Overview

1
Overview

• Introduction to marketing research
• Research design
• Data collection
• Data analysis
• Reporting results

2
Nature of marketing research (MR)

• Systematic and objective process of planning,
  gathering, analysing and reporting data
• Used to solve specific problem or opportunity

3
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
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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

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IMPORTANCE OF MARKETING RESEARCH IN DECISION
MAKING

• Necessary to keep existing customers
• Provides insight to an ever changing market

6
ETHICAL CONSIDERATIONS

• Participants should be comfortable
• Participants should not be deceived
• Participants should be willing and informed
• Data should be held in confidence

7
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

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TYPES OF MR

• Exploratory
• Secondary
• Experience
• Pilot
• Descriptive
• Longitudinal
• Cross-sectional
• Causal
• Laboratory
• Field experiments

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MR PROCESS
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SECONDARY RESEARCH

• Advantages and disadvantages
• Internal data sources
• External data sources
• The Internet

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SURVEY RESEARCH

• Errors
• Types of surveys
• Personal
• Door-to-door
• Executive
• Mall intercepts
• Telephone
• Mail
• Internet
• Self-administered interviews

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OBSERVATION

• Advantages and disadvantages
• Methods
• Human vs. machine
• Natural vs. contrived
• Disguised vs. undisguised
• Structured vs. unstructured
• Direct vs. indirect

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EXPERIMENTS

• Laboratory vs. field
• Internal vs. external validity
• Test marketing

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QUALITATIVE RESEARCH

• Focus groups
• Depth interviews
• Projective techniques
• Word association
• Sentence or story completion
• Third-person technique or role playing
• Cartoon tests

15
MEASUREMENT CONCEPTS

• Levels of measurement of scales
• Open-ended response format
• Fixed alternative response
• Comparative scales
• Non-comparative scales

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QUESTIONNAIRE DESIGN

• Considerations
• Info requirements
• Question content
• Question structure
• Question wording
• Question sequence
• Layout
• Reliability issues

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SAMPLING

• Define population
• Determine sample frame
• Select sampling technique
• Probability
• Non-probability
• Determine sample size
• Execute sampling process

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FIELDWORK

• Selecting fieldworkers
• Training fieldworkers
• Supervising fieldworkers
• Validating fieldworkers
• Evaluating fieldworkers

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DATA PREPARATION

• Validation
• Editing
• Coding
• Data entry
• Data cleaning

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DATA ANALYSIS

• Tabulation
• Graphic
• Descriptive statistics

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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

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RESEARCH REPORT

• Title page
• Letter of transmittal
• Table of contents
• Executive summary
• Introduction
• Methodology
• Findings
• Conclusions and recommendations

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GENERAL

• Received all study material?
• Take note of contact numbers in 201
• Log onto Myunisa
• Call centre numbers

24
ASSIGNMENT QUERIES

• General queries
• Specific question queries
• Marks on Myunisa or call centre
• Tutorial letter 201 on Myunisa

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EXAM

• Exam date can be confirmed on Myunisa website
• Previous exam papers not available
• 2 hours
• 70 marks

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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

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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

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TYPES OF QUESTIONS

• You should be able to
• Distinguish between concepts
• Discuss and describe concepts
• Apply knowledge develop something
• Compile a report

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EXAM LONG QUESTIONS

• Read the entire question
• Identify key words
• Relate answer to the case study for all options
• Give detailed answers show insight

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EXAM LONG QUESTIONS

• Look at structure of answer
• Use paragraphs
• Use numbered headings
• Give practical examples

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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

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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

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KEY TOPICS

• Qualitative research
• Measurement and scaling
• Questionnaire design process
• Sampling methods
• Fieldwork process
• Data preparation
• Reporting research results

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• Use the full two hours

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• QUESTIONS?
• Dr Wiid 011 471-2321