are
fulfilled all the requirement of reliability as mention or describe above. So their research data are
reliable.
By using this secondary data Qubee can make a proposal in a potential market. When Qubee are
using this data then Qubee are not 100% success in the market. But by using this data Qubee can
success 75%. So it is also reliable for the Qubee Company.

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Conclusion: By using this data every company can make the market palatial. When the data will
be valid and reliable then it will be very easy to make a better research plan for market potential.
Task 4(LO 17.2.4) Propose a marketing research plan in order to identify the market
potential according to the context of Qubee.
Executive summary:
Qubee is a company from Augere providing fast and reliable broadband internet service to
residential and business customers across Bangladesh. Now Qubee are providing there service in
Dhaka, Chittagong and sylhet. Qubee are selecting seven divisions to give their service in but
they are success in three divisions and now they are want to make a potential plan to give proper
service to their customer in Rajshashi, Khulna, Barisal and Rangpur. The Qubee also wanted to
give their service all over in Bangladesh in 2015.
Background:
Problem: Qubee is new company now they are wanted to give their service all over in
Bangladesh. For these reason they are collected how much population have in Bangladesh, how
much literacy have in Bangladesh. This is like secondary data. If Qubee are getting false
secondary data then there fall into a problem. Now they have also a problem like they have many
competitors like Grammenphone, Banglalink, Airtel, Banglalion Company. If this company are
given a facility to their customer then Qubee are also give same or more facility to their
customer. Qubee are facing perfect competition.
Environmental text:
The vision of Qubee: The internet is one of the most liberating, exciting features of life in the
21st century. Whatever youre into music, news, views, video, information, chat, and contact,
research, for business, pleasure or education we think you should be able to enjoy
uninterrupted access to it, wherever you are, whenever you want.
Problem definition:
Broad statement: expand the market based on based on market potential. Now the Qubee can
select to provide their in Rajshahi. Because Rajshahi division have many school, college,
university. Most of the people are educated, and they have more knowledge about on internet. So
I fill that Rajshahi is the best. This division has also a more electricity and computer shop than
the other division.
4) Number of problem
Resource questionnaire: where the Qubee are is going to expand its business for the next time.

15

Hypothesis > Qubee should go that place because they have some secondary data and they have
strong economy and education.
Null>Ho; Qubee should expand and its network to Rajshahi next time.
Alternative
Hi >Qubee should not expand its network Rajshahi next time.
Research design> Qubee is a new company in Bangladesh. Their targeting to give their service
all the division in Bangladesh. Now Qubee are providing their service in three divisions. Qubee
dont know that what is their problem so they are wanted to know the problem. In this scenario
Qubee are based on market potential. For these reason Qubee can use the exploratory design.
Because exploratory design are given the problem, when Qubee are given their service in the
market. It is very low cost then the other design. So the exploratory is the best in Qubee.
Problem solving research >
Kind of information to be obtained: Qubee are collecting some problem solution definition and
use the population, percentage of literacy and average income of the population.
Questionnaires:
1
2
3
4
5

Are you know about QUBEE

Are you use QUBEE product
Are you know the all information about QUBEE
By using QUBEE you are happy
QUBEE is the best than other internet service
provider.

Yes
Yes
Yes
Yes
Agre
e

Disagre
e

No
No
No
No
Strongl
y agree

Strongl
y
disagree

Field work/ data collection: Qubee will be propose to the market potential. At first I can use
two permanent employees and seven part-time employees. Because every employee I have no
need. The employee are collecting data by peer-peer conversation and asking questionnaire. The
employees are collecting data within two month.
Reporting: when I will make all these things then I am make a report base on my all of data.
Cost and time:
1
2
3
4

Employee payment
All of paper cost
Communication cost
Primary data cost

Taka
5,00,000
20,000
10,00,000
10 00 000
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5 Providing information cost(advertise)

20,00,000

6 Secondary data collection

2,00,000

Total

29,20,000

Qubee is multinational company they are want their business in the local market. So they have to
need the information of primary data and secondary data. When they are collecting their data
then they are follow some problem.
The obstacle of the Qubee Company:
Government change: If the government are change then they are face some problem. When
government will be change then their rules and regulation is also change. So it is one of the most
obstacles for the Qubee Company.
For example: Now the governments of Bangladesh are Awamelig. They are given to permission
to make their business. But when the government will be change like BNP they cannot give
permission to continue to do their business. They say that if you are making your business then
you will pay more tax. So it is a very hard obstacle for the company.
Tax: When government are changing then they Tax rate are also change so. So it is very problem
for the company. If the tax rate is increasing then it is one of the most problems for the Qubee
Company. If the tax rate are decries then it can be positive for the company. In the position of
Bangladesh it will be increase.
Competitor increase: When Qubee are making their plan at that time they have no competitor.
When they are working in the market on the base of their research plan then many competitors
are come in the market. So it is a problem for the Qubee Company.
For example: when the other competitors will be come into the market then they are given more
facility then Qubee so it is problem for the organization. For maintaining the customer they are
also give same or give more facility.
Low user rate: in the research plan they thought that most of the people are using this product.
But in the marketing time they are see that they are some people are use this product. So it is a
very hard problem for the Qubee Company.
For example: the Qubee company is thought that in the staring time they can get 50% user. But
they are getting only 20% so it is one of the obstacles for the Qubee Company.
Solving of this obstacles:
1) For solving the change of government they can use extra financial fund when the government
will be changes
17

2) If the Tax rate is increase they can increase their product price or give a application to the
government to decrease the Tax rate.
3) If the competitors are coming in the market then they can give same facility. They can also
make contract to their competitor. We are given same facility.
4) When they are seeing that their customers are not more, then they can give more facility to
their customer. They can also make some public relation activity like, seminar, door to door
product sales.
Conclusion: when any company are making any research plan then they are face some problem.
For solving this problem they are they can make some extra plan. Qubee are facing some
obstacles when they are making their research plan.

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