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Overview

Introduction to marketing research Research design Data collection Data analysis Reporting results. Overview. Systematic and objective process of planning, gathering, analysing and reporting data Used to solve specific problem or opportunity. Nature of marketing research (MR).

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Overview

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  1. Introduction to marketing research Research design Data collection Data analysis Reporting results Overview

  2. Systematic and objective process of planning, gathering, analysing and reporting data Used to solve specific problem or opportunity Nature of marketing research (MR)

  3. Quantitative vs. qualitative Applied vs. basic research Can be inaccurate Time and budget constrains Characteristics of MR Remember the benefits of marketing research – Page 8

  4. Provides info Functional roles Descriptive Diagnostic Predictive Factors influencing MR Time Data availability Nature of decision Cost-benefit Lack of resources Role of MR in decision making

  5. IMPORTANCE OF MARKETING RESEARCH IN DECISION MAKING • Necessary to keep existing customers • Provides insight to an ever changing market

  6. Participants should be comfortable Participants should not be deceived Participants should be willing and informed Data should be held in confidence ETHICAL CONSIDERATIONS

  7. 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 MIS

  8. Exploratory Secondary Experience Pilot Descriptive Longitudinal Cross-sectional Causal Laboratory Field experiments TYPES OF MR

  9. MR PROCESS

  10. Advantages and disadvantages Internal data sources External data sources The Internet SECONDARY RESEARCH

  11. Errors Types of surveys Personal Door-to-door Executive Mall intercepts Telephone Mail Internet Self-administered interviews SURVEY RESEARCH

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

  13. Laboratory vs. field Internal vs. external validity Test marketing EXPERIMENTS

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

  15. Levels of measurement of scales Open-ended response format Fixed –alternative response Comparative scales Non-comparative scales MEASUREMENT CONCEPTS

  16. Considerations Info requirements Question content Question structure Question wording Question sequence Layout Reliability issues QUESTIONNAIRE DESIGN

  17. Define population Determine sample frame Select sampling technique Probability Non-probability Determine sample size Execute sampling process SAMPLING

  18. Selecting fieldworkers Training fieldworkers Supervising fieldworkers Validating fieldworkers Evaluating fieldworkers FIELDWORK

  19. Validation Editing Coding Data entry Data cleaning DATA PREPARATION

  20. Tabulation Graphic Descriptive statistics DATA ANALYSIS

  21. 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 HYPOTHESIS TESTING

  22. Title page Letter of transmittal Table of contents Executive summary Introduction Methodology Findings Conclusions and recommendations RESEARCH REPORT

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

  24. General queries Specific question queries Marks on Myunisa or call centre Tutorial letter 201 on Myunisa ASSIGNMENT QUERIES

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

  26. Section A Compulsory 20 multiple choice questions Section B Mini-Case study 3 x 25 mark questions (Answer any 2) Total = 70 marks EXAM STRUCTURE

  27. 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 BASIC TIPS - MCQ

  28. You should be able to: Distinguish between concepts Discuss and describe concepts Apply knowledge; develop something Compile a report TYPES OF QUESTIONS

  29. Read the entire question Identify key words Relate answer to the case study for all options Give detailed answers – show insight EXAM – LONG QUESTIONS

  30. Look at structure of answer Use paragraphs Use numbered headings Give practical examples EXAM – LONG QUESTIONS

  31. All chapters to be studied Use the study guide to guide Work through self-assessment assignments Look at assessment questions in study guide WHAT TO STUDY

  32. 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

  33. Qualitative research Measurement and scaling Questionnaire design process Sampling methods Fieldwork process Data preparation Reporting research results KEY TOPICS

  34. Use the full two hours

  35. QUESTIONS? Dr Wiid 011 471-2321

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