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Marketing Research and Report Preparation

Amity Campus

Uttar Pradesh

India 201303

ASSIGNMENTS

PROGRAM M!C

SEMESTER"II

Su#$e%t Name Mar&etin' Resear%h and Rep(rt

Preparati(nStudy COUNTR) S(ma*iaR(** Num#er +Re',N(,- M!C001.12010"201203/Student Name ashiir ama Nur

Si'nature

ate 0"0/"201.

+ 4 - Ti%& mar& in 5r(nt (5 the assi'nments su#mittedAssi'nment

6A7

Assi'nment

67

Assi'nment

6C7

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ASSIGNMENT-A

Questions: A-1

Explain in details the process of marketin research!

Ans"er: A-1

Marketing research process consists of six stages that be classified as detail in followings,

although marketing research exercise may take many forms but systematic enquiry is a

feature common to all such forms. Being a systematic enquiry, it requires a careful planning

of the orderly investigation process.

Also it is not necessary that all research process would invariably follow a given sequence,

yet marketing research often follows a generalized pattern which can be broken down and

studied as sequential states.

Step1# $efine the %&'ecti(e ) *our +,ro&lem

erhaps the most important step in the market research process is defining the goals of the

pro!ect. At the core of this understands the root question that needs to be informed by market

research. "here is typically a key business problem #or opportunity$ that needs to be acted

upon, but there is a lack of information to make that decision comfortably% the !ob of a market

researcher is to inform that decision with solid data. &xamples of 'business problems( mightbe ')ow should we price this new widget*( or '+hich features should we prioritize*(

By understanding the business problem clearly, youll be able to keep your research focused

and effective. At this point in the process, well before any research has been conducted, - like

to imagine what a 'perfect( final research report would look like to help answer the business

question#s$. ou might even go as far as to mock up a fake report, with hypothetical data,

and ask your audience/ '-f - produce a report that looks something like this, will you have the

information you need to make an informed choice*( -f the answer is yes, now you !ust need

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to get the real data. -f the answer is no, keep working with your client0audience until the

ob!ective is clear, and be happy about the disappointment youve prevented and the time

youve saved.

Step.# $etermine *our +/esearch $esin

1ow that you know your research ob!ects, it is time to plan out the type of research that will

best obtain the necessary data. "hink of the 'research design( as your detailed plan of

attack. -n this step you will first determine your market research method#will it be a survey,

focus group, etc.*$. ou will also think through specifics about how you will identify and

choose your sample #who are we going after* +here will we find them* )ow will we

incentivize them* etc$. "his is also the time to plan where you will conduct your research

#telephone, in2person, mail, internet, etc.$. 3nce again, remember to keep the end goal in

mind4what will your final report look like* Based on that, youll be able to identify the types

of data analysis youll be conducting #simple summaries, advanced regression analysis, etc.$,

which dictates the structure of questions youll be asking.

our choice of research instrument will be based on the nature of the data you are trying to

collect. "here are three classifications to consider/

&xploratory 5esearch 4 "his form of research is used when the topic is not well defined or

understood, your hypothesis is not well defined, and your knowledge of a topic is vague.

&xploratory researchwill help you gain broad insights, narrow your focus, and learn the

basics necessary to go deeper. 6ommon exploratory market research techniques include

secondary research, focus groups and interviews. &xploratory research is a qualitative form

of research.

7escriptive 5esearch 4 -f your research ob!ective calls for more detailed data on a specific

topic, youll be conducting quantitative descriptive research. "he goal of this form of market

research is to measure specific topics of interest, usually in a quantitative way. 8urveys are

the most common research instrument for descriptive research.

6ausal 5esearch 4 "he most specific type of research is causal research, which usually comes

in the form of a field test or experiment. -n this case, you are trying to determine a causal

Bashir Jama (MFC001512014-2016051)
http://www.mymarketresearchmethods.com/an-overview-of-market-research-methods/http://www.mymarketresearchmethods.com/an-overview-of-market-research-methods/http://en.wikipedia.org/wiki/Exploratory_researchhttp://en.wikipedia.org/wiki/Descriptive_researchhttp://en.wikipedia.org/wiki/Exploratory_researchhttp://en.wikipedia.org/wiki/Descriptive_researchhttp://www.mymarketresearchmethods.com/an-overview-of-market-research-methods/

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relationship between variables. 9or example, does the music - play in my restaurant increase

dessert sales #i.e. is there a causal relationship between music and sales*$.

Step0# $esin ) ,repare *our +/esearch Instrument

-n this step of the market research process, its time to design your research tool. -f a survey

is the most appropriate tool #as determined in step :$, youll begin by writing your questions

and designing your questionnaire. -f a focus group is your instrument of choice, youll start

preparing questions and materials for the moderator. ou get the idea. "his is the part of the

process where you start executing your plan.

By the way, step ;.< should be to test your survey instrument with a small group prior to

broad deployment. "ake your sample data and get it into a spreadsheet% are there any issues

with the data structure* "his will allow you to catch potential problems early, and there are

always problems.

Step# 2ollect *our $ata

"his is the meat and potatoes of your pro!ect% the time when you are administering your

survey, running your focus groups, conducting your interviews, implementing your field test,

etc. "he answers, choices, and observations are all being collected and recorded, usually in

spreadsheet form. &ach nugget of information is precious and will be part of the masterful

conclusions you will soon draw.

Step3# Anal45e *our $ata

8tep = #data collection$ has drawn to a close and you have heaps of raw data sitting in your

lap. -f its on scraps of paper, youll probably need to get it in spreadsheet form for further

analysis. -f its already in spreadsheet form, its time to make sure youve got it structured

properly. 3nce thats all done, the fun begins. 5un summaries with the tools provided in

your software package #typically&xcel, 888,Minitab, etc.$, build tables and graphs,

segment your results by groups that make sense #i.e. age, gender, etc.$, and look for the ma!ortrends in your data. 8tart to formulate the story you will tell.

Bashir Jama (MFC001512014-2016051)
http://office.microsoft.com/en-us/excel/http://office.microsoft.com/en-us/excel/http://www-01.ibm.com/software/analytics/spss/products/statistics/http://www.minitab.com/en-US/default.aspxhttp://www.minitab.com/en-US/default.aspxhttp://office.microsoft.com/en-us/excel/http://www-01.ibm.com/software/analytics/spss/products/statistics/http://www.minitab.com/en-US/default.aspx

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Step6# 7isuali5e *our $ata and 2ommunicate /esults

ouve spent hours poring through your raw data, building useful summary tables,charts and

graphs. 1ow is the time to compile the most meaningful take2away into a digestible report or

presentation. A great way to present the data is to start with the research ob!ectives and

business problem that were identified in step >. 5estate those business questions, and then

present your recommendations based on the data, to address those issues.

+hen it comes time to presenting your results, remember to present insights, answers and

recommendations, not !ust charts and tables. -f you put a chart in the report, ask yourself

'what does this mean and what are the implications*( Adding this additional critical thinking

to your final report will make your research more actionable and meaningful and will set you

apart from other researchers.

+hile it is important to 'answer the original question,( remember that market research is one

input to a business decision #usually a strong input$, but not the only factor.

8o, thats the market research process. "he figure below walks through an example of this

process in action, starting with a business problem of 'how should we price this new

widget*(

Bashir Jama (MFC001512014-2016051)
http://www.mymarketresearchmethods.com/types-of-charts-choose/http://www.mymarketresearchmethods.com/types-of-charts-choose/http://www.mymarketresearchmethods.com/types-of-charts-choose/http://www.mymarketresearchmethods.com/types-of-charts-choose/http://www.mymarketresearchmethods.com/types-of-charts-choose/

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Bashir Jama (MFC001512014-2016051)
http://www.mymarketresearchmethods.com/wp-content/uploads/2011/10/example-of-market-research-process_opt.jpg

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Q8ESTI%N A-.

2ompare and contrast the explorator49 descripti(e9 and causal research desins#

ANSE/: A-.

"he following is the differences and similarities between research designs/

Explorator4 $escripti(e 2ausal

%&'ecti(e:

2haracteristics:

Methods:

7iscovery of ideasand insights

9lexible, versatile

3ften the front end of

total research design

&xpert surveys

ilot surveys

8econdary data

?ualitative research

7escribe marketcharacteristics or

functions

Marked by the prior

formulation of

specific hypotheses

replanned and

structured design

8econdary data

8urveys

anels

3bservation and

other data

7etermine cause andeffect relationships

Manipulation of one

or more independent

variables

6ontrol of other

mediating variables

&xperiments

Q8ESTI%N A-0

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hat are the ad(antaes of usin pro'ecti(e techni;ues in comparison to focus roups

and in-depth inter(ie"s!

ANSE/ A-0

ro!ective techniques have a ma!or advantage over focus groups and depth interviews as

follows/

>. "hey may elicit responses that sub!ects would be unwilling or unable to give if they knew

the purpose of the study.

:. )elpful when the issues to be addressed are personal, sensitive, or sub!ect to strong social

norms.

;. )elpful when underlying motivations, beliefs, and attitudes are operating at a subconscious

level.

=. 7isadvantages of ro!ective "echniques

D. May require respondents to engage in unusual behavior.

>>. Euidelines for Fsing ro!ective "echniques

>:. ro!ective techniques should be used because the required information cannot be

accurately obtained by direct methods.

>;. ro!ective techniques should be used for exploratory research to gain initial insights and

understanding.

>=. Eiven their complexity, pro!ective techniques should not be used naively.

Advanced ro!ective "echniques

8ome advanced techniques include the 5orschach -nkblot "ests and "hematic Appreciation

"ests. ro!ective techniques have their roots in psychoanalytic psychology. 8everal

psychoanalytic theories abound. "he more advanced techniques require training in

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application and especially in analysis. Analysis of sophisticated techniques involves !udgment

based on training an experience, and is often open to interpretation and debate.

Q8ESTI%N A-

rite a &rief note on sur(e4 methods#

ANSE/ A-

"he 8urvey method is the technique of gathering data by asking questions to people who are

thought to have desired information. A formal list of questionnaire is prepared. Eenerally a

non disguised approach is used. "he respondents are asked questions on their demographic

interest opinion.

8urveys can be useful when a researcher wants to collect data on phenomena that cannot be

directly observed #such as opinions on library services$. 8urveys are used extensively in

library and information science to assess attitudes and characteristics of a wide range of

sub!ects, from the quality of user2system interfaces to library user reading habits.

9or the classification of the research designs, the approach needed to collect the primary data,

is very commonly used. 9or solving this particular purpose, there are two options we can

observe the events, people, behavior, conditions etc. Also we can use the other alternative

option which involves communicating with the people about the various topics. 1ow in this

article, we will study about the survey method which is used a lot as a social survey and finds

maximum use where the published data is available.

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8o this method is the technique used for carrying out the investigation processes with the help

of direct observation or by the collection of the data by conducting interviews etc. "he survey

method is a very essential and a useful tool to gather the evidence relating to the various

social problems.

According to 8helly M. )arrison, social survey is a, 'comparative undertaking which applies

scientific method to the study and the treatment of the currently related social problems and

the conditions having definite geographic limit and bearing, plus such a spreading of facts,

conclusions and recommendations as will make them, as far as possible, the common

knowledge of the community and a force for the intelligent coordinated action.

%&'ecti(es of the Sur(e4

>. 6ollecting general information.

:. "o provide data that later helps in the formulation of the hypothesis.

;. "o enable the researcher to have direct and close contact with the process or the

phenomenon, that is being studied.

=. "o know the people better by knowing their opinions and their attitudes.

. Are less intensive in nature and also involve widely dispersed group of people.

:. 7ata collected in a social survey can act as a proper base for carrying out further the

various social research operations.

;. )elps in making the assertion about the distribution of the characteristics in a population.

=. )elps in carrying out the study of specific current problems of the society only.. 5esearcher is able to directly get involved with the people from whom he wants to get the

information.

:. "he results obtained from this method are not based on any type of theory but instead are

based on the actual facts of the life.

;. Gery helpful in the testing of the validity of the theories.

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=. 3ffers greater ob!ectivity.

. Gery expensive.

:. Gery time consuming.

;. +asteful method.

=. Hess reliable.

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-f a significant group of respondents are truly neutral, the inclusion of the neutral alternative

should increase the accuracy of the results if it is not included, respondents are forced to

choose between 'es( and '1o( even if they feel indifferent. 3n the other hand, if a neutral

alternative is included, respondents can avoid taking a position on the issue, thereby biasing

the results.

"he typical format of dichotomous is like #7o you have any children* 7o you drive a car*$,

but sometimes more than two options are available. 7epending on the answer, only the

logically connected questions are asked, while other questions or entire sections are skipped.

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ASSIGNMENT-. "he use of security cameras at A"M locations to detect problems that customers might

have in operating the A"M,

:. Fsing optical scanners and bar2code technology #e.g., universal product code KF6L$ to

count, in real time, the number and types of products purchased at a retail establishment to

monitor brand loyalty levels and product turnover rates, and using turnstile tick2o2meters to

count the number of fans at ma!or sporting or entertainment events.

Ans-2

"wo mechanical observation devices that do not require the respondents direct participation

are/i. videotape camera

ii. traffic counter

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ASSIGNMENT-2

2ase Stud4

ANSE/

a$ 5ogaines marketing problems from a marketing research perspective/

i# 8ample is small and non2representative.

ii# "hese kind of products need a considerable time for testing.

iii# "here is not comprehensive market research.

i(# "he product cost and profitability has not been researched.

(# 6ustomer reaction to the change in the new product usage has not been carefully

studied.

b$ 9or this particular type of product, Fp!ohn should conduct a focus roup researchas a

primary research tool for usage of this product. "hey should use the product in several

different ways and test the reactions of the consumers to determine which would be best

to market. -n order to select people to participate in the focus group, choose people from

many diverse demographic groups to determine whether the responses to the product

would be similar in people from different age groups, education levels or ethnicities.

ASSIGNMENT-2

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1 11 C 21 C 31 2 A 12 22 A 32 C3 A 13 23 C 33

4 14 24 34 A5 A 15 A 25 35 A6 16 C 26 36 7 17 A 27 E 37 1 2 A 3 E! 1! 2! 3! C10 E 20 30 40 A

Re"erences

1. http://www.outsource2india.com/kpo/articles/market-research-importance.asp

:. http/00www.expertsmind.com0get2answers0*postsbriefly2discuss2mechanical2observation2C

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