Marketing Research and Information System: Research Process and Report Writing Questions

Question 1

Define marketing research.

Accepted Answer

Marketing research is the systematic design, collection, analysis and reporting of data relevant to a marketing problem.

Question 2

What is MIS in marketing?

Accepted Answer

MIS is a system that collects, stores, analyses and provides marketing information to managers continuously for decision-making.

Question 3

State one source of secondary data.

Accepted Answer

Government reports and published industry reports are sources of secondary data.

Question 4

What is a sample?

Accepted Answer

A sample is a smaller group selected from the population for the purpose of the study.

Question 5

What is a questionnaire?

Accepted Answer

A questionnaire is a structured set of questions used to collect information from respondents.

Question 6

What is exploratory research?

Accepted Answer

Exploratory research is conducted to understand a problem and generate ideas or hypotheses.

Question 7

Explain the importance of marketing research (any three points).

Accepted Answer

Marketing research is important because it:
1) Identifies customer needs and market opportunities for better product decisions.
2) Reduces decision risk by providing reliable data for pricing, promotion and distribution choices.
3) Measures customer satisfaction and brand image to improve performance.

It also supports segmentation/targeting and helps evaluate marketing campaigns.

Question 8

Differentiate between primary data and secondary data.

Accepted Answer

Primary data: collected first-hand for a specific study (surveys, interviews, observation). It is more relevant but time-consuming and costly.

Secondary data: already available data collected earlier (company records, websites, government reports). It is cheaper and faster but may not perfectly fit the research problem.

Researchers often use secondary data first and then collect primary data if needed.

Question 9

Explain marketing research process (any six steps).

Accepted Answer

Marketing research process includes (any six):
1) Define the problem and objectives.
2) Develop research plan (data sources and method).
3) Design research (questionnaire, sampling).
4) Data collection (fieldwork).
5) Data processing and analysis.
6) Interpretation of findings.
7) Report writing and recommendations.

Clear problem definition is critical because it guides all later steps.

Question 10

Explain sampling and mention probability and non-probability sampling (brief).

Accepted Answer

Sampling is selecting a representative subset (sample) from the population to study, saving time and cost.

Probability sampling: each unit has a known chance of selection (simple random, stratified). It is more representative.

Non-probability sampling: chance is unknown (convenience, judgment, quota). It is easier but may be biased.

Choice depends on time, budget and accuracy required.

Question 11

Explain questionnaire design guidelines (any three).

Accepted Answer

Good questionnaire design guidelines (any three):
1) Keep questions simple, clear and unambiguous.
2) Avoid leading and double-barrel questions to reduce bias.
3) Arrange questions logically (general to specific) and keep it short to avoid fatigue.

Also, use appropriate scales (Likert) and pre-test (pilot) before final survey.

Question 12

Differentiate between marketing research and marketing information system (MIS).

Accepted Answer

Marketing research is a project-based activity done to solve a specific problem (temporary, report output).

MIS is an ongoing system that continuously provides regular marketing information using internal records, intelligence, research and analytics (permanent).

So, marketing research is one component of MIS.

Question 13

Explain the marketing research process in detail and state the role of each step.

Accepted Answer

Marketing research process is a systematic approach to solve marketing problems using data. Steps with role:

1) Problem definition and objectives
- Identify the decision problem (e.g., sales decline) and set clear objectives (what to find).
- This step is critical because wrong problem definition leads to wrong research.

2) Research plan and design
- Decide data sources (primary/secondary), method (survey/observation/interview), research design (exploratory/descriptive/causal).
- Select sample plan and decide tools like questionnaire.

3) Data collection (fieldwork)
- Collect data accurately from respondents/markets using chosen method.
- Ensure ethics, trained investigators, and quality checks.

4) Data processing and analysis
- Edit, code, tabulate and analyse data (percentages, averages, charts).
- Convert raw data into meaningful findings.

5) Interpretation and conclusions
- Relate results to objectives and explain what findings mean for the business.

6) Report writing and recommendations
- Prepare report with methodology, findings, conclusions and actionable recommendations.
- Management uses it for decisions (pricing change, product improvement, campaign redesign).

Thus, each step ensures research is reliable, relevant and useful for decision-making.

Question 14

Describe sampling in marketing research. Explain probability and non-probability sampling with examples.

Accepted Answer

Sampling means selecting a subset of units from a population to represent the whole, because studying every unit is costly and time-consuming.

Key terms:
- Population/universe: total group (all customers in a city).
- Sample: selected part (200 customers).

1) Probability sampling (random sampling)
- Each unit has a known and non-zero chance of selection.
- Examples: 
  - Simple random sampling: every customer has equal chance.
  - Stratified sampling: divide population into strata (age groups) and sample from each.
- Advantages: more representative and allows statistical inference.
- Limitation: requires sampling frame and may be costlier.

2) Non-probability sampling
- Chance of selection is not known.
- Examples:
  - Convenience sampling: interview whoever is easily available (mall intercept).
  - Judgment sampling: researcher selects typical respondents.
  - Quota sampling: fixed quotas for groups (50 males, 50 females).
- Advantages: faster, cheaper.
- Limitation: higher risk of bias, less generalisable.

Thus, probability sampling is preferred for accuracy, while non-probability is used when time/budget is limited.

Question 15

Explain research report writing. Give the structure of a good marketing research report and key writing tips.

Accepted Answer

A marketing research report presents the study process, findings and recommendations in a clear form for management decisions.

Structure of a good report:
1) Title page and executive summary (key findings and recommendations).
2) Background and problem statement.
3) Objectives and scope of the study.
4) Research methodology: design, data sources, sample size, sampling method, tools (questionnaire).
5) Analysis and findings: tables/graphs, interpretation.
6) Conclusions (what the results mean).
7) Recommendations (actionable steps).
8) Limitations of the study.
9) Annexures/appendices: questionnaire, detailed tables, references.

Writing tips:
- Use simple language; avoid technical jargon unless needed.
- Support conclusions with data (numbers/tables).
- Keep recommendations practical and linked to objectives.
- Use charts for quick understanding and highlight key insights.

Thus, a well-structured report converts research into managerial action.

Marketing Research and Information System: Research Process and Report Writing

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