Microsoft Word marketing doc

Some major techniques of Marketing Research : 
There are several important techniques of marketing research. 
Market Survey 
: Market Survey is one of the most widely used market 
research techniques. It is just one method of collecting the marketing 
information required for carrying out a given marketing research task. It is used 
if the required data is not available from the company’s internal records and 
from external published resources. It amounts to original field research work 
for the purpose of collecting primary data. 
There are two types of market survey (i) the census survey, (ii) sample 
survey. 
Steps in a market survey : 
1. 
Planning the survey 
a)
Problem definition 
b)
Selection of the survey method 
c)
Sampling 
d)
Questionnaire development 
e)
Pilot survey 
2. Field 
work 
a)
Selection and training of investigators. 
b)
Interviewing/collection of data 
c)
Supervision 
3. 
Analysis and interpretation of data 
a)
Editing 
b)
Tabulating, processing (mechanical/manual) and interpreting data. 
c)
Statistical analysis and interpretation. 

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4. Report 
making 
a)
Summarising findings and recommendations 
b)
Report writing. 
Multidimensional scaling technique (MDS) : 
This technique is used to graphically portray consumer evaluation of 
products/brands. It has been developed with inputs from mathematics and 
psychology. The map assists the researcher to understand how a given brand is 
perceived by the consumer in relation to other brands in the market. The 
information can be utilised for developing strategies to move the brand to the 
‘desired’ position.