Marketing research is a systematic

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Marketing Research is a systematic, way to collect data regarding Values, Sales, Thoughts, and feeling of the customers. It always incorporates some form of data collection. Whether it be primary or secondary research which is directly collected from a respondent.

Now-a-days with the car markets throughout the world it's becoming more competitive. So, now focus groups and postal questionnaires are on form for many organization whether they be small or large.

To conduct marketing research on car market we are using these techniques to bring out the data which is to collect from respondent.

Industry Background

The Indian Automobile Industry has come long way since it rolled the first car on the streets of Mumbai in 1889. During the initial stages industry was over overlooked by the government and the policies were not conducive for the industry. The liberalization policy and tax reliefs by the government in recent years has made significant impact on Indian car industry. Indian car industry is currently growing at 18% p.a. has become a favorite destination for major global auto players.

The Indian car market has proved its worth by receiving global interest and approval. Media has also played an important role by removing the geographical limitations. India has just not received the recognition but also the fact that global car manufacturers realized the significance of Indian car market. The global companies are also setting up production plants in India. The Indian car industry is crowded with all varieties of car models like small cars, mid-size, luxury cars, super luxury cars and sports utility vehicles.

Introduction Of Customer Behavior

Customers create many buying choice every day. Most big companies research consumer buying decision I great detail to \answer questions about what customers buy. Marketers can learn real customer purchases to find out what they buy, where, and how much. But education about the whys of customer behavior in not so easy the respond are frequently protected deep within the consumer's head.

The central question for marketers is: How do customers react to different marketing efforts the company night use? The company that actually understands how customers will react to different product features, prices, and promotion appeals has a great benefit over its competitors. The opening point is the stimulus-response form of buyer behavior.

customer performance involves the psychological processes that customers go throughout I recognizing requirements, finding ways to resolve these requirements, making purchase decisions (e.g. whether or not to purchase a product and, if so, which brand and where), understand information, make plans, and realize these plans (e.g., by engaging I evaluation shopping or actually purchasing a product).

Definition of CONSUMER Buying Behavior - is the decision processes and acts of people involved in buying and using products.

Need To Understand:

  • Why customers create the purchases that they make?
  • What factors control customer purchases?
  • the changing factors in our culture

Customer import performance refers to the buying performance of the definitive customer. A compact wants to examine buying behavior for:

Buyers' reactions to a firms marketing policy has a great contact on the firms' success.

  • The marketing theory stresses that a firm should produce a Marketing mix that satisfies (gives usefulness to) customers, as a result need to study the what, where, when and how customers buy.
  • Marketers can well again expect how customers will react to marketing strategies.

Focus Group

A focus group is a form of qualitative research in which a group of are asked about their perception, opinion, beliefs and attitudes toward a product, service, concept, advertisement, idea, or packaging.


  • More information because there is a group of people.
  • perfect information
  • The face-to-face involvement of a qualified moderator means that everyone is involved and the conversation stays on track
  • The people in the group will get each other thinking which will result in a much more in-depth debate.


  • Cost more money.
  • Results could be biased because the people in the group may just agree with other people in the group instead of their own opinion.

How To Conduct A Focus Group?

While focus groups are often seen as a technique reserved from corporation involved in expensive, competitive advertising, they can also be extremely useful for nonprofit organization wishing to connect with their communities. Just as important for the budget -wise nonprofit m, focus groups are relatively cheap and easy to conduct. Most people love to be asked their opinion and they're generally not shy about voicing it.

On profit organizations generally use focus group in planning, marketing, or evaluation, either to improve some specific product or service or , more globally, during the development of strategic plans or mission statements . Within these broader goals, focus groups have multiple applications, these include.

1. Define The Purpose:-

You need a clear, specific purpose statement in order to develop the right questions and elicit the best information. Purpose statements that are broad and general (e.g.”To find out what people think”) make it hard to identify participants, develop question , and get useful results.

2. Establish A Timeline:-

A focus group cannot be developed overnight. You should start planning not less than four weeks ahead of the actual session. Six to eight weeks is probably more realistic. In all likelihood, it will take at least that much time to identify the participants, develop and test the question, locate a site, invite and follow up with participants, and gather the materials for the sessions.

3. Identify And Invite Participants:-

Deciding who to invite is a five process-

1. Determine how many participants you need and how many to invite.

2. Review your purpose statement and develop a list of key attributes to seek in participants.

3. Using the list of attributes you have developed, brainstorm possible participants and categories of participants.

4. Refine the list by looking for “two characteristics in the potential participants.

5. Secure names and contact information, finalize the list, and send invitations.

4. Choose The Location:-

You don't need the kind of room that professional focus group operations use with a one way mirror or sophisticated recording device but you do need a setting in which the participants feel comfortable expressing their opinions.

Basic Step Of Focus Group:-

By conducting focus groups, the non-profit organization can learn about the thoughts, opinions, attitudes and ideas of both current and future customers. This information is then used to improve the organization's product and promotion. To make effective use of this methodology the organization needs to understand the steps in conduction a focus group and also have access to someone with the skills needed to be a moderator.

A focus group may not provide a definitive answer to a problem, but what people have to say will always provide the organization with new ideas.

How To Plan And Prepare Focus Group?

1. Plan The Focus Group:-

Determine the location, time length, topic, and agenda of the focus group prior to contacting potential participants.

Identify who should be invited to the focus group and how many individuals should make up that group. Effective focus groups usually consist of six to twelve participants in order to get a diversity of opinions but to keep the group from being too crowded and unmanageable. Consult with your supervisor, the company's sales and marketing departments, and customer lists to locate the most helpful participants or consultants. Screen potential participants for appropriateness, e.g., knowledge of the product/service willingness to provide input in a group, and so on.

Once you decide on the participants, provide them withal of the details they will need to know about location, directions, payment/reimbursement information, and topics to be discussed.

2. Prepare For The Focus Group:-

Determine the specific questions you will need to ask the focus group. As in a one-on-one interview, prepare these questions ahead of time, avoiding vague, yes or no, or loaded question. Limit the number of questions to allow for ample discussion time.

Plan to tape-record or videotape the focus group, and to bring in a co-leader or moderator to take notes. Unlike a one-on-one interview, you will not be able to effective notes while leading a focus group.

Create an information forma for the participants to fill out at the beginning of the meeting, asking for contact information and which of your company's products/services they use or are familiar with.

Running Focus Groups:-

Focus groups are by facilitator (sometimes called a moderator) who will explain the purpose of the group, ask the question, introduce any activities and generally manage the group. The facilitator clearly needs to be an excellent communicator and an extremely good listener. They must also be strong enough to keep order, insist that only one participant is speaking at one time, prevent any verbose people from dominating the group and adhere to a time schedule. As well as needing a high level of expertise, the facilitator must also be objective which is why it is always preferable to use a third party facilitator for focus groups, especially for customer satisfaction measure.

The group will often start with a few refreshments giving an opportunity for participants to chat informally to break the ice. Once the discussion start it is very important to involve everybody right at the beginning, so a focus group normally starts with a few easy questions that everyone in the group can answer. Examples include simple behavioral question such as the length of time they have been a customer, the products or service they busy and the frequency of purchase. Also suitable are simple customer experience questions, such as examples of great or poor service they have received in the sector concerned.

Focus Group Questionniare:

1. Which car brand you own and why?

2. Why did you choose this particular car model?

3. Which media source influenced the most in you choosing this car?

4. Were you happy with the sales information?

5. Did you do any research about the car before buying?

6. how you feel with the service after sales?

Postal Questionnaires:-

Postal questionnaires are usually used to collect data in health research and are often the only economically possible selection when collecting in order from large, geographically discrete populations. Non-response to postal questionnaires reduces the effective sample size and can introduce bias. As non-response can involve the validity of epidemiological studies, assessment of reaction is essential in the important assessment of health research. For the similar cause, the classification of effective strategies to enlarge reply to postal questionnaires may recover the quality of health research. To recognize such strategies we conducted a systematic review of randomized controlled trials.

Type Of Postal Questionnaires

1. Open:-

These are ones in which the respondents are presented a choice of different replies. They are easy to answer and the answers easy to measure. In this sense they follow a positivistic move toward. However, because they limit choice, respondents, views may not be catered for which may cause them disturbance.

2. Close:-

These questions allow free response and no predetermined replies are imposed by the researcher.

Now I am using postal questionnaires for my project because it's easy for me and for my research. It's easy for the student's research that's why I chosen it. And I am not able to survey the whole Singapore. Postal questionnaire is an easy method for researcher to regulate and examine the questions. And it is easy to me examine the intentions of respondent.

Postal Questionnaire

Name: ……………………………………………….

Address: ……………………………………………….

Mobile / Tel. No: ……………………………………….

E-mail: ………………………………………………….

Sample Questions:

1). What is your occupation?

Owner of company/business.

Professional (i.e. solicitor, doctor, accountant, professor, architect, etc.)

Employee in the private or public sector.


2). `What is your monthly household income before taxes?

SGD ($).

3). What is the purpose of your car?

Personal purpose.

Business purpose.


4). Which model of car do you own?







5).which type of color would you like?







6). what requirement will you put in front deal while purchasing a car?

Good mileage

Branded Quality


Good looking


7). How much budget will offered while purchasing a new car?







$100000 Above

8). Did you visit the dealer personally during the purchase process?



9). Which of the following source of channel is highest useful to you while purchasing a car.





10). Did you visit the dealer official website before purchasing a car ?



11). How satisfied you sere with performance of your dealership facility?





12). How satisfied were you with the delivery process of your vehicle?





13). Excluding any deposit how was your vehicle primarily paid for?





14). If you applied for financing what were the details of the installment?

Month -……………… Annual Percentage Rate-…………………….

15). How would you rate yore overall purchase experience at the dealership?






Working on this project is a great opportunity towards gaining valuable knowledge and experience about marketing research and designing a focus groups and postal questionnaires regarding car buyers. We are thankful to Mr. Ken Wee and all our friends for their valuable support and guidance for completing this project.


Kolb. M.B, 2008, Marketing research for non-profit, community and creative organization, oxford: buterer worth -Heinemann

Colin C.P, Successful writing at work, Boston

Nigel hill, Greg Roche, Rachel Allen, 2007 Customer Satisfaction: The Customer Experience Through The Customer's eyes London.