Block – 1

1. Definition and classification of Marketing Research

2. Application , Advantages and Disadvantages of Marketing Research
3. Marketing research process
4. Marketing Research Vs MIS, Scientific Research
additional material :- video

Block -2

1. Problem Formulation I
2. Problem Formulation II
3. Research design I
4. Research design II
5. Casual Research Designing
6. Classification of Research Data
7. Research Data II
8. Research Data III
9. Measurement and scaling definition, four levels of measurement_part_1
10.Measurement and Scaling Definition, Four Levels of Measurement_part_2
11.Scaling Techniques
12.Comparative scaling techniques_part_1
13.Comparative scaling techniques_part_2
14.Non Comparative scaling techniques_part_1
15.Non Comparative scaling techniques_part_2
16.Non Comparative scaling techniques_part_3
17.Reliability and Validity in Measurement_part_1
18.Reliability and Validity in Measurement_part_2
19.Reliability and Validity in Measurement_part_3
20.SOURCES OF ERROR
additional material :-
1. Research Design
2. Scaling Techniques
 3. Reliability and Validity Concepts

Block – 3

1. Data Collection _part_1

2. Data Collection_part_2
3. Questionnaire and Form Design _part_1
4. Questionnaire and Form Design _part_2
5. Questionnaire and Form Design _part_3&4
6. Questionnaire and Form Design _part_5
additional material :-
1. Data Collection Techniques
2. Essentials of a good Questionnaire
Block – 4

1. Sampling
2. Sampling Process part 1
3. Sampling Process part 2
4. Probability Sampling Part 1
5. Probability Sampling Part 2
6. Probability Sampling Part 3
7. Other Probability Sampling Techniques
8. Non Probability Sampling Part 1
9. Non Probability Sampling Part 2
10.Summary of Sampling
additional material :-
1. Sampling
2. Representative sample

Block – 5

1. Data Preparation
2. Testing of Hypothesis
3. Statistical Techniques
4. T-TEST
5. Z test
6. Chi Square
7. Chi Square -Practical Illustration
8. ANOVA-Numerical
9. Scale Validation
10.Sales analysis and forecasting
11.Forecasting Methods_1
12.Forecasting Methods_2
13.New Product Development
14.Report Writing Part-1
15.Report Writing Part-2
16.International Marketing Research
additional material :-
1. Essentials of Report Writing
2. Applications of correct Statistical Techniques
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Marketing research

marketing research is a process used by businesses to collect, analyze and interpret

information used to make sound business decisions and successfully manage the
business.' Information collected through marketing research helps to identify
opportunities and problems. It's used to design marketing activities, to refine the
marketing activities, and to evaluate them.

Advantages of Marketing Research:

i. Marketing research helps the management of a firm in planning by providing

accurate and up- to-date information about the demands, their changing tastes,
attitudes, preferences, buying

ii. It helps the manufacturer to adjust his production according to the conditions of
demand.

iii. It helps to establish correlative relationship between the product brand and
consumers’ needs and preferences.

iv. It helps the manufacturer to secure economies in the distribution о his products.

v. It makes the marketing of goods efficient and economical by eliminating all type
of wastage.

Limitations of Marketing Research:

1. It is not a Panacea:

Marketing Research is not the ultimate solution to all marketing problems. Rather
it offers accurate information, which can arrive at suitable decisions to solve
problem.

2. Not an exact science:

It deals with human behavior and as such cannot be examined in a controlled

environment. There are various and uncontrollable factors which influence
marketing forces. This gives scope for wrong conclusions. Hence this leads to
marketing research as not being an exact science.
3. Limitation of time:

Its process is lengthy and needs long time to complete it. During the period
between starting the research and implementation of decisions, the situation and
assumptions may have changed drastically which reduces the utility of research
report. Decisions based on such report prove to be obsolete and result in false
conclusions.

4. Erroneous findings:

The complicated problems may not be comprehensively studied and their impact
properly analyzed by the researcher on account of insufficient fund, time and
technique. This leads to erroneous findings, which disappoint the management.

5. Not an exact tool of forecasting:

It cannot be used as a foolproof tool of forecasting because there are number of

intervening factors between the findings of the research and marketing complex.
The forces act and react and interact to give a complex state, which is difficult to
be studied.

Marketing research process

1. Define the problem

While all of the steps in this process are valuable, I would argue that this is the
most important because this is where you lay the foundation for the rest of your
marketing research

2. Develop your research plan

Once you know what the problem is you’re addressing, it’s time to develop and
design the research plan. There are many methods you can incorporate in your
research plan.

3. Collect relevant data and information

Once you start to collect your data, make sure it’s valid and unbiased. Use a
mixture of the methods mentioned above to get relevant data from all angles.
4. Analyze data and report findings

Once you’ve gathered information, it’s time to interpret the data. When doing this,
it’s important to look for trends as opposed to specific pieces of information.

5. Take action

It’s time to present your findings and take action. Start developing marketing
campaigns. Put your findings to the test .The biggest takeaway here is that
although this round of research is complete, it’s not over. Your research should
never be over. You should always be analyzing your data on a regular basis to see
where you can improve

Difference between MIS vs MR is based on the following ten points:

1. Meaning of MIS and MR.

2. Their basic or main purpose.
3. Wide or narrow scope.
4. General or specific nature.
5. Number of reports provided.
6. Future or past orientation.
7. Frequency of data collection.
8. Number of problems to solve.
9. Continuous or non-continuous operational method.
10.Based on use of computers or not.
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A research problem is a definite or clear expression about an area of concern, a

condition to be improved upon, a difficulty to be eliminated, or a troubling
question that exists in scholarly literature, in theory, or within existing practice that
point to a need for meaningful understanding and deliberate investigation. A
research problem does not state how to do something, offer a vague or broad
proposition, or present a value question.

5 steps to formulate your research problem

1. Specify the research objectives

A clear statement defining your objectives will help you develop effective
research.

It will help the decision makers evaluate the research questions your project should
answer as well as the research methods your project will use to answer those
questions.

2. Review the environment or context of the research problem

As a marketing researcher, you must work closely with your team of researchers in
defining and testing environmental variables. This will help you determine whether
the findings of your project will produce enough information to be worth the cost.

3. Explore the nature of the problem

Research problems range from simple to complex, depending on the number of

variables and the nature of their relationship. Sometimes the relationship between
two variables is directly related to a problem or questions, and other times the
relationship is entirely unimportant.

4. Define the variable relationships

Marketing plans often focus on creating a sequence of behaviors that occur over
time, as in the adoption of a new package design, or the introduction of a new
product.

5. The consequences of alternative courses of action

There are always consequences to any course of action used in one or more
projects. Anticipating and communicating the possible outcomes of various
courses of action is a primary responsibility in the research process.

Classification of Research Data

Data may be grouped into four main types based on methods for collection:
observational, experimental, simulation, and derived. The type of research data you
collect may affect the way you manage that data.

 Observational Data

Observational data is captured through observation of a behavior or activity. It is

collected using methods such as human observation, open-ended surveys, or the
use of an instrument or sensor to monitor and record information

 Experimental Data

Experimental data is collected through active intervention by the researcher to

produce and measure change or to create difference when a variable is altered.
Experimental data typically allows the researcher to determine a causal
relationship and is typically projectable to a larger population.

 Simulation Data

Simulation data is generated by imitating the operation of a real-world process or

system over time using computer test models.

 Derived / Compiled Data

Derived data involves using existing data points, often from different data sources,
to create new data through some sort of transformation, such as an arithmetic
formula or aggregation.

Scaling Techniques

Scaling is the process of generating the continuum, a continuous sequence of

values, upon which the measured objects are placed. In Marketing Research,
several scaling techniques are employed to study the relationship between the
objects.
1. Comparative Scales: In comparative scaling there is a direct comparison of
stimulus object. For example, the respondent might be asked directly about
his preference between the ink pen and gel pen. The comparative data can
only be interpreted in relative terms and hence possess the ordinal or rank-
order properties. This is the reason why the comparative scaling is also
called as nonmetric scaling. The Comparative Scaling includes the following
techniques:

 Paired Comparison Scaling

 Rank Order Scaling
 Constant Sum Scaling
 Q-Sort Scaling

2. Non comparative Scales: The non-comparative scale, also called as

monadic or metric scale is a scale in which each object is scaled
independently of the other objects in the stimulus set under study. Generally,
the resulting data are assumed to be an interval and ratio scaled. The non-
comparative scale includes the following techniques:

 Continuous Rating Scale

 Itemized Rating Scale
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