Overview
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Introduction to marketing research
Research design
Data collection
Data analysis
Reporting results
Nature of marketing
research (MR)
• Systematic and objective process of
planning, gathering, analysing and
reporting data
• Used to solve specific problem or
opportunity
Characteristics of MR
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Quantitative vs. qualitative
Applied vs. basic research
Can be inaccurate
Time and budget constrains
Remember the benefits of marketing research – Page 8
Role of MR in decision making
• Provides info
• Functional roles
– Descriptive
– Diagnostic
– Predictive
• Factors influencing MR
– Time
– Data availability
– Nature of decision
– Cost-benefit
– Lack of resources
IMPORTANCE OF
MARKETING RESEARCH IN
DECISION MAKING
• Necessary to keep existing
customers
• Provides insight to an ever changing
market
ETHICAL CONSIDERATIONS
• Participants should be comfortable
• Participants should not be deceived
• Participants should be willing and
informed
• Data should be held in confidence
MIS
• Prerequisites for an effective MIS:
– Quality and value of information
– Costs
• Components of an MIS:
– Internal data
– Marketing intelligence
– Marketing research
– Marketing decision support system
TYPES OF MR
• Exploratory
– Secondary
– Experience
– Pilot
• Descriptive
– Longitudinal
– Cross-sectional
• Causal
– Laboratory
– Field experiments
MR PROCESS
Step 1: Identify and formulate problem
Step 2: Determine research objectives
Step 3: Develop a research design
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Research questions
Hypotheses
Research scope
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Information requirements
Research sources
Step 4: Conduct secondary research
Decide whether formal marketing investigation is required
Yes
No
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Step 5: Select primary research method ·
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Observation
Experimentation
Survey
Step 6: Determine the research frame
Step 7:Gather the data
Step 8: Process the data
Step 9: Reporting the research findings
Step 10: Follow-up
SECONDARY RESEARCH
• Advantages and disadvantages
• Internal data sources
• External data sources
• The Internet
SURVEY RESEARCH
• Errors
• Types of surveys
– Personal
• Door-to-door
• Executive
• Mall intercepts
– Telephone
– Mail
• Internet
• Self-administered interviews
OBSERVATION
• Advantages and disadvantages
• Methods
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Human vs. machine
Natural vs. contrived
Disguised vs. undisguised
Structured vs. unstructured
Direct vs. indirect
EXPERIMENTS
• Laboratory vs. field
• Internal vs. external validity
• Test marketing
QUALITATIVE RESEARCH
• Focus groups
• Depth interviews
• Projective techniques
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Word association
Sentence or story completion
Third-person technique or role playing
Cartoon tests
MEASUREMENT CONCEPTS
• Levels of measurement of scales
• Open-ended response format
• Fixed –alternative response
– Comparative scales
– Non-comparative scales
QUESTIONNAIRE DESIGN
• Considerations
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Info requirements
Question content
Question structure
Question wording
Question sequence
Layout
• Reliability issues
SAMPLING
• Define population
• Determine sample frame
• Select sampling technique
– Probability
– Non-probability
• Determine sample size
• Execute sampling process
FIELDWORK
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Selecting fieldworkers
Training fieldworkers
Supervising fieldworkers
Validating fieldworkers
Evaluating fieldworkers
DATA PREPARATION
• Validation
• Editing
• Coding
• Data entry
• Data cleaning
DATA ANALYSIS
• Tabulation
• Graphic
• Descriptive statistics
HYPOTHESIS TESTING
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Formulate null hypothesis
Choose appropriate statistical test
Decide on desired significance level
Calculate value of test statistic
Compare observed value of test
statistic with critical value and arrive
at conclusion
RESEARCH REPORT
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Title page
Letter of transmittal
Table of contents
Executive summary
Introduction
Methodology
Findings
Conclusions and recommendations
GENERAL
• Received all study material?
• Take note of contact numbers in 201
• Log onto Myunisa
• Call centre numbers
ASSIGNMENT QUERIES
• General queries
• Specific question queries
• Marks on Myunisa or call centre
• Tutorial letter 201 on Myunisa
EXAM
• Exam date can be confirmed on Myunisa
website
• Previous exam papers not available
• 2 hours
• 70 marks
EXAM STRUCTURE
• Section A
– Compulsory
– 20 multiple choice questions
• Section B
– Mini-Case study
– 3 x 25 mark questions (Answer any 2)
• Total = 70 marks
BASIC TIPS - MCQ
• Read the entire question
• Eliminate the most obvious incorrect options
• Mark clearly on mark reading sheet – one
option only
• Do not waste time on this section
TYPES OF QUESTIONS
You should be able to:
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Distinguish between concepts
Discuss and describe concepts
Apply knowledge; develop something
Compile a report
EXAM – LONG QUESTIONS
• Read the entire question
• Identify key words
• Relate answer to the case study for all
options
• Give detailed answers – show insight
EXAM – LONG QUESTIONS
• Look at structure of answer
• Use paragraphs
• Use numbered headings
• Give practical examples
WHAT TO STUDY
• All chapters to be studied
• Use the study guide to guide
• Work through self-assessment
assignments
• Look at assessment questions in study
guide
KEY TOPICS
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Role of marketing research in marketing
Types of research
Research process
Research objectives, questions & hypothesis
Nature of secondary research
Types of surveys
Observation research
Experimental research
KEY TOPICS
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Qualitative research
Measurement and scaling
Questionnaire design process
Sampling methods
Fieldwork process
Data preparation
Reporting research results
Use the full
two hours
QUESTIONS?
Dr Wiid 011 471-2321