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MMPM 06
MARKETING RESEARCH
TABLE OF
CONTENTS
01 LONG IMP QUESTIONS
02 EXTRA LONG QUESTIONS
03 VERY IMP SHORT NOTES
04 EXTRA SHORT NOTES

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MMPM 06- : MARKETING RESEARCH

FIRST PRIORITY
Q1- Discuss the term marketing research, its scope and importance in decision-making process.? (v v v v v
imp).
ANS- MARKETING RESEARCH - MEANING AND IMPORTANCE -- Operationally speaking, marketing
research is defined as the objective and formal process of collecting information; analysing the
results and communicating the findings and their implications in terms of marketing actions.
However, some further comments about this definition are essential. Marketing research is a
systematic collection and analysis of information that is ultimately used in evolving some marketing
decisions. All stages of a research study must be carried out in a logical manner. For instance, one
should, start with a concise statement of the issues to be investigated; indicate the information
required to study those select problems; define the methods to be adopted to collect those data;
specify the relevant technique to be employed for analysing the data; and finally state the research
findings and their specific implications for marketing decisions making.
Note that this definition indicates that marketing research should be conducted for specific issues.
Secondly, it must ensure objectivity in every step. Finally, study findings must help the manager in
the decision making. In other words, marketing research must not be mere collection of statistical
information, One must justify the choice of methodology of data collection and analysis. And, the
researcher must not be too much pre-occupied with techniques, but instead convey the meaning of
the results in the marketing language even
when some advanced or sophisticated tool is being used. Likewise, marketing manager(s) should also
provide a clear, detailed scenario of the problems faced by the company before the marketing
researchers (s). They must allow adequate time and budget for conducting the study. They must not
use marketing research as a fire fighting device or to justify some preconceived action(s). 6
Marketing Research : Concepts And Design Marketing research is the function that likes the
consumer with the organisation through information. It involves systematic and objective search for
and analysis of information that , can be used for evolving some marketing decisions. Any research
study must clearly state the issues being investigated. It must apply systematic and formal procedure
in collection and analysis of information. It must communicate the study findings in a manner which
could help in arriving at some marketing decisions. A research study 'will fail to serve its purpose if
marketing researcher merely collates some statistical facts or is pre-occupied with techniques or uses
data of questionable validity or communicates the findings in too much vague or technical language.
Likewise, a research study will suffer if the marketing manager does not offer full perspective of the
research problem; or allows inadequate time; or uses research as a fire-fighting device or does not
really appreciate the value of research. Problem must be clearly defined and reasons for undertaking
the research from the point of view of marketing decision making should be explicitly justified.
SCOPE OF THE MARKETING RESEARCH FUNCTION

This section will discuss the possible applications of marketing research in the corporate
environment. Bulk of research is done to measure consumer wants and needs. Also, marketing
research is carried out to assess the impact of past marketing actions. Some research is done to
understand the competitive, technological, social, economic cultural, political or legal environments
of the market. Another way of looking at the function of marketing research is to look at the
particular decision area where research results are used.
Q2- What are the different ways of conducting marketing research ? Explain the problems being faced by
the researchers.? (v v v v v imp).
ANS- WAYS OF CONDUCTING MARKETING RESEARCH IN INDIA -- Broadly speaking, a firm can get the
researches conducted in two ways: either through its own staff or by hiring the services of outside agencies.
Some firms make use of both the alternatives. So far as the in-house research is concerned, it can be
conducted by the firm's sales and marketing staff of or else they can have specialized staff or department for
conducting marketing researches. Since the employment of specialized research staff or setting up of a
separate research department entails huge expenditure, only large firms requiring researches on a frequent
basis go in for this type of organizational arrangement. Small firms and the organizations not so frequently
requiring researches prefer using their sales or marketing staff for undertaking research studies. As and when
the need arises, some of the sales and marketing persons are picked up and assigned the research tasks. Since
these persons generally do not have specialized knowledge of marketing research and, moreover, perform
side by side the routine sales and marketing activities quality of the studies conducted by such persons
remains under doubt. 16 Marketing Research : Concepts and Design The other important method of collecting
information is the use of outside agencies or experts such as marketing research organizations, advertising
agencies and consultants. Seeing the increased demand for research services, many a marketing research
organization have come up in the country and help business films through provision of customized as well as
syndicated research services. When the research is tailor-made to meet the information needs of one
particular client, it is known as customized research. Since the benefit of such a research accrues to a single
firm, that single firm alone bears the entire research cost. Syndicated research, on the other hand, involves
collection of a common pool of data for meeting the information needs of a number of firms. As the results of
such a study are shared among several films, it costs pretty less to a single firm. Quite often, these studies are
undertaken on a regular basis by the research agencies and the information so collected is made available to
the films on a subscription basis.
Table contains the information regarding usage of different modes of conducting researches. It is evident that
the majority of the Indian firms (about 70 percent) depend upon their sales staff for doing researches. Use of
outside marketing research agencies conies next in order of importance, with about one-half of the firms
employing them. In-house marketing research staff exists in the case of 44 percent of the firms, especially
among the large size firms and those engaged in marketing of industrial products and services. About one-
third each of the Indian films get their marketing research studies done through advertising agencies and
consultants. Syndicated researches are not yet common among the Indian firms. Despite their low costs to the
clients and the advantage of such information in many cases being available at regular intervals, only about
one-fifth of the firms make use of the syndicated research services.
PROWLEMS IN CONDUCTING MARKETING RESEARCH IN INDIA

Q3- What is data ? Explain the various types of data used in a research project. Why secondary data
collection is an important activity in conducting research ? Discuss. Highlight the advantages and
disadvantages of using secondary data..? (v v v v v imp).
ANS- DATA AND THE RESEARCH PROCESS-Once the research objectives have been defined the next logical
step is to identify the nature and type of information needed to achieve these objectives. Fig. 1 below
represents the initial steps in the research process with emphasis upon the types of data sources and options
available to the researcher, The research objectives define the type and extent of information needed to
achieve the research objectives - the data needs are further clarified by the type of research design chosen as
well as by the nature of research e.g. whether the problem at hand is that of exploratory or preliminary
research or causal and conclusive research and so on. All data sources available to the researcher can be
classified as either secondary or primary. Secondary data are already published data collected for purposes
other than the research problem at hand. Primary data are those generated specifically for the purposes ' of
the research problem in question.
Generally, the first issue in the data collection process is to determine whether the information needed for the
research problem has already been generated/collected. Only after the assessment of the data already
available, additional data needs should be specified.
SECONDARY DATA- NEED AND USAGE

ADVANTAGES AND LIMITATIONS OF SECONDARY DATA-

Q4- Distinguish between Exploratory and Descriptive research design, with examples.? (v v v v v imp).
ANS- EXPLORATORY RESEARCH DESIGN - Ideally all marketing research projects must start with an
exploratory research as this helps in providing a sharper focus of the situation and a clearer definition of the
problem at hand. The exploratory research design, as the name suggests, involves getting a feel of the
situation and emphasises a discovery of ideas and possible insights that may help in identifying areas of
further rigorous study. For example a food product manufacturer, wanting in introduce a breakfast cereal may
be in knowing the desirable attributes of such a product before really defining the product concept. The main
objective of the exploratory research is to fine tune the broad problem into specific problem statement and
generate possible hypotheses. It therefore, gives useful direction for farther research. The exploratory studies
are mainly used for:
DESCRIPTIVE RESEARCH DESIGN

Primarily in use for preliminary studies, this type of designs are employed to facilitate description and
inference building about population parameters and the relationship among two or more variables.
Description or inference could be' quantitative or qualitative in nature. Descriptive designs only describe the
phenomenon under study attempting to establish a relationship between factors. The data collected may
relate to the demographically or the behavioural variables of respondents under study or some situational
variables. For example, descriptive research design could be suited to measure the various attributes of
successful sales people, or evaluate a training programme or a retailing situation. The design could be used to
study how customers behaved when a new sales promotion programme was introduced. It does not,
however, determine the extent of association between the different variables i.e. the income and age of
people as associated with response to the sales promotion. Descriptive design can however, be used to draw
inferences about the possible relationships between variables.
Q5- Discuss the importance of editing, coding, classification, tabulation and data presentation in the context
of research studies..? (v v v v v imp).
ANS- EDITING OF DATA-
CODING OF DATA
TABLES AS DATA PRESENTATION DEVICES

Statistical data can be presented in the form of tables and graphs. In the tabular foam, the classification of
data is made with reference to time or some other variables. The graphs are used as a visual form of
presentation of data. The tabulation is used for summarization and condensation of data. It aids in analysis of
relationships, trends and other summarization of the given data. The tabulation may be simple or complex.
Simple tabulation results in one-way tables, which can be used to answer questions related to one
characteristic of the data. The complex tabulation usually results in two way tables, which give information
about two interrelated characteristics of the data; three way tables which give information about three
interrelated characteristics of data; and still higher order tables, which supply information about several
interrelated characteristics of data.
Q6- What is Research Design ? Discuss the four types of research designs and their applications for different
research situations..? (v v v v v imp).
ANS- CAUSALITY: THE BASIS OF CLASSIFICATION OF VARIOUS TYPES OF RESEARCH DESIGNS
EXPLORATORY RESEARCH DESIGN- DISCUSSED PREVIOUS QUESTIONS

DESCRIPTIVE RESEARCH DESIGN- DISCUSSED PREVIOUS QUESTIONS
QUASI-EXPERIMENTAL DESIGNS-
EXPERIMENTAL DESIGN-
Q6- EXPLAIN THE NEED FOR MARKETING RESEARCH. AND DESCRIBE THE MEANING AND
IMPORTANCE OF MARKETING RESEARCH ? (V V V V V IMP).
ANS- NEED FOR MARKETING RESEARCH
For marketing managers to plan and implement marketing strategies, information is crucial. Pingali
(2010) has summarized the marketing planning as 4Cs: (a) satisfying the needs of the customer, (b)
better than the competition, (c) doing so at the lowest cost, and (d) in the given context. Information
is essential for making appropriate decisions. Information is gathered by managers from a variety of
internal sources. Several companies use sophisticated marketing information systems (MIS) to help in
decision making. While MIS aids in routine decision-making, businesses must also make decisions
that go beyond the information provided by the MIS, such as those related to the launch of a new
product, analyzing why a brand has not been performing as anticipated, and understanding about
consumer perceptions of a brand. These decisions necessitate a reconsideration of the 4Cs
(consumers, competition, cost, and context), as the 4Cs may differ from how the MIS is already
constructed. Even if the marketing team can still offer helpful information, businesses occasionally
need to look beyond the information that is already available to them. Piercy (1980) differentiates by
stating that Marketing Information Systems uses existing sales data and published information and
Marketing Research generates new information. In other words, marketing research is typically
engaged only when there is a question that needs to be answered, or when there is a gap in the
information. In contrast, management information systems (MIS) is a continuous process. Marketing
research is typically undertaken as a brief
project with a well-defined time schedule, budget, and output that should help marketing decision-
making. To provide an example, imagine that a producer of branded cookies is considering a series of
important decisions. The company’s market share in a certain area is decreasing, and a competitor is
steadily gaining ground. To learn why its customers are switching brands, it may start a marketing
research initiative. Green et al. (1993), state that information from marketing research “will reduce
the level of uncertainty in making a decision”. Marketing research, therefore, would be required
when the decision makers face uncertainty and risk in the decision situation encountered. Risk
perception is however a characteristic of the decision maker/ decision making unit. So, while for
some the decision may be perceived as risky, it may not be perceived as risky by some others. So, a
decision problem may be perceived as risky by one decision maker necessitating marketing research,
whereas, not so risky for another decision maker and not requiring any research
MARKETING RESEARCH - MEANING AND IMPORTANCE

Operationally speaking, marketing research is defined as the objective and formal process of
collecting information; analysing the results and communicating the findings and their implications in
terms of marketing actions. However, some further comments about this definition are essential.
Marketing research is a systematic collection and analysis of information that is ultimately used in
evolving some marketing decisions. All stages of a research study must be carried out in a logical
manner. For instance, one should, start with a concise statement of the issues to be investigated;
indicate the information required to study those select problems; define the methods to be adopted
to collect those data; specify the relevant technique to be employed for analysing the data; and
finally state the research findings and their specific implications for marketing decisions making. Note
that this definition indicates that marketing research should be conducted for specific issues.
Secondly, it must ensure objectivity in every step. Finally, study findings must help the manager in
the decision making. The American Marketing Association defines marketing research as “the
function that links the consumer, customer, and public to the marketer through information—
information used to identify and define opportunities and problems; generate, refine, and evaluate
actions; monitor performance; and improve understanding of it as a process. It specifies the
information required to address these issues, designs the method for collecting information,
manages and implements the data collection process, analyzes the results, and communicates the
findings and their implications”. (AMA, 2017) https://www.ama.org/the-definition-of-marketing-
what-is-marketing/ To make the definition easier to understand, you can discuss a few of its
components separately as:
Problem must be clearly defined and reasons for undertaking the research from the point of view of
marketing decision making should be explicitly justified. So, marketing research can be broadly
classified as problem identification research and problem-solving research. The purpose of problem-
identification research is to find problems that may not be immediately obvious but are still present
or are likely to occur in the future. For example, to know the market potential of any product or
service, sales forecasting, market share analysis, and so on. Problem-solving research is done to find
a solution. Findings from this research are then used in making decisions related to specific
marketing problems. For example, decisions about segmentation, targeting, positioning, and other
marketing mix strategies such as product, price, promotion, and place. However, it should be noted
that problem-identification and problem-solving research complement one another, and a particular
marketing research study may include the two forms of research. For example, a market survey was
conducted in order to assess the market potential for hair shampoo in the rural market. Research on
rural consumers’ product and price preferences resulted in introduction of shampoo in smaller
sachets at lower prices for the rural market. The role of marketing research is to establish an
information channel between the consumer and the company. It entails the methodical and
unbiased gathering and evaluation of data that may be applied to the development of some
marketing decisions. However, in this process it must be noted that a marketing research study will
fail to serve its purpose if the researcher simply compiles some statistical facts, is preoccupied with
techniques, uses data of questionable validity, or communicates the findings in too much vague or
technical language. A research study will also suffer if the marketing manager does not fully explain
the research problem, does not give enough time, uses research as a firefighting tool, or does not
truly appreciate the value of research. In other words, one must defend the methodology used for
data gathering and analysis in marketing research; it cannot simply be a collection of statistical data.
Additionally, even when using an advanced or complex instrument, the researcher must avoid
becoming overly preoccupied with methodologies and instead communicate the meaning of the
results in marketing language. Similarly, the marketing manager(s) should present a clear,
comprehensive scenario of the issues the business is facing before the marketing researchers. They
must provide enough time and money to carry out the study. They must refrain from using marketing
research as a firefighting tool or to support a predefined course of action (s).
Q7- EXPLAIN THE CONCEPT AND MEANING OF HYPOTHESIS AND APPRECIATE THE IMPORTANCE
OF THE HYPOTHESIS IN MARKETING RESEARCH? (V V V V V IMP).
ANS- EXPLAIN THE CONCEPT AND MEANING OF HYPOTHESIS-
In the context of research, a hypothesis is a statement or a proposition that suggests a

relationship between variables or provides a potential explanation for a phenomenon. It is an
educated guess or a tentative assumption that can be tested through empirical research. In
general, open-ended research questions provide a wider perspective on the problem. In order to
focus data gathering on a few key aspects of the research questions, research questions are
transformed into hypotheses. 132 Data Analysis This means that the more general idea of a research
question is stated in terms of particular variables as a potential response to the research question. In
addition, a hypothesis can be a statement that links two or more variables generated from one or
more research questions. This relationship must also be investigated to determine whether it is true
or untrue. So, we can say that hypotheses are expressed in terms of quantifiable variables. Let us use
an example to explain.
Research question: Identify the factors influencing the performance of a salesperson. Hypothesis:
Marital status of salesperson has significant effect on sales performance The hypothesis has limited
the scope of data collection, as opposed to the research question, which would have required
information on a number of additional variables, including gender, age, work experience, and others,
in order to determine the profile of a salesperson. The aforementioned hypothesis can be expressed
as follows to show a relationship between two or more research questions: Hypothesis: Sales training
programs would influence unmarried sales people to perform better. Therefore, the hypothesis
helped to focus the effort of data collection in order to test the relation between the variables. A
hypothesis is actually the assumption regarding the anticipated direction of the research findings. For
example, it can be expected that the research will focus on determining whether there is a direct
relationship between sales training and salespeople’s performance. The more effectively sales
training imparts selling skills, the better the salesperson performs in turning prospective consumers
into actual purchasers of goods and services.
A hypothesis , Researchers are frequently questioned about the significance of having hypotheses
in marketing research. Why cannot you just go out and gather data, analyse it, and then formulate
hypotheses? If you limit yourselves to evaluating only a few possibilities before conducting the
research, won’t it limit you? There is a distinction between fascinating data and significant data, as
market researchers like to say. While some researchers think that having a hypothesis is necessary in
order to perform a study, having a hypothesis is not necessary in situations when the researcher
lacks the support of relevant literature or market expertise to turn a research question into a
hypothesis. Hypotheses should be carefully defined because they focus the data collection, otherwise
it may result in erroneous data being collected. Nevertheless, a hypothesis is crucial for clarifying the
research problem. In research, if you don’t create hypotheses to test, you run the risk of collecting a
lot of fascinating data without any definitive direction for what to do next. So, when you develop
hypotheses, you ultimately have the hypotheses verified or rejected, so you are in a better position
than when you first began the investigation. To prevent delusion at the conclusion of the study. Your
research may occasionally provide more, unexpected information, which is always exciting. The
testing of particular hypotheses does not eliminate that. However, by formulating hypotheses, you
can be certain that the new knowledge resulting from your work won’t make your original concerns
and uncertainties any more complicated. By formulating hypotheses in advance and making sure to
put them up for study to get clarification on them, it is simpler to ensure that you will at least have
answers to the main concerns (true, false, or unclear). Thus, the development of a hypothesis
improves objectivity in a study by giving it a focus typically consists of two components:
Independent variable: This is the factor that is manipulated or controlled by the

researcher. It is the cause or predictor variable that is hypothesized to have an effect on the
dependent variable.
Dependent variable: This is the outcome or the variable that is measured or observed. It is
the variable that is hypothesized to be influenced or affected by the independent variable.
For example, in a marketing research study, a hypothesis could be "Increasing the frequency
of social media advertisements will lead to higher brand awareness among the target
audience." Here, the independent variable is the frequency of social media advertisements,
and the dependent variable is brand awareness.
The importance of hypotheses in marketing research can be summarized as follows:
Guiding research design: Hypotheses provide a clear direction and purpose to the
research study. They help in determining what variables to measure, what data to collect, and
what methods to use. By formulating hypotheses, researchers can design experiments or
surveys that are focused and aligned with their research objectives.
Testing theories and assumptions: Hypotheses allow researchers to test theories,
concepts, or assumptions in a systematic manner. They provide a framework for empirical
investigation and enable researchers to gather evidence to support or refute their
hypotheses. This helps in advancing knowledge and understanding in the field of marketing.
Providing structure to data analysis: Hypotheses provide a structure for data analysis.
Researchers can use statistical techniques to analyze the data and determine whether the
observed results support or reject the hypotheses. This helps in drawing meaningful
conclusions and making evidence-based decisions.
Facilitating replication and verification: Hypotheses provide a basis for replication and
verification of research findings. Other researchers can replicate the study using the same or
similar hypotheses to test the robustness and generalizability of the results. This contributes
to the overall scientific rigor and reliability of marketing research.
Driving actionable insights: Hypotheses allow researchers to generate actionable insights

that can be applied to real-world marketing challenges. By testing hypotheses, marketers can
identify effective strategies, tactics, or interventions that can enhance marketing performance,
customer satisfaction, or business outcomes.
In summary, hypotheses play a crucial role in marketing research by providing a framework

for investigation, guiding research design, facilitating data analysis, and driving evidence-
based decision-making. They enable researchers to systematically explore relationships
between variables and generate knowledge that can inform marketing strategies, enhance
business performance, and contribute to the advancement of the marketing field.
Q8- EXPLAIN THE ROLE OF SOCIAL MEDIA IN MARKETING RESEARCH. AND EXPLAIN THE BENEFITS OF
USING SOCIAL MEDIA FOR MARKETING RESEARCH.? (V V V V V IMP).
ANS- SOCIAL MEDIA IN MARKETING RESEARCH
With the widespread use of mobile devices and apps, consumers have round the clock access to the
information superhighway. These digital advances have given consumers the ability to produce their
own content on social media. Social media is characterized by user-generated content. Different
social media platforms have specific features that make them useful in marketing research. A key
element in the success of social media is the ability of users to evaluate, rank, comment on, review,
and reply to the new media environment. People combine one-to-one (like email and instant
messaging), one-to-many (like Web pages and blogs), and many-to-many (like wikis) communication
modalities to create online communities. Social networking sites like Facebook, video sharing sites
like YouTube, photo sharing sites like Flickr, wikis like Wikipedia, product and service reviews like
TripAdvisor, virtual worlds like Second Life, Web-based communities, blogs and microblogs like
Twitter are some examples of social media. – These social networks and the open-source social
computing tools on which they are based can be used by marketing researchers to broaden the
scope of their research offerings and allow companies the opportunity to interact with their
customers. As a result, they are applicable to a range of marketing research applications, including as
segmentation, idea generation, concept testing, product development, brand launches, pricing, and
integrated marketing communications. In order to “listen” to and interact with customers on social
media,
companies can benefit from marketing research. Social media platforms provide fresh perspectives
on how to comprehend, justify, influence, and forecast customer behavior. For example, Cadbury
Chocolates chose to discontinue production of the Wispa candy bar for UK market in 2003. However,
the Wispa had a sizable following that could “speak” through Facebook. Around 93 Facebook groups
with over 14,000 members each demanded that Cadbury bring back the Wispa. In 2007, Cadbury
responded to these customers’ requests and brought the candy bar back. In the case of Cadbury,
active listening and teamwork were successful. 41 million bars were sold out in just four weeks after
the product’s debut, and millions more have since been sold. To know the meaning and importance
of social media, it would be better to compare social media to traditional media, as exhibited in Table
The role of social media in marketing research is to collect quantitative and/ or qualitative data from
various social media platforms in order to analyze distinct trends. It is a responsibility of marketers to
understand and know their target audiences’ needs and preferences. Social media market research
simply means use of social media platforms for gathering all time data to develop a better
understanding of company’s target market. As millions of conversations take place on social media,
marketing research organizations have developed the capacity to “listen” to them and give clients
information about their brands and businesses. These applications are known by a number of terms,
including sentiment analysis, text analytics, brand monitoring, and buzz mining. Examples of
marketing research companies that offer these services are Decooda, Conversition, BuzzMetrics, and
so on.
BENEFITS OF USING SOCIAL MEDIA FOR MARKETING RESEARCH

Social media can supplement or even replace the traditional mode of conducting market research. It
plays a vital role in understanding the brand’s target audience. According to a survey, during the
fourth quarter of 2021 number of daily active users on Facebook were 1.93 billion, with a gain of 84
million users. United States has been recorded as a country with the most twitter users in 2022
followed by Japan with 76.9 million and 58.95 million users. India stands at the third position with
23.6 million users according to Statista Report 2022. Over the past ten years, social media users have
grown at a higher rate than internet users, with a double-digit annual growth rate of 10.1%. In 2022,
there will be 4.62 billion social media users worldwide, or 58.4 percent of the world’s population
Q9- EXPLAIN THE APPLICATION OF THE MULTIPLE REGRESSION ANALYSIS IN THE CONTEXT OF
MARKETING? (V V V V V IMP).
ANS APPLICATION OF THE MULTIPLE REGRESSION ANALYSIS IN THE CONTEXT OF MARKETING
Multiple regression analysis is a statistical technique that is widely used in marketing research
to understand the relationships between multiple independent variables and a single
dependent variable. It allows marketers to examine how various factors influence consumer
behavior, purchase decisions, or market outcomes. Here's a simple example to appreciate the
application of multiple regression analysis in the context of marketing:
In general, a multivariate technique of analysis is required rather than a univariate or bivariate

technique when there are two or more variables involved in, or simultaneously affecting, another
variable. For instance, using a multivariate method known as multiple regression, we can assess 163
the simultaneous impact of pricing, sales promotion, and advertising on Multiple Regression Analysis
sales. Regression analysis finds out the degree or relationship between a dependent variable and a
set of independent variables by fitting a statistical equation through the method of least square.
Whenever we are interested in the combined influence of several independent variables upon a
dependent variable our study is that of multiple regression. For example, demand may be influenced
not only by price but also by growth in industrial production, the extent of import prices of other
goods, consumer’s income, taste, and preferences etc. Marketing researchers could use regression
for explaining per cent variation in dependent variables caused by a number of independent
variables and also problems involving prediction or forecasting. Regression analysis is probably the
most widely applied technique among the analytical models of association used in marketing
research. Regression analysis attempts to study the relationship between a dependent variable and a
set of independent variables (one or more). For example, in demand analysis, demand is inversely
related to the price of normal commodities. We may write D = A - BP, where D is the demand, which
is the dependent variable, and P is the unit price of the commodity, an independent variable. This is
an example of a simple linear regression equation. The multiple linear regression model is the
prototype of the single criterion/multiple predictor association models, where we would like to study
the combined influence of several independent variables upon one dependent variable. If P is the
consumer price index and Q is the industrial production index in the preceding example, we may be
able to study demand as a function of two independent variables, P and Q, and write D = A - BP + C Q
as a multiple linear regression model.
Let's consider a hypothetical scenario where a company wants to determine the factors that
influence customer satisfaction with their product. They collect data from a sample of
customers, measuring the following variables:
Dependent Variable: Customer Satisfaction Score (ranging from 1 to 10)

Independent Variables:
Price: The price of the product
Product Features: The number of features the product offers
Customer Service: The quality of customer service provided by the company
Brand Reputation: The perceived reputation of the brand in the market
The company can then use multiple regression analysis to examine how these independent
variables collectively affect customer satisfaction.
The regression analysis will provide the following insights:
Coefficients: The regression analysis will estimate the coefficients for each independent
variable, indicating the strength and direction of their relationship with customer satisfaction.
For example, the analysis might find that price has a negative coefficient, suggesting that as
the price increases, customer satisfaction tends to decrease. On the other hand, product
features, customer service, and brand reputation might have positive coefficients, indicating
that higher levels of these factors are associated with increased customer satisfaction.
Significance Levels: The regression analysis will also provide significance levels (p-values)
for each coefficient. These p-values indicate the statistical significance of the relationship
between each independent variable and customer satisfaction. If the p-value is below a
predetermined significance level (e.g., 0.05), it suggests a significant relationship between the
independent variable and customer satisfaction.
Overall Model Fit: The regression analysis will assess the overall fit of the model by
providing measures such as R-squared or adjusted R-squared. These measures indicate the
proportion of variation in customer satisfaction that can be explained by the independent
variables included in the model. A higher R-squared value suggests that the independent
variables collectively explain a larger portion of the variation in customer satisfaction.
Based on the results of the multiple regression analysis, the company can draw several
marketing insights. They can identify which factors have the most significant impact on
customer satisfaction. For instance, they may find that customer service has the highest
coefficient and is the most influential factor in determining customer satisfaction. This insight
can guide the company to invest more resources in improving their customer service to
enhance customer satisfaction levels.
Furthermore, the company can use the regression model to make predictions. By plugging in
specific values for the independent variables (e.g., a certain price, number of product features,
customer service quality, and brand reputation), they can estimate the corresponding
customer satisfaction score. This predictive capability allows marketers to optimize their
marketing strategies by identifying the ideal combination of factors that maximize customer
satisfaction.
In summary, multiple regression analysis in marketing allows researchers to understand the

relationships between multiple independent variables and a dependent variable. It helps
identify the relative influence of various factors on marketing outcomes, enables prediction,
and provides insights to guide marketing strategies and decision-making.
Q10- DIFFERENTIATE BETWEEN A DECISION PROBLEM AND A RESEARCH PROBLEM? (V V V V V IMP).

ANS
DECISION AREA-
As we have seen, the problem definition phase is essential to the success of the research process
since “a problem well defined is a problem half-solved.” The probability of gathering the data needed
to address the research problem increases if the problem can be properly identified. This
necessitates a very precise alignment between the research problem and the problem facing the
decision-maker. The major problem for marketing managers while making decisions may be what to
do in a specific situation. For example, how can a decline in market share be stopped? Here, the
declining market share is a symptom. There could be several reasons why market share is declining.
The other situation would be when opportunities in a new market segment are found while doing a
marketing environment analysis. This needs to be further explored from the perspective of marketing
decision-making. These circumstances would call for decision-making, which is why they are known
as decision areas. . Finding these underlying causes and establishing an opportunity is regarded as
the problem of marketing research. In order to make the best possible decision, it involves
identifying the causes and obtaining the information that is required. The first stage of the research
process would therefore be to transform the decision-making process into the research process by
identifying the information that the decision maker needs. This stage is known as problem definition
stage.
RESEARCH PROBLEM
The process of defining research problems begins with the formulation of the research objectives.
Research objectives are a general definition of the information needed for marketing research
studies (e.g., understanding the effectiveness of advertisement). At the beginning of the research
process, it might not be feasible to state the problem clearly because, at that point often only the
symptoms of the problem are visible. In order to define the problem situation, some exploratory
research may be done prior to formulating a more detailed problem statement. Since marketing
research is an expensive process in terms of both time and money, a clear problem definition is
essential. By paying close attention to how the problem is defined, the researcher can establish
appropriate study objectives, which in turn make it easier to collect useful and affordable data.
Surveys of secondary data, experience surveys, or pilot studies are the methods that are most
commonly used. According to FAO (1997), a marketing researcher must convert the problem of the
decision-maker into research objectives that are “clear, concise, attainable, measurable, and
quantifiable.” These research objectives are divided into a wide range of research questions that
would yield the precise information required to deal with the decision area. For example, the
research questions for a study to prepare an action plan to ensure citizens follow Covid Protocol
would be
Q11- APPRECIATE THE ROLE OF BIG DATA IN MARKETING RESEARCH. AND DESCRIBE THE TYPES OF BIG
DATA. , EXPLAIN THE CHARACTERISTICS OF BIG DATA.? (V V V V V IMP).
ANS
When we search for something on search engines like Google, Yahoo, and Bing, they know what we
have searched for. Similarly, every time we access a computer, use a phone, or open a mobile app,
we leave a digital footprint and add to the generation of data. So, now you can imagine how much
data is being generated. An estimated 2.5 quintillion bytes (2.5 x 1018) of data are produced every
day. This rate of data creation will increase as the IoT (Internet of Things) gains popularity. Customer
databases, transaction processing systems, documents, emails, internet clickstream logs, mobile
apps, and social networks are just a few examples of the many sources of big data. Additionally, it
contains data that is produced by machines, including log files from servers and networks, as well as
data collected from sensors on machines used for manufacturing, business, and the internet of
things. Along with data from internal systems, big data settings usually include external data on
consumers, financial markets, and other topics. Along with data from internal systems, big data
settings usually include external data on consumers, financial markets, and other topics of interest.
Big data can also include audio, video, and image files, and many big data applications use streaming
data, which is analyzed and gathered continuously. Big data can be understood same as data but it is
present in very huge amount and number. It consists of the information provided by both humans
and computer. Big data is so large and complex in its size and storage that it is unable to be decoded
and understood efficiently by the traditional data management tools. In simple words, big data can
be defined as data that has a wider variety, arrives at a faster rate, and arrives in higher quantities.
Such data can be collected through various sources such as blogs, comments, app permissions, online
surveys, virtual check-ins on e-commerce portals etc. Big data is often stored in computer databases
and it is analyzed using specialized software. The role of big data in marketing research has
become increasingly important in recent years. Big data refers to large and complex datasets
that cannot be effectively managed or analyzed using traditional data processing methods. In
the context of marketing research, big data offers significant opportunities to gain deeper
insights, make more informed decisions, and drive marketing effectiveness. Here are the key
aspects of the role of big data in marketing research:
Data Volume: Big data encompasses vast volumes of information generated from various
sources such as social media, customer interactions, online transactions, sensor data, and
more. This abundance of data provides researchers with a larger and more comprehensive
sample, enabling more accurate and representative insights.
Data Variety: Big data comes in diverse formats and types, including structured,
unstructured, and semi-structured data. This includes text, images, videos, social media posts,
customer reviews, clickstream data, and more. This variety of data sources provides a holistic
view of consumer behavior, preferences, and sentiments, allowing for a deeper
understanding of target audiences.
Data Velocity: Big data is generated at high speeds and in real-time. This rapid data
generation allows researchers to capture and analyze consumer behavior and market trends
as they unfold. Real-time data processing enables timely decision-making, agile marketing
strategies, and quick responses to changing market dynamics.
Data Veracity: Big data can be characterized by the presence of noise, errors, and
inconsistencies. Researchers need to implement robust data cleaning and quality assurance
techniques to ensure the reliability and accuracy of the insights derived from big data.
Veracity refers to the trustworthiness and reliability of the data, which is crucial for making
reliable marketing decisions.
Data Value: Big data holds immense value for marketers. By analyzing large datasets,
researchers can uncover patterns, correlations, and insights that would be otherwise difficult
to identify with smaller datasets. These insights can inform marketing strategies, optimize
targeting, personalize messaging, enhance customer experiences, and drive business growth.
Types of Big Data in Marketing Research:
Structured Data: This refers to data that is organized and formatted in a predefined
structure, typically stored in databases or spreadsheets. Examples include customer
demographic data, purchase history, and transactional data. Structured data can be easily
analyzed using traditional statistical techniques.
Unstructured Data: This refers to data that does not have a predefined structure and is not
organized in a traditional format. Examples include social media posts, customer reviews, call
center logs, and multimedia content. Unstructured data requires advanced analytics
techniques like natural language processing and sentiment analysis to extract meaningful
insights.
Semi-Structured Data: This refers to data that has some structure but is not fully
organized or standardized. Examples include emails, XML files, and weblogs. Semi-structured
data may contain both structured and unstructured elements and requires a combination of
techniques to extract insights.
Characteristics of Big Data:
Volume: Big data is characterized by its vast volume, often in terabytes or petabytes. It
exceeds the capacity of traditional data processing systems and requires specialized tools
and technologies for storage and analysis.
Variety: Big data encompasses a wide variety of data types, including structured,
unstructured, and semi-structured data. This variety of data sources allows for a more
comprehensive view of consumer behavior and market dynamics.
Velocity: Big data is generated and processed at high speeds, often in real-time. This rapid
data flow requires agile and efficient data processing and analysis techniques to derive timely
insights.
Veracity: Big data may contain inconsistencies, errors, and noise. Veracity refers to the
quality and trustworthiness of the data, and researchers need to ensure data cleaning and
validation processes to maintain data integrity.
Value: Big data holds significant value for marketers. It allows for more accurate insights,
Q12- DESCRIBE THE STATUS OF THE MARKETING RESEARCH INDUSTRY IN INDIA. AND APPRECIATE
THE ROLE OF NEW TECHNOLOGIES IN MARKETING RESEARCH.? (V V V V V IMP).
ANS
In general, a company has two options for conducting research: either using its own people or
contracting with outside organisations. Some businesses use both available options. The company’s
sales and marketing personnel can undertake in-house research, or they can have a department or
staff member who is specifically trained to conduct marketing research. Only major organisations
that frequently need research choose for this form of organisational structure due to the high costs
associated with hiring specialised research workers or creating a separate research department.
Small businesses and organisations that do not frequently require research prefer to conduct
research studies with their sales or marketing staff.As and when the need arises, some of the sales
and marketing people are picked up and assigned the research tasks. Because these individuals
generally lack specialised knowledge of marketing research and, in addition, perform routine sales
and marketing activities, the quality of the studies conducted by such individuals remains in question.
Utilizing outside organisations or specialists, such as marketing research 31 Applications of Marketing
Research and Ethical Issues organizations, advertising agencies, and consultants, is another crucial
approach of information gathering. As a result of the country’s growing need for research services, a
large number of marketing research companies have emerged. These companies offer both
customised and syndicated research services to help business firms. Customized research is research
that has been made to specifically address the information demands of a single client. Since just one
company benefits from such research, the full expense of the study is borne by that one company
alone. On the other hand, syndicated research entails the gathering of a shared pool of data to satisfy
the information needs of various organisations. The expense to a single firm is significantly lower
because the results of such a study are shared among multiple companies. These studies are
frequently carried out on a regular basis by the research agencies, and the information obtained in
this way is made available to the businesses via subscriptionThe marketing research industry in
India has experienced significant growth and transformation in recent years. As one of the
fastest-growing economies globally, India presents a vast market with diverse consumer
preferences and behaviors. Here is an overview of the current status of the marketing
research industry in India:
Market Size and Growth: The marketing research industry in India has witnessed
substantial growth due to increased demand for consumer insights and data-driven decision-
making. According to industry reports, the market size is projected to reach several billion
dollars in the coming years, reflecting the expanding need for research services.
Evolving Consumer Landscape: India's consumer landscape is rapidly evolving, driven by
factors such as urbanization, rising disposable incomes, and the growing middle class. This
transformation has led to increased demand for market research services to understand
consumer behavior, preferences, and market trends.
Adoption of Technology: The marketing research industry in India has embraced new
technologies to enhance research methodologies and data collection techniques. With the
widespread availability of smartphones and internet connectivity, online surveys, mobile
surveys, and social media monitoring have become common practices. These technologies
enable researchers to gather data more efficiently and on a larger scale.
Emphasis on Data Analytics: As data volumes increase, there is a greater focus on data
analytics and advanced statistical techniques in the marketing research industry. Businesses
are increasingly leveraging technologies like artificial intelligence, machine learning, and
predictive analytics to extract actionable insights from large datasets.
Rising Demand for Customized Research: Clients in India are seeking customized research
solutions tailored to their specific industry, market, and consumer segments. This demand
has led to the growth of specialized research agencies that offer niche expertise and domain-
specific insights.
Importance of Localized Research: Given the diverse cultural, linguistic, and regional
variations in India, localized research is gaining prominence. Companies are realizing the
importance of conducting research at a granular level to cater to specific regional markets
and consumer segments effectively.
Appreciating the Role of New Technologies in Marketing Research:
New technologies have significantly impacted the marketing research industry, enabling
more efficient data collection, analysis, and insights generation. Here are some key roles and
benefits of new technologies in marketing research:
Data Collection and Automation: Technologies such as online surveys, mobile apps, and
sensor-based devices have streamlined data collection processes. These tools allow
researchers to gather data remotely, automate survey administration, and collect real-time
data, reducing time and cost associated with traditional research methods.
Big Data Analytics: New technologies facilitate the analysis of large volumes of data,
including structured and unstructured data. Advanced analytics techniques, such as machine
learning algorithms, enable researchers to extract valuable insights from vast datasets,
uncover patterns, and predict future trends.
Social Media Monitoring: Social media platforms provide a wealth of information and
insights about consumer behavior, preferences, and sentiment. New technologies allow
marketers to monitor social media conversations, sentiment, and brand mentions, providing
real-time feedback and valuable insights for decision-making.
Automation and AI-powered Tools: Automation and artificial intelligence (AI) have
revolutionized data analysis and reporting. AI-powered tools can analyze large datasets,
identify patterns, and generate reports and visualizations quickly, enabling researchers to
focus on data interpretation and strategic recommendations.
Enhanced Personalization: New technologies enable marketers to gather and analyze
individual-level data, allowing for personalized marketing strategies. With tools like customer
relationship management (CRM) systems and marketing automation platforms, businesses
can create tailored campaigns and deliver targeted messages to specific customer segments.
Improved Consumer Insights: Technologies like eye-tracking, facial expression analysis,
and biometric measurements provide deeper insights into consumer reactions and emotions.
These techniques help researchers understand subconscious responses and preferences,
enhancing the accuracy and richness of consumer insights.
In conclusion, the marketing research industry in India is growing rapidly, driven by evolving
consumer dynamics and the increasing demand
Q13- DESCRIBE COMPUTE THE CORRELATION COEFFICIENT BETWEEN TWO VARIABLES AND TEST
THE SIGNIFICANCE OF THE CORRELATION COEFFICIENT.? (V V V V V IMP).
ANS
We frequently come into situations where data appears as pairs of figures related to two variables. A
correlation problem considers the joint variation of two measurements and the degree of the
association between two or more sets of variables, neither of which is restricted by the experimenter.
Examples of correlation problems include the study of the relationship between IQ and the total
percentage of marks a student scored in a 147 competitive examination, the relationship between blood
pressure and Hypothesis Testing metabolism, or the relationship between an individual’s height and
weight. In these examples, both variables are observed as they naturally occur, since neither variable is
fixed at predetermined levels. Regression, on the other hand, considers the frequency distributions of
one variable (called the dependent variable) when another (the independent variable) is held fixed at
each of several levels. A regression problem is used to explain the variations in one variable (called
the dependent variable) by a set of independent variables. Examples of regression problems can be
found in the study of the yields of crops grown with different amounts of fertiliser, the lifespan of
specific animals subjected to various levels of radiation, the hardness of plastics that are heat-treated
for different periods of time, and so on. In these problems, the variation in one measurement is studied
for particular levels of the other variable selected by the experimenter To compute the correlation
coefficient between two variables and test its significance, you can follow these steps:
Step 1: Gather Data Collect data for the two variables of interest. Ensure that you have paired
observations for each variable.
Step 2: Calculate the Correlation Coefficient To calculate the correlation coefficient, you can
use a statistical software or spreadsheet program that provides correlation functions. The
most commonly used correlation coefficient is Pearson's correlation coefficient (r), which
measures the linear relationship between two variables. Pearson's correlation coefficient
ranges from -1 to +1, with -1 indicating a perfect negative correlation, +1 indicating a perfect
positive correlation, and 0 indicating no correlation.
Step 3: Test the Significance of the Correlation Coefficient To test the significance of the
correlation coefficient, you need to determine whether the calculated correlation coefficient
is statistically different from zero. The significance test helps assess whether the observed
correlation is likely due to a true relationship between the variables or just a result of random
variation.
The significance of the correlation coefficient is typically evaluated using a hypothesis test.
The null hypothesis (H0) states that there is no significant correlation between the variables
(correlation coefficient is zero in the population), while the alternative hypothesis (Ha)
suggests that there is a significant correlation.
The significance test involves calculating a test statistic and comparing it to a critical value or
calculating a p-value. The choice of test depends on the sample size and assumptions about
the data distribution. The most common tests include the t-test and Fisher transformation
test.
If the calculated test statistic exceeds the critical value (or the p-value is less than a
predetermined significance level, usually 0.05), you reject the null hypothesis and conclude
that there is a statistically significant correlation between the variables.
It is important to note that correlation does not imply causation. A significant correlation
indicates a relationship between the variables, but it does not establish a cause-and-effect
relationship.
In summary, computing the correlation coefficient involves collecting data, calculating the
correlation using statistical software, and testing the significance of the correlation using
hypothesis testing. This process helps determine the strength and significance of the
relationship between two variables.
Q13- DESCRIBE APPRECIATE THE APPLICATION AREAS OF FACTOR ANALYSIS AND CLUSTER
ANALYSIS IN THE CONTEXT OF MARKETING..? (V V V V V IMP).
ANS
Factor Analysis in Marketing:
Factor analysis is the generic name given to a class of techniques whose purpose is data reduction
and summarization. Very often, market researchers are overwhelmed by the plethora of data. Factor
analysis comes to their rescue by reducing the number of variables. Factor analysis does not entail
partitioning the data matrix into criterion and predictor subsets; rather, interest is centred on
relationships involving the whole set of variables. Factor analysis is a “search” technique. Typically,
the researcher decision maker lacks a clear priori structure for the number of factors to be
identified. Cut-off points with respect to stopping rules for the analysis are often determined ad hoc
as the output becomes available. Even where the procedures and rules are stipulated in advance, the
results are more descriptive than inferential. 195 Factor Analysis and Cluster Analysis Factor analysis
provides the tools for marketers to analyse the structure of the interrelationships (correlations)
among a large number of variables (e.g., consumer satisfaction, perceived service quality) by defining
sets of variables that are highly interrelated, known as factors. These groups of variables (factors),
which are by definition highly inter-correlated, are assumed to represent dimensions within the data.
Market Segmentation: Factor analysis can help identify underlying dimensions or factors
that explain variations in customer preferences. These factors can then be used to segment
the market based on common characteristics, allowing marketers to tailor their strategies to
specific customer segments.
Product Development: Factor analysis can aid in understanding the key attributes or
features that drive customer satisfaction and preferences for a particular product or service.
By identifying these factors, marketers can focus their efforts on developing products that
align with customer needs and preferences.
Brand Perception: Factor analysis can be used to analyze brand perception by identifying
the underlying factors that contribute to brand image, reputation, or loyalty. Marketers can
then develop strategies to enhance positive brand associations and address any negative
factors that may impact brand perception.
Advertising and Communication: Factor analysis can assist in understanding the
underlying dimensions that influence consumer response to advertising and communication
messages. By identifying these factors, marketers can optimize their advertising campaigns
by emphasizing the key messages that resonate with their target audience.
Cluster Analysis in Marketing:

Cluster analysis is a technique that is used to segment a market. The objective is to find a group of
customers in the market that are homogeneous, i.e., they share some characteristics so that they can
be classified into one group. The cluster or group so identified should be large enough so that the
company can develop it profitably, as the ultimate objective of a company is to serve the customer
and earn profits. The group of customers that the company hopes to serve should be large enough
for the company to make it a financially viable proposition. This is also true for the customer, who
will not pay more than a certain price for a particular product (price, of course, is a function of
product positioning, cost of production, and so on). This, therefore, presents a problem to the
market researcher or company as to how to identify combinations of factors that can be used to
segment the market. It is not always possible to segment a market on the basis of one single factor.
Thus, a combination of factors must be used to segment the market. And this is where the Cluster
Analysis technique specifically deals with how objects (people, places, and products) should be
assigned to groups so that there should be similarity within the groups and as much difference
between the groups as possible.
Market Segmentation: Cluster analysis is widely used for market segmentation by

grouping consumers or businesses based on similarities in their characteristics, behaviors, or
preferences. This helps marketers identify distinct market segments and develop targeted
marketing strategies for each segment.
Customer Profiling: Cluster analysis can be used to create customer profiles by grouping
customers with similar attributes, behaviors, or purchase patterns. This enables marketers to
understand the specific needs and preferences of different customer segments and tailor
their marketing efforts accordingly.
Customer Relationship Management: Cluster analysis can aid in customer relationship
management by identifying different clusters or groups of customers based on their value,
loyalty, or profitability. This information helps marketers prioritize their efforts and allocate
resources effectively to retain and maximize value from different customer segments.
New Product Development: Cluster analysis can assist in identifying customer segments
that may have distinct needs and preferences for new product offerings. By understanding
the unique requirements of different clusters, marketers can develop products that cater to
specific segments, increasing the chances of successful adoption and market acceptance.
Pricing Strategies: Cluster analysis can be used to segment customers based on their price
sensitivity and willingness to pay. This information allows marketers to develop differentiated
pricing strategies for different clusters, maximizing revenue and profitability.
Geographic Targeting: Cluster analysis can help identify geographic clusters or regions
with similar consumer characteristics, behaviors, or preferences. Marketers can use this
information to target specific geographic areas with tailored marketing campaigns and
strategies.
Overall, factor analysis and cluster analysis play crucial roles in various marketing
applications, enabling marketers to gain insights into customer preferences, segment markets
effectively, develop targeted strategies, and optimize marketing efforts to enhance customer
satisfaction and business performance.
Q14- APPRECIATE THE PURPOSE OF ONLINE MARKETING RESEARCH. AND EXPLAIN THE
APPLICATIONS OF INTERNET-BASED MARKETING RESEARCH...? (V V V V V IMP).
ANS THE PURPOSE OF ONLINE MARKETING RESEARCH-
The purpose of online marketing research is to gather data and insights related to marketing
activities using online platforms and tools. Online marketing research leverages the power of
the internet to collect information, analyze data, and make informed decisions in a digital
landscape. It offers several advantages over traditional research methods, including cost-
effectiveness, wider reach, faster data collection, and real-time feedback.
Internet has become increasingly used platform for carrying out the market research. It is a major
source for market researchers due to the availability of massive information. In recent years, there
has been a substantial growth in internet users worldwide. Accessing the information through
internet is easy and efficient as compared to the reliance on traditional modes of data collection. In
countries like India, where internet is readily available, consumers participate in online polls and
surveys and share their experience towards product or a service. This enables marketers to easily
update their consumer databases and use this information while they conduct internet research. A
method of gathering data based on the usage of the internet is known as internet-based market
research. Internet-based market research is also known as online marketing research. It involves
creating online surveys, collecting data, analyzing it, and maintaining an online database for future
use. The technique through which firms collect data online to determine how well a good or service
is accepted by consumers is known as internet-based marketing research. By analyzing this data,
further helpful information can be obtained, such as current trends, which can aid a business in
creating a more effective strategy. Conducting marketing research on internet could be a complex
process. It may also require a considerable level of expertise in obtaining data. Sometimes, the
customers shopping online may feel reluctant to share the information or they may get biased while
recording their opinions. Another issue behind this element is confidentiality that the user’s personal
information may be violated. As internet is widely available and customer demographics can be
easily segmented, marketing research on internet is beneficial due to many reasons. According to
Pitts et al. (1996) Web sites have been utilized to accomplish the goals of a number of marketing
strategies, such as:
1. To get a deeper understanding of company’s target audience
2. To understand online consumers’ tastes, preferences and the buying habits

3. To discover new business opportunities and business models
4. To understand the recent trends on e-commerce platforms
5. To identify potential areas of growth
6. To determine existing customer satisfaction level and gather feedback .
The Internet can be used by marketing researchers for a variety of purposes, such as an alternative
tool for data collection or to analyze online consumer behavior. Through or with the help of the
Internet, a wide range of marketing research tasks can be carried out. There is a plethora of
information on the 267 Internet Based Marketing Research internet, some of it accurate and some of
it not. Since there is minimal control over the material provided, it is important to verify the validity
and accuracy of the data gathered online. To guarantee that the data has been legally collected and
is fully referenced, the source from which it was obtained should be verified. Checking the date that
the material was published online, or when it was submitted to a website, is crucial because not all
websites update frequently. In addition, companies should make sure that their studies won’t harm
their reputation or trigger legal action. Here are some applications of internet-based marketing
research:
Market Segmentation: Online marketing research allows for the identification and analysis
of various customer segments based on demographics, behaviors, interests, and preferences.
Online surveys, social media analytics, and website analytics can provide valuable data to
segment and target specific audiences effectively.
Customer Behavior Analysis: Internet-based marketing research enables the tracking and
analysis of customer behaviors, such as website visits, click-through rates, time spent on
pages, and purchase patterns. This information helps businesses understand customer
preferences, improve user experience, and optimize marketing strategies accordingly.
Product Development and Testing: Online platforms provide opportunities to conduct
product testing, concept testing, and gather feedback from potential customers. Online
surveys, focus groups, and online communities can be utilized to gather insights about
customer needs, preferences, and perceptions, aiding in the development and refinement of
products and services.
Online Advertising Effectiveness: Internet-based marketing research allows for the
measurement and evaluation of online advertising campaigns. Ad tracking, click-through
rates, conversion rates, and other online metrics can be used to assess the effectiveness of
different advertising channels, messages, and creative elements. This helps optimize
advertising strategies and allocate budgets more efficiently.
Brand Monitoring and Reputation Management: Online marketing research helps
businesses monitor their brand presence and reputation in the digital space. Social media
listening, sentiment analysis, and online reviews can provide insights into brand perception,
customer sentiment, and areas for improvement. This information helps businesses address
customer concerns, manage their online reputation, and make data-driven decisions to
enhance brand image.
Competitive Analysis: Online marketing research facilitates competitive analysis by
monitoring competitors' online activities, such as website performance, social media
presence, content strategy, and customer engagement. It helps businesses gain insights into
industry trends, benchmark their performance, identify competitive advantages, and refine
their marketing strategies.
Customer Satisfaction and Feedback: Internet-based surveys, feedback forms, and online
reviews enable businesses to collect real-time customer feedback and measure customer
satisfaction. This data helps identify areas for improvement, address customer concerns, and
enhance the overall customer experience.
Overall, online marketing research provides businesses with valuable insights into customer
behaviors, preferences, market trends, and competitive landscapes. By leveraging the power
of the internet, businesses can make data-driven decisions, optimize marketing strategies,
and improve overall business performance.
Q15- APPRECIATE THE APPLICATION AREAS OF DISCRIMINANT ANALYSIS AND LOGISTIC REGRESSION
ANALYSIS IN THE CONTEXT OF MARKETING.? (V V V V V IMP).
ANS - Discriminant Analysis in Marketing:
Market researchers often need to understand how groups of customers or items differ in terms of a set
of explanatory or independent variables. For this purpose, market researchers often use discriminant
analysis to assign an object (a customer or an item) to one group among the number of known groups.
Discriminant analysis is a useful tool for situations where the total sample is to be divided into two or
more mutually exclusive and collectively exhaustive groups on the basis of a set of predictor variables.
For example, a problem involving classifying salespeople as “high performers” or “low performers,”
classifying customers as “loyal” or “not loyal,” and so on.
Market Segmentation: Discriminant analysis can be used to identify the key variables that
discriminate between different market segments. It helps determine the factors that
differentiate customer groups based on their demographics, behaviors, preferences, or
purchase patterns. This information can guide marketers in developing targeted marketing
strategies for each segment.
Brand Perception: Discriminant analysis can help analyze the factors that discriminate
between consumers with different perceptions of a brand. It identifies the key variables that
contribute to positive or negative brand associations, allowing marketers to focus on
strengthening positive attributes and addressing any negative factors.
Customer Retention: Discriminant analysis can assist in identifying the factors that
discriminate between customers who are likely to remain loyal and those who are at risk of
churn. By understanding the key variables driving customer retention, marketers can
implement targeted retention strategies and allocate resources effectively to retain valuable
customers.
Product Development: Discriminant analysis can aid in identifying the discriminant factors
that distinguish successful product features or attributes from unsuccessful ones. By
understanding the key variables that contribute to product success, marketers can focus on
developing products that align with customer needs and preferences.
Logistic Regression Analysis in Marketing:
Market researchers often need to understand how groups of customers or items differ in terms of a
set of explanatory or independent variables. For this purpose, market researchers often use
discriminant analysis to assign an object (a customer or an item) to one group among the number of
known groups. Discriminant analysis is a useful tool for situations where the total sample is to be
divided into two or more mutually exclusive and collectively exhaustive groups on the basis of a set
of predictor variables. For example, a problem involving classifying salespeople as “high performers”
or “low performers,” classifying customers as “loyal” or “not loyal,” and so on.
Customer Churn Prediction: Logistic regression analysis can be applied to predict

customer churn or attrition. By analyzing various customer characteristics, behaviors, and
transactional data, logistic regression can estimate the probability of customers churning.
This information helps marketers proactively target at-risk customers with retention
strategies.
Response Modeling: Logistic regression can be used to develop response models that
predict the likelihood of customers responding to marketing campaigns. By analyzing
customer data and campaign-related variables, marketers can identify the factors that
influence customer response rates and optimize future marketing efforts.
Customer Lifetime Value (CLV): Logistic regression analysis can be used to predict
customer lifetime value by analyzing customer characteristics, behaviors, and purchase
patterns. By estimating the likelihood of customers making future purchases or engaging in
high-value activities, marketers can identify the most valuable customers and tailor their
strategies accordingly.
Credit Scoring: In the context of financial services marketing, logistic regression is used for
credit scoring and risk assessment. It helps predict the likelihood of a customer defaulting on
a loan or credit card payment based on various customer attributes and financial data. This
analysis assists financial institutions in making informed lending decisions and managing risk
effectively.
Market Response Modeling: Logistic regression can be applied to model the probability of
a market response, such as the likelihood of customers adopting a new product, switching
brands, or engaging in a specific behavior. By understanding the factors that influence market
response, marketers can develop targeted strategies to drive desired customer actions.
Both discriminant analysis and logistic regression analysis play valuable roles in marketing
research, enabling marketers to understand customer behaviors, segment markets, predict
outcomes, and make data-driven decisions to optimize marketing strategies and drive
business success.
FIRST PRIORITY MOST IMPORTANT SHORT QUESTIONS

Q1- Focus Groups.? (v v v v v imp).
ANS- Focus groups are the most widely used type of indirect interviews. Here a group of people jointly
participate in an unstructured indirect interview. A purposively selected group of 8-12 .people who have a
common background on similar user experience relating to the problem under study is brought together in a
group discussion exercise. The interviewer, who plays the role of a moderator attempts to focus the discussion
on the problem areas in a nondirected, relaxed way. The purpose of this exercise is to provide interaction and
involvement among the group members doing the interview, so that a spontaneous discussion with
expressions of attitudes opinions values user experience and intention of further product use takes place.
Focus groups characterize preliminary and exploratory studies rather than casual research and are used to
generate information to facilitate the formulation of hypothesis or settling of premises for further research. it
finds application in studies involving examination of new product concept, finalizing creative concepts ' for
'advertising generation of information for modification of existing products as well as determining improved
ways of distributing products.
Q2- Problems in Conducting Marketing Research in India.? (v v v v v imp).

ANS- Due to country's vast size, heterogeneous population and infrastructural and attitudinal problems, it is
not easy to conduct marketing research in India. Some of the major problems that you as a researcher would
face in conducting marketing research in the country are discussed below. India's large and heterogeneous
population comes in a big way in conducting marketing research. Being a big and diverse country, national
surveys require India to be divided into several hundred districts and interviewing several thousands of
people. This calls for enormous time and money and a big fleet of field workers - well beyond the capacity of
any small or medium size company. Cultural diversity and linguistic nuisances further compound the
researcher's problem. More than 14 languages are spoken in the country, with dialects exceeding 1,400 in
number. Any major survey in the country requires translation of the questionnaire in a minimum of five to six
languages. Many a time, strict translation of certain technical words or phrases is not possible, thus giving rise
to the problem of non- comparability of data across the regions. Accessibility to people living in the hinterland
of the country is another big problem. Only very few people own telephone. Postal system is also not up to
the mark: Because of low literacy level, mail interviews are of limited application. Personal interviews seem to
be the only viable alternative, but even these are beset with transport problems and lack of trained staff in the
small towns and rural areas.
Secondary data available in the country also suffer on account of poor coverage and redundancy of
information. Data are at all not available for many a variable of interest to the researchers. Though census is
conducted after every ten yews in the country, it is after a considerable lapse of time that the full results are
released. Even the trade and industry associations: lack complete and uptodate lists of the manufacturers and
trades. The industry and firms' production and sales figures are also not complete, uptodate and reliable.
Use of random and other elaborate sampling techniques presuppose the existence of suitable sampling frames
(i.e., list of the target market population from which the samples are drawn ). Non-availability of such lists in
the country complicates the research tasks and forces the researcher to use non-probability sampling
methods, thus adversely affecting the reliability and validity of the survey results. 21 Organisation of
Marketing Research in India Attitudinal problems also restrict the us* of marketing research in India, The study
by, Consulting and Research Enterprise (CORE) group, for instance, found that only two-third of the executives
of the surveyed firms had the opinion that marketing research findings represent the real world, and
marketing research data are reliable cough to be of use iii, decision making. In response to the question
whether costs incurred on marketing research are low relative to the benefits that accrue from it, about 58
per cent firms indicated disagreement, implying low utility of marketing research. Further only 57 per cent of
the executives refuted the statement that "gut feeling is more important than marketing research". Rest were
either ambivalent or in agreement with the statement.
The managers also appeared quite concerned with the time involved in completing the marketing research
studies. Only 42 per cent of the respondents did not feel that " market research often takes too long to be of
any real use". In terms of quality and sophistication too, marketing research in India in the opinion of many
executives is far below the expectations. Not only the business firms, but advertising agencies also do not hold
favor-able attitudes towards marketing research. Advertising executives view it as a hindrance to their -
creative work and hence do not like spending much money on it. In 1988,. about Rs. 1078 crores were spent
on advertising in the country. Had even I per cent of this amount been spent on marketing research, the
expenditure on advertising research alone would have been Rs. 10.78 crore. But its is not due as the total
expenditure on commissioned marketing research itself in India was just of the order of Rs. 10.06 crore in
1988-89.
Q3- Factor analysis.? (v v v v v imp).

ANS-

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01 LONG IMP QUESTIONS

02 EXTRA LONG QUESTIONS

03 VERY IMP SHORT NOTES

04 EXTRA SHORT NOTES

ये book के वल ignou एग्जाम की तैयारी कराने के

IInluces very important

fully focused for exam

Minimum preparation maximum

100 percent result

High quality materials in books

only important questions

MMPM 06- : MARKETING RESEARCH

SCOPE OF THE MARKETING RESEARCH FUNCTION

PROWLEMS IN CONDUCTING MARKETING RESEARCH IN INDIA

SECONDARY DATA- NEED AND USAGE

ADVANTAGES AND LIMITATIONS OF SECONDARY DATA-

DESCRIPTIVE RESEARCH DESIGN

TABLES AS DATA PRESENTATION DEVICES

EXPLORATORY RESEARCH DESIGN- DISCUSSED PREVIOUS QUESTIONS

MARKETING RESEARCH - MEANING AND IMPORTANCE

In the context of research, a hypothesis is a statement or a proposition that suggests a

Independent variable: This is the factor that is manipulated or controlled by the

The importance of hypotheses in marketing research can be summarized as follows:

Driving actionable insights: Hypotheses allow researchers to generate actionable insights

In summary, hypotheses play a crucial role in marketing research by providing a framework

BENEFITS OF USING SOCIAL MEDIA FOR MARKETING RESEARCH

In general, a multivariate technique of analysis is required rather than a univariate or bivariate

Dependent Variable: Customer Satisfaction Score (ranging from 1 to 10)

The regression analysis will provide the following insights:

In summary, multiple regression analysis in marketing allows researchers to understand the

Q10- DIFFERENTIATE BETWEEN A DECISION PROBLEM AND A RESEARCH PROBLEM? (V V V V V IMP).

Types of Big Data in Marketing Research:

Characteristics of Big Data:

Appreciating the Role of New Technologies in Marketing Research:

Factor Analysis in Marketing:

Cluster Analysis in Marketing:

Market Segmentation: Cluster analysis is widely used for market segmentation by

1. To get a deeper understanding of company’s target audience

2. To understand online consumers’ tastes, preferences and the buying habits

3. To discover new business opportunities and business models

4. To understand the recent trends on e-commerce platforms

5. To identify potential areas of growth

6. To determine existing customer satisfaction level and gather feedback .

Logistic Regression Analysis in Marketing:

Customer Churn Prediction: Logistic regression analysis can be applied to predict

FIRST PRIORITY MOST IMPORTANT SHORT QUESTIONS

Q2- Problems in Conducting Marketing Research in India.? (v v v v v imp).

Q3- Factor analysis.? (v v v v v imp).

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