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

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

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

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

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

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

7. MIS 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

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

9. MR PROCESS

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

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

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

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

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

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

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

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

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

19. DATA PREPARATION Validation Editing Coding Data entry Data cleaning

20. DATA ANALYSIS Tabulation Graphic Descriptive statistics

21. HYPOTHESIS TESTING 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

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

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

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

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

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

27. BASIC TIPS - MCQ 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

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

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

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

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

32. KEY TOPICS 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

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

34. Use the full two hours

35. QUESTIONS? Dr Wiid 011 471-2321