Unit 2 - Structure and planning of marketing research process

Question 1

What are the steps to the marketing research process?

Answer 1

1. Define research purpose/objectives
2. Approach the problem
3. Determine research design
4. Select a sample and collect data
5. Analyse and interpret data
6. Prepare the research report

Question 2

Comment on the marketing research problem

Answer 2

• Focuses on the underlying causes
• Is information oriented
• Asks what information is needed

Question 3

What is problem formulation?

Answer 3

Problem formulation is the start of the research process. The best way of formulating a problem is through a series of questions.

Question 4

What are the tasks involved in the problem definition process?

Answer 4

The tasks involved are 4:

1. Discussion with decision makers
2. Interviews with experts
3. Secondary data analysis
4. Qualitative research

Question 5

What are the steps to the environmental context of the problem?

Answer 5

Step 1: Problem definition (marketing decision problem, marketing research problem)

Step 2: Approach the problem

2. 1. Analytical framework and model
3. 2. Research questions and hypothesis
4. 3. Specification of information needed

Step 3: Research design.

Question 6

What is the definition of management decision problem?

Answer 6

the problem confronting the decision maker. It asks what the decision maker needs to do. The management decision problem is action oriented.

Question 7

What is the definition of management research problem?

Answer 7

entails determining what information is needed and how it can be obtained. The management research problem is information oriented and focuses on underlying causes.

Question 8

What is problem audit?

Answer 8

The problem audit involves discussions with the decision maker on the following issues:

1. The event that led to the need for action
2. The alternative courses of action
3. The criteria to evaluate the alternative courses of action
4. The potential actions based on research findings
5. The information needed
6. The way in which information will be used

Question 9

What are the common errors in planning market research?

Answer 9

1. Problem definition is too broad - does not provide guidelines for subsequent steps
2. Problem definition is too narrow - may miss some important components of the problem

Question 10

How do you link the management decision problem and the management research problem?

Answer 10

With a conceptual map. Management wants to (take action), therefore we should study (topic), so that we can explain (question)

Question 11

What are the types of descriptive research?

Answer 11

Descriptive research can be Cross-sectional design and Longitudinal design.

Question 12

What is cross-sectional research design?

Answer 12

• Any sample of population
• Measured only once
• Advantages: easier to obtain representativeness, less chance of response bias
• Disadvantages: cannot detect change in behaviour

Question 13

What is longitudinal research design?

Answer 13

• Involves a fixed sample of population
• measured repeatedly
• same variables
• Advantages: detect change over time, brand switching matrix
• Disadvantages: non-representativeness, testing effect (response bias)

Question 14

What is research design?

Answer 14

It is the detailed blueprint used to guide the implementation of the research study towards the realisation of its objectives.