According to American marketing
association, marketing research is the function that links, the consumer,
customer and public to the marketer through information - information
used to identify and define marketing opportunities and problems, generate,
refine and evaluate marketing actions, monitors marketing program and improve
understanding of marketing as a process.
Marketing research is the
systematic and objective identification, collection, analysis, dissemination
and use of information for the purpose of improving decision making related to
the identification and solution of problems and opportunities in
marketing.
B. Important things are in
marketing research :
Some specific things are very
important in the marketing research definition. These things are discuss below
:
1. Identification of problem
:
The most important things in the
marketing research are problem identification. Because, if the researcher is
unable to identify the actual problem, then all works or activities of the
researcher that are related with time, energy, effort and cost will be
wasted.
2. Collection of data :
A researcher can collect data and
information from various sources and he can use different type of methods. But
all sources and data collection methods are not appropriate for all type of
research works. So, it is very important for the researcher to select the right
sources and right methods to collect data and information.
3. Analysis of data and
information :
A researcher use different types
of tools and techniques to analysis and interpret data and information. Such as
coding, decoding, editing, transcription and verification of data and
information. Different types of statistical tools and techniques are also used
to analysis data and information. All types of statistical tools and techniques
are not appropriate for all types of research works. So, it is very important
for the researcher to select right statistical tools and techniques to analyze
his collected data and information.
4. Dissemination of
information :
The findings, implications and
recommendations are provided in a format that makes this information actionable
and directly useful as an input for decision - making.
C. Classification of marketing
research :
Different types of organization
conducted marketing research for two reasons. These are as follows :
1. Problem identification
research :
The goal is to identify existing
and / or potential problems that are likely to arise in the future, not
apparent on the surface. Examples of problems identification research include
market potential, market share, brand or company image, market characteristics,
short range forecasting, scale analysis, long range forecasting and business
trends research.
2. Problem solution research
:
Once a problem or opportunity has
been identified than problem solving research is undertaken to arrive at a
solution. The findings of problem solving research are used in making decisions
that will solve specific marketing problems. Marketing problem solving research
included segmentation, product, pricing, promotion and distribution
research.
D. Steps involved in the
marketing research process :
To conduct a marketing research work
properly, it is necessary to follow the right steps. The success of the
marketing research mostly depends on the work performance of each step. These
steps are discuss below :
1. Problem definition :
The first step in any marketing
research project is to define the problem. Some time the researcher wrongly
thinks that the symptoms are the real problems. But the real causes can be
underline with the symptoms. In defining the problem, the researcher should
take into account the purpose of the study, the relevant background
information, the information needed and how it will be used in the decision -
making. To identify the marketing problem the researcher can discuss about the
problems with the decision makers, interviews with the industry experts and
analysis of secondary data. Some time the researcher can conduct the
qualitative research to find out the problems. Such as focus group, reference
group or depth interview etc.
2. Development of an approach
to the problem :
Developing an approach to the
problem includes in the research work to formulating an objective or
theoretical framework, analytical models, research questions, hypotheses and
identifying the information needed. This process is guided by the discussions
with management and industrial experts, analysis of secondary data and
qualitative research considerations.
3. Research design formulation
:
A research design is a framework
or blueprint for conducting the marketing research project. It details the
procedures necessary for obtaining the required data and information and its
purpose is to design a study that will test the hypotheses of interest,
determine possible answers to the research questions and provide the
information needed for decision making. Conducting exploratory research,
precisely defining the variables and designing appropriate scales to measure
them are also a part of the research design. The issues of how the data should
be obtained from the respondents must be address. It is also necessary to
design a questionnaire and a sampling plan to select the respondents for the
study. More formally, formulating the research design involve the following
steps :
(a) Definition of the
information needed :
First the researcher prepares a
list for information that is required for the research work. The list of the
required information prepared on the basis of the objectives of the research
project.
(b) Secondary data analysis
:
In the information collection
stages the researcher first search secondary data. Because the secondary data
help to reduce time, effort, energy and cost.
(c) Qualitative research
:
Some time the researcher conduct
a qualitative research to understand the problem in a better way. This research
technique is unstructured, exploratory in nature, based on small samples and
may utilize popular quantitative techniques, such as focus groups, depth
interview and projective techniques.
(d) Method of collecting
quantitative data :
When the researcher realize that
secondary data are not appropriate, not available or not valid for his research
work then he search the primary data. Three methods are used to collect primary
data, these are survey, observation and experimentation methods. Which method
will be used that also depend on the nature of the research project ?
(e) Measurement and scaling
procedures :
Measurement indicates the
assigning numbers or other symbols to characteristics of objects according to
certain perspecified rules. Scaling is the process or technique of placing the
respondents on a continuum with respect to their attitude towards
something.
(f) Questionnaire design:
Questionnaire is designed on the
required data and information. Questionnaire has play a vital role to collect
data and information through survey method. In the questionnaire preparation
the researcher has to consider selecting right words, use non - technical
terms, avoid leading question, and avoid to use dual meaningful word and so
on.
(g) Sampling process and
sample size:
A researcher cannot able to
consider the population to collect data and information. It is sometime
impossible and hug costly to collect data and information from the population.
So, researcher uses the samples that represent the population. Sample can be
selected through probabilistic sampling or non - probabilistic sampling. If the
researcher uses large number of sample for his research work then the he can
able to get more accurate result.
(h) Plan of data analysis:
The researcher prepares a plan to
use different type of tools and techniques that are appropriate for his
research work.
4. Field work or data collection:
To collect primary data and
information, the researcher involves field forces or staffs that operate in the
field. The field forces, staffs or interviewers could be use different types of
methods to collect primary data and information. These are:
(a) Telephone survey:
Researcher prepares a well -
designed questionnaire and then he asks questions to the respondent over
telephone. When the respondents are very busy and important person in society
then telephone survey is more appropriate. This method also helpful for the
researcher to collect data and information from a place to cover a vast areas.
But the major disadvantages of this method are, it is very expensive and at the
same time all respondents cannot be a telephone set holder.
(b) Personal interview:
This method is very popular and
wieldy used in the research work. Through this method researcher collect data
and information with face to face interaction. In this method the researcher
can give explanation, interpretation and show pictures to the respondents so
that they can able to give appropriate answers.
(c) Mail survey:
Here the researcher sent
questionnaires to the respondents with a return envelope. This method is very
helpful when researcher want to collect data and information on personal
related, social and sensitive issues. But the response rate of this method is
very low.
(d) Electronic survey :
First the researcher collects the
e - mail addresses of the respondent then he sent questionnaire through
Internet. Another way to use electronic surveys that is web site. Here the
researcher can sent a questionnaire in the web site. But the main disadvantages
of this method are that all the respondents are not the owner of a e - mail
address or they can not be the user of the web site and the response rate is
very low here.
5. Data processing and
analysis :
Data preparation includes coding,
decoding, editing, transcription and verification of data and information.
Different types of statistical tools and techniques are used to analyze data
and information. Such as correlation, regression, time series analysis, t -
test, ANOVA test etc. Each questionnaire or observation form is inspected or
edited and if it is necessary then these will be corrected.
6. Report preparation and presentation:
The entire project should be
documented in a written report that address the specific research questions
identified, describes the approach, the research design, data collection and
data analysis procedures adopted and present the results and the major
findings. The findings should be presented in a comprehensible format so that
management can readily use them in the decision making process. In addition, an
oral presentation should be made to management using tables, figures and graphs
to enhance the clarity and impact of the research work.