Module-2

Marketing Research Projects

Dr Somashekhar I C, VVCE, Mysuru 1

 MODULE 2: Marketing Research Projects
• Design and implementation of Marketing Research Projects, defining
research questions, identifying respondents, sampling accuracy and
sufficiency. Issues around studying human subjects.
• Marketing Decision Support System-Meaning, Use of Decision Support
Systems in Marketing Research, Data base & Data warehousing. The three
Vs: Volume, Velocity & Variety, The Fourth V: Value. Elements of data
base, types of data base, using marketing data base for marketing
intelligence, ways to gather consumer data.
MODULE 2: Marketing Research Projects
• Design and implementation of marketing research projects; defining
research problems and questions; sampling design – probability vs
non-probability, sampling adequacy, and sufficiency; Questionnaire
development and pilot testing; ethical considerations;
• Marketing decision support systems – definition, structure, and
application; database management and data warehousing; the 4Vs of
Big Data – Volume, Velocity, Variety, and Value; components and
usage of marketing databases for intelligence generation; techniques
to gather consumer data effectively. Data quality assurance including
reliability, validity, and bias minimization. Emerging digital data
sources: social media analytics, clickstream data, and IoT-based
consumer insights.
Dr Somashekhar I C, VVCE, Mysuru 3
Marketing Research
Process
Statement of
Problem Objectives, Research Design
Definition Scope and Choices
Hypotheses

Selecting a Data
Identifying Data
Collection Sampling
sources
Method

Data Report
Preparation and Preparation and
Analysis Presentation

Dr Somashekhar I C, VVCE, Mysuru 4

 Marketing Research Project
•Marketing Research Project means a discrete scientific
endeavour to answer a research question or a set of
research questions.
•A Research Project must include a description of a defined
protocol, clearly articulated goal(s), defined methods and
outputs, and a defined start and end date.
•Marketing research projects are necessary to understand
current market trends and create relevant products or
services to meet consumer demand
Dr Somashekhar I C, VVCE, Mysuru 5
 Features of a Good Research Design
1. Objectivity
2. Reliability
3. Validity
4. Generalizability
5. Sufficient information
6. Other features

Dr Somashekhar I C, VVCE, Mysuru 6

 Design of Marketing Research Projects
Research design is a set of advance decisions that make up the
master plan specifying the methods and procedures for collecting
and analysing data.

Three types : Exploratory, descriptive and causal

(experimental)designs

Dr Somashekhar I C, VVCE, Mysuru 7

Exploratory Research is used in a number of
situations
• Gain background information
• Define Terms
• Clarify Problems and Hypotheses
• Establish Research Priorities

Methods of Conducting Exploratory Research:

• Secondary Data Analysis
• Experience Surveys
• Case Analysis
• Focus Groups
• Projective Techniques
Dr Somashekhar I C, VVCE, Mysuru 8
 Descriptive Research
It provides answers to questions such as who, what,
where, where and how, as they are related to the
research problem
Classification of Descriptive Research Studies
•Cross-sectional studies
•Longitudinal studies

Dr Somashekhar I C, VVCE, Mysuru 9

 Experiment / Causal
It is defined as manipulating an independent variable to see how it affects a
dependent variable, while also controlling the effects of additional
extraneous variables.
Types of experiments
• Laboratory experiments
• Field experiments
• Test Marketing
o Standard test market
o Controlled test markets
o Simulated test markets

Dr Somashekhar I C, VVCE, Mysuru 10

 Steps in the Marketing Research design Process
1. Defining Research Problem.
2. Assessing the value of information
3. Selecting the approach for data collection
4. Selecting the measurement technique
5. Sample selection
6. Selecting the model of analysis
7. Evaluating the ethics of the research
8. Estimating time and financial requirements
9. Preparing the research proposal

Dr Somashekhar I C, VVCE, Mysuru 11

Market Research Implementation

Dr Somashekhar I C, VVCE, Mysuru 12

 Objectives of Marketing Research Project
I. Administrative: Help a company or business development, through
proper planning, organization, and both human and material
resources control, and thus satisfy all specific needs within the
market, at the right time.
II. Social: Satisfy customer’s specific needs through a required
product or service. The product or service should comply with the
requirements and preferences of a customer when it’s consumed.
III. Economical: Determine the economical degree of success or failure
a company can have while being new to the market, or otherwise
introducing new products or services, and thus providing certainty
to all actions to be implemented.

Dr Somashekhar I C, VVCE, Mysuru 13

 Defining the Research Problem
What is a Research Problem?
• Refers to some difficulty which a researcher experiences in the
context of either a theoretical or practical situation and wants to
obtain a solution for the same.
Components of a Research Problem
• Individual or Group which has some difficulty or the problem.
• Some objective
• Alternative course of action oriented objective
• Doubt in the mind of a researcher with regard to the selection of
alternatives
Dr Somashekhar I C, VVCE, Mysuru 14
[Link] of Social Media Influencers on Consumer Purchase Decisions.
[Link] Role of Gamification in Enhancing Customer Engagement.
[Link] Differences in Online Shopping Behavior.
[Link] Effect of Brand Transparency on Customer Loyalty.
[Link] Consumer Behavior Towards Sustainable Products.

Digital Marketing
1. Effectiveness of AI-driven Chatbots in Enhancing Customer Experience.
2. Evaluating the ROI of Influencer Marketing Campaigns.
3. The Role of Personalization in Email Marketing Success.
4. Impact of Programmatic Advertising on Brand Awareness.
5. Comparative Analysis of Organic vs. Paid Social Media Marketing.

Market Trends and Strategies

1. Understanding the Role of Nostalgia Marketing in Building Brand Connections.
2. Impact of Dynamic Pricing on Consumer Perception and Behavior.
3. Effectiveness of Cause-Related Marketing in Driving Brand Advocacy.
4. The Role of Experiential Marketing in Building Brand Loyalty.
5. Trends in Subscription-based Business Models Across Industries.

Technology and Innovation

1. Impact of Virtual Reality on Consumer Engagement in Retail.
2. Adoption of IoT in Enhancing Customer Experience in the Banking Sector.
Dr Somashekhar I C, VVCE, Mysuru 15
 Selecting the Problem
The following points may be observed :
a) Subject which is overdone should not be normally chosen
b) Controversial subject should not become the choice of an average
researcher.
c) Too narrow or too vague problems should be avoided
d) Research should be familiar and feasible so that the related
research material or sources of research are within one’s reach
e) Importance of the subject, the qualifications and the training of a
researcher, the costs involved, the time factor are few other criteria
f) The selection of a problem must be preceded by a preliminary
study.
Dr Somashekhar I C, VVCE, Mysuru 16
 Necessity of Defining the Problem
The following questions crop up in the mind of the researcher
who can well plan his strategy and find answers to all such
questions only when the research problem has been well
define:
•What data are to be collected?
•What characteristics of data are relevant and need to be
studied?
•What relations are to be explored. What techniques are to
be used for the purpose?
Dr Somashekhar I C, VVCE, Mysuru 17
 Techniques Involved in Defining a Problem
1. Statement of the problem in a general way
2. Understanding the nature of the problem
3. Surveying the available literature
4. Developing the ideas through discussions and
5. Rephrasing the research problem into a
working proposition

Dr Somashekhar I C, VVCE, Mysuru 18

Steps to Developing a Good Research Question

Dr Somashekhar I C, VVCE, Mysuru 19

 What is a Research Question?
Fundamental Levels of Measurement in Market Research
Questions :
Four scales – Nominal, Ordinal, Interval and Ratio Scale
Types of questions - Dichotomous, Multiple choice, scale base

Service quality Dimensions : Assurance, Responsiveness, Empathy, Tangibility, Reliability

Dr Somashekhar I C, VVCE, Mysuru 20

What constitutes a good research question?
• The question is important and relevant.
• It is interesting to the researchers and others
• It is simple It is feasible, i.e. answerable within a set timeframe
• It is clear and succinct
• It is original, setting out to discover something new
• The answer will be of benefit and has implication to clinical practice
or advancement in science

Dr Somashekhar I C, VVCE, Mysuru 21

 Defining Research questions
Ex: Decline of sales

1. Management Question
What strategic actions can be implemented to address the declining sales of our products and
regain market share?
2. Research Question
What are the key factors contributing to the decline in sales of our products in the target
market?
3. Investigative Question
How do customer preferences, competitor activities, and pricing strategies affect the sales of
our products in the last quarter?
4. Measurement Question
What is the percentage change in customer satisfaction, market share, and sales volume over
the past six months?

Dr Somashekhar I C, VVCE, Mysuru 22

Types of Research Questions
•1) Quantitative research questions
•2) Qualitative research questions
•3) Mixed-methods studies

Dr Somashekhar I C, VVCE, Mysuru 23

 Sample Design and Sampling
Concept of Sampling
Sampling involves using a small number of items or
parts or portion of the population to make conclusions
regarding the whole population. Thus, the purpose of
sampling is to estimate some unknown characteristic of
the population.

Dr Somashekhar I C, VVCE, Mysuru 24

 Sample or Census
• A population is the aggregate of all the elements that share some
common set of characteristics and that comprise the universe for the
purpose of the marketing research problem.

• A sample, on the other hand, is a subgroup of the population selected

for participation in the study. Sample characteristics, called statistics,
are then used to make inferences about the population parameters.

Dr Somashekhar I C, VVCE, Mysuru 25

 Measures in Sampling
• Parameter: The actual characteristic of the population, the true value of which can
only be known by taking an error-free census
• Statistic: The estimate of a characteristic obtained from the sample Population
element refers to and individual member of the population.
• Census is an investigation of all the individual elements making up the population –
a total enumeration rather than selection of portion from the whole population.
• Sample: It is a small portion of the population, which possess the characteristics of
the population.
• Sampling frame – It is the enumerated list of target population elements that can
be identified and accessed for data collection.
• Sampling unit: A decision has to be taken concerning a sampling unit before
selecting
• Sample. Sampling unit may be a geographical one such as state, district, village, etc.,
or a construction unit such as house, flat, etc., or it may be a social unit such as
family, club, school, etc., or it mayDr be an individual.
Somashekhar I C, VVCE, Mysuru 26
The Sampling Design Process

Dr Somashekhar I C, VVCE, Mysuru 27

 The Sampling Design Process
1. Define the Target Population
• Target population, Element, Sampling unit
2. Determine the sampling frame
3. Select a sampling technique
• Probability & Non Probability

4. Determine the sample size

• The importance of the decision, The nature of the research, The number of variables, The
nature of the analysis, Sample sizes used in similar studies, Incidence rates, Completion
rates, and Resource constraints.
5. Execute the sampling process
6. Validate the sample

Dr Somashekhar I C, VVCE, Mysuru 28

 Classification of sampling techniques
1. Non-probability sampling
• Convenience Sampling
• Quota Sampling
• Judgment Sampling
• Snowball Sampling
3. Probability Sampling Techniques
• Simple Random Sampling
• Stratified Random Sampling
• Systematic Sampling
• Cluster Sampling
• Multistage Sampling
Dr Somashekhar I C, VVCE, Mysuru 29
 Determination of Sample Size
Statistical Determination of Sample Size
• Sampling Distribution of the Mean
• Extent of Error
• The Degree of Confidence
Non-statistical Determination of Sample Size
• Use Previous Sample Sizes
• Use “Typical” Sample Sizes
• Use a “Magic” Number
• Use Resource Simulations
• Ask an Expert

Dr Somashekhar I C, VVCE, Mysuru 30

 Sampling sufficiency
• The minimum sample size is 100
• A good maximum sample size is usually 10% as long as it does not
exceed 1000
• Choose a number between the minimum and maximum depending
on the situation

Dr Somashekhar I C, VVCE, Mysuru 31

 Factors influencing sample size
• Size of the universe
• Availability of resources
• Level of accuracy required
• Homogenity of heterogeneity of the universe
• Nature of study
• Attitude of respondents
• Degree of varibality

Dr Somashekhar I C, VVCE, Mysuru 32

• Choose a number closer to the minimum if:
• Presence of limited time and money.
• Need a rough estimate of the results.
• Planning to use a few large subgroups (e.g. males / females).
• If Most people will give similar answers.
• The decisions that will be made based on the results do not have
significant consequences.

• Choose a number closer to the maximum if:

• Presence of time and money to do it.
• It is very important to get accurate results.
• Divide the sample into many different groups during the analysis (e.g.
different age groups, socio-economic levels, etc).
• People are likely to give very different answers.
• The decisions that will be made based on the results of the survey are
important, expensive or have serious consequences

Dr Somashekhar I C, VVCE, Mysuru 33

Dr Somashekhar I C, VVCE, Mysuru 34
Dr Somashekhar I C, VVCE, Mysuru 35
 A classification of Marketing Research Data
Research Data

Secondary Data Primary Data

Qualitative Data Quantitative Data

Descriptive Causal

Observational and
Survey Data Experimental Data
other data
 A classification of Marketing Research Data
Research Data

Secondary Data Primary Data

Qualitative Data Quantitative Data

Descriptive Causal

Observational and
Survey Data Experimental Data
other data
 SAMPLE
QUESTIONNAIRES
SAMPLE QUESTIONNAIRES
A Study of Customer Retention as Adopted by Textile Retail Outlets
Note: Information gathered will be strictly confidential. We highly
appreciate your cooperation in this regard.
1. Name of the outlet:
2. Address:
3. Do you have regular customers?
Yes [ ] No [ ]
4. How often do your regular customers visit your outlet?
Weekly [ ] Once in a month [ ] Twice in a month [ ]
Once in 2 months [ ] 2 – 3 months [ ] Once in 6 months [ ]
[Link] you maintain any records of your regular customers?
Yes [ ] No [ ]
6. What percentage of your customers are regular? %[]
[Link] you think that we can use the above as a retention strategy of
customers for your outlets?
Yes [ ] No [ ]
[Link] are the different products that you handle in your outlets?
Formals[ ] Casuals/Kids wear [ ]
Ladies dress materials [ ] Sarees [ ] Others (Specify)
[Link] type of customers (socio-economic) visit your outlets?
Low income [ ] Middle income [ ] High income [ ]
10. Why do you think they come to your outlet?
Product variety [ ]
Price discount [ ]
Easy gain to products [ ]
Parking facility [ ]
Store layout [ ]
Others (Specify)
11. Rank the factors that influence customers to visit your outlet:
Credit facility [ ] Price discount [ ] Gifts [ ] Easy gain to products [ ]
Parking facility [ ] Store layout [ ] Product variety [ ]
Quality and reasonable price [ ] Others (Specify) ————————

12. What do customers expect from the retail outlet?

Credit facility [ ] Gift coupon [ ] Price discount [ ]
Price reduction easy accessibility of product [ ] Quality and reasonable
price [ ] Others (Specify) ————————————
13. Do you have any retention strategy adopted to keep in touch with the
customer?
Gifts on special occasion
(a) Birthday gift [ ] (b) Anniversary gift [ ]
(c) Festivals/Customer relationship [ ] Others (Specify) ——————
14. Which one do you think is most effective? Please rank them?
a) Birthday gift [ ] b) Anniversary gift [ ]
c) Festivals/Customer relationship [ ] Others (Specify) ——————

Thanking You for Sparing Your Valuable Time

A Study on Customer Preferences of P.C.
Date: Place:
Form No: [ ] [ ] [ ] [ ] [ ]
1. Personal Profile
(a)Name: [][][][][][][][][][][][][][][][][]
(b)Address: [][][][][][][][][][][][][][][][][]
[][][][][][][][][][][][][][][][][]
[][][][][][][][][][][][][][][][][]
(c) Sex: Male [ ] Female [ ]
(d)Age: [ ] [ ] years
(e)Occupation: Self-employed [ ] Professional [ ] Service [ ] Housewife [ ]
2. Do you own a P.C? Yes [ ] No [ ]
(a)If yes, whether: branded [ ] unbranded [ ]
(b)If no, do you plan to buy one? Near future [ ] Distant future [ ] Can’t say [ ]
(Less than 6 months) (Less than a year)
If so, whether: branded [ ] unbranded [ ]
3. What is the utility of the PC to you?
Education [ ] Business [ ] Infotainment [ ] Internet/Communication [ ]
4. What is the most important factor that matters while buying a PC?
Quality [ ] Price [ ] Service [ ] Finance facility [ ]
5. Before deciding on the vendor, which factor goes into your consideration?
Vendor’s Reputation [ ] Technical Expertise [ ] Client Base [ ]
 6. How did you come to know about the vendor?
Friendly / Family [ ] Press Ads[ ] Direct Mailers [ ] Reference Website [ ]
7. Which configuration would you decide on while buying a PC?
Standard [ ] Intermediate [ ] Latest / Advanced [ ]
8. In your PC, would you prefer? Conventional Design [ ] Innovative Design [ ]
• If new, why: New design distracts attention -
• New design means increased price -
• New design is hard to adapt -
• If Innovative, why? To create own identity
• Out of business need -
• Space management -
9. Rate the following four factors important for innovative design, starting with
the most preferred:
A) Size B) Shape C) Colour/ordinary D) Portability and Sturdiness
1. ————————————— 3. ———————————
2. ————————————— 4. ———————————
10. To what extent would the computer increase your
efficiency?
Negligible [ ] 20 – 40% [ ] 40 – 60% [ ] More [ ]
11. How many hours on an average per week would you use
your PC?
0 to 5 hours [ ] 6 to 12 hours [ ] 13 to 18 hours [ ] More
[]
12. While using your PC, most of the time would be for:
Education [ ] Accounting [ ] Net surfing [ ]
Correspondence [ ]
13. Remarks
—————————————————————————————
—————————————————————————————
—————————————————————————————
—————————————————————————————
————————————
Signature of the Respondent ——————————-
 MODULE 2 PART 2
–DECISION SUPPORT
SYSTEM

Dr Somashekhar I C, VVCE, Mysuru 45

•Marketing decision support systems – definition,
structure, and application; database management and
data warehousing; the 4Vs of Big Data – Volume,
Velocity, Variety, and Value; components and usage of
marketing databases for intelligence generation;
techniques to gather consumer data effectively. Data
quality assurance including reliability, validity, and bias
minimization. Emerging digital data sources: social
media analytics, clickstream data, and IoT-based
consumer insights.

Dr Somashekhar I C, VVCE, Mysuru 46

Marketing Decision Support System-
•Meaning
•Use of Decision Support Systems in Marketing
Research
•Data base & Data warehousing.
•The four Vs: Volume, Velocity & Varity, The Fourth
V: Value.
•Elements of data base, types of data base
•Using marketing data base for marketing intelligence,
•Ways to gather consumer data.
Dr Somashekhar I C, VVCE, Mysuru 47
 What is Decision Support System?

• A system which supports the process of decision-making is known as DSS.

• It helps in supporting only and not automating the process of decision making.
• A specialized MIS designed to support an executives’ skills at all stages of
decision making i.e. problem identification, selecting relevant data, picking the
approach to be used in decision making and evaluating the alternative courses
of action.
• A computerized program used to support determinations, judgments, and
courses of action in an organization or a business.

Dr Somashekhar I C, VVCE, Mysuru 48

• The information system assists the mid- and high-level management of an
organization by analyzing huge volumes of unstructured data and
accumulating information that can help to solve problems and help in
decision-making.
• DSS is part of daily operational activities instead of considering as a specialised
part of business.
EX: GPS route planning, Logistics systems, financial planning systems etc

Dr Somashekhar I C, VVCE, Mysuru 49

Dr Somashekhar I C, VVCE, Mysuru 50
 Types of Decision Support Systems
•Communication-driven (includes integrated tools such as
Microsoft teams, Workspace and Google Docs)
•Model-driven (Dicodess – an open-source model-driven DSS for
statistical/operations model)
•Knowledge-driven (solutions to situations using flow charts)
•Document-driven (SharePoint / Google drive)
•Data-driven (store and analyze internal and external data using
Tableau or Power Bi)
Dr Somashekhar I C, VVCE, Mysuru 51
Decision Support Systems across various domains:

Healthcare Decision Support System:

• Example: Clinical Decision Support Systems (CDSS) that help healthcare professionals in diagnosing diseases and recommending
treatment options based on patient data and medical knowledge.

Financial Decision Support System:

• Example: Financial modeling tools that provide insights into investment scenarios, risk analysis, and financial forecasting to aid
investment decisions.

Business Intelligence System:

• Example: Tableau, Power BI, and QlikView are tools that help businesses visualize and analyze their data, enabling data-driven
decision-making.

Supply Chain Decision Support System:

• Example: Systems that use data analytics to optimize supply chain operations, such as inventory management, demand forecasting,
and logistics planning.

Educational Decision Support System:

• Example: Learning Management Systems (LMS) that offer analytics and reporting functionalities to educators for tracking student
performance and adjusting teaching strategies.

Dr Somashekhar I C, VVCE, Mysuru 52

Marketing Decision Support System:

• Example: Marketing analytics tools that leverage data to provide insights into customer behavior, market trends, and the
effectiveness of marketing campaigns.

Human Resources Decision Support System:

• Example: HR analytics platforms that assist in workforce planning, talent management, and employee performance analysis.

Agricultural Decision Support System:

• Example: Systems that use weather data, soil information, and crop models to assist farmers in making decisions about planting,
irrigation, and pest control.

These examples showcase the diverse applications of Decision Support Systems across different industries
and sectors. They leverage data, analytics, and modeling to enhance decision-making processes.

Dr Somashekhar I C, VVCE, Mysuru 53

 Marketing Decision Support System (MDSS)
(MKDSS)

• It can be understood as a group of MIS fundamental applications that

include various computer oriented models, methods and tools for
providing support to the process of marketing decision.
• It supports – planning strategy of software vendor essential for
marketing products.
• It is a decision support system for marketing activity. The system is
used to help businesses explore different scenarios by manipulating
already collected data from the past events.
• It consists of information technology, marketing data, systems tools,
and modeling capabilities that enable it to provide predicted
outcomes from different scenarios and marketing strategies.
Dr Somashekhar I C, VVCE, Mysuru 54
 APPLICATIONS OF MDSS
• Customer Relationship Management (CRM) Systems:
Example: Salesforce, HubSpot, or Zoho CRM provide tools for managing customer data, analyzing customer
interactions, and optimizing marketing strategies based on customer insights.
• Marketing Analytics Platforms:
Example: Google Analytics, Adobe Analytics, or Mixpanel offer comprehensive analytics to track website
traffic, user behavior, and campaign performance, aiding marketers in optimizing their digital marketing
efforts.
• Social Media Analytics Tools:
Example: Hootsuite, Sprout Social, or Brandwatch provide analytics on social media engagement, audience
demographics, and sentiment analysis to guide social media marketing strategies.
• Email Marketing Platforms:
Example: Mailchimp, Constant Contact, or HubSpot Email Marketing offer analytics features to track email
campaign performance, including open rates, click-through rates, and conversion metrics.
• Marketing Automation Systems:
Example: Marketo, Eloqua, or Pardot automate marketing processes and provide insights into lead
generation, nurturing, and conversion, improving overall marketing efficiency.

Dr Somashekhar I C, VVCE, Mysuru 55

• Predictive Analytics Tools:
• Example: IBM Watson Analytics, RapidMiner, or Alteryx use predictive modeling to
forecast trends, customer behavior, and market changes, assisting marketers in
proactive decision-making.
• Ad Campaign Management Platforms:
• Example: Google Ads, Facebook Ads Manager, or Display & Video 360 offer tools for
managing and optimizing online advertising campaigns, with detailed analytics on ad
performance.
• Market Research Platforms:
• Example: Nielsen, Ipsos, or SurveyMonkey enable marketers to conduct market
research, gather consumer insights, and make data-driven decisions based on market
trends and consumer preferences.
• Competitor Analysis Tools:
• Example: SEMrush, Ahrefs, or SimilarWeb provide insights into competitor strategies,
website traffic, and keyword performance, aiding marketers in benchmarking and
adjusting their own strategies.
• Retail Analytics Systems:
• Example: POS (Point of Sale) analytics systems help retailers analyze sales data,
customer purchasing patterns, and inventory turnover, supporting strategic marketing
decisions.
Dr Somashekhar I C, VVCE, Mysuru 56
• These Marketing Decision Support Systems contribute to more effective and
Dr Somashekhar I C, VVCE, Mysuru 57
 Use of Decision Support Systems in Marketing
Research
Decisions supporting systems can be used in marketing Research following
ways:
• Data Collection and Management
• Market Analysis
• Forecasting and Predictive Analytics
• Decision Modeling and Simulation
• Campaign Management
• Customer Relationship Management (CRM)
• Strategic Planning and Decision-Making

Dr Somashekhar I C, VVCE, Mysuru 58

 Advantages of MDSS Disadvantages of MDSS
• Assists in solving marketing • Monetary cost
decisions • Overstress decision making
• Improves effectiveness • Assumption of relevance
• Removes human • Transfer of power
interference
• Unanticipated effects
• Focus on problem solving
• False belief in objectivity
• Overall improved
performance • Status reduction perception

Dr Somashekhar I C, VVCE, Mysuru 59

 Data base Management
• A collection of raw data arranged logically and organized in a form that can be
stored and processed by a computer.
• Database management is the process of efficiently storing, organizing,
maintaining, and retrieving data using a database system so that the data is
accurate, secure, and easily accessible when needed.
• In simple words, database management is about handling large amounts of data
in a proper way so that information can be saved, updated, searched, and used
without confusion or data loss.
Ex:
• Online telephone directory,
• Facebook database
• Employee database
• Customer database
• Adhaar Database
• Social Security Number

Dr Somashekhar I C, VVCE, Mysuru 60

 Types of DBMS
1) Hierarchical - this type of DBMS employs the "parent-child" relationship of storing data. This type of
DBMS is rarely used nowadays. Its structure is like a tree with nodes representing records and branches
representing fields. The windows registry used in Windows 11 (2021) is an example of a hierarchical
database. Configuration settings are stored as tree structures with nodes.
2) Network DBMS - this type of DBMS supports many-to many relations. This usually results in complex
database structures. RDM Server is an example of a database management system that implements the
network model.
3) Relational DBMS - this type of DBMS defines database relationships in form of tables, also known as
relations. Unlike network DBMS, RDBMS does not support many to many relationships. Relational DBMS
usually have pre-defined data types that they can support. This is the most popular DBMS type in the
market. Examples of relational database management systems include MySQL, Oracle, and Microsoft SQL
Server database.
4) Object Oriented Relation DBMS - this type supports storage of new data types. The data to be stored is
in form of objects. The objects to be stored in the database have attributes (i.e. gender, ager) and methods
that define what to do with the data. PostgreSQL is an example of an object oriented relational DBMS.

Dr Somashekhar I C, VVCE, Mysuru 61

 Data Warehousing
Data warehousing is the process of constructing and using a data
warehouse.
Data warehouse:
A data warehouse is constructed by integrating data from multiple
heterogeneous sources that support analytical reporting, structured
and/or ad hoc queries, and decision making.

Dr Somashekhar I C, VVCE, Mysuru 62

 Advantages of Data Warehouse
• It allows business users to quickly access critical data from some sources all in one
place.
• It provides consistent information on various cross-functional activities.
• It is also supporting ad-hoc reporting and query.
• It helps to integrate many sources of data to reduce stress on the production
system.
• it helps to reduce total turnaround time for analysis and reporting.
• Restructuring and Integration make it easier for the user to use for reporting and
analysis.
• It allows users to access critical data from the number of sources in a
single place. Therefore, it saves user's time of retrieving data from multiple sources
• It stores a large amount of historical data. This helps users to analyze different time
periods and trends to make future predictions.
Dr Somashekhar I C, VVCE, Mysuru 63
 Big Data
• Big Data is a collection of data that is huge in volume, yet growing exponentially
with time.
• It is a data with so large size and complexity that none of traditional data
management tools can store it or process it efficiently.
• Big data refers to the large volume, variety, and velocity of data that
organizations deal with on a daily basis. Managing and extracting valuable
insights from such massive datasets can be challenging using traditional
data processing tools.
Ex: (a) Tracking consumer behavior and shopping habits to deliver
hyper-personalized retail product recommendations tailored to individual customers.
(b) Monitoring payment patterns and analyzing them against historical customer
activity to detect fraud in real time.
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 Big data is typically characterized by the three Vs:
1. Volume: This refers to the sheer size of the data generated or collected by
organizations. Big data datasets can range from terabytes to petabytes and beyond.
2. Velocity: This refers to the speed at which data is generated, processed, and
analyzed. In many cases, big data is generated in real-time or near-real-time,
requiring rapid processing and analysis.
3. Variety: Big data comes in various formats, including structured data (such as
databases and spreadsheets), unstructured data (such as text documents, images,
and videos), and semi-structured data (such as JSON or XML files). The diversity of
data types adds complexity to the processing and analysis of big data.
• In addition to the three Vs, two more Vs are sometimes added to the definition of big
data:
4. Value: The ultimate goal of big data is to extract meaningful insights and value from
the vast amount of information. Organizations aim to turn raw data into actionable
intelligence that can lead to better decision-making and improved business
outcomes.
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 Marketing Database – Meaning (context)

• A marketing database is a structured collection of customer-related

data used by organizations to understand customer behavior,
preferences, and market trends, and to support informed marketing
decisions.

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Usage of Marketing Databases for Intelligence Generation

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 Consumer /Customer Data
Consumer Data & • Customer data is the behavioural, demographic and personal
information about customers collected by businesses and
Ways to gather marketing companies to understand, communicate and engage
with customers.
consumer data • Types of Customer Data

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1) Personal Data
a) Personally Identifiable Information (PII)
(i) Linked Information : Linked information is information that can be
used to identify an individual without requiring additional
information/data point. Examples : [Link] name , 2. Physical address
3. Email address 4. Login details , 5. Driver’s license number
(ii) Linkable Information: Linkable information is any information that can’t
identify a person on its own, but it can do so when it’s clubbed with
another piece of information. Examples of
• linkable information include:
1. First or last name , 2. Location — Country, state, city, ZIP code , 3. Gender, 4. Race
and ethnicity, 5. Age group, 6. Job details
b) Non-Personally Identifiable Information (Non-PII): Non-PII is the
opposite of PII, which is anonymous information and can’t be used to identify
any one person.
Examples of non-PII include: 1. IP address , 2. Cookies, 3. Device IDs

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3. Behavioural Data
Behavioural data helps you uncover underlying patterns that your customers reveal during their purchase
journey. Engagement data may or may not be a part of behavioral data. Here’s how you can gather this data:
1. Transactional Data: Subscription details, Purchase details, Previous purchases, Average order value, Cart
abandonment data, Average customer lifetime value, Customer loyalty program details, etc.
2. Product Usage: Repeated actions, Feature usage, Feature duration, Task completion, Devices, etc.
3. Qualitative Data: User attention, Heatmaps (clicks, scroll, mouse movement data), etc.

4. Attitudinal Data:
Attitudinal data is driven by the feelings and emotions of your customers. It’s how they perceive your brand
and offerings.
• Attitudinal data is usually scouted via surveys, interviews, focus groups, feedback, customer complaints,
reviews, etc. Here are a few examples of attitudinal data:
1. Customer satisfaction
2. Sentiments
3. Product desirability
4. Preferences
5. Motivations and challenges
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6. Purchase criteria
 Methods of Collecting Customer Data
1) Surveys : Online Surveys, In-Person Surveys, Telephone Surveys, Mail Surveys.
2) Polls
3) Forms
4) Focus groups
5) Personal Interviews
6) Observation
7) Field trials
8) Online tracking

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 Data quality assurance including reliability,
validity, and bias minimization.
Data Quality Assurance

Data quality assurance ensures that marketing data used for

intelligence generation leads to trustworthy insights and sound
managerial decisions. Poor-quality data can result in wrong targeting,
incorrect forecasts, and ineffective strategies.

“Even advanced analytics gives wrong results if the data is weak.

Good data is more important than big data.”

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 Reliability
• Reliability refers to the consistency and stability of measurement. If the same
measurement is repeated under similar conditions, it should produce similar
results.
• If I ask the same question today and tomorrow to the same person, the answer
should not change drastically.
• Types of reliability:
a) Test–retest reliability
Same respondents, same instrument, different time
Checks stability over time
• b) Internal consistency reliability
Checks whether multiple items measuring the same concept give similar results
Commonly measured using Cronbach’s alpha
• c) Inter-rater reliability
Consistency between different observers or coders
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 Validity
• Validity refers to whether the research instrument measures what it is intended to
measure.
• Are we measuring the right thing?
• Types of validity:
a) Content validity
Does the instrument cover all aspects of the concept?
Example: Brand perception should include quality, trust, image, and value
• b) Construct validity
Does the measure truly represent the theoretical concept?

• c) Criterion validity
Comparison with an external standard
Example: Purchase intention scale predicting actual sales
Asking income to measure lifestyle is not valid. Lifestyle needs behavior, interests,
and opinions.
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Difference between Reliability and Validity

• Reliability means consistency

Validity means correctness
• A tool can be reliable but not valid
A tool cannot be valid without being reliable
• Simple analogy:
A weighing machine showing the same wrong weight every time is
reliable but not valid.

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 Bias Minimization
• Bias refers to systematic errors that distort research findings and reduce
objectivity.
• Common types of bias in marketing research:
a) Sampling bias
Sample does not represent population
Example: Surveying only urban customers for a rural product
• b) Response bias
Respondents give socially desirable answers
Example: Overstating eco-friendly behavior
• c) Interviewer bias
Researcher influences respondent responses
• d) Measurement bias
Poorly worded or leading questions
• Bias minimization techniques:
a) Use random sampling
b) Use neutral question wording
c) Ensure anonymity
d) Train interviewers
e) Pilot testing questionnaires Dr Somashekhar I C, VVCE, Mysuru 80
 EMERGING DIGITAL DATA SOURCES
These are non-traditional, technology-driven data sources generated
continuously through digital interactions, devices, and platforms.
• Social Media Analytics
• Clickstream Data
• IoT-Based Consumer Insights

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 Social Media Analytics
• Social media analytics involves collecting and analyzing data from
platforms such as Instagram, X, Facebook, YouTube, and LinkedIn to
understand consumer sentiment, engagement, and brand perception.
• Types of data collected:
Likes, shares, comments
Mentions and hashtags
Sentiment (positive, negative, neutral)
Influencer impact
• Marketing insights derived:
Brand sentiment analysis
Customer feedback and complaints
Campaign effectiveness
Trend and demand forecasting

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 Clickstream Data
• Clickstream data records the sequence of clicks and actions taken by
users while browsing websites or mobile apps.
• Data captured includes:
Pages visited
Time spent on each page
Navigation path
Abandoned carts
• Marketing applications:
Website optimization
Customer journey mapping
Personalized recommendations
Conversion rate analysis
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 IoT-Based Consumer Insights
• Internet of Things refers to interconnected smart devices that collect and
transmit consumer data automatically.
• Examples of IoT devices:
Smart watches
Smart home devices
RFID tags
Connected cars
• Types of consumer insights:
Usage patterns
Location-based behavior
Consumption frequency
Lifestyle habits
• Marketing applications:
Dynamic pricing
Predictive maintenance
Personalized offers
Supply chain optimization
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Thank you

Dr Somashekhar I C, VVCE, Mysuru 85