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Marketing Research

Understand the definition, components, types, and errors of research design. Learn to craft effective RD plans and tackle common pitfalls. Enhance your skills with practical knowledge from experts at the Asian School of Business, Trivandrum 2007.

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Marketing Research

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  1. Marketing Research Design: The Nuts and Bolts!! Asian School of Business, Trivandrum 2007

  2. Overview • Definition • Components of RD • Types • Error Asian School of Business, Trivandrum 2007

  3. Definition • Research Design is a framework or blueprint for conducting the research • We’ve already specified the approach, RD specifies the details-the nuts and bolts!! Asian School of Business, Trivandrum 2007

  4. Components of RD • Define the information needed • Do the design-exploratory?? causal?? • Specify the measurement and scale • Construct and pretest a questionnaire • Specify the sampling process and size • Develop a plan for data analysis Asian School of Business, Trivandrum 2007

  5. Types of Design • Two types: Exploratory/Conclusive • Exploratory: to provide insights • Conclusive: specific and structured • Descriptive: describe groups, estimate percentages, make predictions • Causal: understand cause (independent) and effect (dependent) Asian School of Business, Trivandrum 2007

  6. Descriptive Design • Mostly used in marketing and business • Six Ws • Who: Who should we contact? • What: What information should be got? • When: When should we get it? • Where: Where to make the contact? • Why: Why are we getting this info? • Way: In what way are we going to get it? Asian School of Business, Trivandrum 2007

  7. Types of Descriptive Design • Methods used: • Secondary Data • Surveys/Interviews • Panels • Observation • Cross Sectional: one sample only once • Cohort: same group at intervals • Longitudinal: same sample at intervals Asian School of Business, Trivandrum 2007

  8. Sources of Error • Random Sampling Error • Sample is not representative • Non-sampling Error • Response Error • Researcher’s: frame/measurement/popln defn • Interviewer’s: respondent selection/cheating • Respondent’s: inability/unwillingness • Non Response Error Asian School of Business, Trivandrum 2007

  9. Budgets and Schedules • Research should be completed • within time • at specified budget • using available manpower • Very important, not negotiable • CPM- divide the research into components, estimate time and find the parts that will cause delay. Asian School of Business, Trivandrum 2007

  10. Ethical Aspects • Respect all the rights of those who respond • hidden video/audio tape • Do not bluff- e.g longitudinal takes time, you cant do it in one day • Respondents have right to safety, right to privacy, right to chose Asian School of Business, Trivandrum 2007

  11. Marketing Research Proposal • Format • Executive Summary: overview • Background: including envt. • Problem Definition/objectives • Approach: theory/model/hypothesis • Design • Field Work/Data Collection • Data Analysis • Report and presentation • Cost and Time • Appendices Asian School of Business, Trivandrum 2007

  12. Thank You End of Session Asian School of Business, Trivandrum 2007

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