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    Introduction To Marketing Research - Research Design - Data Collection - Data Analysis - Reporting Results

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    Mugu1976
    This document provides an overview of key concepts in marketing research. It discusses the marketing research process, including research design, data collection, analysis, and reporting. It also covers the nature and characteristics of marketing research, as well as its role in decision making. Additional topics include types of marketing research, sampling methods, fieldwork, data preparation, and reporting research findings. Ethical considerations and the importance of an effective management information system are also addressed.

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    Introduction To Marketing Research - Research Design - Data Collection - Data Analysis - Reporting Results

    Uploaded by

    Mugu1976
    274 views35 pages
    This document provides an overview of key concepts in marketing research. It discusses the marketing research process, including research design, data collection, analysis, and reporting. It also covers the nature and characteristics of marketing research, as well as its role in decision making. Additional topics include types of marketing research, sampling methods, fieldwork, data preparation, and reporting research findings. Ethical considerations and the importance of an effective management information system are also addressed.

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    mnm3025

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    This document provides an overview of key concepts in marketing research. It discusses the marketing research process, including research design, data collection, analysis, and reporting. It also covers the nature and characteristics of marketing research, as well as its role in decision making. Additional topics include types of marketing research, sampling methods, fieldwork, data preparation, and reporting research findings. Ethical considerations and the importance of an effective management information system are also addressed.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    274 views35 pages

    Introduction To Marketing Research - Research Design - Data Collection - Data Analysis - Reporting Results

    Uploaded by

    Mugu1976
    This document provides an overview of key concepts in marketing research. It discusses the marketing research process, including research design, data collection, analysis, and reporting. It also covers the nature and characteristics of marketing research, as well as its role in decision making. Additional topics include types of marketing research, sampling methods, fieldwork, data preparation, and reporting research findings. Ethical considerations and the importance of an effective management information system are also addressed.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 35

    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
    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

     Research questions
    Step 2: Determine research objectives  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

     Observation
    Step 5: Select primary research method  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

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