The document discusses various topics related to marketing research including: 1. It describes the role of marketing research in the marketing planning process and decision making. 2. It outlines the marketing research process and discusses problem definition, establishing research objectives, and estimating the value of information. 3. It covers different types of research designs including exploratory, descriptive, and causal research.

1. NANDA KISHORE SETHURAMAN FOR ITM EXECUTIVE MBA OCTOBER-2011 Marketing Research

2. 1 Role & Scope of Marketing Research

4. BUSINESS INTELLIGENCE Operations Intelligence Finance and Accounting Intelligence Marketing Intelligence HR Intelligence Back-End Analysis

13. Understand the environment and the market Identify threats and opportunities Assess the competitive position Define the business scope and served market segments Establish competitive advantages Set performance objectives. Product and channel decision Communication decisions Pricing Personal selling decisions Performance monitoring Refining strategies and program Situation Analysis Strategy Development Marketing Program Development Implementation

21. Gaining Insight from a MDSS Manager Modeling Analysis Display Database Environment

23. 2 Marketing Research process & problem definition.

37. Product A $ 4 million $ 1 million $ 4 million -$ 2.5 million Success Success Failure Failure Introduce Introduce Introduce Introduce Do not Do not Illustrative Decision Models Product B

40. 3. Research Designs.

46. Problem Exploratory Research Probable Causes Causal Research Descriptive Research Possible causes of the problem Detective Funnel

62. 4. Methods & Data Collection.

69. Computer Retrievable Database Based on the Method of Storage and Retrieval of Information Based on the Type of Information Source Reference On-line Databases CD-ROM Databases Floppy Disc Databases Indirect through Networks Direct from Producer Direct from Vendors Internet

82. Measurement Systems SMART PEOPLE METER Mechanics No wire connections Wired directly to TV and VCR tuners Research Methods Data retrieved by reading UTCP codes Telephone connections used to return data Method of Data Collection User logs in/out before and after watching TV User punches numerical code into data-entry device Reputation as: Media measurement business serving the ratio industry Foremost in TV ratings

85. 5 Survey method of data collection. & Methods of Qualitative research.

86. Marketing Research Data Matrix Qualitative Quantitative Primary Secondary

123. 6 Measurement, scaling & sampling.

130. Attitude Scales Single-Item Scales Continuous Scales Multi-Item Scales Stapel Scales Thurstone Scales Likert Scales Associative Scales Semantic Differential Scale Paired Comparison Scales Q-sort Scales Comparative Scales Itemized Category Scales Pictorial Scales Constant Sum Scales Rank Order Scales Classification of Attitude Scales

133. 7 Design of survey questionnaires.

158. Organization of a Typical Questionnaire Location Type Function Example Starting Questions Broad, General Questions To break the ice and establish rapport with the respondents Do you own a personal computer? Next few Questions Simple and Direct Questions To reassure the respondent that the survey is simple and easy to answer. What brands of personal computers did you consider while you were buying the PC? Questions up to a third of the questionnaire Focused Questions Relate more to the research objectives and convey to the respondent the area of research What attributes did you consider when you purchased your personal computer? Major portion of the questionnaire Focused Questions: Some may be difficult and complicated To obtain most of the information required for the research Rank the following attributes of a personal computer based on their importance to you. Last few questions Personal questions that may be perceived by the respondent as sensitive To get classification and demographic information about the respondent. What is the highest level of education you have attained?

160. Order Bias: Does The Question Create The Answer? Percentage of Respondents “Very Much Interested” in Buying New Product Questions Preceding Buying Interest Question 1. No question asked 2.8 2. Asked only about advantages 16.7 3. Asked only about disadvantages 0.0 4. Asked about both advantages and disadvantages 5.7

163. Quantitative research methods & Data Analysis

185. Problem Definition Clearly state the null and alternative hypotheses. Choose the relevant test and the appropriate probability distribution Choose the critical value Compare test statistic and critical value Reject null Does the test statistic fall in the critical region? Determine the significance level Compute relevant test statistic Determine the degrees of freedom Decide if one-or two-tailed test Do not reject null

188. Data Interpretation

195. Which calculation do I use? It depends upon what you want to know Do you want to know how many individuals checked each answer? Frequency Do you want the proportion of people who answered in a certain way? Percentage Do you want the average number or average score? Mean Do you want the middle value in a range of values or scores? Median Do you want to show the range in answers or scores? Range Do you want to compare one group to another? Cross tab Do you want to report changes from pre to post? Change score Do you want to show the degree to which a response varies from the mean? Standard deviation

200. Practical Applications