Overview

• 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

• 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

• Necessary to keep existing customers

• Provides insight to an ever changing market

IMPORTANCE OF MARKETING RESEARCH IN DECISION

MAKING

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 PROCESSStep 1: Identify and formulate problem

Step 2: Determine research objectives

Research questions Hypotheses Research scope

Step 3: Develop a research design Information requirements Research sources

Step 4: Conduct secondary research

Decide whether formal marketing investigation is required

No

Yes

Step 5: Select primary research method

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

– 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

– 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– 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

• 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

• 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

• 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:

• 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

• 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

• 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