Page 21 - DMGT404 RESEARCH_METHODOLOGY

Unit 1: Introduction to Research

Exploratory Research: Exploratory research provides insights into and comprehension of an Notes
issue or situation.
Marketing Research: Marketing research is about researching the whole of a company's
marketing process.
Mystery Shopping: An employee or representative of the market research firm anonymously
contacts a salesperson and indicates he or she is shopping for a product. The shopper then
records the entire experience.
Product Research: This looks at what products can be produced with available technology, and
what new product innovations near-future technology can develop.

1.7 Review Questions

1. An Indian company dealing in pesticides hires a qualified business management graduate
to expand its marketing activities. Most of the current employees of the company are
qualified chemists with science background. During their first review meeting the
management graduate says that the "company should be involved in market research to
get a better perspective of the problem on hand". On hearing this, one of the science
graduate laughs and says "There is no such thing as marketing or business research,
research is combined to science alone." What would be your response?
2. What would be the instances in which you might take causal research in your organization?

3. It is said that action research is conducted to solve a problem. Why are the other researches
conducted then?
4. What type of research would you undertake in order find why middle income groups go
to a particular retail store to buy their products?
5. Which research would you undertake if you have got a practical problem?
6. Which type of research would you conduct when the problem is not clear and all the
possible reasons are eliminated? Why?
7. How does a research help the managers to determine the pattern of consumption?
8. Do you think that a market research helps the marketer to identify brand loyalty and
establish it with further strength? Why/why not?
9. When records exist in all authenticated form, why is it so that their verification remains a
big issue?
10. Is there any difference in pure research and ex-post facto research? Support you answer
with suitable reasons.

Answers: Self Assessment

1. Social science 2. Business to Business (B2B)

3. Quantitative 4. Systematic, scientific
5. New knowledge 6. Purposeful
7. Data tabulation 8. sample unit

9. non-probability 10. researcher

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