RT201B
Research process 2) Identify the research objectives [Chapter 4]
The research process is the framework for this module and is as • Answer: ‘What is the purpose of the marketing investigation?’
follows: • Research objectives indicate broadly what the marketing
research hope to achieve
3) Determine the research design [Chapter 5]
• ‘Research planning’
• Provides an outline/blueprint for the marketing research
investigation and is the framework that directs the marketing
research efforts.
• The purpose is to plan and structure the marketing research
project in order to increase the ultimate validity of the
research results and findings
• Data required and procedures for collecting, processing and
analysing are specified
• A timeline and cost is drawn up showing its desirability and
feasibility related to its potential value.
• A written research proposal is compiled and submitted
4) Collect the secondary data [Chapter 6]
1) Define the problem [Chapter 4] • Researcher begins to collect data
a. The problem, opportunity or gap is communicated to the • Obtained internally/externally
researcher • Secondary data is historical data that has already been
b. The researcher begins by investigating the actual market gathered, either by the organisation or external providers, for
situation and by using situational analysis, formulates a a purpose other than the current research question.
hypothesis (solution to the marketing problem/plan of action
• The researcher then analyses the data according to relevance,
for utilizing the opportunity).
accuracy, reliability and appropriateness to then decide
c. After investigating the actual situation and demarcating the
whether to undertake a formal marketing
marketing problem/opportunity, the problem is reformulated
investigation.
as a clearly defined research problem/opportunity.
- Solved: no further investigation is required
Notes by Chrizel Breytenbach
, RT201B
- Unsolved: a formal marketing investigation must be • Collected data must be edited, coded and tabulated to
undertaken, provided it is economically and practically facilitate processing and analysis
feasible.
10) Analyse the primary data [Chapter 13 & 14]
5) Select the method of primary data collection [Chapter 7 • Data is analysed after being processed
& 8]
• Primary data is collected 11) Interpret the results and compile the research report
• Primary data is data that has not yet been collected previously [Chapter 15]
and that must be filtered by original results • Researcher has to interpret the results and explain the
• Obtained internally or externally significance for decision-making purposes
• Can be collected by observation, experimentation or surveys • The success of the market research process is determined by
• The method selected is determined by research objectives, the interpretation of the results and the conclusions drawn.
type of research to be undertaken and the availability of funds, • The research report is compiled and must be: comprehensible,
time, staff and facilities. relevant, clear, structured and timely.
• Researchers also sometimes conduct a verbal report.
6) Design the questionnaire [Chapter 9]
• For each data collection method an instrument can be
designed for collecting the primary data
• The two most important research instruments for this are the
questionnaires and mechanical/electronic equipment.
• Most common is questionnaires (we will focus on this)
7) Design the sample plan [Chapter 10]
• The extent of the formal marketing investigation is
determined.
• The researcher identifies the individuals/respondents
participating in the research.
8) Conduct the investigation (fieldwork) [Chapter 11]
• The research design for collecting data is implemented
• Use the data collection and research instruments to collect
the required data
9) Prepare and process the primary data [Chapter 12]
• Data must be prepared and processed
Notes by Chrizel Breytenbach
, RT201B
Research as a discipline Study Unit 1 / Chapter 1
So, if an enquiry isn’t systematic and rigorous, technically, it isn’t research.
Glossary: An important aspect of definitions is that they are concise and cover all the
& Acquiesce: accepting or agreeing to another’s point of view in a important aspects of the concept being defined.
manner which is submissive and not questioning
& Bias: a prejudiced personal point of view applied to a concept or to the So, taking the key words from both definitions, we have:
interpretation of a series of events a. Gathering - you will need to go out (either physically or virtually) to
& Causation: the act of process of resulting / causing other acts to find and collect data or information.
follow
& Context: the surrounding individual words or passages which may add b. Information comes from the environment using your senses (e.g. what
meaning or understanding to parts of an interacted process you see or hear) or from social phenomena such as people’s experiences,
& Critique: a detailed analysis of the thoughts, theory or concepts perceptions, feelings, attitudes, or thoughts.
presented by self or by others
& Phenomenon: a fact that is observable and not derived from thought c. Answer a question – research starts with seeking answers to
or intuition questions, so firstly, you need to ask a question that can be answered
& Rigorous: compiled / done / planned with extreme care and through doing research; this is called a “researchable question”. An example
thoroughness may be “What are the factors influencing market share in the informal
& Systematic: formulated as coherent, consisting of a system, the sector?” On the other hand, an un-researchable question could be, “what will
constituent parts of which are relating in an orderly way the market share be in two years’ time?”.
& Terminology: the terms or phrases used in a subject field and
uniquely belonging to that subject field d. Solve a problem – the question you will have asked will be to find out
& Validate: to support or to confirm through lending authority to it in a something that you may have been wondering about (what is the influence of
sound way Facebook on older people’s buying decisions?) or a problem you may want
& Variables: having the characteristics of not being constant, having to solve (how do I write a project plan?) or a choice you may want to make
varying characteristics (should I buy product X or product Y?).
Intro – What is research? e. Systematic – all research must take a logical, methodical approach with
considered justifiable reasons for each decision in the research process. For
& Research is “gathering information to answer a question that is used
example, which country will you do your research in? Why? Which people
to solve a problem”
will you interview? Why those people? Will you do a survey or interviews?
& “Research is a systematic investigation of a defined topic aimed at
Why? All research starts with the questions you ask, and the purpose of all
discovering new information and/or interpreting new relationships
research is to answer those questions. Only a systematic approach will get
between the different components of the topic to shift our
you there successfully.
understanding of the topic within a specific context.”
Notes by Chrizel Breytenbach
, RT201B
f. Investigation – you will be like a detective, seeking input from others to These are namely political, economic, social, technological, environmental,
answer your questions in order to solve your problem. and legal aspects.
g. Defined topic – in the same way that we have selected the key words
and phrases for analysing the definitions of research, you will work with the In essence, research is both a way of thinking and a set of skills. The
key words and phrases relevant to the study you are conducting, designing, thinking framework is about curiosity, constantly questioning what you see
or critiquing. The key words and phrases guide you and help prevent you or hear, asking “Why” and “How” a lot, looking for explanations that trigger
from wandering off track.You do not have to read articles or write about further exploration, understandings and interpretations.
anything that does not relate to or include the applicable key words. Of
course, you may change your keywords from time to time; that is fine as long Researchers are always looking for new ways to improve, learn, inquire, and
as you focus on the new set of keywords from then on. find better ways of doing their jobs, running their businesses, and serving
their customers.
h. Discovering new information means that you are finding out
something new specifically about the topic you are investigating. For & Marketing research is a scientific process of gathering and
example, early research showed that the main components of marketing processing information to help marketing management make decisions
were the 4Ps (product, promotion, price, and place), and it was only later
that the three additional Ps (people, process and physical environment) were The need for marketing information:
established through further research to make the current 7 Ps.
® Crucial for organisations to develop products and startegies to keep
i. Interpreting new relationships between different components of pace with the changing environment
the topic means that it isn’t only the new information that you find out with
research; it could also mean how each bit of information (concepts, 2 purposes
constructs, or variables) relates to the other bits. A common relationship • It provides organisations with information about customer demand
between different variables is that of causation, e.g. advertising causes sales for products and services
to increase. However, simply because two events occur at the same time • It gives customers the opportunity to express their views and needs,
does not necessarily mean that one causes the other, as in the hands-on a and thus influence decision making to ensure they get the products
watch or clock do not cause the sun to move across the sky yet when both and services they want
the hands point at the 12, the sun is generally directly above.
1. Different categories of research:
j. Shifting our understanding of the topic means that we gain new The three main types of research covered in this module are:
insights about the topic being studied. For example, the inclusion of the
concept of Ubuntu into cultural literature expanded the global D Academic research is where you seek to find out about theories
understanding of national cultures. or the variables, concepts or constructs that make them up. Academic
research contributes to the body of knowledge, and it is important to
k. Within a specific context means that we need to define the context be able to add to knowledge even when doing other types of research.
within which the topic of our study occurs. Context can be described using
the PESTLE framework and commenting on how six factors affect the study.
Notes by Chrizel Breytenbach
