MARKETING
RESEARCH
MRB21
Cailin du Preez
Chapter 1 | Chapter 12
, TABLE OF CONTENTS
1 CHAPTER 1-2: PERSPECTIVE ON MARKETING RESEARCH .............................5
1.1 THE NEED FOR MARKETING INFORMATION ................................................5
1.2 MARKETING RESEARCH SERVES TWO IMPORTANT PURPOSES: ............5
1.3 MARKETING RESEARCH AS A LINK BETWEEN THE ORGANISATION
AND THE CUSTOMER ......................................................................................5
1.4 MARKETING MANAGEMENT IN A DEVELOPED COMMUNITY SHOULD
BE DIRECTED AT THE FUTURE. .....................................................................5
1.5 CHANGES IN THE INTERNAL AND EXTERNAL ENVIRONMENTS THAT
ARE PUTTING PRESSURE ON THE NEED FOR MARKETING
INFORMATION INCLUDE: ................................................................................6
1.6 THE KEY ROLES OF MARKETING RESEARCH .............................................6
1.7 DEFINITION AND SCOPE OF MARKETING RESEARCH ...............................6
1.8 BASIC RESEARCH VS APPLIED RESEARCH ................................................7
1.9 SCIENTIFIC METHOD OF MARKETING RESEARCH .....................................7
1.10 SCIENTIFIC VS. NON-SCIENTIFIC METHODS ...............................................7
1.11 FACTORS CONTRIBUTING TO THE DEVELOPMENT OF MARKETING
RESEARCH .......................................................................................................8
1.12 CHARACTERISTICS OF GOOD RESEARCH ..................................................8
1.13 RESEARCH HAS SHOWN THAT RESEARCHERS AND USERS OF
RESEARCH NEED TO HAVE THE FOLLOWING QUALITIES .........................8
1.14 WHEN IS MARKETING RESEARCH NECESSARY .........................................9
1.15 FIVE KEY FACTORS SHOULD BE CONSIDERED: .........................................9
1.16 MARKETING RESEARCH IN PERSPECTIVE ..................................................9
1.17 RELATIONSHIP BETWEEN MARKETING RESEARCH AND
MARKETING INFORMATION ............................................................................9
1.18 MARKETING RESEARCH AND DECISION MAKING .......................................9
1.19 MARKETING INFORMATION SYSTEMS (MIS) ..............................................10
1.20 MARKETING INFORMATION SYSTEM DEFINITION ....................................10
1.21 THREE TYPES OF INFORMATION CAN BE EXTRACTED ...........................10
1.22 THE VALUE OF MARKETING INFORMATION ...............................................10
1.23 THE VALUE OF MARKETING INFORMATION ...............................................10
1.24 OBJECTIVES OF A MIS ..................................................................................11
1.25 TYPES OF MIS ................................................................................................11
1
, 1.26 AN EXTENSIVE MARKETING INFORMATION SYSTEM ...............................11
1.27 MARKETING DECISION SUPPORT SYSTEM (MDSS) .................................12
1.28 INTERNAL AND EXTERNAL RESEARCH ......................................................12
2 CHAPTER 3: OVERVIEW OF THE MARKETING RESEARCH PROCESS .........13
2.1 THE DISTINCTION BETWEEN PRELIMINARY AND FORMAL
MARKETING RESEARCH ...............................................................................13
2.2 PRELIMINARY MARKETING RESEARCH .....................................................14
2.3 FORMAL MARKETING RESEARCH ...............................................................14
2.4 THE MARKETING RESEARCH PROCESS ....................................................15
2.5 THE MARKETING RESEARCH PROCESS ....................................................16
3 CHAPTER 4:PROBLEM DEFINITION AND RESEARCH OBJECTIVES ..............19
3.1 THE MARKETING PROBLEM .........................................................................19
3.2 IDENTIFY THE DECISION-MAKING SITUATION ...........................................19
3.3 SYMPTOM .......................................................................................................19
3.4 PROBLEM ........................................................................................................19
3.5 OPPORTUNITY ...............................................................................................20
3.6 DEFINE THE MARKETING PROBLEM ...........................................................20
3.7 BACKGROUND ANALYSIS .............................................................................21
3.8 SITUATION ANALYSIS ...................................................................................21
3.9 LITERATURE SURVEY ...................................................................................21
3.10 SPECIALIST OPINION ....................................................................................22
3.11 CASE STUDIES ...............................................................................................22
3.12 TRANSLATING THE MARKETING PROBLEM INTO A RESEARCH
PROBLEM ........................................................................................................22
3.13 RESEARCH QUESTIONS ...............................................................................23
3.14 RESEARCH HYPOTHESIS .............................................................................23
3.15 RESEARCH OBJECTIVES ..............................................................................24
4 CHAPTER 5: RESEARCH DESIGN AND PROPOSAL .........................................24
4.1 RESEARCH DESIGNS ....................................................................................24
4.2 STEPS IN THE PREPERATION OF A RESEARCH DESIGN .........................24
4.3 QUALITATIVE RESEARCH .............................................................................25
4.4 QUANTITIVE RESEARCH ...............................................................................25
4.5 MIXED METHOD RESEARCH ........................................................................25
2
, 4.6 RESEARCH OBJECTIVE CLASSIFICATION ..................................................26
4.7 EXPORATORY STUDIES ................................................................................27
4.8 DESCRIPTIVE STUDIES .................................................................................27
4.9 CASUAL STUDIES ..........................................................................................28
4.10 CHOOSING A RESEARCH DESIGN ..............................................................28
4.11 PLANNING THE RESEARCH PROJECT ........................................................29
4.11.1 1. Identify the data requirements and determine the sources ................................ 29
4.11.2 2. Identify the data sources: .................................................................................. 30
4.11.3 3.Determine the method of data collection: .......................................................... 30
4.11.4 4.Identify the research measurement instruments:................................................ 30
4.11.5 5.Design the sample plan: ..................................................................................... 30
4.11.6 6.Identify the methods of data analysis: ............................................................... 31
4.11.7 7.Schedule the research project: ........................................................................... 31
4.11.8 8.Budget for the research project: ......................................................................... 31
4.12 RESEARCH PROPOSAL ................................................................................31
4.12.1 How to draft a research proposal: ......................................................................... 32
4.12.2 When drafting a research proposal, the researcher must take the following
questions into account: .......................................................................................................... 32
4.12.3 The proposal normally covers the following topics:............................................. 32
4.12.4 Decision on the project: ........................................................................................ 32
4.13 SECONDARY DATA ........................................................................................33
4.13.1 Uses of secondary data: ........................................................................................ 34
4.13.2 Problems associated with secondary data: ............................................................ 34
4.13.3 Advantages of secondary data: ............................................................................. 34
4.13.4 Disadvantages: ...................................................................................................... 34
4.13.5 Using the original publication has the following advantages: .............................. 34
4.14 TYPES OF SECONDARY DATA .....................................................................35
4.14.1 Internal secondary data: ........................................................................................ 35
4.14.2 External data: ........................................................................................................ 35
4.14.3 The various external data are categorised into:..................................................... 35
4.15 DATABASES: ...................................................................................................35
4.16 EVALUATION OF SECONDARY DATA ..........................................................36
4.17 ONLINE COMPUTER SEARCHES .................................................................37
PRIMARY DATA COLLECTION .................................................................................37
3
RESEARCH
MRB21
Cailin du Preez
Chapter 1 | Chapter 12
, TABLE OF CONTENTS
1 CHAPTER 1-2: PERSPECTIVE ON MARKETING RESEARCH .............................5
1.1 THE NEED FOR MARKETING INFORMATION ................................................5
1.2 MARKETING RESEARCH SERVES TWO IMPORTANT PURPOSES: ............5
1.3 MARKETING RESEARCH AS A LINK BETWEEN THE ORGANISATION
AND THE CUSTOMER ......................................................................................5
1.4 MARKETING MANAGEMENT IN A DEVELOPED COMMUNITY SHOULD
BE DIRECTED AT THE FUTURE. .....................................................................5
1.5 CHANGES IN THE INTERNAL AND EXTERNAL ENVIRONMENTS THAT
ARE PUTTING PRESSURE ON THE NEED FOR MARKETING
INFORMATION INCLUDE: ................................................................................6
1.6 THE KEY ROLES OF MARKETING RESEARCH .............................................6
1.7 DEFINITION AND SCOPE OF MARKETING RESEARCH ...............................6
1.8 BASIC RESEARCH VS APPLIED RESEARCH ................................................7
1.9 SCIENTIFIC METHOD OF MARKETING RESEARCH .....................................7
1.10 SCIENTIFIC VS. NON-SCIENTIFIC METHODS ...............................................7
1.11 FACTORS CONTRIBUTING TO THE DEVELOPMENT OF MARKETING
RESEARCH .......................................................................................................8
1.12 CHARACTERISTICS OF GOOD RESEARCH ..................................................8
1.13 RESEARCH HAS SHOWN THAT RESEARCHERS AND USERS OF
RESEARCH NEED TO HAVE THE FOLLOWING QUALITIES .........................8
1.14 WHEN IS MARKETING RESEARCH NECESSARY .........................................9
1.15 FIVE KEY FACTORS SHOULD BE CONSIDERED: .........................................9
1.16 MARKETING RESEARCH IN PERSPECTIVE ..................................................9
1.17 RELATIONSHIP BETWEEN MARKETING RESEARCH AND
MARKETING INFORMATION ............................................................................9
1.18 MARKETING RESEARCH AND DECISION MAKING .......................................9
1.19 MARKETING INFORMATION SYSTEMS (MIS) ..............................................10
1.20 MARKETING INFORMATION SYSTEM DEFINITION ....................................10
1.21 THREE TYPES OF INFORMATION CAN BE EXTRACTED ...........................10
1.22 THE VALUE OF MARKETING INFORMATION ...............................................10
1.23 THE VALUE OF MARKETING INFORMATION ...............................................10
1.24 OBJECTIVES OF A MIS ..................................................................................11
1.25 TYPES OF MIS ................................................................................................11
1
, 1.26 AN EXTENSIVE MARKETING INFORMATION SYSTEM ...............................11
1.27 MARKETING DECISION SUPPORT SYSTEM (MDSS) .................................12
1.28 INTERNAL AND EXTERNAL RESEARCH ......................................................12
2 CHAPTER 3: OVERVIEW OF THE MARKETING RESEARCH PROCESS .........13
2.1 THE DISTINCTION BETWEEN PRELIMINARY AND FORMAL
MARKETING RESEARCH ...............................................................................13
2.2 PRELIMINARY MARKETING RESEARCH .....................................................14
2.3 FORMAL MARKETING RESEARCH ...............................................................14
2.4 THE MARKETING RESEARCH PROCESS ....................................................15
2.5 THE MARKETING RESEARCH PROCESS ....................................................16
3 CHAPTER 4:PROBLEM DEFINITION AND RESEARCH OBJECTIVES ..............19
3.1 THE MARKETING PROBLEM .........................................................................19
3.2 IDENTIFY THE DECISION-MAKING SITUATION ...........................................19
3.3 SYMPTOM .......................................................................................................19
3.4 PROBLEM ........................................................................................................19
3.5 OPPORTUNITY ...............................................................................................20
3.6 DEFINE THE MARKETING PROBLEM ...........................................................20
3.7 BACKGROUND ANALYSIS .............................................................................21
3.8 SITUATION ANALYSIS ...................................................................................21
3.9 LITERATURE SURVEY ...................................................................................21
3.10 SPECIALIST OPINION ....................................................................................22
3.11 CASE STUDIES ...............................................................................................22
3.12 TRANSLATING THE MARKETING PROBLEM INTO A RESEARCH
PROBLEM ........................................................................................................22
3.13 RESEARCH QUESTIONS ...............................................................................23
3.14 RESEARCH HYPOTHESIS .............................................................................23
3.15 RESEARCH OBJECTIVES ..............................................................................24
4 CHAPTER 5: RESEARCH DESIGN AND PROPOSAL .........................................24
4.1 RESEARCH DESIGNS ....................................................................................24
4.2 STEPS IN THE PREPERATION OF A RESEARCH DESIGN .........................24
4.3 QUALITATIVE RESEARCH .............................................................................25
4.4 QUANTITIVE RESEARCH ...............................................................................25
4.5 MIXED METHOD RESEARCH ........................................................................25
2
, 4.6 RESEARCH OBJECTIVE CLASSIFICATION ..................................................26
4.7 EXPORATORY STUDIES ................................................................................27
4.8 DESCRIPTIVE STUDIES .................................................................................27
4.9 CASUAL STUDIES ..........................................................................................28
4.10 CHOOSING A RESEARCH DESIGN ..............................................................28
4.11 PLANNING THE RESEARCH PROJECT ........................................................29
4.11.1 1. Identify the data requirements and determine the sources ................................ 29
4.11.2 2. Identify the data sources: .................................................................................. 30
4.11.3 3.Determine the method of data collection: .......................................................... 30
4.11.4 4.Identify the research measurement instruments:................................................ 30
4.11.5 5.Design the sample plan: ..................................................................................... 30
4.11.6 6.Identify the methods of data analysis: ............................................................... 31
4.11.7 7.Schedule the research project: ........................................................................... 31
4.11.8 8.Budget for the research project: ......................................................................... 31
4.12 RESEARCH PROPOSAL ................................................................................31
4.12.1 How to draft a research proposal: ......................................................................... 32
4.12.2 When drafting a research proposal, the researcher must take the following
questions into account: .......................................................................................................... 32
4.12.3 The proposal normally covers the following topics:............................................. 32
4.12.4 Decision on the project: ........................................................................................ 32
4.13 SECONDARY DATA ........................................................................................33
4.13.1 Uses of secondary data: ........................................................................................ 34
4.13.2 Problems associated with secondary data: ............................................................ 34
4.13.3 Advantages of secondary data: ............................................................................. 34
4.13.4 Disadvantages: ...................................................................................................... 34
4.13.5 Using the original publication has the following advantages: .............................. 34
4.14 TYPES OF SECONDARY DATA .....................................................................35
4.14.1 Internal secondary data: ........................................................................................ 35
4.14.2 External data: ........................................................................................................ 35
4.14.3 The various external data are categorised into:..................................................... 35
4.15 DATABASES: ...................................................................................................35
4.16 EVALUATION OF SECONDARY DATA ..........................................................36
4.17 ONLINE COMPUTER SEARCHES .................................................................37
PRIMARY DATA COLLECTION .................................................................................37
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