Marketing research is involved with the linking of the manufacturers, intermediaries and the customers through information. It helps in identifying the recent trends in habits and behaviours of consumers through a research process. Some of the key applications of this study is to create a better product, decide the right price, distribution system and the promotional mechanism to attract customers and make a difference within the competition. It uses research tools in understanding the customer and segmenting the market. Some of the research tools are qualitative and quantitative in nature as well. Some of the frequently used techniques are like focus group study, TAT, projective techniques, regression analysis, factor and cluster analysis, discriminant analysis , structural equation modeling, multidimensional scaling and conjoint analysis etc. and other multivariate techniques.
Dr. Jogendra Kumar Nayak is the Assistant Professor in Marketing in the Department of Management Studies , Indian Institute of Technology Roorkee. He is a Ph.D. degree holder from Indian Institute of Technology Kharagpur. He teaches marketing research in both spring and autumn semesters in IIT Roorkee. Alongwith it, he also teaches industrial marketing. He has publications in most of the publishing houses such as Elsevier, Emerald, Sage and Taylor and Francis. His major research areas are in Industrial Marketing, Consumer Behaviour, and Tourism Management. He regularly conducts workshop titled “Data Analysis for Research and Publication” which is attended by participants from educational institutes, Govt. organisations and industry as well.