Articles on Marketing Research

Meaning and Scope of Marketing Research

According to American Marketing Association, “Marketing Research is the function that links the consumer, customer and public to the marketer...

Limitations of Marketing Research

Following are the main limitations of Marketing Research: Marketing Research (MR) is not an exact science though it uses the...

Marketing Research: Step by Step Execution

The main purpose of marketing research is to lower the uncertainty and risk in marketing decision-making. To achieve this, several...

Data Collection in Marketing Research

Data Collection in Marketing Research is a detailed process in which a planned search for all relevant data is made...

Qualitative and Quantitative Research – Concept

As the names suggest quantitative research produces numerical data whereas qualitative research generates non numerical data. However, this is only...

Types of Marketing Research and their Application

Research can be categorized either on the basis of technique (surveys, experiments, observation studies, etc) or on the basis of...

Market Research Focus Groups

Focus groups are also known as group interviews or group discussions. They are used to understand the attitude or behaviour...

Depth Interview

They generally use small samples and also conduct direct one to one personal interviews. A detailed background is provided by...

Case Study

Individual cases are taken and a detailed study of each case is done. Advantages of Case Study Accurate data is...

Projective Techniques

Projective Techniques are indirect and unstructured methods of investigation which have been developed by the psychologists and use projection of...

Survey Method

The Survey method is the technique of gathering data by asking questions to people who are thought to have desired...

Techniques of Survey Method

There are mainly 4 methods by which we can collect data through the Survey Method Telephonic Interview Personal Interview Mail...

Observation Method

The observation method involves human or mechanical observation of what people actually do or what events take place during a...

Secondary Data – Meaning, its Advantages and Disadvantages

Secondary data is the data that have been already collected by and readily available from other sources. Such data are...

Sources of Data

Sources of Primary Data The sources of generating primary data are: Observation Method Survey Method Experimental Method Experimental Method There...

What is Big Data and its Importance to Businesses as a Game Changer

What is Big Data? If marketers had all the data about consumers that they can then use to predict consumer...

Big Data and the Power to Predict

Is Big Data a Magic? We often hear the term Big Data being used to describe how online retailers as...

Attitude Scales – Rating Scales to measure data

Scaling Techniques for Measuring Data Gathered from Respondents The term scaling is applied to the attempts to measure the attitude...

Questionnaire Design – Guidelines on how to design a good questionnaire

A good questionnaire should not be too lengthy. Simple English should be used and the question shouldn’t be difficult to...

Statistical Tools and their Usage – Factor Analysis

Factor Analysis is a data reduction technique. Given a large number of attributes, factor analysis identifies a few underlying dimensions...

Conjoint Analysis – Meaning, Usage and its Limitations

Introduction During the sixties, when researchers tried to understand consumers’ decision making process, they used a simple questionnaire or a...

What is Mystery Shopping? – A Tool For Retail Optimization

Mystery Shopping is a fascinating method of gauging customer experience where individuals are recruited to portray actual customers that shop...

Statistical Tools and their Usage – Regression Analysis

Regression analysis can be used to find out the relation between a set of variables statistically. This is done by...

Concept Testing

Concept testing is the process of testing new or hypothetical products or services before they are launched. The testing is...

Field Research – Definition and its Important Sources

Field Research deals with creation and collection of actual and authentic information by field of operation in any organization. The...

Brand Health Survey

A brand is a perception in its consumers’ minds. A strong brand can command a premium price. This power of...

Importance of Market Research to Organizations in an Age of Unpredictability

Market Research in the Age of Unpredictability We are living in an age of unpredictability. With sales forecasts and marketing...

It’s Not Just the Data that is collected that Counts, but, the Quality of the Data as well

In God We Trust, Rest Have to Bring Data: The Importance of Data Collection All entities collect data for various...

What is the Efficient Market Hypothesis and How it Works and Doesn’t Work in Practice

Are Markets Really Efficient in Delivering Optimal Outcomes for All Stakeholders? Are Free Markets really “free” in the real world?...

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Articles on Marketing Research