Marketing

Research
-Prof Yogesh Naagpal

Unit1: Introduction
Research
Introduction

to Marketing Research
Types of Research
Nature, Scope, Objectives, Importance
and Limitations of Marketing Research

Research

Research is a systematised effort to

gain knowledge
Research is an organised enquiry
designed and carried out to provide
information for solving a problem
Research is essentially an
investigation, a recording and analysis
of evidence for the purpose of gaining
knowledge

Marketing Research

Marketing Research is the systematic

design, collection, analysis and reporting
of data and findings relevant to a specific
marketing situation facing the company

Marketing research is the process of

designing, gathering, analysing, and
reporting information that may be used
to solve a specific marketing problem

Types of Research
On

the basis of
Application

Pure/Basic Research
Applied Research

On

the basis of
Objective

Exploratory Research
Descriptive Research
Causal Research

On

the basis of
extent of Theory

Theoretical
Research
Empirical Research

On

the basis of
Time Dimension

Cross Sectional
Longitudinal

On the basis of Application

Basic

Research
Carried out to gain a better
understanding of the overall concept
Examples:

It

What makes things happen

Why society changes,
Why social relations are in a certain
manner

is just expansion of knowledge

On the basis of Application

Applied Research
It helps in searching for ways of using
scientific knowledge to solve practical
problems.
It is use of basic research or past theories for
solving an existing problem
Examples

Treat or cure a specific disease

Improve the energy efficiency of homes, offices,
or modes of transportation

On the basis of Objective

Exploratory

Research
The purpose is just to gain familiarity
with a phenomenon or acquire new
insights into it in order to formulate a
more precise problem.
Examples:

Either New Topics or New Angles

On the basis of Objective

Descriptive
It

Research

answers questions to Who, What,

When, Where and How.
It deals with everything that can be
counted and studied
It helps in first understanding and then
improving the present situation

On the basis of Objective

Causal

Research
It is used to obtain evidence of cause an
effect relationships
It is typical to have an expectation of
the relationship to be explained
Examples:

Influence of Advertising on Sales

Effect of Training on the Performance

On the basis of extent of Theory

Theoretical
Uses

Research

the findings from existing work to

develop new ideas through analysing
existing theory and explanations
Rework already established ideas in
order to improve insights into the
subject matter.

On the basis of extent of Theory

Empirical

Research
It is a way of gaining knowledge by
means of direct observation.
It can be analysed quantitatively as
well as qualitatively
Examples:

Health Research
Customer Satisfaction for a product

On the basis of Time Dimensions

Cross Sectional Research
Simplest and Least Costly alternative
Provides a snapshot of the variables
included in the study at one particular
point in time.
It reveals how those variables are
represented in a cross section of a
population
Example: Survey Techniques

On the basis of extent of Theory

Longitudinal

Research
Examination of features of people at more
than one time
More complex and costly cross sectional
research
Examples: :

Time Series Research (CPI)

Panel Study (Study same group repeatedly)
Cohort Study( Study a range of people)

Nature of Marketing Research

Clearly

defined Objectives
Choose the right methodology
Promoting Business
Covers region in which business
operates
Judging Problems
Flexibility
Helps determine how to market a
product

Scope and Objectives of

Marketing Research
Decision

Making Tool
Marketing Planning
Control Technique
Problem Solving
Complex Market
Pattern of Consumption
Time Bound

Importance of Marketing Research

Making

Future forecast
Understanding the market place
Understanding perceived value of goods
Improving the quality of Marketing
Decisions
Exploring New Business Opportunities

Limitations of Marketing
Research
Appropriate

Use of results
Precise Estimation
Doesnt Provide Answers
Doesnt include overall problem
Relies on Intuition and Judgement

THANK
YOU