Marketing research process

Marketing research process

1. Identify and formulate the problem
2. Choose the research design
3. Determine the information needs
4. Design data collection forms
5. Determine sample design and sample size
6. Organize and conduct the field survey
7. Analyze and interpret the collected data
8. Prepare the research report

Data collection

1. Primary data

2. Secondary data

Scaling techniques --

• Nominal scale
• ordinal scale/ranking scale
• interval scale
• ratio scale 

Sampling design - In the theory of finite population sampling ,a sampling design specifics for every possible sample its probability of being down ..

Scientific method of attitude measurement 

Disguised and structured --

1. Guessing errors 

2. Reveal attitude

Disguised and non structured 

A. word association 

1. sentence completion 

2. pictorial techniques 

Non-disguised and structured 

A. scales 

1. ordinal 

2. interval 

non disguised and non structured  

A. interviews 

1. focus group

2. in-depth interviews 

types of  scales -

A- Self rating scale 

1. graphic rating scales 

2. semantic differential scale 

B. ranking 

C. Multiple item scale 

1. Thurstone scale 

2. likert scale 

Interviewing -

Types of interviews

1. Screening interviews
2. Hiring interviews
3. One on One interview
4. Panel interviews
5. Group interviews
6. Sequential interviews
7. Stress interviews

Nature/ Meaning,scope,objectives of Investment management

Nature/ Meaning of Investment management – investment management is the professional asset management of various securities ( shares , bonds and other securities ) and other assets ( eg. Real estate in order to meet specified goals for the benefit of the investors may be institutions ( insurance company , pension funds , corporations , charities , educational institutions etc .) or private investors ( both directly via investment contracts and more commonly via collectively investment schemes eg. Mutual funds or exchange traded funds ..

Scope of investment management –

Understanding the various investment decision rule .

To know what are the good investment decision rules

Knowing the categories of investment decision rule .

You can take investment decision only after analyzing entire process of investment that stats with funds contribution and ends with getting expectations fulfilled .

The investment decision rule allow you to formalize the process and specify what  condition or conditions need to be meet to accept the project..

you will take the decision on lifting showing that the required expectation in terms of returns and insurance at any cost ..

objectives of investment management

Primary objective

safety

 income 

growth of capital 

secondary objectives 

text maximization 

marketability / liquidity

forms of investment - cash, bonds, shares, property, mutual funds

alternative forms of investment - futures, forex, gold, bitcoins etc ..

fundamental analysis,technical analysis

Fundamental analysis – A method of evaluation a securities that entails attempting to measure its intrinsic value by examining related economic , financial and other quantitative and qualitative factors ..

Fundamental analysis includes –

Economic analysis
Industry analysis
Company analysis

Technical analysis – technical analysis is a securities analysis methodology for forecasting the direction of prices through the study of past market data ,primary price and volume ..

In this analysis charts and patterns are being studied

Characteristics

1. Visual nature of  charting – like chart , patterns , candlesticks etc
2. This type of analysis revolves around actual movement of market ..
3. It search for the patterns or trends that can recur in the future with relative consistency .

Fundamental analysis – report which share are undervalued by the investor community and which are overvalued , then trust the market to make corrections .. 

Meaning of portfolio,portfolio analysis,sharp index,markowitz theory,steps of portfolio construction

Portfolio analysis – it is a systematic way to analyze the products and services that make up an association’s business portfolio . All associations (expect the simplest and smallest ) are involved in more than one business .

Meaning of portfolio – A grouping of financial assets such as stocks , bonds , and cash equivalents as well as their mutual , exchange , traded and closed fund counter parts ..

Sharp Index – sharp index in financial is also known as sharp ratio or sharp measure and the reward – to– variability ratio is a way to examine the performance of an investment by adjusting for its risk ..


The sharp ratio characteristic how well the return of an asset components the investor for the risk taken , comparing 2 assets with common benchmark ..


Markowitz Theory – This theory is known as modern portfolio theory ( MPT) . A theory on how risk–averse investors can  construct portfolios to optimize or maximize expected return based on a given level of market risk, emphasizing that risk is an inherent part of higher reward ..

Also called portfolio management theory …

Found by Harry Markowitz in 1952

Steps of portfolio construction –

Security valuation
Assets Allocation
Portfolio optimization
Performance measurement  

 

Primary and secondary market

New issue market = it is also called primary market . this market in which a new issue of security in first sold to investors . this is not a separate market ..

Primary market is the part of the capital market ..

The process of selling new issues to investors is called as underwriting .. It is initial public offering ( IPO)

Features of primary market ÷

In this market the securities issued by the company directly to investors .

Secondary market operations - it is also called after market is a financial market in which previously issued financial instruments list of bonds options and features are bought and sold ..
And other users refer to loans which are sold by mortgage bank to investors .

Data processing , analysis of data , steps of hypothesis testing , Meaning of experimental design,Interpretation of data,Report writing

Data processing – data processing is broadly “ the collection and manipulation of items of data to produce meaningful information . In this sense it can be considered a subset of information processing . “The change (processing) of information in any manner detectable  by an observer .

Analysis of data – in this process of inspecting cleaning , transforming and modeling data with the goal of discovering useful information suggesting conclusions and supporting decision making .

Steps of hypothesis testing –

State the hypothesis h0 , h1
Set the criteria for the decision
Compute the test statistic
Make a decision

Meaning of experimental design – experimental design is the process of planning a study to meet specified objectives . Planning an experiment properly is very important in order to ensure that the right type of data and a sufficient sample size and power are available to answer the research questions of interest as clearly and efficiently a possible .

Interpretation of data – interpretation of data is the process of assigning meaning to the collected information and determining the conclusions significance and implications of the findings .

Report writing – A report is an informational work usually of writing , speech , television or film  made with the specific intention of relying information or recounting certain events in a widely presentable . Written report are documents which present focused salient content to a specific audience .

Information value , characteristics of information ,characteristics of value of information ,calculation of value of information, scientific method of marketing

Information value or value of information - value of information is the amount a decision maker would be willing to pay for information prior to making decisions .

Characteristics of good information

Accurate
adequate
relevant
availability
current

Characteristics of value of information --

Value of information can never be zero
no other information gathering / sharing activity can be more valuable than that qualified by the value of clairvoyance

Computation of value of information

Value of decision situation with perfect information where is equals to value of current decision situation

A special case in which the decision maker is risk neutral where VOC can be computed as --

VOC = value of decision situation with perfect information - value of current decision situation

Scientific method of marketing --

Identify & formulate research problem

Determine information needs

Determine the method of data collection