MARKETING.

The process of discovering & translating consumer needs and wants into product and service specification, creating demand for these products and services and then in tern expending the demand. Marketing Starts from the customer and ends with the satisfaction of the customers Marketing is a need identifying and satisfying process.

4 Ps Of Marketing Research!!
1. PRODUCT
2. PRICE 3. PLACING

4. PROMOTION

Marketing RESEARCH..!!
Marketing Research involves the diagnosis of information needs & the selection of relevant interrelated variables about which valid & reliable information is gathered ,recorded & analyzed
Marketing Research is the function which links the consumer, customer & public to the market through information. Information used to identify & define marketing opportunities .

Marketing Research Vs Market Research

Marketing Research as the Market Research is a narrow

name implies, means a broader spectrum of marketing. It includes all activities ranging from product to price to placing to promotion.

spectrum of marketing. It is related to any individual activity out of all marketing activity.

Scope & application Marketing Research

1.
2. 3.

4.
5.

Internet access Technological Development Social Development Economical Development Globalizing

Limitation of the marketing Research

1.
2. 3. 4. 5.

Excessive Interviewing. Unethical marketing research practices that may jeopardize respondents Expensive Phenomena. Lack of consideration & abuse of respondents. The use of marketing research as a sales ploy.

Objectives of marketing Research..!!

Marketing Research may be conducted for different

purposes. Based on how organizations use Marketing Research, objectives of Marketing Research can be summarized as follows:

 1. To understand why customers buy a product

2. To forecast the probable volume of future sales or

expected market share 3. To assess competitive strengths and strategies 4. To evaluate the effectiveness of marketing action already taken 5. To assess customer satisfaction of companys products/services

Marketing Research Process

1.
2. 3.

4.
5. 6.

Defining the Problem or Need Determining who will do the research Picking out the appropriate methodology Data Collection Process Data Preparation, tabulation and analysis of results Presentation and report generation

1. Defining the Problem or Need- The starting phase is always identifying the reason or problem for which research is to be conducted. This includes collecting of relevant initial information and how this information will affect decision making process. It also includes defining problems after discussing with decision makers of the organization. Once the problem is defined precisely and the need of research is discussed, the further process could be conducted in an efficient manner.

2. Determining who will do the research- Once the initial stage of defining the problem and the need of research is done, it is important to determine who will do the research and what will be the approaches to resolve these problems. This involves creating a problem solving framework and analytical models after discussing it organization experts. In this sample case studies are created according to the defined framework by enforcing the relevant information and secondary data.

3. Picking out the appropriate methodology- A specific methodology is entailed by the research professional after identifying the specific needs and exploring the case studies. It may include a combination of specific approaches like telephone survey, web or email survey, one-to-one interviews, secondary research etc. This methodology acts as a blueprint of research process and following basic steps:

 Methods for collecting and preparing quantitative

information. Determining the need of this information.

Scaling and measuring procedures. Designing sample Questionnaire. Formulating case studies and sampling process. Planning information analysis.

4.Data Preparation, tabulation and analysis of resultsAfter the data collecting stage the collected data is edited, corrected if required and validated. This process is the most important process in the research as the results are generated on the basis of data preparation. So it is required for an organization to verify the authenticity of the collected data and edit or correct it if needed. The final data is then segmented according to the business standards and inserted into the CRM database in a more tabulated form so that search or combination could be made easily.

5.Presentation and report generation- The entire process is properly documented with respect to organizational standards so that it can be referred in future for decision making process or to change or modify any specific process or module. This document contains overall architecture of the project depicting all the processes with the help of tables, graphs and figures to provoke impact and clarity.

6. Presentation and report generation- The entire process is properly documented with respect to organizational standards so that it can be referred in future for decision making process or to change or modify any specific process or module. This document contains overall architecture of the project depicting all the processes with the help of tables, graphs and figures to provoke impact and clarity.

Research Design..!!
The research design is defined as, it is the plan for

collecting and utilizing data so that desired information can be obtained.

There are two types of research design: 1 Qualitative 2 Quantities

Types of Research Design.

1.Exploratory 2.Descriptive & Diagnostic

3. Experimental

Exploratory Research Design

Also known as Formulative Research Design: Main purpose is that of formulating a problem for precise

investigation or developing hypotheses from an operational point of view

Major Focus discovery of new ideas and insights Exploratory studies must have flexibility in design to

provide opportunity for considering different aspects of a problem under study

 The following methods are used:

The survey concerning literature The experience survey

The Literature Survey

The most simple and useful method of formulating the

research problem or developing a hypothesis Hypotheses stated by earlier workers may be reviewed and their use fullness evaluated as a basis for further research
Use the bibliographical survey of studies already done in

ones area of interest for formulating the problem

An attempt must be made to apply concepts and theories

Experience Survey
Is the survey of people who have had practical

experience with the problem

The object is to obtain insight into relationships

between variables and new ideas relating to the research problem.

Descriptive & Diagnostic Research Design

Descriptive Studies are those which are concerned with describing the characteristics of a particular individual or of a group.
Studies concerned with specific predictions, with narration of facts and characteristics concerning individual, group or situation are ex.'s of descriptive research studies Diagnostic Studies determine the frequency with which something occurs or its association with something else Studies about whether certain variables are associated, are ex.s of diagnostic studies

 The research design here must focus on the following:

1.Formulating the objective of the study 2.Designing the methods of data collection

3.Selecting the sample

4.Collecting the data 5.Processing and analyzing the data 6.Reporting the findings

Hypothesis-Testing research design

Generally known as Experimental Studies where there searcher tests the hypothesis of causal relationships between variables
Such studies require procedures that not only reduce bias and increase reliability Prof. R A Fishers name is associated with experimental designs. He developed certain experimental designs for testing hypothesis

Methods of Data Collection

Essentially two types:
Primary data are those which are collected for the

first time and are original in character

Secondary data -are those which have already been

collected by someone else and which have through some statistical analysis

Collection of Primary Data..

Primary data may be collected thru:
Experiments Surveys Observation Personal Interviews

Of the above, the important ones are: 1.Observation Method 2.Interview Method 3.Through Questionnaires/Schedules

Observation Method..
Observation becomes a scientific tool and the method of data collection, when it serves a formulated research purpose, is systematically planned and recorded and to checks and controls on validity and reliability
Under observation the information is sought by way of investigators own direct observation without asking from the respondent

Main advantages are: Subjective bias is eliminated The information relates to what is currently happening This method is independent of respondents willingness Main Limitations are: It is expensive The information provided by this method is very limited Unforeseen factors may interfere with the observation task

Types of Observation
1.Structured vs. Unstructured Observation 2.Participant vs. Non-participant Observation

ObservationStructured Observation
when the observation is characterized by a careful definition of the units to be observed, the style of recording the observed information, standardized conditions of observation and the selection of pertinent data of observation.
Unstructured Observation

when it takes place without the above characteristics

Participant vs. Non-participant

This distinction depends upon the observers sharing or not sharing the life of the group he is observing

Interview Method
Personal Interview:1. PI Method requires the interviewer asking questions in a face-to-face contact with the person. 2. Collecting information through PI is structured the use of a set of predetermined questions and highly standardized techniques of recording

Data Collection through Questionnaires

Popular in major studies 2. Briefly a Questionnaire is sent (by post) to the persons concerned with are quest to answer the questions and return the Questionnaire. 3. A Questionnaire consists of a number of questions printed in a definite order on a form.
1.

Collection of Secondary Data

1. Publications of State/Central govt.s 2. Publications of International Bodies 3. Technical and Trade Journals 4. Books, Magazines and Newspapers

Introduction..
Measurement is a process of assigning numbers to objects or observations, in words some form of quantification expressed in numbers Measuring abstract concepts like happiness is much more difficult than measuring physical objects. Data/ Scales of measurements in terms of their mathematical properties are grouped as Nominal, ordinal,interval,and Ratio

Types of scales
Nominal( Name and count):
Data are numerical in name only (eg: PC112) Scale assigns number symbols to events

Order is of no consequence

 Ordinal ( Rank or order)

Data that can allow setting up inequalities and cannot

do much Scale places events in order Intervals of the scale are not equal No absolute values Used in qualitative research

 INTERVAL (Score / Marks)

Data which allows for forming differences in addition

to setting up inequalities Scale that adjusts interval in such a way that a rule can be established as a basis for making the units equal. No absolute zero or unique origin

 RATIO
Data allows forming quotients in addition to setting Scale has an absolute or true zero & represents the

actual amounts of variables Co-efficient of variation can be worked out