MARKETING RESEARCH

1. MARKETING RESEARCH

2. LIMITATIONS OF RESEARCH • MISS –USE OF RESEARCH • APPLICATIONS OF MR • Major sources of Error in International Surveys • Career in MR

3. LIMITATIONS OF RESEARCH • 1)Many times research tend to be fragmentary in its approach as a result it is difficult to have an overall perspective. • 2)It is criticized on the ground that it becomes too superficial and faulty. MR is used by those who have had no formal training in subjects. Such persons avoid using the detailed investigations

4. LIMITATIONS OF RESEARCH • 3)There is an absence of meaningful dialogue between marketing management and marketing research team. As a result researchers get diverted from main theme.Thsi denies them any opportunity to test their findings in the practical marketing situation. • 4)MR is not an exact science.There are sevral imponderables which come in the way of getting accurate results.Example CB theory does not go far in disclosing it precisely

5. MISS –USE OF RESEARCH • 10when one uses it to support or substantiate his viewpoint or position. • 2)Deliberately delaying the decision making till findings are available • 3)Useds to grab power and authority in the organization. Executives who are overambitious may use MR to consolidate and strengthen their position in the organization.

6. APPLICATIONS OF MR • 1)A Pharma company carried out a study on prescription behavior for a major brand on account of its declining sale. the research brought out the interesting relationship between sales and age of brand its regular promotion, its core therapeutic emphasis and role of retailers in servicing prescriptions. This helped company to regain lost market share.

7. 2)Malayala Manorama- Kerala’s largest publication group has launched a monthly women’s magazine in Hindi ‘Vanita’. While launching magazine the management observed that (MR indicated) there was a huge vacuum in the hindi magazine segment. The new magazine ‘vanita’ has been positioned as a partner and frien that a modern women can identify with.The first print run of ‘vanita’ was one lakh copies

8. 3)Cadbury India Limited launched Picnic from its international portfolio I February 1998.It is wrapped in vibrant colors of red, blue and yellow in conformity with its international packaging. Earlier Cadbury India limited conducted a research study in Mumbai. The results of the study were encouraging and showed that the Indian youth is always interested in experimenting with new food options

9. 4)P&G launched Menthol ,an international vibrant of Head& shoulders. This joins the extra conditioning antidandruff shampoo of the same brand. Company conducted a research prior to its launch .The findings indicated a distinct need for menthol-based shampoo. The study indicated that in hot and humid conditions as in India, consumers prefer a shampoo which not only removes dandruff but also provides a cool and tingling sensation to the scalp.

10. 5)P&G was getting a lot of data on Vicks-vaporub.The analysis indicated that most common symptom of cold was headache and the majority of adults typically take a pill to cure it. This disclosed an opportunity for a product that can treat headache as well as other symptoms. The company thus launched Action 500

11. Major sources of Error in International Surveys • Surveys in foreign countries are not so easy as the domestic surveys as certain errors do crop in. • 1)Definitional error-Occurs on account of lack of conceptual, definitional, temporal and market structure equivalence eg certain food products are not known or used differently .

12. 2)Instrument error-May arise on account of problems of linguistic equivalence, instrument style equivalence Example translating a questionnaire in another language. Respondents in some countries may be willing while in some they may be reluctant.

13. Frame Error • It arises on account of the varying sampling frames used for different countries. Some sampling frames on the basis of which sample is drawn may be defective ,they may account for small proportion of sample.

14. Selection Error • In the process of selecting respondents in two or more countries this type of error occurs. For eg study undertaken to study consumer behaviour in respect of say,breakfast Ceral in two countries A and B it may happen that respondents in country A may be comparable to respondents in country B except their ages

15. Non Response Error • On account of variation in response in two or more countries, the non response error will a rise. To a large extent ,the magnitude of response will vary on account of educational and cultural differences in the countries covered in the survey.

16. Sampling Error • This type of error is the only one which is free from cultural differences in different countries.On the basis of statistical pinciples the sampling error can be computed • Question:- • What errors are likely to arise in an international field survey?

17. Career in MR • 1)Data entry Clerk, tabulation specialist, Programmer-Data processing companies that compile research data and format data to enable analysis. • 2)Interviewer:-Telephonic or field-For data collection company specializing in interviewing consumers an professionals for focus groups or individual interviews • 3)Research Analyst;-Employed by full service research company providing qualitative and quantitative data and is responsible for working on all stages of project. They may be consultants who specialize in one or more areas of expertise

18. 4)MR Manager-Responsible for management of all Mr projects within hi or her area, including hiring and training of MR employees • 5)MR Director-Manages the entire MR department and provides support to account mangers and sales teams. he develops procedures and processes for the department, participate in strategic evaluations and cost benefit analysis of survey tools and programming packages as needed