Marketing Research?

Meaning Marketing Research has two words, viz., marketing and research.
Marketing means creating, communicating and delivering value to the customers &
managing customer relationships. Research means a systematic and complete
study of a problem. It is done by experts. It uses scientific methods. Thus, we can
say, Marketing Research is a systematic method of collecting, recording and
analyzing of data, which is used to solve marketing problems.

Definition Marketing research

is "the process or set of

processes that links the consumers, customers, and end users to the marketer
through information information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions;
monitor marketing performance; and improve understanding of marketing as a
process

Market Research problem

a research problem, in general, refers to some difficulty which a researcher
experiences in the context of either a theoretical or practical situation and wants to
obtain a solution for the same.
Thus, a research problem is one which requires a researcher to find out the best
solution for the given problem.
A research problem is the situation that causes the researcher to feel apprehensive,
confused and ill at ease. It is the demarcation of a problem area within a certain
context involving the WHO or WHAT, the WHERE, the WHEN and the WHY of
the problem situation. The research problem should always be formulated
grammatically correct and as completely as possible. You should bear in mind the
wording (expressions) you use. Avoid meaningless words. There should be no doubt
in the mind of the reader what your intentions are.

IDENTIFICATION OF THE PROBLEM

The prospective researcher should think on what caused the need to do the
research (problem identification). The question that he/she should ask is:
Are there questions about this problem to which answers have not been found up to
the present
Research originates from a need that arises. A clear distinction between the
PROBLEM and the PURPOSE should be made. The problem is the aspect the

researcher worries about, thinks about and wants to find a solution for. The purpose
is to solve the problem, i.e. find answers to the question(s). If there is no clear
problem formulation, the purpose and methods are meaningless.

There are many problem situations that may give rise to research. Three sources
usually contribute to problem identification.

Own
experien
ce

Scientific
literature

Theories

Own experience or the experience of others may be a source of problem

supply.
A second source could be scientific literature. You may read about certain
findings and notice that a certain field was not covered. This could lead to a
research problem.
Theories could be a third source. Shortcomings in theories could be
researched.

Research can thus be aimed at clarifying or substantiating an existing theory, at

clarifying contradictory findings, at correcting a faulty methodology, at correcting
the inadequate or unsuitable use of statistical techniques, at reconciling conflicting
opinions, or at solving existing practical problems.

Defining the problem

is the most important step, because only when a

problem has been clearly and accurately identified can a research project be
conducted properly.
Defining the marketing research problem sets the course of the entire project.

Importance of Defining the Problem

Only when marketing research problem has been clearly defined can research
be designed and conducted properly.
Inadequate problem definition is a leading cause of failure of marketing
research project.
Better communication and more involvement in problem definition are the
most frequently mentioned ways of improving the usefulness of research
Because problem definition sets the course of the entire project.
Because the client is paying for the research so both need to know what to
expect.
Because mistakes made at this level grow into larger, more expensive
mistakes later on.
The problem definition process provides guidelines on how to correctly define
the marketing research problem.
All the effort, time and money spent from this point on will be wasted if the
problem is not properly defined.
Because this is the Critical first step in research process
If problem definition is not correct, research will be wasted regardless of how
well research is conducted
Often requires some preliminary research to help define the problem

Necessity of defining a problem

To discriminate the relevant data from the irrelevant one

Defining research problem make research faster and easy.
formulates a clear, concise, and manageable research problem

Real life example of problem definition

failure

Coca-Cola conducted blind taste tests in the early 1980s to

determine consumer taste preferences.
Results indicated that consumers preferred a sweeter
product, similar to Pepsi Cola. Coca- Cola introduced the
new taste Coke and named it New Coke and discontinued
the original Coke.
In less than 3 months, New Coke was discontinued after
customer outrage over the removal of the original Coke.
It has been suggested that Coca-Cola narrowly defined the
research problem.
Coca-Cola failed to measure the emotional attachment
and loyalty to the existing brand name and its effect on
subsequent purchase and consumption behavior.

Sources of research problem

Personal Experiences: Day-to-day personal experience of a research may

serve as good source of ideas to formulate research problem. There may be
so many such life experiences of researcher, which he can used in his
research.

Practical Experiences: researcher gets plenty of ideas to formulate

research problems from their experiences. Every researcher has several
questions to be answered which are encountered during their professional l
experience. Such experiences could be rich sources of ideas to identify a
significant research problem.

Critical Appraisal of literature: When we critically study books & articles

relating to the subject of our interest, including research report, opinion
articles, & summaries of research issues, pertinent questions may arise in our

mind. These may strike readers mind indirectly by stimulating imagination &
directly by stating what additional research is needed.
Previous Experience: A body of knowledge should be developed on a sound
foundation of research findings. Usually at the end of a research further
research problems are suggested, based on the shortcomings of previous
research, which can be investigated.

Existing theories: Research is a process of theory development & theory

testing. It an existing theory is used in developing are searchable problem, a
specific statement from the theory must be isolated. Generally, a part of the
theory are subjected to testing in the situation.

Social issues: Sometimes, topics are suggested by more global

contemporary social or political issues community.

Brainstorming: Brainstorming sessions are good techniques to find new

questions, where an intensified discussion among interested people of the
profession is conducted to find more ideas to formulate a good research
problem. For example, ideas for studies may emerge from reviewing
research priorities by having brainstorming session with other experts,
researchers

Intuition: Traditionally institutions are considered good sources of knowledge

as well as sources to find new research problems. It is believed that reflective
mind is good sources of ideas, which may be used to formulate a good
research problem.

Folklores: Common beliefs could be right or wrong. For examples, it is

generally believed that studying just before the test decrease the score. We
believe we should not study just before test to relax our mind. Researchers
can conduct a research study on whether one should study before the test or
not.

Exposure to field situations: During field exposure, researchers get variety

of experiences, which may provide plenty of ideas to formulate research
problems.

Consultation with experts: Experts are believed to have sound experience

of their respective field, which may suggest a significance problem to be
studied. In addition, expert may help in finding a current problem of discipline
to be solve, which may serves basis for formulation of research problem.

Some other Sources of problem:

Books/reports Resource

Newspapers/TV/radios/medias
Seminars, workshops/conferences
Relations organizations/research centers/research institutes
Encyclopedia Own critical observations
Discussions with fellows, colleagues, friends, etc.

ESSENTIALS FOR SELECTING A GOOD

RESEARCH ROBLEM
Interest: IT should be the most important consideration in selecting a
problem. keeps the researcher involved in it throughout the research process.
Researchable can be investigated through the collection and analysis of
data, using case study or other techniques
Sufficient knowledge:-Having sufficient knowledge about the research
process. Not too broad or too big not too narrow Manageable, specific and
clear.
Understandable and logically build up well formulated and has logical
structure with main question and following sub-questions.
Manageable fits the level of researchers level of research skills, needed
resources, and time restrictions.
Purposeful establishes cooperation between researcher and business
which should lead to economical and practical development of both sides
Measurement of concept Make sure that you are clear about the
indicators and measurement of concepts (if used) in your study.
Level of Expertise Make sure that you have adequate level of expertise
for the task you are proposing since you need to do the work yourself.
Relevance Select a topic that is of relevance to as a professional.
Contributes to the improvement: Problem should contributes to the
improvement and understanding of educational theory and practice.
Availability of data before finalizing the topic, make sure that data are
available within the budget.

 Ethical Issues Research problem should not harm to participants,

person/society involved.

Variable reviews for problem

identification
The formulation of the problem is often more essential than its solution.

Selection of a research area

Delimiting the research topic
Understanding the nature of the problem.
Surveying the available literature.
Developing the ideas through discussions
Evaluating the research problem
Rephrasing the research problem into a working proposition.
Statement of the problem in a general way

Selection of a research area

Formulate of a research problem begins with selection of a broad research topic
from personal experience, literature, previous research, & theories in which
researcher is interested & has significance.

Delimiting the research topic

In this step, researcher proceeds from a general area of interest to more specific
topic of research to conduct study.

Understanding the nature of the problem.

The researcher needs to discuss the problem with those related to the subject
matter in order to clearly understand the origin of the problem, its nature,
objectives, and the environment in which the problem is to be studied.

Surveying the available literature

All available literature including relevant theories, reports, records, and other
relevant literature on the problem needs to be reviewed and examined.
This would help the researcher to identify the data available, the techniques that
might be used, types of difficulties that may be encountered during the study,
possible analytical shortcomings, and even new methods of approach to the present
problem.

Developing the ideas through discussions

Discussing the problem with colleagues and others related to the concerned subject.
This helps the researcher to generate new ideas, identify different aspects on the
problem, gain suggestions and advices from others, and sharpen his focus on
certain aspects within the field. However, discussions should not be limited to the
problem only, but should also be related to the general approach to the problem,
techniques that might be used, possible solutions, etc.

Evaluating the research problem

Once researcher is clear about the specific research problem, next the research
problem must be carefully evaluated for its significance, research ability,
&feasibility. Feasibility of the research problem should be evaluated for time, cost,
availability of subjects &resources, administrative & peer support, ethical
consideration, & researchers competence & interest.

Rephrasing the research problem into a

working proposition
Rephrasing the problem means putting the problem in specific terms that is feasible
and may help in the development of working hypotheses. once the researcher has
gone through the above steps systematically, it is easy to rephrase the problem into
analytical and operational terms.

State the problem in general terms

State the problem in general terms with respect to some practical, scientific or
intellectual interest. For this, the researcher may himself read the concerned subject
matter thoroughly or take the help of the subject expert.

Environmental Context of the

Problem

To understand the background to a marketing research problem, the researcher

must understand the clients firm and industry. In particular, the researcher
analyze the factors that have an impact on the definition of the marketing research
problem such as:

Past information and forecast pertaining to the industry and the firm;
Resources and constraints of the firm
Objective of the decision maker;
Buyer behavior;
Legal environment;
Economic environment; and
Marketing and technological skills of the firm.

Process of problem
definition
Defining the problem

is the most important step, because only when a

problem has been clearly and accurately identified can a research project be
conducted properly. Defining the marketing research problem sets the course of the
entire project. Careful problem definition would have avoided cost and delay of
research.
The process of defining the problem involves stating it I a very concise manners and
narrowing it down to workable size. Research problem can be stated in two formats:
A statement of research problem could be in declarative or interrogative
a. Declarative format: In this format, a research problem is stated in declarative
statement. . For the formulation of a research problem it is preferable
b. Interrogative format: In interrogative format, a research problem is stated in
question form.
The choice of either of these two types of format formulation of a research problem
depends on the researchers preference & institutional policies.

Steps in defining problem

Ascertain the
decisions
makers
objective

Situational
analysis

Situational
analysis

Isolate
cause and
symptom

Unit of
analysis

Determine
relevant
data

Developing a
hypothesis

1. Ascertain the decisions makers objective

Researcher needs to understand:

The decision makers objectives (i.e. desirable end-states that the decision
maker hopes to achieve within a future time frame) for conducting the
research
The business context in which the decision maker operates objectives

2. Translate into research objective(s) (what

information is needed)
After understand the management problem, researcher convert this
problem into research problem and then set objectives to solve that
problems
Following is an example to clear this pt.
Management Problem

What price should we charge for our new product?

Research Problem

What are our costs of production and marketing (COGS)?

What are our pricing objectives and position in the market?
What price does similar types of products sell for?
What is the perceived value of our product in the marketplace?
Are there any norms or conventional practices in the marketplace (e.g.,
customary prices, continual discounting)

Research Objectives

To assess the costs involved in producing and selling our product

To determine corporate objectives and their implications for pricing
To examine current prices for direct and indirect competition

To determine potential customer reaction to various prices and their

perception of the benefits of owning the product

3. Situational analysis
- Informal gathering of background information to familiarize the researcher and
manager with the decision-making environment situation.

4. Isolate cause and symptoms

Symptom the sign (indicator) that something is wrong (e.g. sales decline)
Problem the actual reasons (possible causes) for the discrepancy between what is
(current situation) and what is desired (e.g. lack of motivation among salespeople)
Tackling the symptoms may not necessarily solve the problem, the real (root)
causes must be identified and tackled.

Observation that in many (if not most) cases only a very small amount (the 'tip') of information is available
or visible about a situation or phenomenon, whereas the 'real' information or bulk of data is either
unavailable or hidden. The principle gets its name from the fact that only about 1/10th of an iceberg's
mass is seen outside while about 9/10th of it is unseen, deep down in water. Decision makers often
respond to symptoms and believe they are confronting the actual problem.
For example, if the quarterly or monthly reports show a decline in sales or market share then decision
makers tend to label these issues as the problem. Their perspective represents the 10% or that which is
both
observable
and
measurable.
Researchers, on the other hand, are cautioned to step back and look beneath the waves. This is where
we find the 90%, or that which is neither typically observable nor clearly understood by managers . When
we probe deeper we may find the loss in sales or market share is actually a function of declining
customer satisfaction, advertising that is not effectively reaching its target, or a sales force that is
insufficiently trained. This awareness comes via the researchers ability to delve into the psyche of the
customer
and
prospect
through
one
or
a
series
of
market
surveys.

Another Example of differences between symptoms and problems,

5. Unit of analysis
Determine the Unit of Analysis
Individuals, households, organizations, etc.
In many studies, the family rather than the individual is the appropriate unit of
analysis.
The target population from whom data needs to be collected to serve the research
objectives
These could be:

Individuals (maybe even further classified by demographics, geographic

location, etc.)
Households
Organizational customers (e.g. retailers, wholesalers)
Competitors

Sometimes a single research problem may require investigation at one or more

levels of analysis

6. Determine relevant data

Anything that may assume different numerical values
Types of variables can be:
Categorical variable is any variable that has a limited number of distinct
values.
Continuous variable is any variable that has an infinite number of values.
Dependent variable is a criterion or a variable that is to be predicted or
explained.
Independent variable is a variable that is expected to influence the dependent
variable. Its value may be changed or altered independently of any other
variable.

7. Developing a hypothesis
Once the problem to be tackled has been finalized, the variables identified, the
relationship stated, the researcher should now formulate a tentative solution to the
problem. Theses proposed solutions are called as hypothesis. Which the researcher
would proceed to formulate on the basis of facts known or collected by him.

Conclusion: thats why its very important to identify problem properly

because when marketing research problem has been clearly identified, only then
research can be designed and conducted properly
Inadequate problem definition is a leading cause of failure of marketing research
project. All the effort, time and money spent from this point on will be wasted if the
problem is not properly defined. If problem definition is not correct, research will be
wasted regardless of how well research is conducted

Syndicated Research
A research study which is conducted and funded by a market research firm
but not for any specific client is called a syndicated research. The result of
such research is often provided in the form of reports, presentations, raw
data etc. and is made available in open market for anyone to purchase.
In syndicated research the research problem and scope of research is
formulated by market research companies based on their experience and
methodology. Thus they often need refinement when you want to use them
in lieu of custom market research.
The Benefits of Syndicated Research
1.

Providing a Representative Overview of the Market: While

custom research often focuses on a smaller subject/issue or population,
good syndicated research ensures a representative sample of
the overall market. It provides a clear representation of the players in
the market, whether they are customers, clients, or businesses. The
sample should be large enough and weighted appropriately to
accurately provide relevant and actionable intelligence.

2.

Identifying Industry Trends: Because syndicated research is

undertaken on a large scale, it often provides a macro-level overview
of the issues facing a particular industry. Syndicated research is useful
for organizations looking to understand the market landscape and
their position in it, as well as those looking to gain a jump-start on
issues likely to affect the industry in the future.

3.

Measuring Brand Awareness, Strength, and

Perceptions: Similarly, this market overview perspective allows
multiple companies who invest in syndicated research to see how
their brands and product offerings are viewed among
customers and potential customers compared to those of their
competitors.

4.

Offering Competitive Intelligence. By offering insights on macrolevel industry trends as well as a detailed understanding of
specific issues within an industry or market, syndicated research
can be a valuable source for competitive intelligence professionals
seeking to gain information on how best to position their
companies in a competitive market.

Why syndicated research is conducted?

Syndicated research is conducted by market research companies for various
purposes:
1. To update their knowledge base on key industries on which they
specialize or wish to specialize.
2. To utilize human resources during slack period.
3. To improve visibility of their company by using syndicated research as
means to get publicity.
4. To show-off the skills of the company.
5. To update industry tracker and databases provided to their clients on
subscription.
These are the major reasons why a market research company invest its
funds and time in conducting a syndicate research without any assurance of
recovering its cost.
PURPOSE OF CONDUCTING SYNDICATED RESEARCH
Syndicated research is often used during exploratory research which follows
an unstructured format. It is also used in following cases:
1. When you want to find information about a market before making a
plan for full scale custom market research.
2. When you want to use data pointers and charts during presentations
and have no-time to conduct custom research.
3. When you want to create an investor pitch and need various data
pointers on short notice.
4. When you are running short on your research budget.
5. When you need information for use in your research thesis.

6. When you are working in news agency and want data for your article or
news story.
7. You are a venture capitalist or investor and want to be updated about
trends happening in various industries, markets and companies of your
interest.
Why should you use syndicated research?
Syndicated research reports should be used during exploratory research
process to gain more information about a market, industry or company at a
lesser cost and in shorter time span. Many companies providing syndicated
research reports often provide customization services too. This can really
help you identify the companies you should be asking for research proposals
in future when you want to go ahead with custom market research.
In short when you are building your knowledge base about a
business/research problem and dont want to spend huge amount or have
very less time you should use syndicated research repo
Where to find syndicated research?
Now comes to question of how or where to acquire syndicated research
reports. Well, syndicated research reports can be acquired from any of the
following sources:
1. Industry Association
Industry Associations are good sources to find ready-made information about
their industry and market. They hire market research companies to conduct
study for them and then often provide the results of that study publically for
everyone.
They can be a good source when you want to find macro level information
about any industry or market but can be very little use if your needs are very
specific.
2. University Libraries
University or b-school libraries often have access to digital databases which
provide research information and if you have access to them then you can
find a vast collection of information. This again has limitations when you are
looking for something very specific, but often provide enough information
which can help you to a greater extent.

3. Market Research Reports Portals

This is the most convenient way to find and buy syndicated market research
reports. You can use portals like Market Research Reports to find and
purchase syndicated research reports. These portals distribute syndicate
reports offered by many renowned global market research companies.
They can also help you in finding the best suited research for your
requirements. Moreover since they work with market research companies
directly they can also help in customizing a syndicated report or conducting
full-fledged custom market research study.

1. MARKETING RESEARCH
A systematic manner of objective collection and analysis of data about a particular target
market, competition, and/or environment.
Marketing or business research always incorporates some form of data collection whether it is
secondary research or primary research which is collected directly from a respondent.
The purpose of marketing research is to gain a proper understanding on the subject matter to
derive effective business insights. As the markets are becoming competitive on a global level,
market research is on the agenda of all organizations to collect targeted and specific data.
2. MARKETING RESEARCH PROPOSAL
A marketing research proposal can be defined as, A plan that offers ideas for conducting
research.
A marketing research proposal details the who, the what, the where, the when and the
how of research and the information and costs associated with it.
A research proposal is a document written by a researcher that provides a detailed
description of the proposed program. It is like an outline of the entire research process
that gives a reader a summary of the information discussed in a project.
It is a detailed plan of action for inquiry
It tells what the researcher intends to do, how, why, where and when.
3. PURPOSE

To present the management question to be researched and relate its importance.

To discuss the research efforts of others who have worked on related management
questions.
To suggest the data necessary for solving the management question and how the data will
be gathered, treated and interpreted.
To present the researcher's plan, services and credentials.
To help the researcher to define the contents and to plan and execute his/her
research project.
To inform potential collaborators and supporters about the topic and the expected quality
of the research.

4. PROPOSAL DEVELOPMENT

5. TYPES OF RESEARCH PROPOSALS

EXTERNAL
PROPOSALS

SOLICITED
PROPOSAL
UNSOLICITED
PROPOSAL

RESEARCH
PROPOSALS

INTERNAL
PROPOSALS
5.1. INTERNAL PROPOSALS

A proposal done by staff specialists or by the research department within the organization
is called internal proposal. These are used within companies to plan or propose new
projects or products

5.2. EXTERNAL PROPOSAL

A proposal sponsored by university grant committees, Government agencies, Government
contractors, non-profit organizations, or corporation is called External proposal.
5.2.1 Types of external proposals
5.2.1.1 solicited proposal:
A proposal which is made in response to a request for proposal is called solicited proposal.
5.2.1.2 Unsolicited proposal:
A proposal which represents a suggestion by a contract researcher for research that might be
done is called unsolicited proposal.

ELEMENTS OF A RESEARCH PROPOSAL

Title Page
Executive Summary/Abstract
Problem Statement
Research Objectives
Literature Review
Research methodology
Data analysis
Budget
Facilities and special resources
Bibliography
Appendices

1. TITLE PAGE
It consists of title of the project, the names of the preparers of the proposal, their contact
information, Personal data (name, academic title, date of birth, nationality, contact
information, institutional contact)
2. EXECUTIVE SUMMARY/ABSTRACT
To understand quickly the thrust of the project and to grasp quickly the essentials of the
proposal without having to read the details, we should include brief summary statements of
the management dilemma and management question, research objectives and the benefits of
your approach. If the proposal is unsolicited, a brief description of your qualification is also
appropriate. It should contain a gist of the study and the findings of the research. An effective
summary states the problem addressed by the applicant, identifies the solution, and specifies
the objectives and methods of the project. This summary should also outline funding
requirements and describe the applicants expertise.
3. PROBLEM STATEMENT
The most important aspect of a research proposal is the clarity of the research
problem. The statement of the problem is the focal point of your research. As a part of the

Introduction, effective problem statements answer the question Why does this research need
to be conducted?
Example of a problem statement:
"The frequency of job layoffs is creating fear, anxiety, and a loss of productivity in middle
management workers."
4. RESEARCH OBJECTIVES
This describes the goals and objectives that are the targets and desired outcomes of work
done by you to find answers to the problem or issue under investigation.The purpose often
starts with a single goal statement that explains what the study intends to accomplish. A few
typical statements are:
The goal of this study is to:
-overcome the difficulty with
-discover what
-understand the causes or effects of
-refine our current understanding of
-provide a new interpretation of
-understand what makes ___ successful or unsuccessful
It is then followed by a paragraph which describes the objectives that support the goal of the
research investigation.

5. LITERATURE REVIEW
This section examines recent research studies or reports that act as a basis for the proposed
study. It develops broad ideas of what is already known in a field and what questions are still
unanswered. This process will assist you in furthering narrowing the problem for
investigation, and will highlight any theories that may exist to support developing hypotheses
Emphasize the important results and conclusions of other studies, the relevant data and trends
from previous research and particular methods or designs. Close the literature review section
by summarizing the important aspects of literature and interpreting them in terms of your
problem.

6. RESEARCH METHODOLOGY
It describes the method of conducting the research in technical terms. It provides description
of following subjects:

Sampling design- Sampling unit, sampling method, research design to be followed, data
collection design, instrument design.
7. DATA ANALYSIS
It describes how the data will be analyzed once they are collected. Factors affecting the type
of data analysis are type of data, Research design, researchers qualifications, Assumptions
underlying a technique.
8. BUDGET
Budget should be presented in the form of sponsors request. It should not be more than 1-2
pages. Additional information, backup details, quotes from vendors and hourly time
&payment calculations should be put into appendix (if required).
9. FACILITIES AND SPECIAL RESOURCES
Exploratory study may need specialized facilities for focus group sessions, Computerassisted telephone or other interviewing facilities. Requirements vary from study to study.
Proposal should carefully list the relevant facilities and resources that will be used. Cost of
such facility used should be detailed in budget section.
10. BIBLIOGRAPHY/REFERENCES
For all the projects that require a literature review, a bibliography is necessary. Use the
bibliographic format required by the sponsor. There are two main types of bibliography
formats: MLA (Modern Language Association) and APA (American Psychological
Association).
11. APPENDICES
Glossary: This simple section consisting of terms and definitions. It includes words that are
unique to the research topic and not understood by the general management committee,
Measurement instrument, other: it includes researcher vitae, profiles of firms or individual to
which work will be contracted, budget details and lengthy descriptions of special facilities or
resource