PRESENTED BY:RAHUL KUMAR

The

function that links an organization to its market through the gathering the information
By :- AMERICAN MARKETING ASSOCIATION

Formal communication link with the environment to provide accurate and useful information for better decision making.

Systematic process of specifying, collecting, analyzing, and interpreting. Useful for planning, problem-solving, and controlling

1.
2. 3. 4. 5. 6.

Define the Research Problem Determine Research Design Defining the information need Designing data collection method / forms Analyze and Interpret Data Communicate Results

let discuss the various steps and related issues with these steps..

 Identification

of problem Convert management problem in research problem.

There

are three types of situations:Unnoticed opportunities Latent difficulties

Overt difficulties

The issue arise if the process of defining the problem and developing an approach is compromised by the personal agendas of client(DM) or researcher. The market research has four stakeholders:
MARKET RESEARCHER THE CLIENT THE RESPONDANT THE PUBLIC

These stake holder have certain responsibilities to one another and research projects.

RESEARCH DESIGN
A framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and solve marketing research problems.
RESEARCH DESIGN

EXPLORATORY

DESCRIPTIVE

CAUSAL

 During

the research design stage not only are the concern of the researcher and the clients involved ,but also the right of the respondents must be respected The basics questions of the research design that should be adopted has ethical overtone. The researcher must ensure the utility of the research

The need of primary or secondary data is determined .

Issues in determining information need :The researcher is ethically obligated to insure the relevance and usefulness of secondary data to be problem at hand. The secondary data should be evaluated by the criteria It is also important that data were collected using procedures that are morally appropriate.

Gather factual information. Once the basic research plan has been completed, the needed information can be collected by mail, telephone or personal interviews, by observation, or from commercial or government data source. The choice depends on the plan and available source of information. Methods of Data Collection Personal Interview Telephone Interview Mail Survey Fax Survey E-mail Survey Web-based Survey

Misrepresentation of Data Collection Process Stems From Representation of a marketing activity other than research as research Abuse of respondents rights during the data collection process, under the rationale of providing better quality research. E.G.,

Use of survey for selling purposes Use of survey to obtain names and addresses of prospects for direct marketing

The Rights of the Respondents Can Be Violated By Not mentioning to the respondent that a follow up interview will be made Using hidden tape recorders Not debriefing the respondent Conducting simulated product tests in which identical product is tried by respondent except for variations in color

Purpose of the analysis is to interpret and draw conclusions from the mass of collected data
Must select appropriate analytic tools to match data, research objectives, and information needs Researchers must remember to speak in managerial terms rather than in the terminology understood only by research specialists Reports should outline technical details of the research project and methods in an appendix, if at all Researchers should spell out their conclusions in clear, concise, and actionable terms

Ethical Issues in Analyze and Interpret Data:

 After

analyzing data , report is prepared on the basis of findings of research.

Issues in report preparation: Principle

of clarity and precision. Principle of objectivity Principle of coherence Use of chart and diagram

 Type

of information Nature of decision Time constraints Resource requirement Benefits vs cost

 Adequacy
Correctness Tailor

made Relevancy Up to date

 Cost
Time Demography Geography Communications Accuracy

 Unethical
Unethical Unethical

activities by client/research user

activities by the research provider activities by respondent

 Emic

and etic are the terms used to refer two different kinds of data concerning human behavior. The word is taken from Anthropology Emic =internal , etic =external Young people may not have emic awareness of themselves where from etic point