Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learner's Dictionary of Current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and Mory define research as a systematized effort to gain new knowledge. Some people consider research as a movement from the known to the unknown. It is actually a voyage of discovery.
Marketing research is the systematic design, collection, analysis a reporting of data and findings relevant to a specific marketing situation facing the company.
The 1st step in research is formulating a research problem. It is most important stage as poorly defined problems will not yield useful results. Also the marketing management must be careful not to define the problem too broadly or too narrowly. In order to identify the research problem, three categories of symptomatic situations, namely, overt difficulties, latent difficulties and unnoticed opportunities should be studied. Overt difficulties are hose which are quite apparent and which manifest themselves. Latent difficulties are those which are not so apparent and which, if not checked, would soon become evident.
[...] Shared surveys Shared surveys, sometimes referred to as omnibus surveys, are administered by a research firm and consist of questions supplied by multiple clients. Such surveys can involve mail, telephone, or personal interviews. The respondents may be drawn from either an interval panel or random selection. The main advantage here is the cost factor. AUDITS Audits involve the physical inspection of inventories, sales receipts, shelf facing and other aspects of marketing mix to determine sales, market share, relative price, distribution and other relevant information. [...]
[...] A proper question sequence reduces the chances of the questions being misunderstood The question sequence must be clear and smooth- moving, with questions that are easiest to answer being put in the beginning. The first few questions are particularly important because they are likely to influence the attitude of the respondent and in seeking his desired cooperation. Following the opening questions are the question that are rally vital to the research problem and a connecting thread should run through successive questions. [...]
[...] Friends and Opinion leaders Friends: Group of belonging Reference group From group to tribe Opinion leaders: is considered as leader when he/ she are recognized as such by the others” A leader in a category of products is not necessarily leader in another SWEET TOOTH OF THE WORLD” Cadbury is mainly into three segments 1. Chocolates - The leading brands in this category are Cadbury's Dairy Milk, Fruit & Nut, Crackle, Temptations Star, Perk & Celebrations Gift boxes. Cadbury has leading brands in all the segments viz bars (Dairy Milk, Crackle, Temptations), count lines star, Milk Treat), panned confectionery (Gems) and wafer chocolates (Perk), éclairs (Cadburys' Eclairs), toffees (English Toffee) Sugar Confectionery Cadbury Dairy Milk Eclairs is one of the leading brands in this category. [...]
[...] MARKETING RESEARCH PROCESS Marketing research is the systematic design, collection, analysis a reporting of data and findings relevant to a specific marketing situation facing the company. Marketing research process Define the problem and research objective Develop the research plan Collect the information Analyze the information Present the findings in Report Make decisions Step Define the problem and the research objectives The 1st step in research is formulating a research problem. It is most important stage as poorly defined problems will not yield useful results. [...]
[...] The opportunity to make more (or save more, as the case may be) is, therefore, foregone Accuracy: A study using a census, by definition, contains no sampling error. A study using a sample may involve sampling error in addition to other types of error. Other things being equal, a census will provide more accurate data than a sample. However it has been argued that a more accurate estimate of the population of a country could be made from a sample than from a census. [...]
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