Topic: Marketing

Research

Gokul
Present
er
M
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 Marketing research is the
systematic design, collection,
analysis and reporting of data
and findings relevant to a specific
marketing situation facing the
company.

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 Exploratory Research-

Conducted to generate insights about a

particular problem or situation.

 Conclusive /Descriptive Research

Conducted to come out with conclusive insights

through research.

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 Syndicated-service research firms
 Custom marketing research firms

 Specialty-line marketing research

firms

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 The Marketing
Define the problem Research Process
and research
Objectives
Develop the
Research Plan

Collect the
Information

Analyze the
Information

Present the
Findings

Make the
Decision

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 Define the problem, the
decision alternatives, and the
research objectives
 First we have to decide (select) the problem.

 That is existing or new product.

 It should not be broad.

A very broad definition leads to excessive

Wastage of Resources.

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Marketing problem

Enhance sales of Fairever in twin city market [ which is declining] ?

Sub Marketing Problem

Ineffective ads of fairever

Marketing Research Problem

To study the purchasing behavior of Fairness

cream in twin city.

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 Marketing Research Problem definition 
  Growth of Sales of Ariel is low where as is competitors 
sales i.e. surf is double than that of Ariel in the premium 
segment.
 
  Why are sales of Ariel low?????

 
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 Develop the Research Plan

The plan for gathering the required Information are,

 
 Data source

 Research Approaches

 Research Instruments

 Sampling Plan

 Contact Methods

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The researcher can gather secondary data, primary data, or both.

a) Primary Data: The data are freshly gathered data for a specific
purpose or for a specific research project.

b) Secondary Data: The data that were collected for different

purpose which already exists.

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 Internal
Internal Corporate
Corporate Information
Information

Government
Government Agencies
Agencies

Trade
Trade and
and Industry
Industry Associations
Associations

Marketing
Marketing Research
Research Firms
Firms

Commercial
Commercial Publications
Publications

News
News Media
Media

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2. Research Approaches:
In research approach primary data can be collected in 5 ways,
a) Observational Research: Researchers can gather fresh data by
    Observing the relevant customers. Ex- Many retail stores like big 
bazaar, more observe customers shopping, how and what they choose???

b) Focus Groups: It is a gathering of 6 to 10 people who 

     are invited to spend a few hours with a skill moderator in order
     to discuss a product/market.
Ex- Fair and lovely cream ..Asking girls how and why they use the cream 
for ??? Whether fairness, moisturization , beauty, glow etc. [VIDEO]

c)Survey Research: The companies are undertake surveys to 

learn about people’s knowledge, beliefs, preferences, and 
satisfaction.
Ex- Lakme surveys its audience and comes up with innovative shades colours, 
waterproof make up , long lasting. 13
4.  Behavioral Data Research: Customers’  actual  purchases 
reflect  preferences  and  are  normally  more  reliable  than 
memory-based statements made in survey.

5.  Experimental Research: The  most  scientifically  valid 

research experimental research. The purpose of experimental 
research  is  to  capture  cause  and  effect  relationship  by 
eliminating competing explanations of the observed findings.

Ex: Reliance Fresh allows some discounts for 2 days and  finds 
out customers responses. 

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 3. Research Instruments:
a. Questionnaires:
There is set of questions presented to respondents,
And this is common instrument use to collect primary Data.
Types of Questions:
1. Closed-End-Questions

Ex: Global Business School Faculty ?

Excelle Very Goo
nt Good d
Fai Poo
r r

2. Open-End-Questions

Ex: What is the first word that comes to your mind when you hear the
following ?
Infosys_______________________________________
Air India______________________________________
Cricket_______________________________________
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b. Qualitative Measures:
                      Some marketers prefer more qualitative methods for 
acquire customers opinion, its leads to a range of possible 
responses. Qualitative research can often be a useful first step 
in exploring consumers brand and product perceptions. 

c. Technological Devices:
                     Using  technological devices to measure the 
viewership of advertisements.
Ex: Galvanometers
     
TACODA an ad company is trying to come up with a 
technology that can read eye movements and understand 
brain science
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 4. Sampling Plan:
a. Sampling Unit : Who should we survey ?

Ex: MBA students in Hubli & Dharwad

b. Sample Size: How many people we should survey ?

Ex: Size is 12 Colleges, 10 students from each college

c. Sampling Procedure: How should we choose the respondents ?

Ex: convenience sampling , Judgmental sampling

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Universe Sample

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 5. Contact Methods
a. Mail Questionnaire: This is the best way to reach people who 
would not give personal interview.
                     It should be simple and clear questions

b. Telephone Interview: It is the best method for gathering 
information quickly.
                     It should be short and not too personal

c. Personal Interview: It is the most versatile method or also 
expensive method.
• Arranged 
• Intercept 
                    Ask more questions and record additional observations 
about the respondents

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 Online Interview:
 Questionnaires on website
 Conduct chat

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 Collect the Information

The data collection phase of marketing research is
generally the most expensive and prone to errors. 
Data collection methods are improving by computers
 and telecommunications .

Ex:  If Big Bazaar is conducting surveys about customer 
Interests through personal interview they can start off by
Interviewing customers.

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 Analyze the Information

The researchers now need to tabulate the

information, compute averages by using Measures
of dispersion for the major variables and apply
some advanced statistical Techniques and decisions
models to discover additional findings.

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 To find which is the most effective medium for the Ads.
Effective medium of Ad

Frequ Perce Valid Cumu

Effective medium of Ad
ency nt Perce lative
nt Perce Hordings
nt New s papers
Valid T.V 93 71.5 71.5 71.5 Magzine
Maga 18 13.8 13.8 85.4
zine
News 11 8.5 8.5 93.8
paper
s
Hoar 8 6.2 6.2 100.0
dings
Total 130 100.0 100.0

T.V

ation:
above results obtained we can say that most effective medium of the Ads is TV, follo
es, then the News paper and finally hoardings.
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 Present the Findings
The researcher presents findings relevant to the major
marketing decisions facing management. Researchers
 increasingly are being asked to play a more proactive, 
Consolation role in translating data and information in to
 insights and recommendations they  are also 
considering ways to present research findings in as 
understandable and compelling a passion as possible .

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1. There is low awareness of Fairever

2. The top of the mind recall in fairness cream is fair & lovely

3. Message of the ad is the important factor for a ad to be effective

4. Fairever is weak in attribute like freshness & sunscreen.

5. The preference of Fairness cream differs across gender.

6. People of different age prefer different Fairness cream.

7. From perception map we came to know there is similarity between Fair & Lovely,

8. Fairever & Fairone, Where as Vicco & Fair & handsome are totally different.

9. There is a relation between the gender & attributes like freshness, Fairness, sunscreen
& oil control of Fairness cream.

10. There is a relation between the age & attributes like freshness, sunscreen & oil control
of Fairness cream.

11. There is no relation between the age & Fairness.

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 Make the Decision

Research findings only provide additional

information and insight to the managers.
Depending on their confidence in
the findings, managers decide use it, discard
It, or carryEXAMPLE
out more
: research.
Recommendations
 
1.Cavinkare need’s to create its identity
through it’s logo on its pack.
2.Cavinkare needs to create more awareness
through print ads or magazines like women’s
Era, Grahasobha, Saheli etc.
3.Cavinkare should come up with frequent
ads on television with the right message.
4.Cavinkare should improve on attributes like
Freshness & Sunscreen.
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 Practical Survey

search Product : Idea (Telecommunication)

arch Problem : Decreasing in Sales of Idea Sim & Cur

search Objectives :
1. To know competitors of Idea
2. To know customer satisfaction
3. To know the satisfaction of call rates
4. To know the voice Clarity & Network

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 Research Methodology :

collection method :
Primary data and Secondary data collection
method is used to carry out this research work.

Measurement Technique :
Questionnaire

cted Sample :
Sample Size –100
Selected Area—College students of Hubli and Dhar
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 Executive Summary :
The purpose of this study is to know the
brand preferred
by the customer and also to know the
factors affecting the
buying behavior of the customer.

Ground :
To design the marketing strategies in accordance
the changes occurred in the market and also in ac
with the changes in expectations of the customers

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 ******************************************************************
************************************************

************************************************
Questionnaire
1) Name:______________________________________________________________

2) Mobile No:_______________________

3) Which college you are studying?_______________________________

4) Which plan you are using?

a) Student b) Basic

c) Life Time

) Feeling towards network service of Idea

a) Excellence b) Good c) Bad

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******************************************************************
 **********************************************

**********************************************
Do you want to more facility regarding ?

a) News & Job Alerts b) Entertainment

c) Cricket d) Horoscope

f you want any additional facility other than above ?

a) Yes b) No

If Yes specify___________________________________________________
______________________________________________________________

he pricing for call rate of Idea comparative to other services ?

a) Very b) High
High
c) d) Low
Reasonable
******************************************************************
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 **********************************************

**********************************************
ow do you feel about the service rendered by our customer care ?

a) Good b) Satisfactory c) Not satisfactory

Do you like to suggest your friends to use Idea connection ?

a) Yes b) No

o you want change our Idea connection to other connection ?

a) Yes b) No

Give Reason__________________________________________________
_____________________________________________________________

******************************************************************
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 Findings and Recommendation

So the company has to concentrate on Basic plan and Lifetime p

Sims and providing more unique features to above Sims.

o the company have to increase there Network coverage more in

the village Areas
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3. Opinions of customers regarding the facilities in the phone is

So the company has to provide more and more facilities and

with their free services.

4. Other than above facilities 38% of the customers suggested that they
want
additional facilities and remaining 62% customer suggested they
don’t want any
additional facilities.

So the company should develop the providing of additional facilities.

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They suggested to us that they want additional
 5. Opinion about the price of call rate of Idea is,
Very High 10%,
High 12%,
Reasonable 69%,
Low 08%.

By considering the feelings about call rates most of

customers are
satisfied.

6. Customers satisfaction of service rendered by customer care is,

10% Good
60% Satisfactory
30% Not satisfactory

Most of the customers i.e. 60 out of 100 customers told that the
response of the customer care is satisfactory
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7. Customers informed that they are ready to suggest their
friends to purchase the Idea connection. 58% students are
ready to inform to Buy Idea connection.

8. By asking change of Idea connection customers response is

46% is YES
54% s No.

Most of the customers are satisfied with Idea connection and some
are not satisfied.

By conducting this survey 60% of customers are satisfied with Idea

connection and
its service remaining 40% of customers are not satisfied. To reach the
100%
Satisfaction leading in market the company has to develop in some
areas.

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 SUGGESTION

evelop the Network

MS pack @ cheaper rate

ncrease technology of customer care

peed service

rovide the additional facilities like Business News,

Job Alerts, Entertainment etc.

rovide more festival offers

ore facilities in recharge plan

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Coding Sheet

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 Thank
you

Open for queries………………?

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