Research Design

Question 1

What are the aims of the aims of the research process?

Answer 1

• To provide a rational means of fulfilling the research objectives
• Establishing a clear audit trail
• Achieve maximum value for money: good results for minimal expenditure

Question 2

What are the steps in the market research process?

Answer 2

1. Defining the problem
2. Developing a research plan for collecting information
3. Implementing the research plan, collecting & analysing the data
4. Interpreting & reporting the findings

Question 3

What is another research design process that a company can use to guide them to get good quality information?

Answer 3

Bradley 2013/Chrisnall 2005/ Mahotra 2012’s Research Design process.

It goes from the decision problem and all the way down to future implications

Question 4

What are some types of information that can be gained from doing market research?

Answer 4

• Market size & structure: value, historical trends, competitors
• Use of and attitudes towards products: Supplier information & preference, volume & frequency of purchase
• Customer satisfaction & loyalty: Existing & potential customers
• Promotion effectiveness
• Brand impact
• Pricing effectiveness

Question 5

What is the Marketing Information System (MIS) comprised of?

Answer 5

• Malhotra, 2012
  People, technology, procedures which gather, sort, analyse, evaluate and distribute necessary, timely and accurate information to market decision makers

Question 6

Describe what makes a good information system?

Answer 6

It will balance the information that the users want, against what they really need, and against what is feasible to offer

Question 7

What is an Marketing Information System?

Answer 7

It is designed to support marketing decision making by analyzing and assessing marketing information, gathered continuously from sources inside and outside an organization in order to help decision makers make decisio

Question 8

What is the traditional design of market research?

Answer 8

Bradley, 2010

• Secondary: To discover the parameter of the population
• Qualitative: Fine tuning the objectives, online areas to be quantified, helps devise questionnaire
• Quantitative
• Qualitative: Investigates issues raised in maine field work

Question 9

What are some of the advantages of secondary market data?

Answer 9

• Cost effective
• Speed
• Can provide data one individual company may not be able to collect

Question 10

What are some disadvantage of secondary market sata?

Answer 10

• Potentially not current
• Relevance may not be 100%
• Do you really know if its accurate?
• Impartial - who conducted it, and why?

Question 11

What does secondary research help do?

Answer 11

• Provides a good starting point & helps define research question

Question 12

What are some of the potential sources of errors in research design?

Answer 12

• Sampling errors
• Response errors
• Researcher errors
• Interviewers errors
• Respondent errors