1-Introduction to RM

vddf*Introduction to Research Methods

Dr. Tarun DhingraAssistant Dean- Research & Associate Professor CoMES, UPES, Dehradun

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ResearchResearch is a process of generating knowledge through the adoption of science based approach. Research is a journey to discover known unknowns from known knowns.Knowledge can be generated through various means such as experience, intuition, tradition and science (Kerlinger, 1988).Science seeks to generate knowledge that is objective, that goes beyond an individual researchers opinions or preferences, and that is grounded in systematically obtained data (Hempel,1965)

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BasicsConcepts- Various aspects of the reality that is being studied in research are represented by assigning labels/terms to them and by providing definitions for the labels/terms. These two aspects, namely, a label and a definition, jointly constitute a concept. E.g leadership Propositions- These are statements specifying relationships between concepts. For example, the statement that a persons need for power is positively associated with a persons leadership is a statement that specifies relationship between the concepts of need for power and leadership. This is a conjectural statement. conjectural statements of relationships between concepts are propositions

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BasicsVariable- Concepts such as loyalty, organizational commitment etc. are abstract. As concepts form parts of a proposition thus for empirical verification process to occur, first some measurable indicators need to be associated with concepts. These measurable indicators are called variables. Hypotheses- Statements that specify relationships between variables are hypotheses.

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Redefining Marketing Research The American Marketing Association (AMA) redefined Marketing Research as:

The function which links the consumer, thecustomer, and public to the marketerthrough INFORMATION

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Redefining Marketing Research

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Definition of Marketing ResearchMarketing research is the systematic and objective identificationcollectionanalysisdisseminationand use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.

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Market Research

Specifies the information necessary to address these issuesManages and implements the data collection processAnalyzes the resultsCommunicates the findings and their implications

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Classification of Marketing ResearchProblem Identification ResearchResearch undertaken to help identify problems which are not necessarily apparent on the surface and yet exist or are likely to arise in the future. Examples: market potential, market share, image, market characteristics, sales analysis, forecasting, and trends research.

Problem Solving ResearchResearch undertaken to help solve specific marketing problems. Examples: segmentation, product, pricing, promotion, and distribution research.

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A Classification of Marketing ResearchMarketing ResearchFig 1.1

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Problem Solving ResearchTable 1.1

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Problem Solving ResearchTable 1.1 cont.

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Problem Solving ResearchTable 1.1 cont.

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Research Process

Step 1: Problem DefinitionStep 2: Development of an Approach to the ProblemStep 3: Research Design FormulationStep 4: Fieldwork or Data CollectionStep 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation

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The Role of Marketing ResearchFig 1.2

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Top 50 U.S. Marketing Research Firms

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U.S. rankOrganizationHeadquartersWeb siteWorldwide researchNon-U.S. researchPercent

2001 2000revenues*revenues*non-U.S.

($, in millions)($, in millions)revenues

1 2VNU, Inc.New Yorkvnu.com$2,400.00$1,100.0045.80%

2 3IMS Health, Inc.Fairfield, Conn.imshealth.com1,171.0070260

3 4Information Resources, Inc.Chicagoinfores.com555.9135.624.4

4 6The Kantar GroupFairfield, Conn.kantargroup.com962.3663.268.9

5 5Westat, Inc.Rockville, Md.westat.com285.8

6 7Arbitron, Inc.New Yorkarbitron.com227.57.93.5

7 NOP World USNew Yorknopworld.com224.117.57.8

8 8NFO WorldGroupGreenwich, Conn.nfow.com452.9289.964

9 9Market Facts, Inc.Arlington Heights, Ill.marketfacts.com189.733.517.7

10 11Taylor Nelson Sofres USALondontnsofres.com166.916.49.8

11 11Maritz ResearchFenton, MO.maritzresearch.com181.754.630

12 23IpsosNew Yorkipsos.com204.391.444.7

13 15J.D. Power and AssociatesWestlake Village, Calif.jdpa.com12818.714.6

14 14Opinion Research Corp.Princeton, N.J.opinionresearch.com133.642.231.6

15 10The NPD Group, Inc.Port Washington, N.Y.npd.com101.71312.8

16 17Jupiter Media Metrix, Inc.New Yorkjmm.com85.817.220

17 18Harris Interactive, Inc.Rochester, N.Y.harrisinteractive.com75.410.513.9

18 20Abt Associates, Inc.Cambridge, Mass.abtassociates.com62.89.415

19 19C&R Research Services, Inc.Chicagocrresearch.com43.6

20 22Wirthlin WorldwideMcLean, Va.wirthlin.com46.87.215.4

21 24Lieberman Research WorldwideLos Angeleslrwonline.com43.14.310

22 25Burke, Inc.Cincinnatiburke.com45.511.224.6

23 21MORPACE International, Inc.Farmington Hills, Mich.morpace.com48.315.932.9

24 26Market Strategies, Inc.Livonia, Mich.marketstrategies.com31.71.54.7

25 30GfK Custom Research, Inc.Minneapoliscustomresearch.com29.80.93.9

26 32ICR/Intl Communications ResearchMedia, Pa.icsurvey.com28.80.31

27 29M/A/R/C ResearchIrving, Texasmarcresearch.com24.50.52

28 31Elrick & Lavidge Marketing ResearchTucker, Ga.elrickandlavidge.com22.9

29 36RDA Group, Inc.Bloomfield Hills, Mich.rdagroup.com263.613.8

30 33Lieberman Research GroupGreat Neck, N.Y.liebermanresearch.com22.30.52.2

31 Knowledge Networks, Inc.Menlo Park, Calif.knowledgenetworks.com21.4

32 34Walker InformationIndianapoliswalkerinfo.com26.85.520.5

33 37National Research Corp.Lincoln, Neb.nationalresearch.com17.7

34 38Directions Research, Inc.Cincinnatidirectionsrsch.com16.7

35 48Marketing and Planning Systems, Inc.Waltham, Mass.mapsnet.com19.73.216.2

36 Alliance Research, Inc.Crestview Hills, Ky.allianceresearch.com15.4

37 40Data Development Corp.New Yorkdatadc.com15.60.31.9

38 46Marketing Analysts, Inc.Charleston, S.C.marketinganalysts.com15.10.42.6

39 Marketing Research Services, Inc.Cincinnatimrsi.com14.3

40 43Greenfield Online, Inc.Wilton, Conn.greenfield.com14.2

41 42Greenfield Consulting Group, Inc.Westport, Conn.greenfieldgroup.com140.11

42 45Savitz Research CompaniesDallassavitzresearch.com13.2

43 44The PreTesting Co., Inc.Tenafly, N.J.pretesting.com13.10.75.3

44 39Schulman, Ronca, & Bucuvalas, Inc.New Yorksrbi.com12.10.75.8

45 49CheskinRedwood Shores, Calif.cheskin.com14.33.122

46 The Marketing Workshop, Inc.Norcross, Ga.mwshop.com10.6

47 Symmetrical Holdings, Inc.Deerfield Beach, Fla.symmetrical.com10.4

48 comScore Networks, Inc.Reston, Va.comscore.com10

48 MarketVision Research, Inc.Cincinnatimarketvisionresearch.com10

50 47The B/R/S Group, Inc.San Rafael, Calif.brsgroup.com10.92.220

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