Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services.

Marketing research is the function that links the consumer, customer, and public to the marketer through information--information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. 

The Marketing Research The Marketing Research ProcessProcess

Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

Research Design

• A master plan that specifies the methods and procedures for collecting and analyzing needed information.

Define the Information Needed

Design the Exploratory, Descriptive, and/or Causal Phases of the Research

Specify the Measurement and Scaling Procedures

Construct a Questionnaire

Specify the Sampling Process and the Sample Size

Develop a Plan of Data Analysis

Tasks Involved In a Research Design

Today’s Topic

A Classification of Market Research Designs

Research Design

Exploratory Research

Conclusive Research

Descriptive Design

Causal Design

Cross-sectional Study

Longitudinal Study

Secondary Data Study Observation

Experiment

Survey

Exploratory ResearchPurposes

Identifying potential causes of a problem

Establishing priorities or direction for a research program

Clarifying concepts

Assisting new product development

SecondarySecondary(historical(historical))

DataData

PilotPilot

StudyStudy

ExperienceExperience

SurveySurveyCaseCaseStudyStudy

ExploratoryExploratory

ResearchResearch

Secondary Data

Secondary data are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

Criteria for Evaluating Criteria for Evaluating Secondary DataSecondary Data

Criteria Issues Remarks

Specifications & Methodology

Error & Accuracy

Currency

Objective

Nature

Dependability

Data collection method, response rate, quality & analysis of data, sampling technique & size, questionnaire design, fieldwork.Examine errors in approach,research design, sampling, datacollection & analysis, & reporting.

Time lag between collection &publication, frequency of updates.Why were the data collected?

Definition of key variables, units of measurement, categories used, relationships examined.Expertise, credibility, reputation, & trustworthiness of the source.

Data should be reliable, valid, & generalizable to the problem.

Assess accuracy by comparing data from different sources.

Census data are updated by syndicated firms.The objective determines the relevance of data.Reconfigure the data to increase their usefulness.

Data should be obtained from an original source.

A collective term for any small-scale exploratory research technique that uses sampling but does not apply rigorous standardsIncludes

Focus Group InterviewsUnstructured, free-flowing interview with a small group of people

Projective TechniquesIndirect means of questioning that enables a respondent to project beliefs and feelings onto a third party or an inanimate objectWord association tests, sentence completion tests, role playing

Pilot Studies

Focus Group InterviewFocus Group Interview

Advantages Fresh unstructured reactions Preference for verbal rather than

written communication Reduced costs Quick to initiate Group dynamics stimulate ideas

Disadvantages Requires a well-trained discussion

moderator Relies on interpretation Small Sample Size Effects on Diversity Suggestive but not conclusive

RESEARCH DESIGN- Exploratory research design

SAMPLE STUDY-Three banks namely HDFC ltd.,centurian bank of punjab,ING vysa bank.

POPULATION SIZE- A total of 18 employees of the bank

were targeted but only 14 responded.

SAMPLE SIZE- 14 employees from the bankat the bank payroll

in officer garde including three branch managers.

DATA COLLECTION- Through questionnaires and personal interview

ROLE EFFICACY PARAMETER

EMPOWERMENT TOOS

CORRELATION COFFICIENT

INTEGRATION VS DISTANCE

AUTONOMY,DELEGATION ROLE CLARIFATION,PARTICIPATION

0.98

PRODUCTIVITY VS REACTIVITY

AUTONOMY,HRI,DELEGATION

-0.72

CREATIVITY VS ROUTINITY

MOTIVATION,HRI 0.22

CONFOARMATION VS ACOIDANCE

COUNSELLING,TRAINING, APPRAISALS

-0.08

CENTRALITY VS PERIPHERALITY

AUTONOMY, AUTHRITY

-0.48

INFUENCE VS POWERLESSNESS

AUTONOMY, AUTHORITY,ROLE CLEARIFICATION

-0.93

GROWTH VS STAGATION

COUNSELLING, TRAINING

0.60

LINKAGE VS ISOLATION

PARTICIPATION,COUNSELLING,TRAINING

0.69

HELPING VS HOSTILITY

TRAINING , MOTIVATION

-0.63

SUPERORDINATION VS DEPRIVATION

COMPENSATION, CAREER PLANNING

-0.66

The various tools of empowerment were identified through questionnaire and interview.

The role of efficacy level was from identified from both employee

(branch manager) through a role based questionnaire . The

branch have been considered as employer as they are once

in a bank who bring about empowerment in the operation of bank

NULL HYPOTHESIS- No direct relationship exists between role of efficacy parameter and usage of empowerment tools.

ALTERNATIVE HYPOTHESIS-

Direct relationship exists between role of efficacy parameter and usage of empowerment tools.

Exploratory research

essentially abstraction and generalization. Abstraction means that you translate the empirical observations, measurements etc. into concepts; generalization means arranging the material so that it disengages from single persons, occurrences etc. and focuses on those structures that are common to all or most of the cases. The results of exploratory research are not usually useful for decision-making by themselves, but they can provide significant insight into a given situation