Unit-II

MAJOR TECHNIQUES OF MR

MAJOR TECHNIQUES OF MR

Unit Outline• Desk Research• Trade Research• Panel research• Technical consideration in panel• Methods of analyzing the panel data• Types of panels• Omni bus surveys• Design issues in omnibus surveys-Applications

Panel research

A panel research is a research, the researcher uses the same sample over and over again for collecting the information. The researcher gathers the data from the same people constituting the panel. In this sense, the panel is the permanent sample of respondents who agree to be interviewed at appropriate time.

Here a panel may be individuals, households, retail shops or firms etc.,

Advantage of Panel research

1. Changes in the buyer behaviour can be monitored.

2. Relationship between changes in buyer behaviour and changes in the marketing mix can also be analyzed.

Dis-advantage of Panel research

1. It requires the greater degree of cooperation between the panel and the researcher.

2. The possibility of drop-out of the panel from the research process.

Types of panels

The panel research is used for the following three purposes.

1. Consumer panels2. Retail shop panels3. Advertising audience panels

Consumer panels

Here the market researcher maintains a panel of consumers and receives response from them at periodical intervals. The panel is continuous in the sense that the researcher collects the response from the same set of sample units on a continuing basis at specified period.

Retail Panel

Here, a permanent sample of retail shops is maintained to supply information periodically on aspects such as how much these retail shops purchased during the period, how much stock they hold, the rate of stock turnover, sales levels of different brands, price trend etc.,

Advertising audience panel

It consist of persons getting exposed to advertising in the various media, such as readers of publications, TV viewers and radio listeners. The main purpose is to gather valuable information for media planning. The panel members keep recording the programmes viewed by them, or heard by them or the publications read by them

Market Survey

Meaning: Market survey is one of the most widely used MR Techniques. It is just one method of collecting the marketing information required for carrying out a given marketing research task.

It is used, if the required data is not available from the company’s internal records and from external published sources. It amounts to original field research work for the purpose of collecting primary data.

Steps involved in a Market SurveyPlanning the survey:

problem definitionselection of the survey methodsamplingquestionnaire developmentpilot study

Fieldwork:selection & training of investigatorsInterviewing / collection of datasupervision

Analysis & Interpretation of data:Editing, Tabulating and processingStatistical analysis & Interpretation

Report Making:Report writing Summarizing findings and recommendation