MANCOSA Honours Marketing Research

Part 1 Research Preparation

Market vs Marketing Research Market Research is investigating the target market and their behaviour (research into a very narrow group of consumers). Marketing Research is about researching the marketing process of a company, not just the target market (but a broader range of consumers) and may include: Market research; New Product research; and Distribution methods.

Marketing Research is important: Before a product is created; For competitiveness; To determine the target market; and To develop and evaluate marketing campaigns.

Marketing Research Purposes: Marketing research provides the organisation with info about demands for products & services while giving customers input in organisational decision- making about products & services!

Classification of Marketing Research Basic Marketing Research More general and simply aims to obtain and generate information about aspects of the marketing system. Little emphasis is placed on how to use or apply the information in the marketing management process after completing the research. Applied Marketing Research Aimed at helping management make better decisions about a specific aspect. The research is conducted to solve a particular problem and is more specific to the organisation.

Marketing Research Steps Problem Definition: The problem is the focus of your research, e.g. why are sales soaring in Gauteng, but it is dismal in other parts of the country? Developing an approach to the problem: Development of a broad specification of how the problem would be addressed, which involves the formulation of an objective or theoretical approach, analytical models, research questions, hypotheses and an identification of characteristics or factors which influence the research design. Data Collection Method and Needs: How will you collect the data that you will need to solve the problem? Surveys, telephone calls, focus groups on the internet? Determine Sample Method: What sampling method will you use? Sampling represents those you will collect information from. Random Sample? Data Analysis: How will you analyse the data? Software? How accurate must results be? Determine Budget and Timeframe: How much are you willing to spend on the research and how soon must the research be complete? Data Collection: Proceed in data collection based on answers in Steps 1-5. Analysis of the Data: Conduct the analysis of the data that has been collected in previous Steps. Error Check: Check for errors in data. Errors can be in sampling method, data collection or analysis. Create the Report: Draft a report on your findings.

Scientific vs Non-scientific Methods (validity & reliability) Objectivity of the researcher; Accuracy of measurement; and Continuous and comprehensive research.

Key Roles of Marketing Research (Widd & Diggines, 2009:3) Descriptive Research – depicts a CURRENT situation. Focus is on providing the particular company with historical and current data about the consumer, industry, environment and the impact or relevance of this data to the company in question. Diagnostic Research – diagnoses the effects of a certain event in a GIVEN situation. This could be the cause and effect of introducing a new strategy; or something as small as how a slight price change will affect a product’s sales. Predictive Research – used to predict or forecast the outcomes of new strategies being developed. Focus is on looking towards the FUTURE and identifying new opportunities to be taken advantage of.

Marketing Intelligence (MI) Marketing Research is important in MI as it helps in improving management decision making by providing relevant, accurate and timely information.

MKIS (Marketing Information System) & MDSS (Marketing Decision Support Systems)

MKIS MDSS

Different Types of Research Available

Legislative & Ethical Considerations Professional Body Guidelines exist for: Research with children; Internet research; Mystery shopping; Qualitative research; Questionnaire design; and Healthcare Organisations. Legislation requires the principle of transparency and consent are put into practice

Protection of Personal Information Act POPI ACT Protection of Personal Information Act

Stages of research in terms of the Marketing Research mix

Preparing a Briefing Document The purpose is to explain what is expected from researchers and consists of: Company background; Background to the problem; Research objectives (includes business/marketing/promotional/creative/communication objectives) Methodological preference; Reporting expectations (includes progress/interim/final reports & tele/video conferences); Timing (written report deadline & personal [oral] presentation deadline]; Budget constraints.

Preparing the Research Proposal Background; Objectives (includes purpose and aim of study); Methodology (usually desk leads to qualitative leads to quantitative research); Reporting (when and how reporting will take place); Timing (time of data collection should be appropriate); Cost; Terms of business (legalities and ownership of materials and intellectual property and confidentiality); Credentials (of researchers).