Classification of Areas in the Marketing Research

Classification of Areas in the Marketing Research
 Marketing Research areas can be grouped into different ways such as……
) Routine problem analysis & research on non routine problems
2) Research on short term & long term problems.
3) Classification based on the actual subject of the research.
a) Research on consumer e) Research on distribution
b) Research on market / Market demand f) Research on price
c) Research on Product / Brand g) Research on advertising & promotion
d) Research on competition h) Research on sales methods
 For details – Please refer

The Research Process & Research Design
 The research process involve identifying a management problem or
opportunity translating the problem / opportunity into a research problem,
& collecting , analyzing & reporting the information specified in the research
problem.
 The marketing research design is the specification for procedures for
collecting & analyzing the data necessary to help identify or react to a
problem or opportunity such that the difference between the cost of obtaining
various levels of accuracy & the expected value of the information associated
with each level or accuracy is maximized.

Steps in the Research Design Process
1) Define the research problem 6) Select the methods of analysis
2) Estimate the value of information 7) Evaluate the ethics of research
3) Select the data collection approach 8) Estimate the time & financial requirements
4) Select the measurement technique 9) Prepare the research proposal
5) Select the sample
 Define the research problem
 Problem definition is the most critical part of the research process.
 Research problem definition involves specifying the information needed by the
management
 Steps in defining research Problem
a) Management problem / opportunity clarification
b) Situation Analysis
c) Model Development
d) Specification of information requirements
A) Management problem / opportunity clarification
 The problem clarification is to ensure that the decision maker’s initial
description of the management decision is accurate & reflect the
appropriate area of concern for research, the probability of providing
management with useful information is low.
B) Situation Analysis
 It is the analysis of the situation of the problem.
C) Model development
 A situation model is the description of the outcomes that are desired, the
relevant variables, and the relationships of the variables to the outcomes.