abhishreshthaa
Abhijeet S
Steps in Market Research:
(1) Identifying and defining a Marketing Problem:
(2) Determining research objectives (Formulating Hypothesis):
How many hrs does the youth watch television per day in a week?
Most watched channel by youth?
(3) Creating Research Design:
(4) Determining the data needs and their sources:
(5) Designing a Sample of Respondents:
(6) Designing the Questionnaire:
Questionnaire aspect relates to the selection of research instruments employed in research for collecting required information / data.
(7) Data Collection & Data Processing:
(8) Data Analysis and Interpretation:
The final step in a research study consists of analyzing the data and interpreting the results. The purpose is to establish a relation between information and marketing problem under investigation.
(9) Submission of Research Report:
(1) Identifying and defining a Marketing Problem:
- The first step in Marketing Research process is to identify the marketing problem which needs to be studied in depth and solved.
- There are several marketing problems before a marketing firm.
- Our research basically states the information on the viewership of television between the age group of 18-24 yrs in Mumbai city.
- The finding state that, most of the individuals are interested in watching only entertainment channels and not any informative channels.
- The highest rating is that of star plus. The age group which we have chosen is that of youth, and most of them are in their college studying to become graduate, and this age it is necessary for them to watch “informative” channel rather than “entertainment” channel.
- So the problem identified is Lack of viewership of informative channels among the youth of Mumbai.
(2) Determining research objectives (Formulating Hypothesis):
- After defining the research problem, the researcher has to state what he wants to achieve.
- The objectives should be specific, measurable and also attainable.
- Research objectives are the following :-
How many hrs does the youth watch television per day in a week?
- What is the prime time during weekdays as well as weekends?
Most watched channel by youth?
(3) Creating Research Design:
- Research design is the grand plan for the conduct of actual research work. It is next to problem definition.
- A research design is a blueprint of the whole research activity. It is like an architect’s plan for building construction.
- The data was collected by every member of the group. Each 1 had distributed 5 diaries to the non-probability sample chosen by us. The criteria to be a part of the sample were the age group of 18-24 yrs in Mumbai, belonging to middle- class and upper middle class. The data thus collected was primary data.
- The time schedule of the research was 17th march 2007 to 23rd march 2007. The sample was requested to note down every detail of what they viewed during these 7 days. We then had a verification to avoid any mis-leading conclusions later.
- So we re-checked with the television schedule of that very week to check if everything was rightly put.
(4) Determining the data needs and their sources:
- After defining the research problem and creating research design, the researcher has to decide the nature of data required for his study.
- The hypothesis guides the data collection process.
- Our problem was to identify what kind of channels do the youth of Mumbai watch.
- We selected primary data to be our main source.
- The information required were to know the channels viewed, how many hrs each day television is viewed and also what is the prime time for these youths.
(5) Designing a Sample of Respondents:
- Data act as a foundation of research work. Here sampling technique is normally used. Sample is a small representative group selected from the total population for intensive study purpose.
- Since the problem defined was restricted to youths, the degining of sample was around the problem. Thus our sample was age group between 18-24 yrs.
(6) Designing the Questionnaire:
Questionnaire aspect relates to the selection of research instruments employed in research for collecting required information / data.
(7) Data Collection & Data Processing:
- Data collection moves the research process from planning stage to implementation stage. Communication between the researcher and sample begins at data collection stage.
- The completed questionnaires are not useful directly for tabulation and drawing conclusions. This raw data need proper processing.
- Collection of data was primary data. Each of the group member distributed 5 diaries to 5 individuals of the age group of 18-24 yrs. They were asked to fill out the diaries as to whenever they watch television, they menion the time, show, channel and how many hrs they watched. Also why this particular channel and show.
- The processing was by using simple statistical method of tally marking using variables as days-channel. Days-show, days-time band & no. of hrs per day per week.
(8) Data Analysis and Interpretation:
The final step in a research study consists of analyzing the data and interpreting the results. The purpose is to establish a relation between information and marketing problem under investigation.
(9) Submission of Research Report:
- In this stage, the researcher will submit his research report to the appointing authority.
- The researcher may submit his findings, recommendations, etc. orally to the top executives of the management. In addition, the detailed written report will be submitted for scrutiny by marketing executives.