MEANING AND SCOPE OF MARKETING RESEARCH

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; monitor marketing
performance; and improve understanding of marketing as a process.

Marketing Research is systematic problem analysis, model building and fact finding for the purpose of
important decision making and control in the marketing of goods and services.

Marketing Research is a well-planned, systematic process which implies that it needs planning at all the
stages. It uses scientific method. It is an objective process as it attempts to provide accurate authentic
information. Marketing Research is sometimes defined as the application of scientific method in the
solution of marketing problems.

Marketing Research plays a very significant role in identifying the needs of customers and meeting them
in best possible way. The main task of Marketing Research is systematic gathering and analysis of
information.

Before we proceed further, it is essential to clarify the relationship and difference between Marketing
Research and Marketing Information System (MIS). Whatever information are generated by Marketing
Research from internal sources, external sources, marketing intelligence agencies-consist the part of MIS.

MIS is a set of formalized procedures for generating, analyzing, storing and distributing information to
marketing decision makers on an ongoing basis.
1. While Marketing Research is done with a specific purpose in mind with information being
generated when it is conducted, MIS information is generated continuously.
2. MIS is continuous entity while Marketing Research is an ad-hoc system.
3. While in Marketing Research information is for specific purpose, so it is not rigid; in MIS
information is more rigid and structured.

Marketing Research is essential for strategic market planning and decision making. It helps a firm in
identifying what are the market opportunities and constraints, in developing and implementing market
strategies, and in evaluating the effectiveness of marketing plans.

Marketing Research is a growing and widely used business activity as the sellers need to know more about
their final consumers but are generally widely separated from those consumers. Marketing Research is a
necessary link between marketing decision makers and the markets in which they operate.

Marketing Research includes various important principles for generating information which is useful to
managers. These principles relate to the timeliness and importance of data, the significance of defining
objectives cautiously and clearly, and the need to avoid conducting research to support decisions already
made.

Marketing Research is of use to the following:-

1. Producers
a. To know about his product potential in the market vis--vis the total product;
b. New Products;
c. Various brands;
d. Pricing;
e. Market Structures and selection of product strategy, etc.

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2. Business and Government
Marketing Research helps businesses and government in focusing attention on the complex nature of
problems faced by them. For example:
a. Determination of Gross National Product; Price indices, and per capita income;
b. Expenditure levels and budgeting;
c. Agricultural Pricing;
d. The economic policies of Government; and
e. Operational and planning problems of business and industry.
3. Market Research Agencies
Marketing Research is being used extensively by professionals to help conducting various studies in
Marketing Research. Most prominent agencies being:-
a. Linta India Ltd;
b. British Market Research Bureau (BMRB);
c. Hindustan Thompson Associate Ltd;
d. eSurveysPro.com;
e. MARG

4. Managers

LIMITATIONS OF MARKETING RESEARCH

Following are the main limitations of Marketing Research:
Marketing Research (MR) is not an exact science though it uses the techniques of science. Thus,
the results and conclusions drawn upon by using MR are not very accurate.
The results of MR are very vague as MR is carried out on consumers, suppliers, intermediaries, etc.
who are humans. Humans have a tendency to behave artificially when they know that they are being
observed. Thus, the consumers and respondents upon whom the research is carried behave
artificially when they are aware that their attitudes, beliefs, views, etc are being observed.
MR is not a complete solution to any marketing issue as there are many dominant variables between
research conclusions and market response.
MR is not free from bias. The research conclusions cannot be verified. The reproduction of the
same project on the same class of respondents give different research results.
Inappropriate training to researchers can lead to misapprehension of questions to be asked for data
collection.
Many business executives and researchers have ambiguity about the research problem and its
objectives. They have limited experience of the notion of the decision-making process. This leads
to carelessness in research and researchers are not able to do anything real.
There is less interaction between the MR department and the main research executives. The
research department is in segregation. This all makes research ineffective.
MR faces time constraint. The firms are required to maintain a balance between the requirement
for having a broader perspective of customer needs and the need for quick decision making so as
to have competitive advantage.
Huge cost is involved in MR as collection and processing of data can be costly. Many firms do not
have the proficiency to carry wide surveys for collecting primary data, and might not also able to
hire specialized market experts and research agencies to collect primary data. Thus, in that case,
they go for obtaining secondary data that is cheaper to obtain.
MR is conducted in open marketplace where numerous variables act on research settings.

MARKETING RESEARCH: STEP BY STEP EXECUTION

The main purpose of marketing research is to lower the uncertainty and risk in marketing decision-making.
To achieve this, several stages are followed which are depicted in the flow diagram below.

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Let us look at each stage meticulously.
The research process begins with a brief from the client. Client may find a research partner if he is
faced with a problem or has a decision to make. Unless he has a clear idea about the situation at
hand, exploratory research (described in the previous chapter) needs to be undertaken to define the
problem correctly and to frame the research objectives.
Exploratory research can be conducted by:
o Secondary Data: analyzing Companys historical data or literature review.
o Experience Survey: Involves taking expert opinion to gain knowledge on the topic.
o Pilot Study: Undertaking a mini research project on the lines of the full-fledged one.

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 o Case Study: Finding insights to structure the problem by referring similar cases in other
companies or a past resembling situation within the same company.

Next step is to decide on the research design to carry out the study. Data needs to be gathered from
respondents and this can be done in two ways:
1. Primary: This is information collected first hand from the respondent in the form of a survey.
The techniques used are:
Personal or telephonic interviews
Paper or electronic questionnaires
2. Secondary Data: This is pre collected data and can be obtained either from external sources
such as trade associations, government, etc. or from within the company (proprietary
information).

Observation, i.e. recording of environmental conditions and Experiment, either laboratory or field
are other research methods that can be used for data collection. Test marketing is a controlled
experiment that is used to check the response to a new product or a new marketing plan. Example,
a new brand of shampoo by P&G will be released for a limited time only in a few cities to check
the anticipated acceptability within the country once launched full-fledged. If the reviews from the
small sample of respondents are positive, the shampoo will be released in the market. Else, it will
either be shelved off or modified taking inputs from the respondents.

Data can be gathered from respondents by any of the methods described above depending on their
applicability. But data has to be collected from a sufficient number of people for it to be valid and
reliable. This ideal number of people is called the sample which is nothing both a subset of the
target population. Generally, the more the number of people taken in the sample, the more precise
the outcome will be. However, random people cannot be chosen; they have to be representative of
the target population. For example, women aged 35+ should be used as respondents in the sample
for an anti-ageing cream brand.

Following are some of the practiced ways of forming a sample:

Convenience Sampling: Easiest way that collects data from respondents that are easily
available and hence is random. For example, asking people who appear relatively free to fill
out a questionnaire at a mall.
Quota Sampling: Here people are chosen from a group in a certain proportion. For example,
if a class has 100 students with a majority of girls, say 70% girls, we would include 7 girls and
3 boys for our sample of size of 10 students.
Snowball Sampling: This sampling method is deployed when the appropriate respondents are
sparse. Data is gathered from the available people and they are asked in turn to refer other
similar respondents. The researcher then approaches these referred respondents and thus the
chain grows.
Cluster Sampling: The entire population is divided into clusters according to their
homogeneity. The clusters themselves are diverse, but members within a cluster are similar.
One member is then chosen from each cluster to form a sample. This method is typically used
when the population is diverse, but each type must be accommodated and hence one
representative is chosen from each group/cluster.
After collecting the sampled data, it has to be cleaned. This is known as editing. Editing is
necessary for legibility and consistency. It is a time consuming process as the data has to be checked
thoroughly. For example, during data collection, the birth year of a respondent may be recorded as
1873. It has to be edited to 1973 as that is more likely.

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 The edited data is then ready for coding wherein a numerical symbol is assigned to each set of data.
Coding facilitates data entry into computers.
This is illustrated in the table below:

Recorded Data Assigned Code

What is your level of play?

Novice _____ -1

Intermediate _____ -2

Expert _____ -3

This coded data is then interpreted using various statistical techniques such as regression, factor
and cluster analysis, etc. that will be elaborated in later chapters. The result of this analysis is
patterns or findings of our research problem that have to be documented in a report. Typically, the
report consists of the:
Prefatory Parts: Title, Table of contents, Summary
Main Body: Introduction, Methodology, Limitations, Conclusion and Recommendations.
Appended Parts: Data collection forms, detailed calculations, general tables and
bibliography.

The final report is presented to the client.

DATA COLLECTION IN MARKETING RESEARCH

Data Collection in Marketing Research is a detailed process in which a planned search for all relevant data
is made by researcher.

TYPES OF DATA
1. Primary Data- Primary data is the data which is collected first hand specially for the purpose of
study. It is collected for addressing the problem at hand. Thus, primary data is original data
collected by researcher first hand.
2. Secondary data- Secondary data is the data that have been already collected by and readily
available from other sources. Such data are cheaper and more quickly obtainable than the primary
data and also may be available when primary data cannot be obtained at all.

DATA COLLECTION METHODS

1. Qualitative Research- Qualitative Research is generally undertaken to develop an initial
understanding of the problem. It is non statistical in nature. It uses an inductive method, that is,
data relevant to some topics are collected and grouped into appropriate meaningful categories. The
explanations are emerged from the data itself. It is used in exploratory research design and
descriptive research also. Qualitative data comes into a variety of forms like interview transcripts;
documents, diaries and notes made while observing. There are two main methods for collecting
Qualitative data:
a. Direct Collection Method-When the data is collected directly, it makes use of disguised
method. Purpose of data collection is not known. This method makes use of-

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 Focus Groups
Depth Interview
Case Study
b. Indirect Collection-Method
Projective Techniques

2. Quantitative Research- Quantitative Research quantifies the data and generalizes the results from
the sample to the population. In Quantitative Research, data can be collected by two methods
Survey Method
Observation Method

QUALITATIVE AND QUANTITATIVE RESEARCH - CONCEPT

As the names suggest quantitative research produces numerical data whereas qualitative research generates
non numerical data. However, this is only a superficial understanding of the terms. In the first chapter,
while exploring the types of research, we had hinted that when there is uncertainty or when the problem is
not clearly defined, we deploy exploratory research and use qualitative studies for it. When there is little or
no ambiguity and the business problem is structured, we implement descriptive or casual research and use
quantitative techniques for it. Let us take the discussion further from here.

QUALITATIVE RESEARCH

Focus
In a nutshell, qualitative research gives us vital insights in comprehending why do consumers feel or behave
in a manner they do. It helps in identifying and perceiving the underlying opinions, behaviour patterns and
motivations. Qualitative research aids the formulation of hypothesis to be used for deeper exploration or
quantification. In a way, it adds richness to the information gathered by quantitative research by
understanding instead of measuring. To sum up, the qualitative approach helps decipher the less rational
and more emotional perspective of the consumers decision making nature, i.e. how would I feel if I were
in the consumers shoes?

Usage
Qualitative studies assist in the following business situations:
Market Study: Analyzing consumer interest in the companys new idea in a particular demographic.
New Product Development: Understanding the actual need of the end user.
Creative Development Research: Pertaining to branding; what should be said and how should it be
said.
Diagnostic Studies: Understanding how is the companys category or brand doing as compared to
the competitors offerings and image respectively.

Techniques
Qualitative research can be carried out by:
1. Focus Group Discussions: This is the most effective and preferred technique for qualitative
studies. Respondents, in a group of 5-8 people, are made comfortable and asked general questions
first. Gradually, the conversation is shifted to the topic of research. It helps obtain initial reactions
to marketing programs or understand the consumers impressions about a new product concept.

2. In Depth Interviews: Personal interviews are conducted instead of focus groups in the following
cases:
Discussing sensitive, confidential or embarrassing topics (Example: Womens hygiene issues)

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 Requirement of detailed probing (Example: Purchase psychology for an automobile is best
done with the respondent one on one)
Situations where the respondent may get influenced by the group response (Example: Opinion
on TV censorship where social norms prevail)
Interviews with highly professional people with busy schedules (Example: Understanding
required from doctors on a new medical topic )

Another term associated with qualitative research and worth mentioning here are projective techniques.
These are ways of extracting information from respondents that capture the emotions in consumer
behaviour. Often direct questions do not bring out the hidden motivations as consumers are themselves not
fully aware of their reasons and naturally are not able to express themselves fully. Direct questions may
give sensible answers, but they may not necessarily be real answers. For this reason, projective techniques
such as the below ones are used:
Brand Personalities: The strength of advertising can be tested by imagining brands as persons or
objects. For example, asking that if Sunsilk was a person, what would he be like?
Collages: Asking respondents to draw collages of a brand to help understand what consumers think
about symbols used for advertising the brand.
Word Association: First word that comes to mind upon mentioning a particular word. For example
if the word Coke brings out the first mentioned word as happiness, Coke is maintaining its strong
brand image.

QUANTITATIVE RESEARCH

Focus
The aim of this method is to consume numerical data and present facts or uncover patterns in the study. The
aftermath of quantitative research is results that are projectable because they are drawn statistically.
Basically, while qualitative research is subjective, the quantitative method is more objective. Another
characteristic of quantitative research is that it is drawn from a reasonably sized and carefully selected
sample which is representative of the target population. The methods of choosing a proper sample are
discussed in the previous chapter. Typically, a terminology of 95% confidence interval is considered good
while deciding the sample sizes. This actually means that if the survey is reoccurred 100 times, 95 times
the same response would be obtained.

Usage
Quantitative research is most widely used for determining cause effect relations. For example, if the
marketing budget is increased by 15%, how much is the revenue expected to increase. If the strength
between the dependent (revenue) and independent (marketing budget) variable is strong, the test hypothesis
holds true and the company should invest more in its marketing. Thus a decisive stance can be taken from
the facts presented in this research.

Techniques
Data collection for quantitative studies is done by various kinds of surveys using questionnaires. The survey
can be done through various mediums such as face-to-face, email, telephonic, online, etc. Designing
questionnaires for a survey is a detailed topic which will be covered in the next chapter. For now, we will
explore the methods for conducting a survey.
Mail survey: Mail surveys are convenient and maintain anonymity of the respondent. They are
also relatively inexpensive. However the major drawback is that feedback cannot be obtained from
the respondent.

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 Telephonic & Face-to-face survey: There is little scope of error in these types of survey as the
interviewer is available for assistance. However, while guiding, the interviewer may sometimes
influence the respondent leading to biased answers.
Online: Surveys carried out over the internet are gaining popularity these days as they can reach a
wide audience. The downside is that without incentive, the respondent at the end may not be
interested in taking up the survey or answering all questions seriously.
Hybrid: A fusion of techniques can be used to record better responses. A commonly used hybrid
method is Telephone-Mail-Telephone (TMT) wherein respondents are instructed over the phone
and then sent the survey over mail to be filled at their convenience.

The choice of the above mediums depends on the budget, time and complexity. If budget is a constraint,
mail surveys can be used. Online surveys are instant and hence should be deployed when there is a time
crunch. When interaction is required, personal or telephonic surveys must be utilized.

CONCLUDING REMARKS
We have seen in the sections above that in which situations the usage of quantitative research is preferable
over qualitative research and vice versa. Ideally, if there are less budget constraints, we can use both types
as they give variant perspectives and complement one another. Sometimes both have to be used in tandem
as in case of Usage and Attitude Studies that we will see in the later chapters. Finally, a qualitative research
will generate a more narrative report with a contingent account and direct quotations from the respondents.
On the contrary, a quantitative research will produce a statistical report with correlations, significance,
means, etc. and hard facts.

TYPES OF MARKETING RESEARCH AND THEIR APPLICATION

Research can be categorized either on the basis of technique (surveys, experiments, observation studies,
etc.) or on the basis of purpose. We will look at the techniques in the subsequent chapters. Now let us focus
on the 3 methods of doing Marketing Research based on purpose:
1. Exploratory
As the name implies, exploratory research is the initial exploration done to get an idea and insights
into the problem. Research is a relatively expensive process; exploratory research ensures that this
process is not initiated without a thorough understanding of the problem. This study is qualitative
(understanding the concept) rather than quantitative (providing precise measurement). Also, this
type of research does not give conclusive evidence and subsequent research needs to be done.

Further, the following purposes justify the use of exploratory research:

Diagnosing a Situation: Sometimes, companies have a situation at hand, but do not know
how to define it clearly. This prohibits action to be taken. One reason for using it is to
identify the exact nature of the business problem, but exploratory research is limited only
to this. Successive descriptive or experimental research needs to be carried out to craft the
action plan.
Screening Alternatives: Consider a situation where there are several options, but budget
restrictions do not allow implementation of all of them. Exploratory research helps choose
the best alternatives in this case.
Uncovering New Ideas: Many a times, consumers do not know what they need which is
especially true in case of technology. Prior to the invention of the first smart phone in the
early nineties, an average person did not feel the need for it or understand how pervasive
the device would become. Exploratory research is used in cases like this to induce new
ideas.

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A widely used method for executing exploratory research for this purpose is Concept Testing. Here, target
consumers are introduced to an idea and asked how they feel about it, whether they are likely to use it, etc.
It tests the likeability or acceptability of the new product before investing in its research and development.

2. Descriptive
This type of research is used when there is some comprehension of the problem, objectives are
defined and the research questions are clearly formulated. Contrary to exploratory research, the
proof descriptive research provides is used for formulating action plans. It helps answer the
questions when, who, what, how and where, but not why.

Descriptive research typically gives a detailed account of the characteristics or behaviour of a

population. Hence the research work usually involves some element of consumer profiling and
market segmentation.

3. Experimental
Experimental studies demonstrate cause and effect relationships. They try to decipher the outcome
marketing actions might have. For example, it is used when the purpose is to determine the impact
of increase in price on usage.

This research is used in succession to exploratory and descriptive research and hence sufficient
knowledge is gained on the topic by then. Experimental research is also popularly known as causal
research.

Exploratory Descriptive Causal Research

Research Research (Clearly Defined
(Unaware of (Aware of Problem) Problem)
Problem)

Time of Study Initial Phase Later phase of Later phase of

decision making decision making

Approach Unstructured Structured Highly Structured

Examples Our sales are What kinds Will buyers

declining and of people are purchase
we dont buying our more of our
know why product? products in a

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 Would Who is new
people be buying our package?
interested in competitors Which of two
our new product? advertising
product idea? What campaigns is
features do more
consumers effective?
prefer in our
product?

The extent of uncertainty also affects what type of method should be chosen. The more well defined the
situation is, the more the research agency will move from exploratory to descriptive to experimental
research.

DEGREE OF PROBLEM INTERPRETATION

The following cases will further help understand the significance of each type of research:

FOCUS GROUPS
Focus groups are also known as group interviews or group discussions. They are used to understand the
attitude or behaviour of the audience. Six to twelve individuals are selected and either one or two moderators
(those who lead the discussions) are selected. If there are two moderators, they will adopt opposite positions.
It is the moderator who introduces the topic. Discussion is controlled through these moderators. The group
is watched from adjacent rooms. There are various devices which are used to record these discussions.

OBJECTIVES OF FOCUS GROUP

1. To gather primary information for research project;
2. To help developing questionnaires in terms of survey research
3. To understand reason behind a particular phenomenon:
4. To see how people interpret certain phenomenon;
5. To test primarily ideas or plan

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STEPS INVOLVED IN CONDUCTING FOCUS GROUP
1. Define the problem
2. Select a sample
3. Determine the number of groups necessary(minimum number should be two)
4. Prepare the study mechanics. Arrange the respondents place where the focus group is to be
assembled.
5. Select moderators and brief them.
6. Prepare the focus group material.
7. Conduct the session.
8. Analyze the data and prepare summary report.

ADVANTAGES OF FOCUS GROUP

1. It is used to collect primary information and therefore it can conduct a pilot study also.
2. Relative cost is not much.
3. It can be conducted quickly.
4. It has flexibility.
5. Moderator can detect the opinion and certificates of those who cannot speak well by facial
expression and other non-verbal behaviour.
6. We can get the questionnaire filled up either before or after the discussion.

DISADVANTAGES OF FOCUS GROUP

1. It is inappropriate for gathering quantitative data.
2. Self-appointed group leader may impose his /her opinion on other members. Moderators can restrict
people.
3. It depends heavily on skills of moderator.
4. Respondents in the focus group may or may not represent the population from which they are
drawn.
5. Recording equipments are likely to restrict respondents. Location of recording equipment is very
important.

DEPTH INTERVIEW
They generally use small samples and also conduct direct one to one personal interviews. A detailed
background is provided by the respondents and elaborate data concerning the respondents opinions, values,
motivation, expression, feeling etc. are obtained. Even their non-verbal expressions are observed. They take
long time, therefore lengthy observations are involved.

These are conducted to customize individual responses. The questions will depend on what kind of answers
are given. Even interview climate influences the respondents. The success of interviews depends on the
rapport of the interviewers established with the respondents.

ADVANTAGES OF DEPTH INTERVIEW

1. Lot of detail is provided.
2. Information obtained is comparatively more accurate.
3. Personal or intimate topic can also be discussed since the personal rapport is established between
the respondent and the interviewer

DISADVANTAGES OF DEPTH INTERVIEW

1. It is difficult to generalize since the interviewers are non-standardized
2. Since the success depends on the interviewer, there are chances of bias.
3. Data analysis takes a lot of time.

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CASE STUDY
Individual cases are taken and a detailed study of each case is done.

ADVANTAGES OF CASE STUDY

1. Accurate data is provided
2. There is detailed analysis

DISADVANTAGES OF CASE STUDY

1. It is difficult to generalize.
2. It consumes lot of time.
3. Confidential and sensitive information may not be given.
4. Interviewer bias is there.

PROJECTIVE TECHNIQUES
Projective Techniques are indirect and unstructured methods of investigation which have been developed
by the psychologists and use projection of respondents for inferring about underline motives, urges or
intentions which cannot be secure through direct questioning as the respondent either resists to reveal them
or is unable to figure out himself. These techniques are useful in giving respondents opportunities to express
their attitudes without personal embarrassment. These techniques helps the respondents to project his own
attitude and feelings unconsciously on the subject under study. Thus Projective Techniques play an
important role in motivational researches or in attitude surveys.

IMPORTANT PROJECTIVE TECHNIQUES

1. Word Association Test.
2. Completion Test.
3. Construction Techniques
4. Expression Techniques

1. Word Association Test: An individual is given a clue or hint and asked to respond to the first thing
that comes to mind. The association can take the shape of a picture or a word. There can be many
interpretations of the same thing. A list of words is given and you dont know in which word they
are most interested. The interviewer records the responses which reveal the inner feeling of the
respondents. The frequency with which any word is given a response and the amount of time that
elapses before the response is given are important for the researcher. For eg: Out of 50 respondents
20 people associate the word Fair with Complexion.
2. Completion Test: In this the respondents are asked to complete an incomplete sentence or story.
The completion will reflect their attitude and state of mind.
3. Construction Test: This is more or less like completion test. They can give you a picture and you
are asked to write a story about it. The initial structure is limited and not detailed like the completion
test. For eg: 2 cartoons are given and a dialogue is to written.
4. Expression Techniques: In this the people are asked to express the feeling or attitude of other
people.

DISADVANTAGES OF PROJECTIVE TECHNIQUES

1. Highly trained interviewers and skilled interpreters are needed.
2. Interpreters bias can be there.
3. It is a costly method.
4. The respondent selected may not be representative of the entire population.

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SURVEY METHOD
The Survey 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. Generally a non-disguised approach is
used. The respondents are asked questions on their demographic interest opinion.

ADVANTAGES OF SURVEY METHOD

1. As compared to other methods (direct observation, experimentation) survey yield a broader range
of information. Surveys are effective to produce information on socio-economic characteristics,
attitudes, opinions, motives etc and to gather information for planning product features, advertising
media, sales promotion, channels of distribution and other marketing variables.
2. Questioning is usually faster and cheaper that Observation.
3. Questions are simple to administer.
4. Data is reliable
5. The variability of results is reduced.
6. It is relatively simple to analyze, quote and interrelate the data obtained by survey method

DISADVANTAGES OF SURVEY METHOD

1. Unwillingness of respondents to provide information- This requires salesmanship on the part of the
interviewer. The interviewer may assure that the information will be kept secret or apply the
technique of offering some presents.
2. Inability of the respondents to provide information- This may be due to
Lack of knowledge
Lapse of memory
Inability to identify their motives and provide reasons why? for their actions
3. Human Biases of the respondents are there, for eg: Ego
4. Symantec difficulties are there - it is difficult, if not impossible, to state a given question in such a
way that it will mean exactly same thing to each respondent. Similarly two different wordings of
the same question will frequently produce quite different results.

HOW TO OVERCOME THE LIMITATIONS OF SURVEY METHOD

1. Careful framing and phrasing of questions.
2. Careful control of data gathering by employing specially trained investigators who will observe
carefully report on subtle reactions of persons interviewed
3. Cautious interpretations by a clear recognition of the limitations of the data and understating of
what exactly the data represents. This is especially true of responses to questions like - What price
would you be willing to pay for this product?
4. Looking at facts in relative rather than absolute terms. For eg - A survey by a dentist team showed
that the number of families in the middle income group used toothpaste taken by itself in the
absolute sense, the results of the survey are in some doubt. Even though the individual group
readings shall differ say for eg: for upper income group families it could be 90 %. Hence we should
look at the facts in relative rather than in absolute terms

TECHNIQUES OF SURVEY METHOD

There are mainly 4 methods by which we can collect data through the Survey Method
1. Telephonic Interview
2. Personal Interview
3. Mail Interview
4. Electronic Interview

TELEPHONIC INTERVIEW

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Telephone Interviewing stands out as the best method for gathering quickly needed information. Responses
are collected from the respondents by the researcher on telephone.

ADVANTAGES OF TELEPHONIC INTERVIEW

1. It is very fast method of data collection.
2. It has the advantage over Mail Questionnaire of permitting the interviewer to talk to one or more
persons and to clarifying his questions if they are not understood.
3. Response rate of telephone interviewing seems to be a little better than mail questionnaires
4. The quality of information is better
5. It is less costly method and there are less administration problems

DISADVANTAGES OF TELEPHONIC INTERVIEW

1. They cant handle interview which need props
2. It cant handle unstructured interview
3. It cant be used for those questions which requires long descriptive answers
4. Respondents cannot be observed
5. People are reluctant to disclose personal information on telephone
6. People who dont have telephone facility cannot be approached

PERSONAL INTERVIEWING
It is the most versatile of the all methods. They are used when props are required along with the verbal
response non-verbal responses can also be observed.

ADVANTAGES OF PERSONAL INTERVIEW

1. The person interviewed can ask more questions and can supplement the interview with personal
observation.
2. They are more flexible. Order of questions can be changed
3. Knowledge of past and future is possible.
4. In-depth research is possible.
5. Verification of data from other sources is possible.
6. The information obtained is very reliable and dependable and helps in establishing cause and effect
relationship very early.

DISADVANTAGES OF PERSONAL INTERVIEW

1. It requires much more technical and administrative planning and supervision
2. It is more expensive
3. It is time consuming
4. The accuracy of data is influenced by the interviewer
5. A number of call banks may be required
6. Some people are not approachable

MAIL SURVEY
Questionnaires are send to the respondents, they fill it up and send it back.

ADVANTAGES OF MAIL SURVEY

1. It can reach all types of people.
2. Response rate can be improved by offering certain incentives.

DISADVANTAGES OF MAIL SURVEY

1. It cannot be used for unstructured study.
2. It is costly.

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 3. It requires established mailing list.
4. It is time consuming.
5. There is problem in case of complex questions.

ELECTRONIC INTERVIEW
Electronic interviewing is a process of recognizing and noting people, objects, and occurrences rather than
asking for information. For example-When you go to store, you notice which product people like to use.
The Universal Product Code (UPC) is also a method of observing what people are buying.

ADVANTAGES OF ELECTRONIC INTERVIEW

1. There is no relying on willingness or ability of respondent.
2. The data is more accurate and objective.

DISADVANTAGES OF ELECTRONIC INTERVIEW

1. Attitudes cannot be observed.
2. Those events which are of long duration cannot be observed.
3. There is observer bias. It is not purely objective.
4. If the respondents know that they are being observed, their response can be biased.
5. It is a costly method.

OBSERVATION METHOD
The observation method involves human or mechanical observation of what people actually do or what
events take place during a buying or consumption situation. Information is collected by observing process
at work. The following are a few situations:-
Service Stations-Pose as a customer, go to a service station and observe.
To evaluate the effectiveness of display of Dunlop Pillow Cushions-In a departmental store,
observer notes: - a) How many pass by; b) How many stopped to look at the display; c) How many
decide to buy.
Super Market-Which is the best location in the shelf? Hidden cameras are used.
To determine typical sales arrangement and find out sales enthusiasm shown by various salesmen-
Normally this is done by an investigator using a concealed tape-recorder.

ADVANTAGES OF OBSERVATION METHOD

1. If the researcher observes and record events, it is not necessary to rely on the willingness and ability
of respondents to report accurately.
2. The biasing effect of interviewers is either eliminated or reduced. Data collected by observation
are, thus, more objective and generally more accurate.

DISADVANTAGES OF OBSERVATION METHOD

1. The most limiting factor in the use of observation method is the inability to observe such things
such as attitudes, motivations, customers/consumers state of mind, their buying motives and their
images.
2. It also takes time for the investigator to wait for a particular action to take place.
3. Personal and intimate activities, such as watching television late at night, are more easily discussed
with questionnaires than they are observed.
4. Cost is the final disadvantage of observation method. Under most circumstances, observational data
are more expensive to obtain than other survey data. The observer has to wait doing nothing,
between events to be observed. The unproductive time is an increased cost.

SECONDARY DATA

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Secondary data is the data that have been already collected by and readily available from other sources.
Such data are cheaper and more quickly obtainable than the primary data and also may be available when
primary data cannot be obtained at all.

ADVANTAGES OF SECONDARY DATA

1. It is economical. It saves efforts and expenses.
2. It is time saving.
3. It helps to make primary data collection more specific since with the help of secondary data, we
are able to make out what are the gaps and deficiencies and what additional information needs to
be collected.
4. It helps to improve the understanding of the problem.
5. It provides a basis for comparison for the data that is collected by the researcher.

DISADVANTAGES OF SECONDARY DATA

1. Secondary data is something that seldom fits in the framework of the marketing research factors.
Reasons for its non-fitting are:-
a. Unit of secondary data collection-Suppose you want information on disposable income, but the
data is available on gross income. The information may not be same as we require.
b. Class Boundaries may be different when units are same.
Before 5 Years After 5 Years
2500-5000 5000-6000
5001-7500 6001-7000
7500-10000 7001-10000
Thus the data collected earlier is of no use to you.
2. Accuracy of secondary data is not known.
3. Data may be outdated.

EVALUATION OF SECONDARY DATA

Because of the above mentioned disadvantages of secondary data, we will lead to evaluation of secondary
data. Evaluation means the following four requirements must be satisfied:-
1. Availability- It has to be seen that the kind of data you want is available or not. If it is not available
then you have to go for primary data.
2. Relevance- It should be meeting the requirements of the problem. For this we have two criterion:-
Units of measurement should be the same.
Concepts used must be same and currency of data should not be outdated.
3. Accuracy- In order to find how accurate the data is, the following points must be considered: -
Specification and methodology used;
Margin of error should be examined;
The dependability of the source must be seen.
4. Sufficiency- Adequate data should be available.

Robert W Joselyn has classified the above discussion into eight steps. These eight steps are sub classified
into three categories. He has given a detailed procedure for evaluating secondary data.
1. Applicability of research objective.
2. Cost of acquisition.
3. Accuracy of data.

SOURCES OF DATA

SOURCES OF PRIMARY DATA

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The sources of generating primary data are -
1. Observation Method
2. Survey Method
3. Experimental Method

EXPERIMENTAL METHOD
There are number of experimental designs that are used in carrying out and experiment. However, Market
researchers have used 4 experimental designs most frequently. These are -
1. CRD - Completely Randomized Design
2. RBD - Randomized Block Design - The term Randomized Block Design has originated from
agricultural research. In this design several treatments of variables are applied to different blocks
of land to ascertain their effect on the yield of the crop. Blocks are formed in such a manner that
each block contains as many plots as a number of treatments so that one plot from each is selected
at random for each treatment. The production of each plot is measured after the treatment is given.
These data are then interpreted and inferences are drawn by using the analysis of Variance
Technique so as to know the effect of various treatments like different dozes of fertilizers, different
types of irrigation etc.
3. LSD - Latin Square Design - A Latin square is one of the experimental designs which has a
balanced two way classification scheme say for example - 4 X 4 arrangement. In this scheme each
letter from A to D occurs only once in each row and also only once in each column. The balance
arrangement, it may be noted that, will not get disturbed if any row gets changed with the other.
A B C D
B C D A
C D A B
D A B C
The balance arrangement achieved in a Latin Square is its main strength. In this design, the
comparisons among treatments, will be free from both differences between rows and columns. Thus
the magnitude of error will be smaller than any other design.
4. FD - Factorial Designs - This design allows the experimenter to test two or more variables
simultaneously. It also measures interaction effects of the variables and analyzes the impacts of
each of the variables.

In a true experiment, randomization is essential so that the experimenter can infer cause and effect without
any bias.

SOURCES OF SECONDARY DATA

While primary data can be collected through questionnaires, depth interview, focus group interviews, case
studies, experimentation and observation. The secondary data can be obtained through
1. Internal Sources - These are within the organization
2. External Sources - These are outside the organization

INTERNAL SOURCES OF DATA

If available, internal secondary data may be obtained with less time, effort and money than the external
secondary data. In addition, they may also be more pertinent to the situation at hand since they are from
within the organization. The internal sources include:
1. Accounting resources- This gives so much information which can be used by the marketing
researcher. They give information about internal factors.
2. Sales Force Report- It gives information about the sale of a product. The information provided is
of outside the organization.

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 3. Internal Experts- These are people who are heading the various departments. They can give an idea
of how a particular thing is working
4. Miscellaneous Reports- These are what information you are getting from operational reports.

If the data available within the organization are unsuitable or inadequate, the marketer should extend the
search to external secondary data sources.

EXTERNAL SOURCES OF DATA

External Sources are sources which are outside the company in a larger environment. Collection of external
data is more difficult because the data have much greater variety and the sources are much more numerous.
External data can be divided into following classes.
a. Government Publications- Government sources provide an extremely rich pool of data for the
researchers. In addition, many of these data are available free of cost on internet websites. There
are number of government agencies generating data. These are:
Registrar General of India- It is an office which generate demographic data. It includes
details of gender, age, occupation etc.
Central Statistical Organization- This organization publishes the national accounts statistics.
It contains estimates of national income for several years, growth rate, and rate of major
economic activities. Annual survey of Industries is also published by the CSO. It gives
information about the total number of workers employed, production units, material used and
value added by the manufacturer.
Director General of Commercial Intelligence- This office operates from Kolkata. It gives
information about foreign trade i.e. import and export. These figures are provided region-wise
and country-wise.
Ministry of Commerce and Industries- This ministry through the office of economic advisor
provides information on wholesale price index. These indices may be related to a number of
sectors like food, fuel, power, food grains etc. It also generates All India Consumer Price Index
numbers for industrial workers, urban, non manual employees and cultural labourers.
Planning Commission- It provides the basic statistics of Indian Economy.
Reserve Bank of India- This provides information on Banking Savings and investment. RBI
also prepares currency and finance reports.
Labour Bureau- It provides information on skilled, unskilled, white collared jobs etc.
National Sample Survey- This is done by the Ministry of Planning and it provides social,
economic, demographic, industrial and agricultural statistics.
Department of Economic Affairs- It conducts economic survey and it also generates
information on income, consumption, expenditure, investment, savings and foreign trade.
State Statistical Abstract- This gives information on various types of activities related to the
state like - commercial activities, education, occupation etc.
b. Non-Government Publications- These includes publications of various industrial and trade
associations, such as
The Indian Cotton Mill Association
Various chambers of commerce
The Bombay Stock Exchange (it publishes a directory containing financial accounts, key
profitability and other relevant matter)
Various Associations of Press Media.
Export Promotion Council.
Confederation of Indian Industries ( CII )
Small Industries Development Board of India
Different Mills like - Woolen mills, Textile mills etc

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The only disadvantage of the above sources is that the data may be biased. They are likely to colour their
negative points.
c. Syndicate Services- These services are provided by certain organizations which collect and
tabulate the marketing information on a regular basis for a number of clients who are the subscribers
to these services. So the services are designed in such a way that the information suits the
subscriber. These services are useful in television viewing, movement of consumer goods etc.
These syndicate services provide information data from both household as well as institution.

In collecting data from household they use three approaches

Survey- They conduct surveys regarding - lifestyle, sociographic, general topics.
Mail Diary Panel- It may be related to 2 fields - Purchase and Media.
Electronic Scanner Services- These are used to generate data on volume.
They collect data for Institutions from
Whole sellers
Retailers, and
Industrial Firms

Various syndicate services are Operations Research Group (ORG) and The Indian Marketing Research
Bureau (IMRB).

IMPORTANCE OF SYNDICATE SERVICES

Syndicate services are becoming popular since the constraints of decision making are changing and we need
more of specific decision-making in the light of changing environment. Also Syndicate services are able to
provide information to the industries at a low unit cost.

DISADVANTAGES OF SYNDICATE SERVICES

The information provided is not exclusive. A number of research agencies provide customized services
which suits the requirement of each individual organization.

d. International Organization- These includes

The International Labour Organization (ILO)- It publishes data on the total and active
population, employment, unemployment, wages and consumer prices
The Organization for Economic Co-operation and development (OECD) - It publishes data on
foreign trade, industry, food, transport, and science and technology.
The International Monetary Fund (IMA) - It publishes reports on national and international
foreign exchange regulations.

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