Marketing Prohect

8/10/2019 Marketing Prohect

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Marketing Research Unit 1

Sikkim Manipal University Page No. 1

Unit 1 Marketing Research Dynamics

Structure:

1.1 Introduction

Objectives

1.2 Meaning of Research

1.3 Research Characteristics

1.4 Various Types of Research

1.5 Marketing Research and its Management

1.6 Nature and Scope of Marketing Research

1.7 Marketing Research in the 21st Century (Indian Scenario)

1.8 Marketing Research: Value and Cost of Information

1.9 Summary

1.10 Glossary

1.11 Terminal Questions

1.12 Answers

1.13 Case Study

1.1 Introduction

With the onset of globalisation, privatisation and liberalisation, research,

marketing research has started playing a central role in producing and

making real the dream of a globalised economy.

You can see the changes occurring in all the aspects of business almost on

the daily basis. These changes are occurring at different rates in different

parts of the world. Against this backdrop, marketing researchers are being

challenged to conduct research that is of the highest possible quality, as

quickly as possible, in multiple diverse settings.

Marketing research is being used extensively as an applied research to

describe, explore, analyse and to evaluate the problems related to

marketing of goods and services.

Marketing researchers must find creative ways to harness the new

technologies to facilitate the research and enhance its value to clients. At

the same time, research organisations must begin to develop the capability

to conduct marketing research simultaneously in the developed and the

developing world.


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In this unit, you will study the nature of research and its types, the role of

information systems, marketing research and the practical implications ofresearch in the field of marketing.

Objectives:

After studying this unit, you should be able to:

define research

state the characteristics of research

identify various types of research

describe marketing research and its management

explain the nature and scope of marketing research

assess the role of marketing research in the 21st

century describe the value and cost of information

1.2 Meaning of Research

Research is a systematic and intensive study undertaken to:

Address the fundamental questions or

Find a solution to the existing problems.

It is an art of scientific investigation. It is also a systematic design collection

analysis and reporting of the findings and solutions for the existing problems

of a company.

According to the Chambers 20th Century Dictionary, research is

Systematicinvestigation towards increasing the sum of knowledge."

According to the Concise Oxford Dictionary, research is

"An endeavour to discover new or collate old facts etc. by the scientific study

of a subject or by a course of critical investigation."

The term "research" can also be used to describe a number of similar and

often overlapping activities involving a search for information.

For example, Each of the following activities involves some kind of research:

Find the population of each country in Asia.

Find the total (in rupees) of Indian investment in Africa in 2011.


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Find out what is known by and large about a reasonably specific topic.

"What is the history of the computers?" Gather evidence to determine whether erratic behaviour of kids is

related in any way to watching violent cartoons.

Case let

Kelloggs Frosties

During 2000, Kellogg wanted to revamp the image of its breakfast cereal

Frosties and, more particularly, brand icon Tony the tiger. Tony has

been around since 1956, and according to Advertising Age magazine is

one of the top ten icons of the twentieth century. Kellogg wanted tomake sure that Tony was not tired and jaded but a fresh proposition to

children. Their research involved a series of group discussions with 7 to

10 year olds. This involved showing them different ideas and concepts,

putting together different images and advertisements. The researchers

then observed the childrens reactions, to see what made them laugh

and got further input, using picture-led questionnaires. The research

revealed that there was still a huge affection for Tony but that they

wanted him to be a bit sharper and witty while retaining his fun

character. The findings also pointed to a repositioning for Tony, away

from his traditional sports coach image to that of an action hero.Source: Malhotra, N. and D. Birks. (2003). Marketing Research: An Applied

Approach. London: Prentice Hall.

Self Assessment Questions

1. Research will be undertaken only if there is a problem or question.

(True/False)

2. Research is an art of ___________ investigation.

1.3 Research Characteristics

Research has following characteristics:

originates with a question or problem

requires the clear articulation of a goal

often divides the main problem into sub- problems

guided by specific problem, question, or hypothesis


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accepts certain critical assumptions

follows a specific plan or procedure requires systematic collection and interpretation of data

cyclical in nature; meaning that the answers we get from research often

leads to more questions, which leads to more research for answers and

this process continues.

There are few terms that we commonly associate with research and the

success of any research depends on these terms. These terms indicate how

free research is from biases and prejudices and whether there are any

subjective errors. These terms are reliability, validity, accuracy, credibility

and empirical nature of research. Let us see what these terms mean:

Reliability

It is a subjective term that cannot be measured precisely. We can say

that reliability refers to the repeatability of any research, research

instrument, tool or procedure. If any research gives similar results each

time it is conducted with similar population and with similar procedures, it

is said to be a reliable research.

Validity

It determines the applicability of research. It is an indication of how

sound your research is. Validity applies not only to the methods but also

to the design of your research. Validity in data collection means thatyour results truly represent what you were claiming to measure. For

example, many recreational activities of high school students involve

driving cars. A researcher, wanting to measure whether recreational

activities have a negative effect on grade point average in high school

students, might conduct a survey asking how many students drive to

school and then attempt to find a correlation between these two factors.

Because many students might use their cars for purposes other than or

in addition to recreation, this research study might prove invalid. Even if

a strong correlation was found between driving and grade point average,

driving to school in and of itself would seem to be an invalid measure ofrecreational activity. (Source: www.writing.colostate.edu)

Accuracy

Accuracy means describing what really exists- truth and correct

statements/description without any exaggerations or unwarranted


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conclusions. Accuracy also measures whether research tools have been

chosen in best possible manner and research procedures used suits theresearch question or not.

Credibility

It comes with the use of best source of information and best procedures

in research. When a researcher gives accurate and reliable references

in research, the credibility of research increases. On the other hand, if

the references are fake or not reliable, the credibility of your research

can decrease.

Empirical natureof research

It means that the research has been undertaken by using accurate

scientific methods and procedures. The empirical nature of researchmeans research is based on direct experience or observation from a real

life situation.


3. Research requires only collection of data. (True/False)

4. Research is generally _____________ in nature.

1.4 Various Types of Research

In this section, you are going to learn about various types of researches.

Following are the main types of research:

Theoretical/Fundamental/Pure research

Applied or decisional research

Conceptual research

Historical research

Action research

Library research

Ex-post-facto research

Exploratory research

Descriptive research

Causal research

Now let us study these in detail:

Theoretical/ Fundamental/Pure/ Basic research: It is the source of

new theories, principles and ideas. It is used to increase understanding


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of certain phenomena/ behaviour but does not seek to solve any existing

problem. Theoretical/Fundamental/Pure research helps to broaden thehorizons of knowledge and it may not be applied to seek a solution to

practical problems. It may not have a commercial potential. As an

example it can be used to seek answers to questions like; does any life

form exist on Mars? How did the Universe begin? How did dinosaurs

become extinct? What is the genetic code of a specific organism? ...And

so on. This research provides new knowledge about a particular user

group, but does not specify a way. This knowledge can be used to solve

a problem.

Applied/decisional research: The decisional i.e., applied research

involves a practical problem, its analysis and then seeking a practicaland feasible solution for the same. This research is related to a real life

situation where the concern is to seek an immediate solution to the

problems. For example, a study conducted on how information systems

can be used to improve the ability of physicians to diagnose diseases

more accurately.

Conceptual research: It is related to some abstract idea or theory (for

thinkers & philosophers).There may be a conceptual research, where

the focus is upon pure theoretical principles for seeking a practical

solution to the problems. E.g. spiritualism.

Historical research: As the name suggests, it is the study of past

events to interpret records and data to project future trends. The

premise of the research is based upon interpretations, inferences and

conclusions of the past events in order to analyse and understand the

present, and anticipate the future course of action. For example, types of

historical or interpretive research studies include: biographical, histories

of institutions and organisations, investigation of sources and influences,

editing and translating historical documents, studying the history of

ideas, or compiling bibliographies.

Action research: Directly, this involves an action-oriented research to

solve practical business problems. For example, test-Marketing a

product.

Library research: This involves the review of past reports, data and

notes in order to collect, analyse and interpret the secondary data.


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Ex-Post-Facto research: It is an empirical enquiry for situations that

have already occurred. For example, understanding reasons for productdefects, like TataNano car catching fire.This type of research explains

the relationship between the independent constructs. It is empirical in

nature and thus, the variables cannot be manipulated.

Exploratory research: It is undertaken with the aim of clarifying

ambiguous problems. It is used to solve general problems usually known

but not sufficiently understood. Its purpose is to get more information,

not to uncover specific courses of action (subsequent research). For

example,

o What all kinds of Child-Care support programme our company can

devise for the employees.

o How does social environment impact emotional health of children?

This type of research is carried out to explore and probe the given

situation in order to establish specific reasons for the problem. This type

of preliminary investigation can be conducted in the form of expert

surveys, focus groups, observations and case studies etc. For example,

to find reasons for sales decline in a company.

Descriptive research: Descriptive research seeks to depict what

already exists in a group or population. For example, it can be used to

seek answer to question like who are the main consumers of organicfood. Another example of this type of research would be an opinion poll

to determine which party, people plan to vote for in the next election.

Descriptive studies do not seek to measure the effect of a variable; they

seek to describe only.

Causal research: Most people interpret scientific experimentation and

research as studies to establish cause and affect relationships.

Experiments on causal relationships investigate the effect of one or

more variables on one or more outcome variables. This type of research

also determines if one variable causes another variable to occur or

change. An example of this type of research would be altering theamount of treatment and measuring the effect on study participants.

Another example would be to measure the effect of promotion on the

total sales of a company.


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Activity 1

Give examples to show the areas where exploratory and descriptiveresearch can be used.


5. Which of these researches provides new knowledge?

(a) Pure

(b) Applied

(c) Conceptual

(d) Causal

6. In-store product testing is an example of which of the following

research.

(a) Pure

(b) Action

(c) Causal

(d) Historical

7. ______________ research determines if change in one variable

causes a change in another variable.

1.5 Marketing Research and its Management

Marketing research is considered to be more applied in nature but equally

making use of the theoretical concepts. The following definitions explore the

various dimensions of marketing research.

Green & Tull define Marketing Research as:

The systematic and objective search for and analysis of information

relevant to the identification and solution of any problem in the field of

marketing.

This definition gives a broader meaning to marketing research as it lays

stress upon the systematic and objective analysis of information.

G. C. Beri defines marketing research as:

A systematic and objective study of problems pertaining to the marketing

of goods and services. It may be emphasised that it is not restricted to any

particular area of marketing but is applicable to all its phases and aspects.


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The most prevalent and widely practiced definition has been given by

American Marketing Association (AMA):Marketingresearch is the function which links the consumer; customer and

public to the marketer through informationinformation used to identify and

define marketing opportunities and problems; generate, refine, and evaluate

marketing action; monitor marketing performance; and improve

understanding of marketing as a process.

Zaltman & Burger (1975) define MR as:

The diagnosis of information needs and the selection of relevant

interrelated variables about which valid and reliable information is gathered,

recorded and analysed.

This particular definition lacks in the explanation regarding identification and

formulation of problems and setting objectives of research.

Marketing research is viewed as a systematic and objective process of

identifying and formulating the marketing problems, setting research

objectives and methods for collecting, editing, coding, tabulating, evaluating,

analysing, interpreting and presenting data in order to seek solutions for the

problems.

Thus, the role of research is to provide assistance to management for

decision-making. In other words, the research helps provide management tounderstand process and evaluate the required information in time so as to

facilitate effective and efficient decision-making through the application of

the fundamental concepts of research.


8. Marketing Research assist in decision making through systematic

collection and analysis of relevant _____________.

(a) Information

(b) Customers

(c) Product quality

(d) Customer loyalty

9. Marketing research is a systematic but subjective process. (True/False)

10. Marketing research provides assistance in managerial decision-

making. (True/False)


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1.6 Nature and Scope of Marketing Research

Marketing research serves two major functions, it not only providesinformation for short-term and long-term decision-making, but also

contributes to the new vistas of knowledge.

This problem-solving nature of marketing research helps in understanding

and analysing the complex and dynamic environment that affects the

demand, distributions and consumption pattern of the society.

Marketing research embraces all research activities that involve identifying

market potential for the new and existing products, forecasting the market

and sales trends and marketing mix-related research, wherein the past and

future trends for one's own company as well as of competitors are analysed

and interpreted.

As businesses expand further and further in international markets, the role

of timely and accurate marketing research to guide decision-making

becomes increasingly critical. Research to support international marketing

decisions has evolved over the past four decades and must change even

more to support firms in the 21st century.

Table 1.1 shows the evolutionary trends in MR. It is evident from the exhibit

that marketing research tools and techniques have changed considerably

from the 19th century to the 21st century.

Table 1.1: Evolutionary Trends in MR

Before1910

Only basic surveys and first hand observations

1910-1920 Sales and cost

1920-1930 Survey methods and questionnaire design

1930-1940 Store audit methods and quota sampling

1940-1950 Probability sampling

Regression methods

Consumer and store panels

1950-1960 Motivation research

Operation researchMultiple regression and attitude measuring Techniques

1960-1970 Factor analysis

Discriminate analysis

Scaling techniques


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1970-1980 Multi attribute models

Test marketing laboratories1980-1990 Advanced mathematical models

1990-2000 Computer-aided decision-making and planning models

2000-2006 Use of a combination of computer-aided

Intelligence system and MR tools and techniques

Source:Kapoor, Avinash. and Kulshreshta, Chinmaya. Marketing Research. Excel

Books, New Delhi


11. Marketing research provides information for short-term decision-making

only. (True/False)

12. Marketing research is problem-solving in nature. (True/False)

1.7 Marketing Research in the 21st Century (Indian Scenario)

Companies that have prepared themselves to compete in the 21st century

face the daunting task of making strategies that anticipate and respond to

the swift pace of change in global markets.

Due to this, their information needs are also changing and becoming ever

more complex and assorted. Timely and relevant information is crucial to

provide an adequate basis for day-to-day decision-making. Information is

also needed to chart the firm's path in an increasingly fast paced, unstable

and competitive environment.

Information needs of both the producers and consumers are changing in

developed and developing countries alike. Established markets in

industrialised economies are becoming more geographically integrated as

direct vertical links and information flows are established between

customers, retailers and suppliers.

Due to this, there is an emerging need to conduct research that spans

country boundaries. It is needed to identify regional or global market

segments, or to observe opportunities for integrating and better coordinating

strategies across national boundaries.

Simultaneously, speedy collection and interpretation of results from multiple

and geographically diverse sources become crucial so as to predict market

change and formulate an effective response strategy.


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As companies look to expand their operations beyond national boundaries

to take advantage of growing opportunities, they need to collect informationfrom a broader and more diverse range of markets.

This would require conducting research in unfamiliar and distant markets

like the ones in the Far East, the Middle East, Latin America and Africa.

This, in turn, poses a number of challenges, not only in collecting precise

and reliable information on existing behaviour patterns in a prompt and cost

effective manner, but also in forecasting response to new and unfamiliar

stimuli, and interpreting the implications for marketing strategy.

Advances in technology not only facilitate collection of data but also makes

more complex collection of data easier. The growth and increasingtechnological superiority of the communication infrastructure enable data

collection on a much broader and diverse geographic scale and with greater

speed that was previously unthinkable.

But given this, management has to master the use of these tools and

understand their inherent limitations and biases.

In India, the companies are fast realising the importance of marketing

research. The managers are increasingly using marketing research to

identify consumers that comprise present and potential markets. It is also

being used to find out the buying habits and patterns of consumption of the

Indian buyers. Managers also use MR to find the size and location of

different markets, not only in India but also overseas.

Examples of Marketing Research in India are

HUL used marketing research to find out a suitable brand name for its

food category and name the category, Annapurna.

Indian marketing research firm Indian Council for Marketing Research

conducted customer perception study for Grohe India Pvt. Ltd. The

study was carried out in 17 cities across India to gage the perception of

Grohesproducts amongst its customers and dealers.

Airtel conducted an ITR (Intension to Recommend) study to o

understand the brand recommended among the various retail outlets.

One of the prime objective of the study was to conduct ITR study for


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various outlets in 5 zones; Hyderabad, Warangal. Vijayawada,

Vishakhapatnam and Tirupati Punjab National Bank (PNB), conducted a benchmarking study. The

main objective of the study was to benchmark the services provided by

Punjab National Bank vis--vis their competitors and gauge the

satisfaction for the same. This study covered 10 PNB branches, 4 other

nationalised bank branches, 4 Indian private banks and 4 foreign private

banks. In this study, the quality of services of all the bank branches was

compared. It was conducted through random sampling of the target

segment and interviewing them with a structured questionnaire. This

was Delhi NCR based study.

Implications

The striking changes in the global environment along with technological

advances in data collection, analysis and dissemination imply that

researchers have to broaden their capabilities in order to design, implement

and interpret research in the 21st century.

As research efforts are aligned to match markets with the highest market

potential, researchers will need to develop the capabilities and skills to

conduct and design research in these environments (Barnard, 1997).

Modern tools that incorporate the latest technology will need to be practiced.

Also, the creative approaches to understand behaviour in differing culturalcontexts need to be developed.

In addition to these, the ability to interpret and integrate complex data from

diverse sources and environments will also be crucial in order to provide

meaningful recommendations for the firm's global marketing strategy.


13. HUL used marketing research to find out a suitable brand name for its

food category and name the category, _____________ .

(a) Apurva

(b) Annapurna(c) Anupma

(d) Attipurna

14. Marketing research has gained importance due to the changing

____________ needs of people.


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15. Advances in ___________ has made data collection and interpretation a

lot easier.

1.8 Marketing Research: Value and Cost of Information

Before conducting marketing research, the company has to be aware of its

utility. If the company officials feel that the marketing research would not be

helpful for generating MIS and thus, in decision-making, the very idea of

marketing research should be dropped.

Further, a decision to undertake research also involves choosing one

among many alternative research designs or simply deciding about the

budget in order to expand and draw the research programme of the firm.

Although various decision-making models like maximin, minimax, regret and

Laplace are used for taking decisions under uncertainty; only the Bayesian

model finds its application for evaluating marketing research as new

information supplying and cost involving activity. The Bayesian Model, a

graphical model, is a probabilistic model for which a graph denotes the

conditional independence structure between random variables. They are

commonly used in probability theory, statistics particularly Bayesian

statisticsand machine learning. Bayesian model selection uses the rules

of probability theory to select among different hypotheses.

There are other non-Bayesian techniques that are used to work out thevalue of information sought through marketing research. Some of them are

as follows:

Cost Benefit Analysis:This technique helps work out cost benefit and

thus, helps in determining the value and significance of the research.

Present Value (PV) Method: Here, research expenses are treated as

investments. This approach is applicable to individual projects and a

total marketing research effort by an organisation. The incremental cash

benefits expected over the life of the investment are discounted by the

marginal cost of capital.

Return on Investment:It views research as an investment but return on

this investment is only calculated after the research is over.


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Saving Method: Here, the technique lies in estimating accurately the

cost of making incorrect decisions and the probability of making wrongdecisions.

Cost of conducting research

When the research is conducted by an advertising agency or a consulting

firm, there is no difficulty in determining the cost as it is the price asked by

the agency. But if the same is to be conducted in house then there must be

an accurate and specific research plan to determine the relevant cost

categories likes the cost of purchasing material, subcontracting etc. Usually,

there are two cost categories; one is operational cost and the other is time

cost.

Figure 1.1 depicts the specimen of research proposal form along with the

details of total estimated budget.

Specimen Research Proposal Form

1) Names of the Principal Investigators:

2) Project Co-Investigators (if any):

3) Title of the Project:

4) Project Schedule

a. Project Start Date

b. Closing Date

5) Project Description

(Attach objectives, methodology and intended outcomes)

6) Budgetary Details

Figure 1.1: Proposal Form Specimen


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Sr. No. Activity Amount in Rs.

1. Salary for Research AssistantsNumber of staff .

Duration of engagement

Salary per month .

Total Salary

2. Cost for data collection, conducting survey, designingquestionnaire

3. Charges for photocopying, printing, binding and secretarialservices

4. Communication charges for the use of telephone/fax

5. Travelling expenses including TA/DA and other conveyancecharges as applicable

6. Local conveyance charges

7. Charges for the use of computer and other facilities

8. Any other (please specify)

Total Budgeted Amount

Source:Kapoor, Avinash. and Kulshreshta, Chinmaya. Marketing Research. Excel

Books, New Delhi

Figure 1.2: Proposal Form for Total Estimated Budget

Activity 2

Mr. Sharma who runs a media house hires Mr. Bhatnagar, a qualified

business management graduate, to expand his marketing activities. Most

of the current employees of the media house are qualified journalists.

During their review meeting, Mr. Bhatnagar says that "the company

should be involved in the market research to get a better perspective for

the business.

On hearing this, Mr. Sharma smilingly asks him to submit a formal

detailed research proposal with SWOT analysis for the same.

Considering yourself to be in place of Mr. Bhatnagar, develop a research

proposal for the above media house.


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16. The basic idea behind every marketing research is that it should aid indecision-making. (True/False)

17. Marketing research costs can be categorised into two categories,

operational costs and _____________ costs.

1.9 Summary

Let us recapitulate the important concepts discussed in this unit:

Research is a systematic and intensive study undertaken to address the

fundamental questions or find a solution to the existing problems.

A research starts with a question or a problem and requires collection

and interpretation of data.

There are various types of research. Some of them are:

Theoretical/Fundamental/Pure research, Applied or decisional research,

Conceptual research, Historical research, Action research, Library

research, Ex-post-facto research, Exploratory research, Descriptive

research and Causal research.

Marketing research is considered to be more applied in nature but is

equally making use of the theoretical concepts.

Marketing research has two major functions: one, it provides information

for short-term and long-term decision-making, and two, it contributes tothe new vistas of knowledge.

As the information needs are changing in both developed and

developing countries, marketing research is growing in importance.

The very idea of marketing research should be dropped if the company

is not fully aware of the utility of marketing research and it thinks that the

marketing research would not be helpful for generating MIS and thus, in

decision-making.

1.10 Glossary

Applied research:It is a form of systematic inquiry involving the practical

application of science.

Causal research :The investigation into an issue or topic that looks at the

effect of one thing or variable on another.


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Exploratory research: investigation into a problem or situation which

provides insights to the researcher.Ex-post-facto: It is a Latin expression that literally translates to mean

something that occurs after the fact.

Marketing research: It is the systematic and objective search for and

analysis of information relevant to the identification and solution of any

problem in the field of marketing.

Research: A detailed study of a subject, especially in order to discover

(new) information or reach a (new) understanding.

1.11 Terminal Questions

1. What do you mean by research? State some of its characteristics.

2. Differentiate between pure and applied research.

3. What is causal research? Give examples to explain your answer.

4. Define marketing research. Briefly explain its nature and scope.

5. Why has marketing research gained importance in the 21st century?

6. How can you find out the value of information?

1.12 Answers


1. True2. Scientific

3. False

4. Cyclic

5. (a)

6. (b)

7. Causal

8. (a)

9. False

10. True

11. False12. True

13. (b)

14. Information

15. Technology


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Participants were given disposable cameras to take photographs ahead of

the groups; these were used, with other materials, to create collagesillustrating what makes them happy or sad and what it means to be

young and living in their country. A self-completion questionnaire provided

data on favourite pastimes, music and media stars, sports teams and so on,

and awareness, usage and preferences of brands.

On clothing, for example, valuable insight was gained on the rationale

behind both aspirational desires and actual behaviour. Male participants

aspired to the most obviously status-giving brands, the opulent and clearly

expensive (Versace, Armani), reflecting their desire to buy into a world of

success, money and power that everyone (they feel) would appreciate.

Female participants, however, were far more interested in standing out from

the crowd. They were attracted to the non-mainstream brands which also

came with their own strong set of values (e.g. Mambo, Stussy), as well as

the more expensive (e.g. Prada and Gucci). What was especially interesting

to the researchers was the way that these girls wore brands, mixing and

matching, personalising their outfits.

As both the boys and girls matured and their repertoire of brands and their

financial status grew, they were more inclined to temper their deals. They

moved towards the more High Street designer brands of Diesel, Calvin

Klein, Ralph Lauren and DKNY and older stores such as Next and Gap.Discussion Questions

1. What is the purpose of research study done by the marketing researcher

in the above case?

2. Is the research study Qualitative or Quantitative in nature?

3. What is the interesting thing in the study found by the researcher in the

case?

4. Which types of brands are mostly preferred by the young generation in

this study?

Source: Malhotra, N. and D. Birks. (2003). Marketing Research: An Applied

Approach. London: Prentice Hall

References:

Malhotra, Naresh K. and Dash, Satyabhusan. (2010). Marketing

Research: An Applied Orientation. India: Pearson Education.


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Kulkarni, M.V. (2004). Marketing Research. India: Everest Publishing

House. Bahuguna, Pallavi. (2011). Marketing Research.India: Centrum Press

E-references:

http://suite101.com/article/what-is-market-research-a165313/. Retrieved

on 16 June 2012, Time 11:00 AM.

http://sbinfocanada.about.com/cs/marketing/a/marketresearch_2.htm/.

Retrieved on 18 June 2012, Time: 11:50 AM.

http://www.managementstudyguide.com/marketing_research.htm/.

Retrieved on 18 June 2012, Time 04: 15 PM.

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