COURSE OBJECTIVE

The objective of the Marketing Research Course is

to provide the students an insight into the scope
and extent of application of marketing research
as an information providing activity for the
purpose of management decision-making. It is
designed to equip the students with the basic
understanding of research methodology and
modern analytical tools

Contd.

Defining research problems in the context of

strategic and non-strategic marketing decisions
and specifying information needed;
Evaluating the research design for the decision
situation;
Evaluating, interpreting and utilizing available
information for making the decisions.

Ist Module
Role of Marketing Research in Marketing Decision
Making
Marketing Research & Market Intelligence
Marketing Research and Competitive Intelligence
Role of Marketing Research in MIS
Ethics in marketing research
Overview of research process
Problem Definition
Decision problem Vs Research problem.
Problem Formulation

2nd Module
Research Design & Data Collection Approaches
(Developing a research Plan)
Concept of total error
Descriptive Research Design: Questionnaire
Development
Exploratory
Research
Design:
Qualitative
Research - Focus group interview and depth
interview, Projective technique
Descriptive Research Design - Survey methods
Observation Methods
Causal Research Design Concept of Causality,
Experimentation

3rd Module
Primary data and Secondary Data, classification
of secondary data
Syndicated sources of Marketing data
Methods of designing questionnaires and
schedules.

4th Module
Measurement and Scaling
Primary scales
Attitudinal measurement
Scale Construction
Semantic differential scales

4th Module

Sampling: Design and Procedures

Sample or Census
The Sampling Design Process
Define the Target Population
Determine the Sampling frame
Select a Sampling Technique
Determine the Sample Size
Execute the Sampling Process
A classification of Sampling Techniques,
Probability Verses Probability Sampling

Non

5th Module
Introduction to Data Analysis

Editing
Coding
Data Entry and Basic Descriptive Analysis
Testing of Hypotheses

Introduction to Statistical Tools using SPSS

6th Module
Relationships between two variables
Measures of Association
Cross Tabulation (Anova, Chi-square test,
Correlations,
Simple
Regression,
Multiple
Regression, Statistical Designs)

7th Module
Multivariate Analysis
Discriminant Analysis (Two group Discriminant
Analysis, The Discriminant Coefficients, Decision
Rule)
Factor Analysis (Generating single factor using
raw data, Rotating the factor, Naming the factors,
Decision Items)
Multidimensional
Scaling
(Similarity
and
Dissimilarity approach and Attribute based
approach)

PEDAGOGY

The course
methods:

will

use

the

following

teaching

(a)Case discussion covering cross section of

decision situations depicting issues in evaluating
and carrying out of marketing research studies;
(b) discussions on issues
marketing research; and
(c) field project work.

and

techniques

of

EVALUATION PARAMETERS

End Term Examination

Internal Assessment
Total

50%
50%
100%

EVALUATION PARAMETERS
Component

Weightage

Class Participation (Case Discussion)

10

Assignments

10

Field Project

10

Field Study Project presentation/ Viva

10

Class Test

10

End-Term Examination

50

Total

100

FIELD STUDY PROJECT GUIDELENES

The field based project would be a group project

and would run concurrently with class sessions.
The objective of project is to make participants
go through an actual experience of conducting a
field research project from beginning to end.
Participants in class will form group of Six for the
purpose of this research project

FIELD-PROJECT SUBMISSION SCHEDULE

S.No.
1.
2.

3.
4.

Submission
Stage I : Names of your group
members and one-page note on
topic
Stage II : Complete Research
Proposal
(Problem definition, sampling plan,
methodology etc.)
Stage III : Exploratory Research
Findings & Questionnaire
Stage IV : Final Report

TEXT&READINGS
Malhotra N.K. & Dash Satyabhushan (2011), Marketing Research: An Applied Orientation, Pearson
Education, 6th Edition.
Nargundkar Rajendra (2010), Marketing Research- Text and Cases, Tata McGraw Hill, 4th Edition.
Hair, Black, Babin, Anderson and Tatham (2009), Multivariate Data Analysis Pearson Publication, 6 th
Edition.
Aaker DA and Day GS (2008), Marketing Research, John Wiley & Sons Inc., 9th Edition.
Parsuraman A (2007), Marketing Research, Houghton Mifflin Company, New York, 2nd Edition.
Churchill, Gilbert A, Marketing research: Methodological Foundations, 9th Ed., (Mason OH: SouthWestern, 2005)

Marketing Research

Because Marketing Research is part of

Marketing we should understand:
What is marketing?
What is the marketing concept?
What is marketing strategy?

What is Marketing?
Marketing has been defined as an organizational
function and a set of processes for creating,
communicating and delivering value to customers
and for managing customer relationships in ways
that benefit the organization and its stakeholders.

What is the Marketing Concept?

The Marketing Concept is a business philosophy
that
holds
that
the
key
to
achieving
organizational goals consists of the companys
being more effective than competitors in creating,
delivering, and communicating customer value to
its chosen markets.

What is Marketing Strategy?

A Marketing Strategy consists of selecting a
segment of the market as the companys target
market and designing the proper mix of the
product/service,
price,
promotion,
and
distribution system to meet the wants and needs
of the consumers within the target market.

Learning by Doing: Lets Apply

Marketing to a Restaurant
Target market segment?
Marketing strategy

Location?
Menu?
Prices?
Advertising?

Restaurant Marketing Decisions

What if you owned a restaurant located outside
the LBSIM, near the Metro Station?
What would be your marketing strategy?
How certain are you that you made the right
decisions?

Restaurant Marketing Decisions

What if the restaurant was located near a
college in other Non- Metro cities like Meerut,
Panipat etc.
What would be your decisions?
How certain are you that you made the right
decisions now?

Key Point
To practice marketing; to implement the
marketing concepts; to implement marketing
strategy, managers must make decisions.
Many decisions require additional information
and marketing research is needed in order to
supply that information.

We need Marketing Research to:

Make the right decisions to

Implement marketing
Practice the marketing concept and
Make the right decisions to select the right
marketing strategy

Marketing Research

The process of
planning, collecting,
and analyzing data
relevant to a marketing
decision.

Marketing Research
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance

Improve understanding
of marketing as a
process

Definition of Marketing Research

Marketing research is the systematic and objective

identification
collection
analysis
dissemination
and use of information
For the purpose of improving decision making related to the
identification and
solution of problems and opportunities in marketing

Marketing Research

Specifies the information necessary to address

these issues
Manages and implements the data collection
process
Analyzes the results
Communicates the findings and their implications
Helps managers use this information to make
decisions

Classification of Marketing Research

Problem-Identification Research
Research undertaken to help identify problems which are
not necessarily apparent on the surface and yet exist or
are likely to arise in the future. Examples: market
potential, market share, market characteristics, sales
analysis, forecasting, and trends research.
Problem-Solving Research
Research undertaken to help solve specific marketing
problems. Examples: segmentation, product, pricing,
promotion, and distribution research.

A Classification of Marketing Research

Marketing Research

Problem
Identification Research
Market Potential Research
Market Share Research
Market Characteristics
Research
Sales Analysis Research
Business Trends Research

Problem-Solving
Research

Segmentation
Research
Product Research
Pricing Research
Promotion Research
Distribution Research

Problem-Solving Research

SEGMENTATION RESEARCH
Determine the basis of
segmentation
Establish market potential and
PRODUCT RESEARCH
Test concept
responsiveness for various
segments
Select target markets

Determine optimal product

design
Package tests

Problem-Solving Research
PROMOTIONAL RESEARCH
Optimal promotional budget
Media decisions
Evaluation of advertising
effectiveness

PRICING RESEARCH
Pricing policies
Importance of price in brand selection
Price elasticity of demand

Problem-Solving Research

DISTRIBUTION RESEARCH

Determine
Types of distribution
Intensity of wholesale & resale
coverage
Channel margins
Location of retail and wholesale
outlets

Marketing Research Process

Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report

Research Design Formulation

Definition of the information needed

Secondary data analysis
Qualitative research
Methods of collecting quantitative data (survey,
observation, and experimentation)
Measurement & Scaling Procedure
Questionnaire design
Sampling process and sample size
Plan of data analysis

Competitive Intelligence
Competitive intelligence is the action of defining,
gathering, analyzing, and distributing intelligence
about products, customers, competitors and any
aspect of the environment needed to support
executives and managers in making strategic
decisions for an organization

Market Intelligence
Market Intelligence (MI), can be defined as
the process of acquiring and analyzing
information in order to understand the
market (both existing and potential
customers); to determine the current and
future needs and preferences, attitudes
and behavior of the market

Marketing Research Industry

INTERNAL

RESEARCH
SUPPLIERS

FULL SERVICE
Syndicat
e
Services
Standardize
d
Services

Internet
Service
s
Customiz
ed
Services

EXTERNAL

LIMITED SERVICE
Field
Service
s
Focus Groups
and
Qualitative
Services

Technical
and
Analytical
Services

Marketing Research Suppliers & Services

Internal suppliers
External suppliers
Full-service suppliers
Syndicated services
Standardized services
Customized services
Internet services
Limited-service suppliers
Field services
Focus groups and qualitative services
Technical and analytical services

Internal Marketing Research Suppliers

An internal supplier is a marketing research

department within the firm
Ex: GM, Ford, P & G, Colgate Palmolive, CocaCola, Bank of America

External Marketing Research Suppliers

Are outside firms hired to supply marketing

research data

Full Service Suppliers

Offer the entire range of marketing services, from

problem
definition,
approach
development,
questionnaire design, sampling, data collection,
data analysis, and interpretation to report
preparation and presentation

Syndicate Services Suppliers

Collect information to known commercial value

that they provide to multiple clients on a
subscription basis
Ex: The Nielsen Television Index provide
information on audience size and demographics
of households watching specific television
programs

Customized Services Suppliers

Offer a wide variety of marketing research

services customized to suit a clients specific
needs

Ex: Burke, Inc. (www.burke.com)

TNS
(www.tns-global.com)

Internet Services Suppliers

Specialized in conducting marketing research on

internet

Ex: Greenfield Online Research Centre Inc.

(www.greenfielddonline.com)

Limited Services Suppliers

Specializes in one or few phases of the marketing

research process

Field Services Suppliers

Collect data through mail, personal, telephone, or

electronic interviewing

Ex: Field Fact Inc. (www.fieldfacts.com)

Field Work
(www.fieldwork.com)

Focus Group & Qualitative Services Suppliers

Provides
facilitates
and
recruitment
of
respondents for focus group and other forms of
qualitative research such as one to one depth
interviews
Ex: The Opinion Suites (www.opinionsuites.com)

Technical and Analytical Services Suppliers

Offered by firms that specialize in design issue

and computer analysis of quantitative data, such
as those obtained in large surveys

Ex: Sawtooth Technologies (www.sawtooth.com)

SDR (www.sdr-consulting.com)

U.S. Rank
U.S.
2007

Organization

Headquarters

Website

U.S.

Global

Top 50 U.S. Marketing Research Firms

Non-

2006

11

TheNielsenCo.

NewYork

nielsen.com

$2,173.0

$4,220.0

48.5%

22

IMSHealthInc.

Norwalk,Conn.

imshealth.com

801.0

2,192.6

63.5

33

KantarGroup*

Fairfield,Conn.

kantargroup.com

526.8

1,551.4

66.0

45

WestatInc.

Rockville,MD

westat.com

467.8

467.8

54

IRI

Chicago

infores.com

441.0

702.0

37.2

66

TNSU.S.

NewYork

tnsglobal.com

379.8

2,137.2

82.2

77

ArbitronInc.

NewYork

arbitron.com

338.5

352.1

3.9

88

GfKAGUSA

Nuremberg,Germany

gfk.com

319.7

1,603.00

80.1

99

Ipsos

NewYork

ipsos-na.com

281.2

1,270.30

77.9

1010

Synovate

London

synovate.com

250.4

867.0

71.1

1111

MaritzResearch

Fenton,Mo.

maritzresearch.com

187.4

223.3

16.1

1213

J.D.PowerandAssociates*

WestlakeVillage,
Calif.

jdpower.com

184.5

260.5

29.2

1312

HarrisInteractiveInc.

Rochester,N.Y.

harrisinteractive.com

161.0

227.0

29.1

1414

TheNPDGroupInc.

PortWashington,N.Y.

npd.com

160.4

211.1

24.0

15

OpinionResearch/
GuidelineGroup

Omaha,Neb.

infousa.com

124.7

206.7

39.7

15

OpinionResearchCorp.

Princeton,N.J.

opinionresearch.com

97.5

179.5

45.7

Top 50 U.S. Marketing Research Firms

U.S. Rank
U.S. 2006
2007

Organization

(Cont)

Headquarters

Website

U.S.

Global

Non-

38

GuidelineInc.

NewYork

guideline.com

26.8

26.8

1618

comScoreInc.

Reston,Va.

comscore.com

77.0

87.2

11.7

1720

MarketStrategiesInc.

Livonia,Mich.

marketstrategies.com

75.7

80.4

5.8

20

MarketStrategiesInc.

Livonia,Mich.

markestrategies.com

53.4

58.1

8.1

37

Flake-WilkersonMarket
Insights

LittleRock,Ark.

fw-mi.com

22.3

22.3

1817

LiebermanResearchWorldwide

LosAngeles

Irwonline.com

71.0

87.4

18.8

19

AbtAssociatesInc.

Cambridge,Mass.

abtassociates.com

55.1

55.1

19

AbtAssociatesInc.

Cambridge,Mass.

abtassociates.com

33.0

33.0

41

AbtSRBIInc.

NewYork

srbi.com

22.1

22.1

2023

OTX

LosAngeles

otxresearch.com

50.8

54.5

6.8

2121

BurkeInc.

Cincinnati

burke.com

47.0

53.1

11.5

2222

MVLGroupInc.

Jupiter,Fla.

mvlgroup.com

42.3

42.3

2326

KnowledgeNetworksInc.

MenloPark,Calif.

knowledgenetworks.com

37.3

37.3

2325

NationalResearchCorp.

Lincoln,Neb.

nationalresearch.com

37.3

41.3

9.7

2524

DirectionsResearchInc.

Cincinnati

directionsresearch.com

37.2

37.2

2640

PhoenixMarketingInternational

Rhineback,N.Y.

phoenixmi.com

33.5

34.9

4.0

Top 50 U.S. Marketing Research Firms

U.S. Rank
U.S. 2006
2007

Organization

Headquarters

Website

U.S.

Global

(Cont)

Non-

27
34

LiebermanResearchGroup

GreatNeck,N.Y.

liebermanresearch.com

30.1

30.1

28
27

ICR/Int'lCommunications
Research

Media,Pa.

icrsurvey.com

28.8

29.7

3.0

29
28

MorpaceInc.

FarmingtonHills,
Mich.

morpace.com

28.7

33.2

13.6

30
33

MarketCast

LosAngeles

marketcastonline.com

25.1

25.1

31
36

DataDevelopmentWorldwide

NewYork

datadw.com

25.0

25.3

1.2

32
39

C&RResearchServicesInc.

Chicago

crresearch.com

23.6

23.6

33
32

InformaResearchServicesInc.

Calabasas,Calif.

informars.com

23.5

23.5

34
31

NationalAnalystsWorldwide

Philadelphia

nationalanalysts.com

23.3

23.3

35
44

ServiceManagementGroup

KansasCity,Mo.

servicemanagement.com

22.4

23.0

2.6

36
34

MarketProbeInc.

Milwaukee

marketprobe.com

21.7

41.4

47.6

37

Hitwise

NewYork

hitwise.com

21.6

49.9

56.7

38
42

WalkerInformation

Indianapolis

walkerinfo.com

21.2

25.5

16.9

39
43

KS&RInc.

Syracuse,N.Y.

ksrinc.com

17.1

21.0

18.6

40
47

BellomyResearchInc.

Winston-Salem,N.C.

bellomyresearch.com

16.7

16.7

41
46

MarketVisionResearchInc.

Cincinnati

marketvisionresearch.com

16.4

16.4

Top 50 U.S. Marketing Research Firms

U.S. Rank
Non-U.S.
2007
2006

Organization

43

CompeteInc.

4445

Headquarters

U.S.

Boston

compete.com

14.9

14.9

SavitzResearchCompanies

Dallas

savitzresearch.com

14.8

14.8

4548

RDAGroupInc.

BloomfieldHills,
Mich.

rdagroup.com

13.7

16.8

18.5

46

GongosResearchInc.

AuburnHills,
Mich.

gongos.com

13.3

13.3

47

QResearchSolutionsInc.

OldBridge,N.J.

whoisq.com

13.0

13.2

1.5

4849

MarketingAnalystsInc.

Charleston,S.C.

marketinganalysts.com

12.8

13.6

5.9

4950

RTiMarketResearch&Brand
Strategy

Stamford,Conn.

rtiresearch.com

12.2

12.2

50

TheLinkGroup

Atlanta

the-link-group.com

11.9

13.3

10.5

$7.828.7

$17,638.0

55.6%

$774.3

$870.1

11.0%

$8,603.0

$18,508.1

53.5%

Total
Allother(150CASROcompaniesnot
includedintheTop50)

Total(200companies)

Global

(Cont)

Website

*Estimated by Top 50.

U.S. and worldwide revenue may include nonresearch activities for some companies that are significantly higher.
Rate of growth from year to year has been adjusted so as not to include revenue gains or losses from acquisitions or divestitures. Total
revenue of 150 survey research companies that provide financial information on a confidential basis to CASRO.

Criteria for Selecting a Research Supplier

What is the reputation of the supplier?
Do they complete projects on schedule?
Are their research projects of high quality?
What kind and how much experience does the supplier
have? Has the firm had experience with projects similar
to this one?
Do the supplier's personnel have both technical and
non-technical expertise?

Competitive bids should be compared on the basis of

quality as well as price.

Marketing Research Associations Online

AAPOR : American Association for Public Opinion Research
(www.aapor.org)
AMA

: American Marketing Association (www.ama.org)

ARF

: The Advertising Research Foundation

(www.amic.com/arf)

CASRO : The Council of American Survey Research

Organizations (www.casro.org)
MRA
: Marketing Research Association (www.mranet.org)
QRCA

: Qualitative Research Consultants Association

(www.qrca.org)

RIC
: Research Industry Coalition
(www.researchindustry.org)

Marketing Research Associations Online

ESOMAR:
Marketing

European Society for Opinion and

Research (www.esomar.nl)

MRS:
The Market Research Society (UK)
(www.marketresearch.org.uk)
MRSA: The Market Research Society of
Australia (www.mrsa.com.au)

PMRS: The Professional Marketing Research

Society (Canada) (www.pmrs-aprm.com)