MARKETINGRESEARCH

Richa AroraNitin R. Mahankale

Marketing Research

Marketing research

Richa AroraNitin R. Mahankale

both Faculty, Symbiosis Centre for Management StudiesSymbiosis International University

Pune (Maharashtra)

Delhi-1100922013

Marketing researchRicha Arora and Nitin R. Mahankale

© 2013 by PHI Learning Private Limited, New Delhi. All rights reserved. No part of this book may be reproduced in any form, by mimeograph or any other means, without permission in writing from the publisher.

isBn-978-81-203-4669-7

The export rights of this book are vested solely with the publisher.

Published by Asoke K. Ghosh, PHI Learning Private Limited, Rimjhim House, 111, Patparganj Industrial Estate, Delhi-110092 and Printed by Raj Press, New Delhi-110012.

ToMy Parents, Mr. Naresh Mehta and Mrs. Santosh Mehta

with Love and RespectRicha Arora

ToAll My Students

Nitin R. Mahankale

Contents vii

vii

Contents

Preface ............................................................................................................... xv

Acknowledgements ...........................................................................................xvii

1. Marketing Research: An Overview ....................................... 1–23 Introduction 2 DefinitionofMarketingResearch 3 CharacteristicsofMarketingResearch 4 MarketingResearch—MeaningandImportance 4 TheFunctionsofMarketingResearch 5 SituationAnalysis 6 StrategyDevelopment 6 MarketProgrammeDevelopment 7 Implementation 8 TypesofMarketingResearch 10 TypesofResearch 10 StagesinMarketingResearchProcess 13 DefiningtheProblem 13 StatementofResearchObjectives 14 PlanningtheResearchDesign 14 PlanningtheSample 14 DataCollection 15 DataProcessingandAnalysis 15 FormulatingConclusion,PreparingandPresentingtheReport 15 ScopeofMarketingResearchFunction 16 SalesAnalysis 17 SalesMethodsandPolicies 17 ProductManagement 18 AdvertisingResearch 18 SyndicatedResearch 19

viii Contents

MarketingResearch—Limitations 19 Summary 20 Discussion Questions 22 Further Reading 22

2. Organization of Marketing Research in India .................... 24–32 Introduction 25 GrowingImportanceofMarketingResearchinIndia 25 ExpenditureonMarketingResearchinIndiaand itsMajorUsers 26 WaysofConductingMarketingResearchinIndia 27 IncreasedDemandforOutsideResearchServices 28 CommonApplicationsofMarketingResearch 29 ProblemsinConductingMarketingResearchinIndia 29 Summary 31 Discussion Questions 31 Further Reading 31

3. Research Plan ......................................................................... 33–43 Introduction 34 Definition 34 NeedandPurpose 34 FunctionsofResearchPlan 35 TypesofResearchPlan 35 Structure 36 Title 36 Introduction 36 TheProblem 36 Scope 37 Objectives 38 Hypotheses 38 ReviewofRelatedLiterature 39 ResearchDesign 39 TentativeChapterisation 40 Limitations 40 OperationalDefinitions 40 Funding 41 Monitoring 41 Ethics 42 Summary 43 Discussion Questions 43 Further Reading 43

Contents ix

4. Research Design ..................................................................... 44–55 Introduction 45 ResearchDesign—MeaningandImportance 45 ClassificationofResearchDesigns 47 ExploratoryResearchDesign 48 DescriptiveResearchDesign 49 PanelResearchDesign 50 Cross-sectionalDesign 51 FocusGroup 51 FactorsInfluencingValidityofExperiments 52 InternalValidity 52 ExternalValidity 52 Summary 54 Discussion Questions 54 Further Reading 55

5. Descriptive and Experimental Research ............................. 56–74 Introduction 57 DescriptiveResearch 57 DescriptiveResearch:MainSteps 57 CollectionofData 58 TypesofDescriptiveResearch 59 ExperimentalResearch 64 ThreeCharacteristicsofExperimentalResearch 64 StepsInvolvedinExperimentalResearch 66 DesignsofExperimentalStudy 67 Summary 73 Discussion Questions 73 Further Reading 74

6. Qualitative Research ............................................................. 75–86 IntroductiontoQualitativeResearch 76 WhatisQualitativeResearch? 76 DifferencebetweenQualitativeResearchandQuantitative Research 77 UsesofQualitativeResearch 78 MethodsofConductingQualitativeResearch 78 Individual‘Depth’or‘Intensive’Interviews 78 FocusGroupDiscussion 80 ProjectiveTechniques 81 ObservationMethod 83 LatestTechniquesinQualitativeResearch 85 Neuro-linguisticProgramming 85 Summary 86 Discussion Questions 86 Further Reading 86

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