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CH 3; Overview of the Marketing Research Process, :warning: - Coggle…
CH 3; Overview of the Marketing Research Process
preliminary MR,
is undertaken to est whether there is a need for research and what type of research is required, as well as the ascertain the feasibility and value of conducting a formal research project.
Certainty;
all the required info is available(through secondary research) and accessible.
Uncertainty;
basic problem is understood, but insufficient info is available about alts and solutions.
Ambiguity;
The exact nature of the problem is unclear, and insufficient info is available to solve it using only secondary data.
Define the nature and extent of the marketing problem or opportunity.
Develop hypotheses(depending on the nature of the problem at hand).
Formulate a comprehensive research problem
Set research objectives.
Determine the research design and prepare a research proposal.
Collect the secondary data.
the marketing
objs and strat
,of the enterprise, the product distribution, price and marketing comm strat.
resource of the enterprise, more specifically its weaknesses and strenghts
The enterprise market, in other words, specific info about the consumers, the market structure and competitors.
the general situation in the external enviro. incl. the econ conditions, socio-cultural factors, tech developments and government action.
Formal Marketing research;
if the research problem is not solved through the preliminary research, a formal marketing investigation must be conducted
7 Steps of the formal MR
Select the
method
of primary-data collection
Design the
questionnaire
Design the
sample
Conduct the
investigation
.
Process
the data
Analyse
the data
Interpret
the results and compile the research report
the marketing research process,
Define the problem
Id the research objs
Determine the research design
Collect the secondary data
Select the method of primary data collection
Design the questionnaire
Design the sample plan
conduct investigation
prepare and process the primary data
Analyse the primary data
interpret the results and compile the research report
Summary of the Research steps;
:!: Diaz Saw Crooks Pushing P
Define the marketing research problem and set objs
Select on a suitable research design
collect data
Prepare and analyse the data
Prepare and present the results
Pick n Pay case study
1. Define the MR prblms and set objs;
we identify the problem, PnP not catering to health conscious consumer market, we monitor their movement or trends, like the movement towards chicken, now they decide to make an influence.
then the org sets new objectives,
the monitor the overall engagement of the consumers,
vary in quantity,
anticipated demand
overall success.
2. Select on a suitable research design;
Approach;
PnP, in the case study they use descriptive research approach(chapter 1) as they are tapping into a new market that is unknown and therefore, new insights need to be obtained.
Instrument,
PnP should use questionnaires to obtain quantitative data as it is convenient and can be administered to a large sample.
Sampling;
PnP should use purposive sampling and only target those who lead a healthy lifestyle. They may approach these participants at gyms or health stores.
3. Collect Data,
the field workers should be placed in the area where the target market is most prevalent, e.g. gyms and malls where health nuts, are spend their time. to ensure ethical practice(ch2) the FW's should gain informed consent, provide the questionnaire and ensure anonymity. the area of the interview must be secure, safe and surveyed audio and video
4. Prepare and analyse the data.
Quantitivative data can be analysed stats wise using many software, like excel. So validity, reliability, hypothesis testing can be conducted
5. Prepare and present the results;
results need to be in a clear and logical format. Graphs, charts and visual reps should be used. proper interpretations of these stats should be provided and linked to objs.
getting gym goers to answer the questionnaires, placing field workers by the gym
1. Define prblm;
after investigation the problem is more defined
Determines the nature and extent of the prblm so that the objects can be clearly stated and explained.
Differentiate between a marketing and MR prblm,
where the MR;
Prblm with the study
topic is broad on the matter being addressed in study
purpose is the major intent of obj of study
2. ID the research objs;
the MR objs clearly state what they research aims to achieve
the point is to discover/explore(exploratory research); Describe(descriptive research) or Id/explain causes(causal research)
3. Determine the research design;
the outline and plan for how the MR is going and where to direct their efforts
Researchers must est ahead of time what type of data is needed, where, what and how it is going to be collected and analysed.
4. Collect the secondary data;
collecting the data physically, secondary data is data that has already been gathered for other studies.
if the prblm is not ided then a formal marketing research investigation must be undertaken.
5. Select the primary data collection method;
data not collected and must be done by og research
Primary data is collected by observation, experimentation or surveys, focus groups and in-depth interviews.
6. Design the questionnaire;
for each type of data collection method an instrument can be used to collect that data
2 main types of instruments to collect primary data are questionnaires and mechanical or electronic equipment.
7. Design the sample plan;
The researchers must id, who they intend to interview for the case study/ industry project.
if the sample population is to large they must use a representative group that falls in line with the sample group
basic aspects to consider;
population definition(Sample frame and the sample units).
sampling method
sample size
link to docs.google.com
:warning: