mr fms si-ii

8/7/2019 MR FMS SI-II

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PROF. RATURI

14 Sessions @1 Hr

Marketing Research

Sushil Raturi

Associate ProfessorDepartment ofFashion Management Studies

NIFT -Mumbai


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Concepts of Research?

Search for information for the business , social service , academics.

Scientific and systematic search for information on a topic

Research comprise of Identification of a problem , developing hypothesis,

collecting data , analyzing data interpreting data and deriving conclusions to solve

the problem

Problem Identification Research (Research undertaken to help identify problemswhich are not necessarily apparent on the surface and yet exist or are likely to arise in

the future).

Problem Solving Research (Research undertaken to help solve specific marketing

problems)


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Scope and Importance of Marketing Research

To gain familiarity with a new phenomenon or to achieve

new insight into it To portray characteristics of a particular individual ,

situation , process as it exists To establish relationships between variables.


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PROF. RATURI

Marketing ResearchVs

Marketing IntelligenceVs

Market Research

Information can come from two main sources Marketing Intelligence and Marketing

Research.

Marketing Intelligence - a continuous process, usually internally managed, based onpublished or otherwise available data, may be stored for future use .

Marketing Research - data collected for specific action or decision problem,

focused, with a time and budget, done by external marketing research company or

by company staff, usually with a written report and/or presentation to the studys

sponsor.

Market Research: Research for one P of Marketing i.e. Place (What distributionchannel , what format , which place )


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Application Areas of Marketing Research

y

Feasibility studiesy Measurement of Market potential

y Consumer Behavior

y Distribution channels

y Test market

y Customer satisfaction measure and management

y Forecasting /Business trends

y Acquisition studiesy Ad effectiveness


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Types of Research

y

Preliminary Researchy Exploratory Researchy Descriptive Researchy Analytical Researchy Conclusive Researchy Basic Researchy Causal Researchy Applied Researchy Qualitative Researchy Quantitative Researchy One time Researchy Longitudinal Researchy Field Researchy Desk Researchy Laboratory Researchy Diagnostic Research


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Preliminary Research

The research conducted to arrive at an issue /concern or a problem facing society , or abusiness situations.

Such types of research are conducted in anunstructured manner and depends largely onsecondary data .

The outcome of this Research is in the form of

Research problem .


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Exploratory Research

Exploratory research is undertaken when theresearcher does not know much about the issue /concern /topic/problem and needs additional

information or desires new or more recentinformation. Such types of research are conducted in an

unstructured manner and depends largely onprimary data .

The outcome of this Research is in the form of objectives and hypothesis .


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Descriptive Research

Descriptive research is undertaken to report thematter as it exists at present.

Such types of research are conducted in an

unstructured manner and depends on primary andsecondary data .


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Analytical Research

This form of research is limited to data analysis.

Firms specializing in this form of Research getsprimary data from clients along with plan foranalysis .

These types of firms uses statistical packages toconduct analytical Research.


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Conclusive Research

This form of research involves all the steps ofResearch Process.

The firm starts with an issue / concern andconclude which helps in business decisions.

Such a Research requires Research team whichspecializes in all the aspects of Research

process.


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Basic Research

This form of research is also called academicResearch.

The findings of the Research can be made public.


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Causal Research

This form of Research helps in establishingrelationship between various variables in the formof cause and effect.

Causality may be thought of as understanding aphenomenon in terms of conditional statementsof the form If x, then y.

C

ausal relationships are typically determined bythe use of experiments.


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Research Design

A research design is a framework within which theA research design is a framework within which the

study is conducted . It is a blue print of what to collectstudy is conducted . It is a blue print of what to collect

, from where to collect , how to collect , how much to, from where to collect , how to collect , how much to

collect and what to do with the data collected . Acollect and what to do with the data collected . A

Research design answers the following 10 questionsResearch design answers the following 10 questions

..


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Research Design

Why the studyWhy the study

What is it aboutWhat is it about

Where will the study be carried outWhere will the study be carried out

What type of data is requiredWhat type of data is required

Where will the data be collected fromWhere will the data be collected from

What sampling techniques be used to collect dataWhat sampling techniques be used to collect data

How will the data be collectedHow will the data be collected

What is the time framework for the studyWhat is the time framework for the study How will the data be analyzedHow will the data be analyzed

How will the report be presentedHow will the report be presented


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Marketing ResearchProcess


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The Marketing Research ProcessStep One: Establish the Need for Marketing

Research

Marketing Research is needed when :

decisions need not be made immediately

Organization can afford

the research Value of the research outweigh the cost of the

research


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The Marketing Research ProcessStep Two: Establish Research Objectives

What information is needed in order to solve theproblem?


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The Marketing Research Process

Step Three: Determine Research Design

ExploratoryResearch

DescriptiveResearch

CausalResearch

Test hypotheses about cause-and-effect relationships.

Gathers preliminary information

that will help define the problemand suggest hypotheses.

Gathers information that will helpdevelop the questionnaire


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The Marketing Research ProcessStep Four: Identify Information Types and

Sources

Secondary Data: information that has been

collected

for some purpose other than theresearch at hand

Primary Data: information that has been gatheredspecifically for the research objectives at hand


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The Marketing Research ProcessStep Five: Determine Methods of Accessing

Data

Secondary Data: accessing data through sources such as

the Internet and library Primary Data: collecting data from participants through

methods such as telephone, mail, online, and face-to-face(quantitative), and observation studies and focus groups(qualitative)


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The Marketing Research ProcessStep Six: Design Data Collection Forms

The design of the data collection form that is

used to ask or observe and record information inmarketing research projects is critical to thesuccess of the project.

It is easy to write a set of questions but verydifficult to construct a questionnaire.

General types of instruments (forms) Questionnaires

Observation Study forms (protocols)


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The Marketing Research ProcessStep Seven: Determine Sample Plan and

Size

Sample plan: refers to the process used to select

units from the population to be includ

ed

in thesample

Sample size: refers to determining how manyelements (units) of the population should beincluded in the sample


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The Marketing Research ProcessStep Eight: Collect Data

Pilot Survey

+10-15% of actual sample size

Stick to the sampling plan


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The Marketing Research ProcessStep Nine: Data Tabulation

Data editing

1. Central Editing

2. Field editing

Data coding

Data entry


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The Marketing Research ProcessStep Ten: Data analysis and interpretation

Data analysis: involves conducting variousstatistical tests

Data interpretation


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The Marketing Research ProcessStep Eleven: Prepare and Present the Final

Research Report

Findings are presented, often by researchobjective, in a clear and concise way.

The need for a good report cannot be overstated. It

is the report, and/or its presentation, that properlycommunicates the results to the client.


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PROF. RATURI

Assignment 1

Students are required toidentify a product ( new

product , modified version ofan existing product )andconduct a Research toidentify whether there isa feasibility tolaunch the product , how muchis thepotentialfor the product and who are the potentialcustomersfollowed by 4PSStrategy.

Toconduct a Research , the studentsshall make useofall the eleven stagesofMarketing Research . Theyalso need tosubmit a synopsisof the market

research proposalcontaining Title, Introduction,objective, literature survey, ResearchDesign, ScopeofStudy andreference.


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PROF. RATURI

StagesofSubmission ofAssignment

1. SynopsisofProposal: 4.2.2011 ( 5 pages): COE Submission:10 Marks

2. Questionnaire Development:11.2.2011:3. Data collection:10.3.20114. Data Editing / Tabulation /analysis:15.4.2011

5. Report writing /Submission :2.5.2011 : 10 Marks

Group Assignment

Submission ofSynopsis/ Report in Arial , 12 font , 1.5 Spacing ,Justified

mr fms si-ii

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