Business Research Studies in Marketing

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Date Submitted: 09/02/2011 08:40 AM

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Business Research Studies in Marketing

Business research is defined as a “systematic and organized effort to investigate a specific problem encountered in the work setting that needs a solution” (Sekaran, 2003). Research studies can provide information that can influence the decision-making process within a company. In business research, a plan is designed with an intention to explore, create or test a theory. A research study is a tool used to test whether a theory is good or bad. This is a method in which information is collected to generate a theory or used to test a theory. This paper will give an example of a business research and its purpose along with the business problem under investigation. It will also include the data collection methods used in the research project alongside with what the researchers concluded as a result of their research.

Individual buyers take different factors into consideration while purchasing a product. The footwear industry is an important part of the leather industry in India and ranks second among the footwear producing countries next to China. In reading the article Factors Affecting Consumer Buying Behavior of Shoes in Kolkata: A Case Study, this is a research that attempts to analyze the factors that influence the purchase of shoes by the consumers in Kolkata. The research conducted will help companies clearly understand the consumer behavior, so that companies can formulate effective strategies to help boost shoe sales and the industry at large.

The two major objectives of this study is to determine the factors influencing the buying behavior of shoes among the consumers of Kolkata; and to determine the marketing mix that the producers must concentrate on for effective exploitation of the Kolkata market. “Marketing mix is a set of marketing tools that the firm uses to pursue its marketing objectives in the target markets” (Saha, Dey, & Bhatteacharyya, (2010). This method included four variables/tools:...