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Before Defining ³Ú 
 ´ We
Should Know ³ 
 ´

J|esearch Always Starts With A Question Or

Problem.

JIts Purpose Is To Find Answers To Question

Through The Application Of The Scientific
Method.

JIt Is Systematic Study.

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3 0à Marketing research is a systematic and
objective study of problem pertaining to the
marketing of goods & services
3 £à Marketing research is the function which links
the consumer and public 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 market as a process.
  
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3 M| As an Economic |esource

3 M| As a System of Authority

3 M| As a Function of Marketing Management

3 M| As a Teamwork or Group Effort

3 M| As an Art or a Science

3 M| As a Profession
 |esearch Can Be Classified into £
 
£
 àà

3 9
  Also Called Fundamental |esearch,

Theoretical |esearch, Or Pure |esearch
3 
  Also Called ³Decisional
|esearch


  Can Be Divided into £

 à

3 ¦  ! "  à it concern with particular

issue or problem
3 ¦  !    à it concern with class of
issues or problems
 9 
#

#
Ú
Ú

3 To gain awareness with a observable fact or to
achieve new insights into it
3 To show accurately the characteristics of a
particular individual, situation or a group
3 To determine the frequency with which
something occurs or with which it is associated
with something else.
3 To test a hypothesis of a causal relationship
between variables
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3 For quick and pertinently accurate information flow

from external and internal environments of firms to
facilitate the process of decision making
3 The increasing importance of marketing research is
based on the following three trendsà
3 Shift from the Local to National and International
Markets
3 Transition from Consumer Needs to Consumer Wants
3 Shift from Price Competition to Non price
Competition

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Following are the major users of marketing informationà
3 Consumer Goods Manufacturers

3 Industrial Goods Manufacturers

3 Market Intermediaries

3 Consumer Services

3 Media and Business Services

3 Farmers

3 |ural Markets

3 Non Business Users

3 Governmental Organizations

3 Miscellaneous Users
    %$Ú  Ú

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3 Marketing research tends to be fragmentary in its
approach as a result of which it becomes difficult
to have an overall perspective in which a
marketing problem is to be viewed and studied
3 Marketing research is criticized on the ground
that it becomes too superficial and faulty in
industry.
3 There is an absence of a meaningful dialogue
between the marketing management and the
marketing research team.
3 Marketing research is not an exact science.
 APPLA
 
ARKE
RESEAR
3 PricingResearch
3 ProductResearch
3 onceptesting
3 PositioningResearch
3 ustomerSatisfactionResearch
3 BrandEquityResearch
3 AdvertisingResearch
3
arketSegmentation
3 SalesAnalysis
 Ú

Ú  / Ú
¬


 ³A marketing information system is
3 ¬



a ongoing and interacting structure of people,
equipment and procedure to gather, sort, analyze,
evaluate and distribute relevant, timely and accurate
information for use by marketing decision makers to
improve their marketing planning, execution and
control´


¦ Firms are engaged in understanding
3

¦
their executives information needs and
Designing Information Systems to meet these needs.
This information system has to stock data related to
the persons interacting with each other, markets,
channels, competitors, publics, internal support
system and the marketing decision makers.
 %
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Ú  / Ú
3 A systems framework facilitates the conversion of raw data
into processed and meaningful information.
3 Help in organizing the information in an indicative pattern or
manner, ensuring an integrative, decision oriented and smooth
operation of all marketing activities.
3 The marketing job involves the same Marketing Information
which can be interpreted and used for a variety of marketing
decisions. When a systems framework is established it is
possible to retrieve the same information as and when required
in the Desired (systematic) manner.
3 A systems framework of Marketing Information will help in
the classification of the information according to the purpose
egà Information for planning and forecasting, for general
marketing operations, information for marketing contact etc.
3 Marketing information can be classified according to content
matter in term of ±product, consumer, competition, sales
volume etc.
 ¦

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Ú  / Ú

INTE|NAL MA|KETING
|EPO|T |ESEA|CH
SYSTEM SYSTEM

KT. ENVI|ON.
FACTO|S
MA|KETING
3MA|KET DECISION
3CHANNELS MAKE|S
3COMPETITION
3MEDIA

MA|KETING ANALYTICAL
INTELLIGENCE MA|KETING
SYSTEM SYSTEM
3 
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This refers to the inter accounting systems which
reports on issues such as sales and ordersë

3 Ú
$$

This subsystem provide all information about the
relevant development in the ! 
" !
3  $/
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|efers to the advanced techniques for analyzing
data and problem which is inclusive for statistical
bank.
3 Ú

 

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/ Ú 
Marketing research is a proactive search for
information. That is, the enterprise which
commissions these studies does so to solve a
perceived marketing problem. In many cases, data
is collected in a purposeful way to address a well
defined problem.

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3 The data system includes the processes used to capture data as well
as the methods used to store data coming from marketing, finance,
the sales force, and manufacturing, as well as any other external or
internal source
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3 When managers look at data they have a preconceived (Fixed) idea
of how something works therefore what is interesting and worth
while in the data .These ideas are called models.
3 The most frequent tools for analyzing marketing research data areà
Frequencies, Percentage, Tables, and Comparing different groups.
 


3 The interface (Line) using the system models to produce reports that
satisfy the particular information needs. The reports can be tables or
graphs, and the report format can be specified by the manager. It
facilitates user friendliness, reduce errors, and increase usage.
 What Is Science?
Before Defining ³

Ú% 0 


Ú%´ We Should Know ³What Is Science
?´

3 You see something happen, you ask why?

3 You want to make something happen, you ask
how?
3 Science is a tool for answering why and how.
 THE SCIENTIFIC METHOD

0+   " an event.
2. Develop a ! (or &) which makes a
 .
model
1+  the prediction.
2+   " the result.
3+
" the suggestion.
test
4+
 as needed.
7. A Successful hypothesis (Theory) becomes a
' Ú.


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The Scientific Method encourages (support) doubts

and criticism so that what emerges (appear) is the
real evidence which has stood the test of
reasoning(analyzing). It makes science
progressive as it is never too sure about its
results.
A unique characteristics possessed by this method
is self correction. A scientist does not believe any
proposition without testing it. These testing are
free from personal beliefs, attitudes, and values.
  


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3 0+ Careful and accurate classification of facts

and observation of their correlation and
sequence.
3 £+ The discovery of scientific laws with the aid
of the creative imagination.
3 1+ Self criticism and the final touchstone of
equal validity for all normally constituted
minds.
Hence, Scientific Method aims at the testing
and verification of facts empirically so that
they can be confirmed or rejected.
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3 The scientific method is more objective as compared to the

non scientific method. This is one of the strongest points in
favor of SM. Over the years, a good deal of thoughts and
experience has gone into the development of scientific
procedures as a result of which far greater objectivity is found
in the scientific method as compared to other method.
3 The Scientific Method is more precise than the non scientific
method. Qualitative concepts are also defined precisely, which
enables easier and more effective communication among
researcher.
3 Scientific Method takes cognizance(recollection of data) of the
existing knowledge in a particular field, carries out further
investigation in it and compares the results with those obtained
earlier. This leads to the expansion of knowledge.
Thus, the scientific method contributes to the accumulation of
systematic knowledge while the non scientific method may
not be able to do so.
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It is easy to explain conceptual framework of scientific

method but may not be that simple to apply it in
practical marketing situations. The researchers may
encounter some difficulties while attempting to apply
the scientific method to marketing problems. There
are six main difficulties facing the researcher, viz.à
3 (i) Complexity of subject;
3 (ii) Difficulty of obtaining accurate measurements;
3 (iii) Process of measurement may influence results;
3 (iv) Difficulty of using experiments to text
hypothesis
3 (v) Difficulty of making accurate predictions; and
3 (vi) Problematic objectivity of investigator.
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|esearch Process consists of series of actions or steps necessary to effectively
carry out research and the desired sequencing of these steps+

SET OBJECTIVES

DEFINE |ESEA|CH P|OBLEM

DETE|MINE THE |ESEA|CH DESIGN

DESIGN THE DATA COLLECTION

METHOD & FO|MS

DESIGN THE SAMPLE AND COLLECT

DATA

ANALYSE AND INTE|P|ET THE DATA

P|EPA|E THE |ESEA|CH |EPO|T

UNIT II
 ÀhatisResearch esign?
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