mcs 2nd hourly1

8/7/2019 MCS 2nd hourly1

1/17

Media, Culture andMedia, Culture andSocietySocietyMedia, Culture andMedia, Culture andSocietySociety

Lecture Prepared ByLecture Prepared By

Ms.GayathriMs.Gayathri


2/17

Marketing Research

ProcessDefine the problem and research objectives

Develop the research plan

Collect the information

Analyze the information

Present the findings


3/17


4/17

Step 2: Marketing research calls fordeveloping the most efficient plan forgathering the needed information. Themarketing manager needs to know the cost

of the research plan before approving it.Designing the research plan calls fordecisions on the data sources, researchapproaches, research instruments,

sampling plan and contact methods.


5/17

Data sources: The researcher cangather secondary data, primary data

or bothPrimary data: data gathered for a specific purposeor of a specific research project. Questionnaires,interviews, focus group interviews, observationcase studies etc.,

Secondary data: data that were collected foranother purpose and already exist some where.Researchers usually start their investigation by

examining secondary data to see whether theproblem can be partly or wholly solved. Such asdata supplied by the marketing organization,

Annual company reports, Government statisticsetc.,


6/17

Research approaches1.Observational Research: Fresh data can be gathered by

observing the relevant actors and settings.2.Focus- group research- A focus group is a gathering of six toten people who are invited to spend a few hours with askilled moderator to discuss a product, service, organizationto the people in group

3.Survey research: surveys to learn about peoples knowledge,beliefs, preferences and satisfaction.

4.Behavioral data: Customers leave traces of their purchasingbehavior is store scanning data and customer data bases.

Experimental research: The most scientifically valid researchis experimental research. In this researchers can haveconfident in conclusions.


7/17

Research InstrumentsMarketing researchers have a choice of two main

research instruments in collecting data:Questionnaires and Mechanical devicesQuestionnaires: A Questionnaire consists of a set of

questions presented to respondents for theiranswers. In preparing the questionnaire, theprofessional marketing researcher carefullychooses the questions and their form, wording andsequence.Closed ended questions have all the possibleanswersOpen ended Questions allow respondents toanswer in their own words

Mechanical devices: are occasionally used inmarketing research


8/17

Sampling PlanAfter deciding on the research approach and instruments, the

marketing researcher must design a sampling plan.

1. Sampling Plan: Who is to be surveyed? The marketingresearcher must define the target population that will besampled. Age, Sex, working class student etc.,

2. Sample size: How many people should be surveyed? Largesample gives more reliable results than small samples. Howeverit is not necessary to sample the entire target population.

3. Sampling Procedure: How should the respondents be chosen?

Probability sample area. random sample- equal chance of selectionb. stratified random sample- such as age groupsc. cluster sample- such as city blocks, group interviewNon-probability sample:a. Convenience Sample- The researcher selects the mos

accessible population membersb. Judgment Sample- The researcher selects population

members who are good prospects for accurate informationc. Quota Sample- The researcher finds and interviews aprescribed number of people in each several categories


9/17

Step 3. Collect the

InformationThe data collection phase of marketing

research is generally the most expensiveand most to error. In the case of surveys,

four major problems arise. Somerespondents will not be at home and mustre-contacted or replaced. Otherrespondents will refuse to cooperate. Stillothers will give biased or dishonest

answers. Finally, some interviewers will bebiased or dishonest.


10/17

Step 4. Analyze the

Information The next to last step in the marketing

research process is to extract findings

from the collected data. The researchertabulates the data and develops frequencydistributions. Researcher will also applysome advanced statistical techniques and

decision models in the hope of discoveringadditional findings.


11/17

Step. 5 Present theFindings

As the last step, the researcherpresents the findings to the relevantparties. The researcher should

present major findings that arerelevant to the major marketingdecisions facing management.


12/17

Characteristics of Good

Marketing Research1. Scientific Method: Effective marketing research uses

the principles of the scientific method: CarefulObservation, formulation of hypothesis, prediction andtesting.

2. Research creativity: At its best, marketing researchdevelops innovative ways to solve a problem

3. Multiple methods: Good Marketing researchers shyaway from over-reliance (expectation measures) on anyone method. They also recognize the value of using 2 or3 methods to increase confidence in the results

4. Interdependence of models and data: Good Marketingresearchers recognize the data are interpreted fromunderlying models that guide the type of informationsought


13/17

5. Value and cost of Information: Goodmarketing researchers show concern forestimating the value of information againstits cost.

6. Ethical Marketing: Good Marketingresearch benefits both the sponsoringcompany and its customers. The misuse of

marketing research can harm or annoyconsumers.


14/17

Closed ended questions1. Dichotomous : A question with 2 possible answers. Example:In arranging this trip, did you personally phone American? Yes No2. Multiple choice: A question with three or more answers. Example:With whom are you traveling on this flight?

-No one spouse spouse and children Children only Businessassociates/friends/relatives. An organized tour group3. Likert scale: A statement with which the respondent shows the

amount of agreement/disagreement. ExampleSmall airlines generally give better service than large ones.-strongly disagree disagree neither agree or disagree Agree

Strongly agree


15/17

Rating scale: A scale that rates some attributefrom poor to excellent. Example

Americans food service is-Excellent very good good fair poorIntention to buy scale: A scale that describes the

respondents intention to buy. ExampleIf an in-flight telephone were available on a long

flight, I would-Definitely buy-Probably buy-Not sure

-Probably not buy-Definitely not buy


16/17

Open ended questions

Completely unstructured: A question thatrespondents can answer in an almost unlimitednumber of ways.

What is your opinion of American Airlines?Word Association: Words are presented, one at a

time and respondents mention the first word thatcomes to mind. Example

What is the first word that comes to your mindwhen you hear the following

Airline_____________-American __________Travel_________


17/17

Sentence completion: An incomplete

sentence is presented andrespondents complete the sentence.

When is choose an airline, the most

important consideration in mydecision is ________________

mcs 2nd hourly1

Documents