Introduction to Marketing Research and the Market Research Process

By Gary Austin,2014-01-20 21:36
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Introduction to Marketing Research and the Market Research Process

Introduction to Marketing Research and the

    Market Research Process

    Weeks 1/2 Essential Reading: Proctor Chapters 1, 2 The purpose of marketing research is to provide managers with information that helps

    them make more informed marketing decisions. The role of marketing research, when

    it should be (or not be) undertaken, and the types of research undertaken will all be


Learning Objectives

    ? To comprehend the marketing environment within which managers must make decisions

    ? To discuss the purpose of marketing research and describe different types of marketing research

    ? To describe the role and importance of marketing research and the cost value of information in the

    context of marketing decision-making

    ? To outline how, when and why it might be used by organisations

    ? To discuss the importance of problem definition and explain how this may be achieved

    ? To describe the marketing research process and learn the steps involved

    ? To explain the inter-relationships between the stages in the process


    ? The scope and nature of marketing research. The role of marketing research for marketing

    management decisions When it should, or should not be undertaken

    ? Problem recognition

    ? The transition of decision problems into research problems

    ? The marketing research process and the inter-relationships between stages

Research Design

    Week 3 Essential Reading: Proctor Chapters 1, 2 Learning Objectives:

    ? To define and classify various research designs

    ? To compare and contrast different types of research - descriptive, causal, exploratory


    ? Definition and classification of research designs

    ? Consideration of differences between designs

    ? Stakeholders in marketing research

Secondary Research

    Week 4 Essential Reading: Proctor Chapters 3 Secondary data is data that already exists, is accessible, and that may help address

    or even solve the research problem. Information technology has had a major impact

    on the volume and accessibility of this data.


Learning Objectives:

    ? To distinguish between primary and secondary research

    ? To outline the main types and sources of secondary data

    ? To explain the criteria used to evaluate secondary data

    ? To describe the benefits and limitations of secondary research

    ? To understand the growth and types of on-line databases

    ? To understand the role of the Internet in obtaining secondary data


    ? Secondary and primary research compared

    ? How to carry out secondary research

    ? The evaluation of secondary data

    ? On-line databases compared

    ? Using the Internet and World Wide Web.

Introduction to Survey Research

    Week 5: Essential Reading: Proctor Chapters 5, 10

    Learning Objectives:

    ? To understand the nature and purpose of surveys

    ? To introduce and describe the different survey methods of carrying out primary research available to

    researchers and discuss their advantages and disadvantages

    ? To identify the criteria that determines choice of method and be able to apply these

    ? To highlight the different types of error in survey research

    ? To describe where and when surveys are most likely to be useful

    ? To discuss the differences between mail, telephone and face-to-face survey design and the

    implications of each on the overall research design


    ? Types of primary data collection

    ? Surveys in context

    ? Different types of surveys: mail, telephone, face-to-face, point of service touch screen, panel, Internet

    ? Advantages and disadvantages of survey research

Questionnaire Design

    Week 6 Essential Reading: Proctor Chapters 6, 7

    Few researchers start with a blank sheet of paper when designing questionnaires or

    constructing attitude scales. They tend to design from a stock of questions and scales

    that have been 'tested' for effectiveness on previous surveys.

Learning Objectives:

    ? To outline and understand the role of the questionnaire in the research process

    ? To understand the features which characterize a good questionnaire

    ? To describe the requirements in creating a useful questionnaire

    ? To describe the different stages in questionnaire development

    ? To discuss the use of various question designs and scales

    ? To discuss how the method of data collection (mail, telephone or face-to-face) and the nature of the

    respondent will impact upon the design of the questionnaire



    ? The role of a questionnaire

    ? Criteria for a good questionnaire

    ? Fitting the questionnaire to the respondent and the method of data collection

    ? Questionnaire development

    ? Evaluation of actual questionnaires


    Week 7: Essential Reading: Proctor Chapter 4

    Key issues in sampling relate to how the sample should be selected (sample design)

    from the population, how many should be selected (sample size), and the associated


Learning Objectives:

    ? To understand the concept and purpose of sampling

    ? To describe and explain commonly used sample designs

    ? To understand the advantages and disadvantages of probability and non-probability samples ? Suggest appropriate sample designs for given research projects

    ? To understand the factors that influence sample size decisions and the trade offs between them


    ? Sampling terminology including census, population, sample, probability and non-probability sample ? Probability and non-probability samples defined and explained

Data Entry/Editing and Coding

    Week 8: NO LECTURE

    Communicating Results & Client Presentations

    Week 9: Essential Reading: Proctor Chapters 12

    Emphasis is on the importance of the presentation to the success of a research study.

Learning Objectives:

    ? To outline and describe how to present both verbal and non-verbal research reports ? To outline the different emphasis given in a verbal report versus a written report ? To explain the importance of considering the audience and how the recipient is likely to use a marketing

    research report


    ? The difference between a verbal report and a non-verbal report and the use of both ? To outline and describe how a written report should be structured and how a verbal report could be


    ? How to present results

    ? The importance of interpretation and explanation of research results


Qualitative Methods

    Week 10: Essential Reading: Proctor Chapters 8, 11

    Qualitative research aims to understand rather than to measure or count something.

    Whilst a survey might investigate the number of people who prefer brand A to brand B, qualitative research would investigate why they prefer brand A.

Learning Objectives:

    ? To understand the difference between qualitative and quantitative research ? To define and describe the nature of qualitative research

    ? Describe the main techniques of qualitative research, identify appropriate uses of each technique and

    discuss their strengths and weaknesses

    ? To identify appropriate applications of qualitative research and discuss its benefits and limitations ? To define and describe examples of direct and indirect qualitative methods


    ? The nature of qualitative research and how it is different from quantitative research ? The use of qualitative research and where it could be used appropriately ? The use of direct qualitative research methods, including depth interviews, focus group discussions ? The use of indirect qualitative research method such as projective techniques


    Week 11

Week 12: Course Review and Revision

Learning Objectives:

    To build upon understanding of topics 1-11

    Preparation for the end of semester examination


    ? Review of topics covered

    ? Revisit content as requested by students

    ? Receive feedback on course structure, content and delivery

    ? Raise awareness of marketing examination technique issues


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