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Define marketing research as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing. We also list the AMAs definition of marketing research, which is worded slightly differently from the definition offered in the text.

1. Identification: Involves defining the marketing research problem (or opportunity) and determining the information that is needed to address it.

2. Collection: Data must be obtained from relevant sources.

3. Analysis: Data are analyzed, interpreted, and inferences are drawn.

4. Dissemination of information: The findings, implications, and recommendations are provided in a format that makes this information actionable and directly useful as an input into decision making.

Marketing research is a key element of the marketing process. Marketers rely on marketing research When they develop new products When identifying profitable target markets When planning a promotional campaign When monitoring the effectiveness of a marketing program To keep an eye on the competition To measure customer satisfaction When setting goals for market share In marketing planning and forecasting generally

1. Problem identification research: research that is undertaken to help identify

problems that are not necessary apparent on the surface and yet exist or are likely to arise in the future. The goal is to identify existing or potential problems not apparent on the surface. Examples include market potential, market share, market characteristics, sales analysis, short-range forecasting, long-range forecasting, and business trends research.

2. Problem solving research: research undertaken to help solve specific marketing problems. The goal is to solve specific marketing problems such as segmentation, product, pricing promotion, and distribution research.

A set of six steps that identifies the task to be accomplished in conducting a marketing research study. Emphasize the importance of these steps because the entire research project will be conducted within this framework. 1. Problem definition: Defining the marketing research problem to be addressed is the most important step because all other steps will be based on this definition.

2. Developing an approach to the problem: Development of a broad specification of how the problem will be addressed allows the researcher to break the problem into salient issues and manageable pieces.

3. Research design formulation: A framework for conducting the marketing research project that specifies the procedures necessary for obtaining the required information. It details the statistical methodology needed to solve the problem and thus the data requirements needed from data collection.

4. Fieldwork or data collection: A field force (personal interviewing, phone, mail, or electronic surveys) gathers project data. Although seemingly trivial in nature, to obtain meaningful results field workers must be accurate and thorough in data collection.

5. Data preparation and analysis: The editing, coding, transcription, and verification of data allow researchers to derive meaning from the data.

6. Report preparation and presentation: The findings are communicated to the client. The report should address the specific research questions identified in the problem definition, describe the approach, the research design, data collection and the data analysis procedures adopted, and present the results and the major findings.

The nature and role of marketing research can be better understood in light of the basic marketing paradigm illustrated in the below figureThe emphasis in marketing is on the identification and satisfaction of consumer needs. In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information. They need information about customers, competitors, and other forces in the market place. In recent years, many factors have increased the need for more and better information. As firms have become national and international in scope, managers need for information on larger and more distant markets has increased. As consumers have become more affluent and sophisticated, marketing managers need better information on how they will respond to products and other marketing offerings. As the environment changes more rapidly, marketing managers need more timely information.

The task of marketing research is to assess the information needs and provide management with relevant, accurate, reliable, valid, current and actionable information. Todays competitive marketing environment and the ever increasing costs attributed to poor decision making require marketing research to provide sound information.Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customers needs. They make decision about potential opportunities, target market selection, market segmentation, planning and implementation marketing programs, marketing performance and control. These decisions are complicated by interactions among the controllable marketing variables of product, pricing, promotion and distribution.Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, the political environment, competition, and social and cultural changes.Another factor in this mix is the complexity of the various customer groups such as consumers, employees, shareholders, suppliers.Marketing research helps the marketing managers link the marketing variables with the environment and the customer groups. It helps to remove some of the uncertainty by providing relevant information about marketing variables, environment, and consumers. In the absence of relevant information consumers response to marketing programs cannot be predicted reliably or accurately. Ongoning marketing research programs provide information on controllable and uncontrollable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers. Marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research.

The tasks involved in problem definition consist of discussion with the decision makers, interviews with industry experts and other knowledgeable individuals, analysis of secondary data and sometimes qualitative research. These tasks help the researcher to understand the background of the problem by analyzing the environmental context. Certain essential environment factors bearing on the problem should be evaluated.

1. Discussion with decision makers: Discussion with decision makers is extremely important. The DM needs to understand the capabilities and limitation of research. Research provides information relevant to management decision, but it cannot provide solution because solutions require managerial judgment. To identify management problem, the researcher must possess considerable skill in interacting with the DM. Several factors may complicate this interaction. 2. Interviews with experts: in addition to discussions with the DM, interviews with industry experts, individuals knowledgeable about the firm and the industry may help formulate the marketing research problem. The experts may be found both inside and outside the firm.3. Secondary data analysis: secondary data are data collected for some purpose other than the problem at hand. Secondary data include information made available by business and government sources, commercial marketing research firms, and computerized databases. Secondary data are an economical and quick source of background information.4. Qualitative research: information obtained from the DM, industry experts, and secondary data may not be sufficient to define the research problem. Qualitive research is understand, exploratory in nature, based on small samples, and may utilize popular qualitative techniques such as focus groups, word associations, and depth interviews.

The researcher should analyze the factors that have an impact on the definition of the marketing research problem. These factors encompassing the environmental context of the problem includes the followings:

1. Past information and forecasts: Past information and forecasts of trend with respect to sales, market share, profitability, technology, demographics, etc.

2. Resources and constraints: To formulate research problem, it is necessary to take into account both the resources available (money, research skills), and the constraints on the organization (cost and time).

3. Objectives: The formulation of the management decision problem must be based on a clear understanding of two types of objectives- (a) The organizational objectives, and (b) the personal objectives of decision maker.

4. Buyer behaviour: Buyer behaviour is a central component of the environmental context. The buyer behaviour factors that should be considered

The number of geographical location of buyers and non-buyers,

Demographic and psycho graphical characteristics of buyers

Product consumption habits and related product categories.

Media and response to promotion

Price sensitivity

Retails outlets patronized , and buyers

Preference

5. Legal environment: Legal environment includes public policies, laws, government agencies, and pressure groups that influence and regulate (trade marks, patents, copy right) organizations and individuals.

6. Economic environment: The economic environment consists of incomes, prices, savings, investment, credit and general economical conditions. These economic environments have important implication for research problems.

7. Marketing and technological skills: a companys expertise with each elements of the marketing mix, as well as its general level of marketing and technological skills, affects the nature and scope of the marketing research projects. A firms marketing and technological skills greatly influence the marketing programs and strategies that can be implemented.

In the process of developing an approach, we must not lose sight of the goal. The approach development process should include the following components:

1. Objective/Theoretical framework: In general, research should be based on objective evidence and those are supported the theory.

a. Theory: A theory is a conceptual scheme based on fundamental statements which are assumed to be true (books, Journals, etc)

b. Objective evidence: An unbiased evidence that is supported by empirical findings (measuring variables, research design, sample selection).

2. Analytical model: an analytical model is a set of variables and their relationship designed to present some real system or process in whole or in part. It can have many different forms:

a. Verbal model: An analytical model that provides a written representation of the relationships among variables.

b. Graphical model: An analytical model that provides a visual picture of the relationships among variables.

c. Mathematical model: an analytical model that explicitly describe the relationships among variables usually in equation form.

3. Research questions: Research questions are refined statement of the specific components of the problem. They ask what specific information is required with respect to the problem components. If research questions are answered by research then the information obtained should aid the decision maker.

4. Hypothesis: A hypothesis is an unproved statement or proposition about a factor or phenomenon that is of interest to the researcher.

a. Research question Vs hypothesis: Often as hypothesis s possible answer to the research question. Hypothesis goes beyond the research question.

b. Develop a research question and hypothesis

5. Relevant characteristics: Relevant characteristics are the characteristics factors, products attributes, or variables that may affect the research design.

The management decision problem asks what the decision maker needs to do whereas the marketing research problem asks what information is needed and how it can best be obtained.

The Management Decision Problem: This problem is action oriented. It is encouraged the possible actions the DMs can take.

The Marketing Research Problem: This problem is information oriented. It involves determining what information is needed and how it can be obtained effectively and efficiently.

For example, the loss of market shares for a particular product line. The DMs decision problem is how to recover this loss. Alternative courses of action include modifying existing products, introducing new products, changing other elements in the marketing mix, and segmenting the market. Suppose the DM and the researcher believe that the problem is caused by inappropriate segmentation of the market and want research to provide information on this issue.

The general rule to be followed in defining the research problem is that the definition should:

1. Allow the researcher to obtain all the information needed to address management decision problem

2. Guide the researchers in proceeding with the project. The error of problem definition can be reduced by stating the marketing research problems in the following manners:

a. Broad statement of the problem: It means the initial statement of the marketing research problem, which provides an appropriate perspective on the problem.

b. Specific components of the problem: It is the second part of the marketing research problem. It includes the specific components focused on the key aspect of the problem and provides clear guidelines on how to process.

Subject matterManagement decision problemMarketing research problem

DefinitionAsks what the decision maker needs to doAsks what information is needed and how it should be obtained

OrientationAction orientedInformation oriented

FocusFocuses on symptomsFocuses on the underlying causes

ExampleShould a new product be introduced?To determine consumer preferences and purchase intentions for the proposed new product.

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.

In the other words, decision regarding what, when, how, by what means concerning an inquiry or a research study constitute a research design.

According to N.K.Malhotra Research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the producers necessary for obtaining the information needed to structure and solve marketing research problem.

Research design can be broadly classified as exploratory and conclusive. However, the classifications of research design are shown as follows:

There are THREE types of research design such as Exploratory Research, Descriptive Research and Casual Research.1. Exploratory Research: It is an initial research conducted to clarify and define the nature of a problem. In this research, the problem is ambiguous nature. Generally the following three methods in the context of research design are considered here:

a. The survey of concerning literature: It happens to be most simple and fruitful method of formulating precisely the research problem or developing hypothesis.

b. Experience survey (through interview): It means the survey of people who have had practical experience with the problem to be studied. The object of such a survey is to obtain insight into the relationship between variables and new ideas.

c. Analysis of insight stimulating examples (unstructured interview may be taken): It is also a fruitful method for suggesting hypothesis for research. This method consists of the intensive study of selected instances of the phenomena in which one interested.

2. Descriptive Research: A type of conclusive research which has as its major objective the description of something usually market condition, characteristics or/and function. It is conducted for the following reasons:

To describe the characteristics of relevant groups (may be consumers)

To estimate the percentage of units in a specific population

To determine the percentage of product characteristics

To determine the degree to which marketing variables are associated

To make specific prediction.

3. Causal Research: A type of conclusive research in which the major objective is to obtain evidence regarding cause-and-effect relationship. It is appropriate for the following purposes-

a. To understand which variables are the causes (Independent variables) and which variables are the effects (dependent variables) of a phenomenon.b. To determine the nature of the relationship between the casual variables and the effect to be predicted.

CategoryExploratory ResearchCausal Research

ObjectivesTo provide insight and understandingTo test specific hypotheses and examine relationships

Characteristics Information needed is defined loosely

Research process is flexible and unstructured

Sample is small and non-representative

Analysis of primary data is qualitative Information needed is clearly defined

Research process is formal and structured Sample is large and representative

Data analysis is quantitative

FindingsTentativeConclusive

OutcomeGenerally followed by further explanatory or conclusive researchFindings used as input into decision-making.

Several potential sources of error can affect a research design. A good research design attempts to control the various sources of error. The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtain in the marketing research project. In fact, total error is composed of random sampling error and non-sampling error.

A. Random sampling error: When the selected sample is imperfectly represent the population of interest is called Random sampling error. It is the variation between the true mean value for the population and the true mean value for the original sample. B. Non-sampling error: Non-sampling errors are errors that can be attributed to sources other than sampling and that can be random or non-random. Non-sampling errors can be divided into two broad categories such as- Non-response error and Response error.1. Non-response error: It arises when some of the respondents do not respond. The primary causes of non-response are refusals and not availability of respondents. Non-response error is defined as the variation between the true mean value of the variable in the original sample and the true mean value in the net sample.

2. Response error: It arises when respondents give inaccurate answer or the answers are miss-recorded. Response error is defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtain in the marketing research project. Response errors can be made by researchers, interviewers or respondents. These are shown in the following ways:

a. Researchers error: It may make the following errors:

i. Surrogate (representative) information error: It may be defined as the variation between the information needed and information short by the researcher. Example Salary instead of income.

ii. Measurement error: It may be defined as the variation between the information sought and information generated by the measurement process employed by the researcher. Example, seeking to measure consumer preference, researcher employs a scale that measures perception rather than preference.

iii. Population defines error: It may be defined as the variation between the actual population relevant to the problem at hand and the population as defined by the researcher.

iv. Sampling frame error: It may be defined as the variation between the population defined by the researcher and the population as implied by the sampling frame (list) used. Example, Number of telephone user-collected from a telephone directory; there may be new user or unlisted even, may be disconnected one.

v. Data analysis error: It may be defined as the error when raw data from questionnaire are transformed into research findings. Example, An inappropriate statistical procedure is used.

b. Interviewers error: These may be many kinds such as

i. Respondent selection error: It occurs when interviewers select respondents other than those specified by the sampling design. Example Tutor instead of teacher.

ii. Questioning error: It denotes errors made in asking questions to the respondents or is not probing when more information is needed. Example, Researcher does not use exact wording.

iii. Recording error: It arises due to errors in hearing, interpreting, and recording the answers given by the respondents. Example, Respondent gives neutral but interviewer mean it positive.

iv. Cheating error: It arises when the interviewer fabricates answers to a part or whole of the interview. Example, He does not ask any sensitive question but later fills in by his own.

c. Respondents error: It includes-

i. Inability to answer: Inability error results from the respondents inability to provide accurate answer.

ii. Unwillingness error: It arises from the respondents unwillingness to provide the right answer.

Generally verbal or numerical expression that explains any particular fact or event is data. A collection of facts from which conclusion can be drawn. Data is the raw material of any research workings. Therefore, measuring elements of the characteristics of any research workings is data.

Mainly there are two types-

a. Primary data: Primary data comes from the original sources and are collected especially for the task at hand. Primary data are a fresh and collected for the first time, and thus to happen be original in character. For example primary data are collected in case of observing certain production and measuring their cost. The collection of primary data involves all six steps of the marketing research process. However, obtaining primary data is expensive and time consuming.

b. Secondary data: Refers to information gathered from sources already existing, like- website, industry analysis, govt. publications etc. So secondary data are those which have already been collected by someone else and through the statistical measures process. Here studies made by the others for another purpose, represent secondary data. The data can be located quickly and inexpensively.

There are two sources for data collection..

1. Primary sources: primary sources are those from where researcher collects data by interviewing.

a. Individuals: who provide information when interviewed, administered questionnaire and observed.

b. Focus group: consists typically with 8-10 members with a moderator who discuss with them at least two hours.c. Panels of respondent: Like focus group. Focus group meets once but panel of respondent meets several times.2. Secondary sources: Secondary sources are those which data have published or collected previously.a. Various publications of the central, state or local govt.

b. Various publications of foreign govt.

c. Trade journals

d. Books magazines and newspaper.

e. Reports and publications of various associations.

f. Report prepared by research scholars and universities.

g. Public records and statistics and other published sources.

h. Unpublished sources like- diaries, letters, unpublished biographies and autobiographies.

Two methods

1. Interview method: It involves presentations of oral verbal stimuli and reply of oral- verbal responses. It can be conducted in four ways..a. Face to face interview: Here the researcher meet the respondents face to face & ask question. It is a two way conversation initiated by an interviewer to obtain information from a respondent.

b. Telephone interview: Here the researcher collect the phone numbers of respondent and call them. This method of collecting information consists in contacting respondents on telephone.

c. Computer assisted interview: Here the researcher computer & internet and chat with and mail to respondent s to collect data.

d. Interview through electronic media: Here the researcher collect data with help of electronic broadcast media like- radio, TV etc.2. Observation method: it is a scientific method of data collection. Here the researcher directly observes the target respondents and from his observation he gets data about the respondent group without asking any question to the respondents. In way we all observe things around us, but this sort of observation is not scientific observation. Observation becomes a scientific tool and the method of data collection for the researcher, when it serves a formulated research purpose, is systematically planned and recorded and is subjected to checks and controls on validity and reliability.

a. structured observation: when observation is characterized by a careful definition of the units to be observe, the style of recording the observed information, standardized condition of observation and the selection of pertinent data of observation then the observation is called as structured observation.

b. unstructured observation: when observation is to take place without these, characteristics to be though in advance, the same is termed as unstructured observation.

c. participant observation: if the observe by making himself, more or less a member of the group. So that he can experience what the member of the group experience, the observation is called the participant observation.

d. non-participant observation: when the observation observed as a detached emissary without any attempt on his part to experience through participation what others feel is non-participant observation.

e. controlled observation: when observation takes place according to define pre-arranged plan, involving experimental procedure then it is called controlled observation.

f. uncontrolled observation: if the observation takes place in the natural setting then it is called uncontrolled observation.

Sub. matterPrimary dataSecondary data

1.DefinintionInformation that is obtained firsthand by the researcher on the variables for the special purpose of study.Information that is obtained from existing sources by the researcher on the variables for the special purpose of study.

2. PurposeFor the problem at handFor the other problem

3.Collection processRequire high involvement Rapid and easy

4.Cost Highlow

5.TimeLongShort

1. It can be collected from a number of ways like interviews, telephone surveys, focus groups etc.

2. It can be also collected across the national borders through emails and posts.

3. It can include a large population and wide geographical coverage.

4. Primary data is current and it can better give a realistic view to the researcher about the topic under consideration.

5. Primary data are contemporary as it comes from original source.

6. These are easy to classify

7. Researcher collects these by himself. That is why these are more reliable.

8. Researchers have clear idea about the sources of information.

1. The questions must be simple. Otherwise the answer may not be accurate.

2. Some respondents do not give timely responses.

3. Sometimes, the respondents may give fake, socially acceptable and sweet answers and try to cover up the realities.

4. In some primary data collection methods there is no control over the data collection.

5. Primary data collection is time consuming and costly.

6. A possibility of error is much in primary data.

7. Sometimes primary data are inadequate.

Secondary data offer several advantages over primary data. Secondary data are easy accessible, relatively inexpensive, and quickly obtained. Possible sources of secondary data are Bureau of Statistics, library, annual reports of several government and non-government organization, etc. Secondary data can help one in the following ways:

1. Identify the problem

2. Better define the problem.

3. Formulate an appropriate research design. ( by identifying the key variables)

4. Interpret primary data more insightfully. .

5. Answer certain research questions and test some hypotheses.

6. Develop an approach of the problem.

7. It is relatively cheap and no prior arrangements are required.

8. Secondary data can usually be found more quickly and cheaply.

9. Different types of information can be gathered.

10. Researchers do not need special experience to collect secondary data.

Since secondary data have been collected for purpose other than the problem at hand, their usefulness to the current problem may be limited in several important ways, including relevance and accuracy.

1. Accuracy of secondary data is not known.

2. Data may be outdated.

3. The objectives, nature and methods used to collect secondary data may not be appropriate to the current situation.

Processing implies editing, coding, classification and tabulation of collected data so that they are amenable to analysis. It includes the following steps-

1. Editing: Editing of data is a process of examining the collected raw data (specially in surveys) to detect errors and omissions to correct these when possible.

It is done to ensure that the data are accurate, consistant with other facts gathered. It can be done in two ways-

a. Field editing: Here editing is done in running situation. This sort of editing should be done as soon as possible after the interview, preferably on the very day or on the next day.

b. Central editing: A single or group editor just corrects the error. Central editing should take place when all forms or schedules have been completed and returned to office.

2. Coding: It refers to the process of assigning numerals or other symbols to answers so that responses can be put into a limited number of categories or classes. Main function is categories in numbers or symbols to analysis easily.

3. Classification: Most research studies result in a large volume of raw data which must be reduced into homogenous groups if we are to get meaningful relationship. Here large data or respondents are categorized on the basis of common characteristics or classify different classes.

4. Tabulation: It refers to see the whole data at a glance. When a mass data has been assembled, it becomes necessary for the researcher to arrange concise and logical order named tabulation to show the entire data at a glance. The quality of secondary data should be routinely evaluated, using the criteria discussed below:

1. Specification: Methodology used to collect the data: The specification or methodology used to collect the data should be critically examined to identify possible sources of bias. It includes

Size and nature of sample

Response rate and quality

Questionnaire design and administration

Procedures used to field work

Data analysis and reporting procedure

These checks provide information on the reliability and validity of data.

2. Error: accuracy of data: Secondary data can have a number of sources of error, or inaccuracy including error in

Approach

Research design

Sampling

Data collection

Data analysis, and

Reporting stages of the project.

3. Currency: When the data were collected: Secondary data may not be current, and the time lag between data collection and publication may be long. Moreover, data may not be updated.

4. Objective: The purpose for which the data were collected: Data are invariably collected with some objective and a fundamental question to ask.

5. Nature: The content of the data: The nature or content of the data should be examined with special attention to the definition of key variables, the units of measurement, categories used and the relationships examined.

6. Dependability: How dependable are the data: An overall indication of the dependability of data may be obtained by examines the expertise, credibility, and reputation of the source.

Secondary data may be classified as either internal or external.

1. Internal data: Internal data are those generated within the organization for which the research is being conducted. This information may be available in a ready-to-use format. Examples of secondary data of a Department store sales by product line, sales by major department sales by geographic region, sales by cash versus credit, sales in specific time period, etc.

2. External data: Secondary data are those generated by sources outside the organization. These data may exist in the form of published materials, on-line data-base, or information made available by syndicated services. Examples are federal, state. And local government, non-profit organization (chamber of commerce), trade association, and professional organizations, commercial publishers, investment brokerage firms, and professional marketing research firms. There are the following divisions in publish data

a. General business data: Businesses publish a lot of information in the forms of books, periodic, journals, newspapers, magazines, reports, and trade literature.

b. Government sources: Government produces large scale of secondary data such as census data (Bureau of statistics, etc) and other publications.

3. Computerized data: Most published data is also available in the form of computerized databases. Computerized databases contain information that has been available in computer-readable form of electronic distribution. Computerized databases offer a number of advantages over printed data including:

a. The data are current and up-to-date

b. The search process is more comprehensive, quicker and simplified.

c. The cost of accessing these data is low.

d. It is convenient to access these data through computer devices (a modem or a communication network)

4. Syndicated sources of secondary data: Information services offered by marketing research organizations that provide information from a common database to different firms that subscribe to their services.

Database marketing involves the use of computers to capture and track customer profiles and purchase detail. This secondary information serves as the foundation for marketing programs or as an internal source of information related to customer behavior. The task of database marketing is to transfer raw sales information, which information can then be analyzed in terms of a customers activity over the life of the business relationship. These databases provide the essential tool needed to nature, expand, and protect the customer relationship.There are the following types of computerized data

1. On-line databases: Databases, stored in computer, that require a telecommunication network to access.

2. Internet databases: Internet databases can be accessed, searched, and analyzed on the Internet. It is also possible to download data from the Internet and store in the computer or an auxiliary storage device.

3. Off-line databases: Databases those are available on diskette or CD-Rom.

4. Biographic databases: Databases composed of citations to articles in journals, magazines, newspapers, marketing research studies, technical reports, government documents, and the like. They often provide summaries or abstracts of the materials cited.

5. Numeric databases: Numeric databases contain numerical and statistical information that may be important sources of secondary data.

6. Full-Text databases: Databases containing the complete text of source documents of the database.

7. Directory databases: Directory databases provide information on individuals, organizations, and services.

8. Special-purpose databases: Databases that contain information of a specific nature, e.g., data on the specialized industry.

Qualitative research: An unstructured, exploratory research methodology based on small samples that provides insights and understanding of the problem setting.

Quantitative research: A research methodology that seeks to quantify the data and, typically applies some form of statistical analysis.

Qualitative research provides insights and understanding of the problem setting whereas quantitative research seeks to quantify the data and, typically applies some form of statistical analysis.

A classification of qualitative research procedures is presented below:1. Direct approach: One type of qualitative research in which the purposes of the project are disclosed to the respondents or are obvious given the nature of the interview. It is non disguised approach.

2. Indirect approach: A type of qualitative research in which the purposes of the project are disguised from the respondents.3. Focus group: An interview conducted in an unstructured and natural manner by a trained moderator among a small group of respondent.

Figure: Classification of qualitative research procedures

4. Depth interview: An unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feeling on a topic.

5. Projective technique: An unstructured and indirect form of questioning that encourages the respondents to project their underlying motivations, beliefs, attitudes, or feeling regarding the issues of concern. It includes

a. Association techniques: The respondent is presented with a stimulus and asked to respond with the first thing that comes to mind.

b. Completion techniques: In completion techniques, the respondent is asked to complete an incomplete stimulus situation such as sentence completion, story completion, etc.

c. Construction techniques: A projective techniques in which the respondent is required to construct a response in the form of a story, dialogue, or description.

d. Expressive techniques: Respondent is presented with a verbal or visual situation and asked to relate the feeling and attitudes of other people to the situation.

A structured questionnaire given to a sample of a population and designed to elicit specific information from respondents.

The survey method is based on the questioning the respondents. Respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characters.

Survey method may be classified in four major modes such as

1. Telephonic method: This method is further classified into following categories -

a. Traditional telephone interview: This method involves phoning a sample of respondents and asking series of questions. It uses proper questionnaire and record the responses.

b. Computer assisted telephone interviews: It is operated from a central location and more popular than traditional method. It uses computerized questionnaire and administered to respondents over telephone. The interviewer reads questions on the computer screen and records the respondents answers directly into the computer.

2. Personal method: This method may be categorized as in-house, mall-intercept or computer assisted.

a. Personal in-house interview: Under this method respondents are interviewed in person in their homes. In recent years, this is declined due to high cost.

b. Mall-intercept personal interview: Under this method mall shoppers are intercepted and brought to test facilities in the malls. The interviewer then administers a questionnaire as in the in-home personal survey method.

c. Computer assisted personal interview: Under this method respondents are asked to sit in front of computer terminal and to answer the questionnaire on the computer screen.

3. Mail method: This method is further classified into following categories

a. Mail interview: Under this method questionnaires are mail to preselected potential respondents.

b. Mail panel: A mail panel consists of a large, nationally representative sample of households that has agreed to participate in periodic mail questionnaires, product tests, and telephone surveys.

4. Electronic method: This method is further classified into following categories

a. E-mail interview: To conduct an e-mail survey, a list of e-mail addresses is obtained. The survey is written within the body of the e-mail message and sent to respondents.

b. Internet interview: Under this method questionnaire are posted on a web site and the respondents are asked to go to a particular Web location to complete the survey. A particular web language (hyper text web language) is used in this connection.

Observation methods are the second type of methodology used in descriptive research. Observation involves recording the behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest.

Information may be recorded as the events occur or from records of past events. Observation methods may be structured or unstructured, direct or indirect. Furthermore, observation may be conducted in a natural or artificial environment.

1. Structured observation: In this case, the researcher specifies in detail what is to be observed and how the measurements are to be recorded. This is appropriate when the marketing research problem has been clearly defined and the information needed has been specified.

2. Unstructured observation: In this case the observers monitor all aspects of the phenomenon that seem relevant to the problem at hand- for example, observing children playing with new toys.

3. Disguised observation: In this case, the respondents are unaware that they are being observed. This enables respondents to behave naturally.

4. Undisguised observation: The respondents are aware that they are under observation. In this case, the observers effect is minor and short-lived.

5. Natural observation: It involves observing behavior as it takes places in the environment.

6. Contrived observation: In this case, respondents behavior is observed in an artificial environment, such as a test kitchen.

The observation methods are classified in the following categories

1. Personal observation: In personal observation, a researcher observes actual behaviour as it occurs. The observer does not attempt to control or manipulate the phenomenon being observed.

2. Mechanical observation: In mechanical observation, mechanical devices rather than human observers, record the phenomenon being observed.

3. Audit: In audit, the researcher collects data by examining physical records or performing inventory analysis. Audits have two distinguishing feature. First, data are collected personally by the researcher. Second, the data are based on counts, usually of physical objects.

Panty audit: In a pantry audit, the researcher takes an inventory of brands, quantities, and packager sizes in a consumers home perhaps in the course of a personal interview.

4. Content analysis: Content analysis is an appropriate method when the phenomenon to be observed is communication, rather than behaviour or physical objects. It is defined as the objective, systematic, and quantitative description of the manifest content of communication.

5. Tress analysis: In trace analysis, data collection is based on physical traces, or evidence of past behaviour.

Few marketing research projects rely solely on observation methods to obtain primary data. This implies that observation methods have some major disadvantages as compared to survey methods. Yet these methods offer some advantages that make their use in conjunction with survey methods quite fruitful.

1. Relative advantages of observation

a. The greatest advantage is that they permit measurement of actual behaviour rather than reports of intended or preferred behaviour.

b. There is no reporting bias, or potential bias caused by the interviewers.

c. Certain data can only be collected by observation.

d. Phenomenon occurs frequently or short-duration that may cause of significant cost cut and time save.

2. Relative disadvantages of observation

a. The reason of observed behaviour may not be determined.

b. Selective perception (bias in researchers perception) can bias the data.

c. It is obviously time consuming and expensive and difficult to observe certain form.

d. In some cases, it is unethical (monitoring people without their knowledge of consents).

Measurement: Measurement means assigning members or other symbols to characteristics of objects according to certain pre-specified rules.

Scaling: Scaling may be considered as extension of measurement. It involves in creating a continuum upon which measured objects are located.

There are four types of primary scales of measurement. These are as follows-

1. Nominal scale: A scale where numbers are used to level or tag the objects for identifying them. For example- social security numbers, football players numbers, brand numbers.

2. Ordinal numbers: Here numbers are used to indicate the relative positions of the objects but the extents of differences are not indicated here. For example- cricket team rankings, preference rankings, market positions etc.

3. Interval scale: An interval scale contains all the information of an ordinal scale but it also allows ones to compare the differences between objects. The difference between any two adjacent scale values is identical to the difference between any other two adjacent values of an interval scales. There is a constant or equal interval between scales values. For example- temperature (Fahrenheit centigrade).

4. Ratio scale: A ratio scale possesses all the properties of the nominal, ordinal and interval scale. It allows the researcher to identify or classify objects, rank order the objects and compare intervals or differences. For example- length, weight, age, income, costs, sales etc.

The scaling techniques commonly employed in marketing research can be classified into comparative and non-comparative scales.

1. Comparative scaling techniques: Comparative scales involve the direct comparison of stimulus objects. For example respondents might be asked whether they prefer sensation or Black Panther. It includes-

a. Paired comparison: In paired comparison scaling a respondent is presented with two objects and asked to select one according to some criterion. Paired comparison scales are frequently used when the stimulus objects are physical objects.

b. Rank order scaling: A comparative scaling techniques in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. For example - rank-1, coca-cola, brand value 69.39 core tk. and rank-2, Microsoft, brand value 61.37 core tk.c. Constant scaling: In constant sum scaling respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of stimulus objects with respects to some criterion.

2. Non-comparative scaling: In non-comparative scaling each stimulus objects is scaled independently of the other objects in the stimulus set. It is divided into two parts-

a. Continuous rating scale: In a continuous rating scale also referred to as a graphic rating scale, respondents rare the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other. Here the respondents are not restricted to sleeting marks previously set by the researcher.

High low

b. Itemized rating scale: Here the respondents are provided with a scale that has a number or brief description associated with each category. The categories are ordered in terms of scale position and the respondents are required to select the specified category that best describes the object being rated. It includes-

i. Likert scale: Here the respondents have to indicate a degree of agreements or disagreement with each of a series of statements about the stimulus objects. A measurement scale with five response categories ranging from strongly disagrees to strongly agree which requires the respondents to indicate a degree.

ii. Semantic differential scale: It is a 7-point rating scale with endpoints associated with bipolar labels that have semantic meaning.

iii. Staple scale: A scale for measuring attitudes that consist of a single adjective in the middle of an even numbered range of values from -5 to +5 without a neutral point zero. Respondents are asked to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category. The higher the number the more accurately the term describes the object.

A definite plan for obtaining a sample from a given population. It refers to the technique or the procedure that the researcher would adopt in selecting items for the sample.

1. Population: refers to either group of people, events o things of interest that the researcher wishes to investigate.

2. Sample: It is a subset of population. It comprises of some members selected from it. Some but not all elements of the population would be form the sample.

3. Elements: An element is a single member of the population.

4. Subset: A subset is a single number of the samples just as an element is a single member of the population.

It is the process of selecting a sufficient number of elements from the population, so that a study of the sample and an understanding of its properties or characteristics would make it possible for us to generalize such properties or characteristics of the population?

1. It can save time and money.

2. It may enable more accurate measurement.

3. It is the only way when population contains infinite members.

4. It enables to estimate the errors and thus assists in obtaining.

At the time of developing a sample design, the researcher must pay attention to the following steps-

1. Types of universe: Define the set of objects termed as universe. Two types of universe are - finite universe and infinite universe.

2. Sampling unit: Sampling unit may be a geographical one like- state, district, or a construction unit like- house, flat, or social unit like- family or it may be an individual.

3. Source list: Also known as sampling frame. It should be compr4ehensive, correct, reliable and appropriate.

4. Size of sample: Refers to the numbers of items to be selected from the universe to constitute a sample.

5. Parameters of interest: Researcher must consider the question of the specific population parameters which are of interest.

6. Budgetary constraints: Cost consideration from practical point of view.

7. Sampling procedure: Finally the researcher must decide about the technique to be used in selecting the items for the sample.

Sampling designs are mainly two types:

1. Probability sampling: Here individual items are picked up form the whole group. Every item has an equal chance to be included in the sample. It is of different types

a. Random sampling: Selecting sampling by lottery.

b. Systematic sample: Selecting sample by using the nth elements.

c. Stratified sampling: Selecting sampling from the sub population.

d. Cluster sampling: grouping the population and selecting group.

e. Area sampling: Clusters happens in different area.

f. Multi-stage sampling: The item is divided by hierarchy in high or low.

g. Sequential sampling: Sample is not fixed and it comes by survey process.

2. Non- probability sampling: Here the researcher includes sampling according to his judgment and opinion. Three types..

a. Convenience sampling: Here researcher select sample according to convenience.

b. Judgment sampling: Here researcher chooses sample based on his own judgment.

c. Quota sampling: Here the researcher select sample in such a way so that every sample acts as representative of all samples of the universe.

We can list down the characteristics of a good sample design as follows:

1. True representation: A sample design must result a true representation of the population under studied.

2. Small sampling error: A sample design must reduce sampling errors.

3. Viability: a sample design must be viable in the context of fund available for the study.

4. Control of systematic bias: Sample design must be such so that systematic bias can be controlled in a better way.

5. Confidence level: A sample should be such that that result of the study can be applied in general, for the universe with a reasonable level of confidence.

One must remember that two costs are involved in a sampling analysis. The cost of collecting the data and the cost of an incorrect inference resulting from the data. Researcher must keep in view the two causes of incorrect inference viz.. Systematic bias and sampling error. A systematic bias result from errors in the sampling procedures, and it cannot be reduced or eliminated by increasing the sample size. A systematic bias is the result of one or more of the following factors.

1. Inappropriate sampling frame: if the sampling frame is inappropriate i.e. a biased representation of the universe, it will result in a systematic bias.

2. Defective measuring device: if the measuring device is constantly in error, it will result in systematic bias. In survey work, systematic bias can result if the questionnaire or the interviewer is biased.

3. Non-respondents: if we are unable to sample all the individuals initially include in the sample, there may arise a systematic bias.

4. Indeterminacy principle: sometimes we find that individuals act differently when kept under observation that what they do when kept in non-observed situations. For instance, if workers are aware that somebody is observing them in course of work then they will not work like unobserved situation. Thus, the indeterminacy principle may also be a cause of a systematic bias.

5. Natural bias in the reporting of data: natural bias of respondents in the reporting of data is often the cause of a systematic bias in many inquiries. There is usually a downward bias in the income data collected by government taxation department, whereas we find an upward bias in the income data collected by some social organization.

Sample size is influenced by the average size of samples in similar studies. If we analyze the previous research then we find that sample sizes have been determined based on experience and can serve as rough guidelines, particularly when non-probability sampling techniques are used.

The sample size decision should be guided by a consideration of the resource constraints. In any marketing research project, money and time are limited. Other constraints include the availability of qualified personnel for data collection.

Simply sample size depends on the following factors.

Degree of accuracy

Resources

Time

Advanced knowledge of the population

National versus local

Need for statistical analysis

What should be the size of the sample? The following steps will lead to an answer.

1. Specify the level of accuracy/precision. This is the maximum permissible difference between the sample mean and the population mean.

2. Specify the level of confidence. Suppose that a 95% confidence level is desired.

3. Determine the z value associated with the confidence level.

4. Determine the standard deviation of the population. The standard deviation of the population may be known from secondary sources.

5. Determine the sample size using the formula for the standard error of the mean.

6. If the resulting sample size represents 10 percent or more of the population, the finite population correction should be applied.

7. If the population standard deviation is unknown and an estimate is used, it should be re-estimated once the sample has been drawn.

Questionnaire is a pre-formulated written set of questions through which a researcher requests the respondents to record their answers for the purpose of data collection for the research study. It is usually within closely defined alternatives.

Administration of the questionnaire refers to the designing and making a questionnaire to use in the data collection for any research program. It can be done in three ways: 1. Personally administered questionnaires: When the questionnaire is used to collect data directly from the respondent, then it is called as personally administered questionnaire. Personally administered questionnaires require some preconditions to be fit:

When a survey is confined in a local area.

Organization is willing and able to assemble the respondents.

2. Mail questionnaires: When the questionnaire is distributed to the respondents to over mail for feedback after answering the questions. Then it is called as mail questionnaire.

This method is further classified into following categories

1. Mail interview: Under this method questionnaires are mail to preselected potential respondents.

2. Mail panel: A mail panel consists of a large, nationally representative sample of households that has agreed to participate in periodic mail questionnaires, product tests, and telephone surveys.

1. Researcher can collects data within a short period of time.2. Respondents' doubts and questions can be clarified on the spot.3. Researcher can introduce the research topic and motivate the respondents to answer frankly.4. Administering questionnaires to the large number of individuals at the same time is less expensive and consumes less time.5. It does not require as much skill to administer the questions as to conduct interviews.

1. A large geographic area can be covered.

2. Respondent can send it back in convenient time.

3. 30% returns is acceptable.

1. Response is low.

2. Doubt of respondents cannot be clarified.

3. Difficult to establish the representation of the sample.

1. Sending follow up letters: Researcher can send a follow up letter to the respondents mentioning the details information about the research topic, purpose and way to answer to make questionnaire easy to respondents.

2. Some monetary incentive can be given: To motivate the respondents to answer the questions and send it back, the researcher can give some monetary incentives along with the questionnaire.

3. Providing self-addressed and stamped return envelopes: To have quick response researcher can provide self-addressed and stamped envelopes to the respondents.

4. Keeping the questionnaire short: Researcher can design the questionnaire small and brief to consume the less time to respondents.

5. Using the name of renowned research organization: Researcher can use the name of renowned research organization in the introductory cover letter to charm the respondents and make the program more reliable and valid.

Sound questionnaire design principles should focus on three areas-

1. Principles of Wording.

2. Planning issues of measurement.

3. General appearance of the questionnaire.

These are discussed bellow-

1. Principles of Wording: It refers to the some factors like-

a. The Appropriateness of the Contents and purpose of questions: Here the appropriate contents and the purpose of the questionnaire are considered according to the subjective and objective variables like respondent's perceptions, attitudes, age, education etc.

b. Language and wording of the questions: The usage of the language in the questionnaire depends on the educational level of the respondents, the usage of the idioms and term in their culture and norms and the frame of preference.

c. Type and forms of the questions: The researcher is to take the decision about which type of questions will be asked in the questionnaire. The questions may be-

Open- ended versus closed question

Positively and negatively worded questions.

Double-Barreled questions.

Ambiguous question.

Recall-Dependent questions.

Leading question.

Loaded question.

Social desirably question.

Length of questions.

d. The sequencing of the questions: Sequencing the questions chronologically easier questions to the difficult questions, general questions to specific questions, primary to final question etc. is also a main task at the time of designing questionnaire.

e. The personal data sought from the respondents: The researcher can include the personal and demographic questions about the age, educational level, marital status, and income. It is better not to ask the name of the respondents.

2. Principles of measurement: Here the researcher thinks about the measurement of scaling, hypothesis, variables etc. which are to be included in the questionnaires.3. General appearance of the questions: It is also necessary to pay attention to how the questionnaire looks. An attractive and neat questionnaire with appropriate introduction is the pre-condition to char the respondent and to get reliable data.

A questionnaire consists of different types of written set of questions. A question criterion is a vital element to conduct a research program. Questions may be categorized in different ways. The main forms and types of questions are described bellow-

1. Open-ended versus closed: Open-ended questions allow the respondents to answer them in any way they choose. The researcher here will not provide boundary. So, respondents are free to answer what they like to choose. For example-the researcher asks the question to customer or buyer about the price rate of daily necessary goods. Here the customer can answer according to his wish.

On the other hand, in the closed questions the respondents have to make choice among a set of alternatives given by the researcher. For example- the researcher ask the question to the customer or consumer about the price rate of daily necessary goods and fix five possible answers to choose any one.

2. Positively and negatively worded questions: A questionnaire that includes both positive and negative questions is called positively and negatively worded question. A good questionnaire should include both positively and negatively worded questions. The researcher should avoid the double negative and excessive use of word, because it makes the respondents confused. For example- Are you satisfied with the service of train? It can be asked negatively such as- You are not satisfied with the service of train, is it? So, actual information can be found through negative and positive questions.

3. Double-Barreled question: When different responses come from its support is called double barreled question. The researcher should avoid double-barreled question and two or more separate question should be asked. For example- The quality of Sunsilk shampoo is very high, that is why its sales are decreasing? The first part's answer is "yes" but the second part's answer is "NO". So, the researcher can ask in bellow way- Is the quality of Sunsilk shampoo very high?

Is it the reason to decrease its sales?

4. Ambiguous question: A question that is not clearly stated or defined is called ambiguous question. Sometime the language of the question is not only double-barreled but also ambiguous. For that the respondents become confused what will be his answer. For example- What about the Bangladesh politics? Here the respondents will become confused actually what the researcher wants to know from his answer.5. Recall-dependent question: A question which may require respondents to recall past experience that are unclear in their memory is called recall-dependent question. For example- If a person, who has completed honors 3rd year, is asked to state when he first went to the high school, he may not be able to give the correct answer. 6. Leading question: Questions should not be expressed in such a way that lead the respondent to give responses that the researcher would like or want them to give. For example- a question is, "Do you think that the students' politics of Bangladesh should be banned? Here the respondent is forced in a way to say 'YES'. But this matter can be asked in bellow way- "To what extent do you think that the students' politics of Bangladesh should be banned?"

7. Loaded question: A question which is asked to the respondents in an emotionally charged manner is called loaded question. An example of such loaded question is- 'To what extent do you think the price rate of daily necessary goods is high, if the political party decides to go on Hartal or strike?'

8. Social desirable question: A question which is asked to the respondents to find out socially desirable responses is called socially desirable question. The question should not go against the social norms and believes. If the question goes against it, then it may have negative impact. For example- 'Do you think wine should be available in every grocery shops?' In these cases the respondents may show negative attitudes or may become annoyed, because the question is against the social value as a Muslim country.

From the above discussion we can say that different types of questions are used in the questionnaire by the researchers to find out the intended information.

Pretesting refers to the testing of the questionnaire on a small sample of respondents in order to identify and eliminate potential problems. Even the best questionnaire can be improved by pretesting. All aspects of the questionnaire should be tested, including question content, wording, sequence, form and layout, question difficulty, and instructions.

Pretests are beating done by personal interview, even if the actual survey is to be conducted by mail, telephone, or electronic methods, because interviewers can observe respondents reactions and attitudes.

It is important that the results of the study and the recommendations to solve the problem are effectively communicated to the sponsor, so that the suggestions made are accepted and implemented; otherwise all the effort expended on the investigation would be in vain. Writing the report concisely, and with clarity is perhaps as important.

Basically there is no hard and first rule for the layout of the research report, while there is no single report layout or format which is appropriate for all situations. However the following outline is generally accepted as the basic format for most of the research project.

1. The title page: The first contain of writing a report is the title. The title page should state the subject of the report, for whom and by whom the report was prepared, and the date of completion, submission or presentation.

2. Abstract or summery of the report: Abstract or summery of the report explain why the researcher project was conducted, what aspects of the problem were considered, what the outcomes were, and what should be done.

3. Introduction or background: The details of the research project are found in the introduction of the report. This section includes-

Background information

Research problem

Research gap

4. Justification or scope of the research: After analyzing and reviewing extensive available literature at hand, the researcher can clarify or identify the concept or knowledge gap. To fill up the knowledge gap is the main purpose of justification. Here the researcher should answer the following questions-

Does the field need reworking?

Is there any gap in knowledge?

Are the expected results useful to the society?

Who might be interested in the result?

5. Literature review: Literature review refers to a direct search to published works including periodical books, academic journals, govt. report etc that discuss theory and present empirical result relevant to the topic at hand. The main purpose of the literature review is to find out the knowledge gap in the field of proposed research.

6. Framework development: Usually a theoretical framework is developed in the introductory section. But some research problems require defining many concepts in detail and that is not possible to complete in the introductory section hence in this section framework or hypothesis should be explained.

7. Methodology: It is the important part in the research writing process. It includes

Research design

Population and sampling

Measurement system

Data collection and analysis

Results of analysis

8. Findings: Findings will be normally the longest section of the report. If the problem is to be solved, the gathered data must be examined as they relate to the objectives of the study.

9. Discussion: The discussion of the researcher with the knowledgeable person about the problem and the findings can narrowly be included in this section.

10. Limitations: When the researcher studies his report, he may face some limitations. Like a time constraints for completing the work, larger population etc. these limitations should be reported within their proper perspective, indicating the accuracy of the interpretation of the results.

11. Conclusion: The conclusion is drawn by inference either inductive or deductive from the findings. The conclusion verifies or denies the premises or hypothesis upon which the investigation has been conducted.

12. References: It is the final section of the report preparation. it contains detailed information of sources from where material s are found including the books, journals, conferences and various articles, magazine, news papers etc.

CHAPTER - ONE

INTRODUCTION TO MARKETING RESEARCH

Marketing decision making

Providing information needs

Assessing information needs

Marketing managers

Market segmentation

Target market selection

Marketing programs

Performance & control

Controllable marketing variables

Product

Pricing

Promotions

distribution

Uncontrollable environmental factors

Economy

Technology

Competition

Laws & regulation

Social & cultural factors

Political factors

Customer groups

Consumers

Employees

Shareholders

suppliers

Marketing

Research

The role of marketing research in marketing decision making process

CHAPTER THREE

RESEARCH DESIGN

Definition of research design.

Marketing research

Classifications of marketing research.

Give a definition of marketing research

A Comparison of Survey and Observation Methods

Environmental context of the problem

Qualitative research

Secondary data analysis

Interviews with experts

Discussion with decision makers

Tasks involved

The tasks involved in defining the marketing research problems

The report

CHAPTER - SEVEN

REPORT WRITING

Pretesting the Questionnaire

Types/forms of the questionnaires

Guidelines for questionnaire design

Effective techniques employed for improving the rates of response to mail questionnaire

Disadvantages of mail questionnaires:

Advantages of mail questionnaires:

Advantages of personally administered questionnaire

Techniques of mail questionnaire

Administration of Questionnaire

What is Questionnaire?

CHAPTER - SIX

QUESTIONNARE

Determination of sample size.

Criteria of selecting a sampling procedure

Characteristics of good sample design

Types of sampling designs:

Steps in sampling:

Reasons for sampling

What do you mean by Sampling?

Issues related in sampling design

Sampling design

CHAPTER - FIVE

SAMPLING DESIGN

Processing and analyzing of data

Disadvantages of secondary data

Advantages of Secondary data

Disadvantages of primary data

Advantages of Primary data

Difference between primary and secondary data:

Data collection methods

Sources of data

Types of data or Primary versus secondary data

What is data?

Staple scale

Semantic scale

Likert scale

Itemized rating scales

Continuous rating scales

Q-sort & other procedure

Constant sum scaling

Rank

Order scales

Paired comparison scales

Non-comparative scales

Comparative scales

Scaling techniques

Scaling techniques/ types of scaling techniques

Types of scaling

What do you mean by measurement and scaling?

CHAPTER - FOUR

MEASUREMENT & SCALING

CHAPTER - TWO

MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH

Defining the Marketing Research Problem

Difference between management decision problem and marketing research problem

Management decision problem and Marketing research problem

Component of the Approach

Factors to be considered in the environmental context of the problem

Research Design

Conclusive Research

Casual Research

Exploratory Research

Descriptive Research

Classification of research design

Of

Differences between exploratory and conclusive/causal research

Of

Potential Sources of Error

Total error

Random sampling error

Non-sampling error

Response error

Non-response error

Interviewer errors

Researcher errors

Respondents errors

1. Surrogate information error

2. Measurement error

3. Population definition error

4. Sampling frame error

5. Data analysis error

1. Respondent selection error

2. Questioning error

3. Recording error

4. Cheating error

1. Inability error

2. Unwillingness error

Classification of observation method

Observation Methods

Classification of Survey Method

Survey Methods

Descriptive Research: Survey and Observation

Construction techniques

Association techniques

Expressive techniques

Projective techniques

Completion techniques

Focus group

Depth interview

Direct (Non-disguised)

Indirect (Disguised)

Qualitative Research Procedure

Classification of Qualitative Research Procedures

Primary Data: Qualitative versus quantitative Research

Exploratory Research Design: Qualitative Research

Computer database and Classification of computerized database

Classification of Secondary Data

Criteria for Evaluating Secondary Data

Exploratory Research Design: Secondary Data

Problem identification research

Problem solving research

Segmentation research

Product research

Pricing research

Promotion research

Distribution research

Market potential research

Market share research

Image research

Market characteristics research

Sales analysis research

Forecasting research

Business trends research

The marketing research process

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