What is MR?

“Marketing Research is a systematic problem analysis, model building and fact finding for the purpose of
improved decision-making and control in the marketing of goods and services”- Philip Kotler

Steps in MR:

1. Problem Definition: Defining the problem is the most critical step in Market Research. Only
when a problem has been clearly and accurately identified, can a research project be conducted
properly. Problem definition involves:
- Discussion with decision makers
- Interviews with industry experts
- Secondary data analysis
- Qualitative research

2. Research Approach: Research approach includes:

- Literature review or the theoretical framework
- Analytical models
- Research Questions
- Hypotheses
- Specification of information needed

3. Research Design: A research design is a framework or blueprint for conducting the marketing
research.
 4. Fieldwork or Data Collection: It includes measuring and scaling. The following are the 4
primary scales of measurement:

5. Data Preparation & Analysis: Data Preparation is the process of collecting, cleaning, and
consolidating data into one file or data table for use in analysis. The process of preparing data
generally entails correcting any errors, filling in nulls and incomplete data, and merging data from
several sources or data formats.

6. Report Preparation & Presentation: The final step is to represent the results and insights from
the research conducted in a consolidated report making it easy for the reader to understand and
use it to take decisions.

Other things to know

1. Primary Data: Primary data is data collected by the researcher for the specific purpose of
addressing the research problem.
2. Secondary Data: Secondary data is collected by someone other than the researcher for some
purpose other than the problem at hand. Sources of secondary data include published journals,
government sources, past research papers etc.
3. Qualitative Research: Qualitative research is an unstructured data collection, exploratory in
nature, based on small samples, and utilizes techniques such as focus groups, depth interviews,
word associations etc.
4. Quantitative Research: Quantitative research is the systematic empirical investigation of
observable phenomena via statistical, mathematical or computational techniques.
5. Difference between the following 3 research designs:
6. Sampling: It is the process of extracting a sample from a population. There are several sampling
techniques.
a) Probability Sampling:
-Simple random sampling: Each element in the population has a known and equal
probability of selection
-Systematic sampling: The sample is chosen by selecting a random starting point
and then picking every ith element in succession
-Stratified sampling: Division of the population into homogeneous strata and
selection of some elements from each strata at random
-Cluster sampling: Division of the population into clusters that are small-scale
representations of the population and selection of one whole cluster at random

b) Non-Probability Sampling:
-Convenience sampling: Respondents are selected because they happen to be in the
right place at the right time
-Judgmental sampling: Population elements are selected based on the judgment of
the researcher
-Quota sampling: Developing control categories, or quotas, of population elements
and then using convenience or judgment to select
-Snowball sampling: Selection of first set of respondents randomly and through
referrals subsequently

7. Problem Audit: The problem audit is a comprehensive examination of a marketing problem with
the purpose of understanding its origin and nature. It involves the study of the history of the
problem, the alternatives available, criteria for evaluation etc.
8. Hypotheses: An unproven statement or proposition about a factor or phenomenon that is of
interest to the researcher
9. Errors:
 Variation between the true mean value of the
population and the observed mean value

Errors due to fault in problem

Variation between the true mean of the
definition, questionnaire design,
sample and the true mean of the
models, data analysis etc
population

Variation between the true mean in the net Variation between

sample and the observed mean obtained, i.e., a the true mean in the
respondent responds but the response is original sample and
inaccurate or incorrectly recorded or analyzed the true mean in the
net sample, i.e., a
respondent in the
sample does not
respond

Additional material

Video Links:

https://www.youtube.com/watch?v=1Fja06iCIE0

https://www.youtube.com/watch?v=aHqoDAGHko4

Text Book: Naresh Malhotra, Marketing Research: An Applied Orientation

Glossary: http://www.marketresearchterms.com/a.php