INTRODUCTION
This research aims at finding out basic research methods, principles and techniques in order to present them in a seminar entitled “The Role of Research in Marketing” that is going to be organized on 20 August 2010. For this reason, this study will collect data and information regarding research methods, principles and techniques from various sources, especially secondary sources. In this regard, this study taken into account various postulations made so far by the researchers, theorists and scholars.
Research, generally is the composition of the two words: ‘Re’ and ‘Search’, which means ‘again’ and ‘seek’ respectively. Hence, etymologically, research indicates the function of searching for a given phenomenon again. However, research does not include only the retest of the already-established theories but also means to seek new phenomena. In this sense, research can simply be defined as an enquiry into the given social or scientific issues and phenomena. Research, thus, is a process of seeking new phenomenon or retesting the already-established postulations in the logical and scientific way. But in deeper sense, research is logical and scientific approach to find out cause-effect relationship between variables.
In today’s cutthroat business world, research is a tool to find solutions to the problems seen in the organization and be capable of achieving overwhelming role in the market. To have a good understanding of the business or marketing status of the organization, the marketing research can be supportive. Marketing research is the process of identifying existing marketing scenario, demand and supply, competitors, products, problems and suggesting best option or approach to resolute them. Marketing rese...
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...umber of interviewees is 200 and out of it 10 samples have to be selected, then each in the 20th number should be selected. Multi-stage sampling is carried out in a number of stages, from whole city to a ward or part of the city.
Likewise, in non-probability sampling, there are chiefly three sampling methods: Convenience sampling, quota sampling and dimensional sampling. Convenience sampling is conducted as per the comfortable situation whereas the quota sampling is based on the quota system for the respondents. This means to say that if there is total population 200 and out of it 20 respondents have to be chosen, then quota should be determined in terms gender, education, occupation and the like. Just contrary to these two methods, dimensional sampling tries to involve all walks of social life or all categories representing distinct gender, class, age and so on.
Aaker, D. A., Kumar, V., & Day, G. (2007). The Marketing Research Process. Retrieved from https://ecampus.phoenix.edu/content/eBookLibrary2/content/eReader.aspx.
Companies use marketing research to identify problems or opportunities that they might encounter. Organizations may also use marketing research to identify their strengths and weaknesses, and certain trends that are forming in their market. H&R Block is a tax service company that prepares state and federal taxes for individual customers and small to mid-size companies (H&R Block, 2010). This company has defined their marketing research and has different types of marketing research techniques it uses. Furthermore, there are other types of H&R Block’s marketing research techniques that would be beneficial to if they were implemented correctly.
When conducting research, when is it conducive to use primary research over secondary research and vice versa? Both research techniques are viable and beneficial. They each have purpose and can be used as a marketing research template when conducting research. Both techniques are equipped with tools that can be used to guide a researcher through the research process. If these tools are properly adhered to, the research process can be seamless and quite effective. Moreover, market research can assist a researcher in making accurate decisions and improve the chance of success. This paper will explain the difference among research tools used in primary and secondary research. It will also depict the differences in primary and secondary research when using qualitative and quantitative approaches. Additionally, it will indicate which tools are used for each approach and why.
Two sampling methods include mail surveys and convenience sampling, a variation of a nonprobability sample. Mail surveys, inexpensive way to contact individuals over a large geographical area, provide anonymity to the respondent, and eliminate interview bias. Convenience sampling, a nonprobability sample, the only criteria is the convenience of the unit to the researcher, fast and uncomplicated, but the sampling error not determined.
Creating a strong path of action, that includes all steps necessary for research to be insightful and applicable, takes a lot of planning and consideration. The research case discussed in this paper will expound on steps necessary for a fictitious company, Advanced Automobile Concepts, to increase sales. Advanced Automobile Concepts, Zen Motors, needs a research plan showing each step along the research path. The report will start with the marketing research problem, 8 steps including objectives, design and data collecting, and concluding with how the report should be presented. The research will not be conducted but each step will be de described as to how it will be carried out in relation to how the CEO of Advanced Automobile
Polaris Marketing Research (2008). Marketing Research Process: An Overview. Retrieved May 8, 2008, from http://www.polarismr.com/edctr_overview.html
As it is impossible for researchers to study an entire population, sampling theory studies a target population under study. A target population refers to a group of individuals who meet the sampling criteria for a particular study. For example, male, 20 years with type 1 diabetes. The two different types of sampling design are probability and nonprobability sampling. Probability sampling is the type of sampling plan where each person in the population has an equal opportunity to be selected for the sample, whereas in nonprobability sampling methods, not every element or person in the population has a chance to be selected for a study. This type is a more common method used in nursing research because of the limitations of the availability of
When researching about advertising and marketing it is important to utilize the more recent the research is more credible one can become as a writer implementing the facts about the product to the audience. Research is the first step to identifying the customers and new opportunities by compiling information from credible sources to compare your thoughts with other research and writing a strategy for marketing and advertising. The purpose of current research is to inform you more about your topic enabling you to organize the information in written format to create a systematic approach to the research process which is how you will develop the answer to the question.
This will include primary as well as secondary research. The primary research would include a survey that would be conducted in selected localities of Delhi and nearby areas where the responses of consumers would be recorded through a designed questionnaire. Secondary research would include various aspects of brand management through internet, journals, company reports, expert views etc.
Sampling the act, process, or technique of selecting a suitable sample; specifically : the act, process, or technique of selecting a representative part of a population for the purpose of determining parameters or characteristics of the whole population (merriam-webster.com). There are several types of sampling and we can put these into groups. In this essay we will look at 2 main groups: Human selection and Random selection in sampling. Opinion Polls, Convenience sampling, and Quota sampling are in the Human selection group. Simple Random sampling and stratified sampling are Random selection. If there are several ways of sampling, what are the positive and negative aspects of each of them?
The main aim of this discussion is to discuss the main aspects that are very important in planning and implementing the activities of marketing in the global context. Once all the issues have been addressed, the organisation then needs to plan out the global marketing strategy. Marketing research is the core area of marketing, as the entire marketing strategies depends on how well the organization has conducted the research of the market. Mar...
Malhotra, N.K., 2002. Basic Marketing Research: A Decision-Making Approach. Upper Saddle River, New Jersey.: Prentice Hall.
As Chiromo 2006: 17 correctly points out, there are two types of sampling techniques namely probability and non-probability sampling. Probability sampling is the type of sampling that affords each member or unit of the population an equal choice of being included in the sample, (Clark 2006: 18). On the other hand in non-probability sampling, the units of the sample have an unknown chance of being included in the sample. Quantitative research uses both random and non-random sampling although there is usually a mistaken belief the non-random sampling is for qualitative research alone.
Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company, allows management to make the changes necessary for better results through adopting a proactive approach. Therefore, if a company wants to know what type of products or services would be profitable it should make a market research. Furthermore, a comprehensive research will enable the company to know about the product imperfections (if there are) and to know if it has been able to satisfy customers’ needs. It attempts to provide accurate information that reflects a true state of affairs. Due to market research the company can formulate a viable marketing plan and estimate the success of its existing plan. There are two main sources of marketing research information:
This method includes getting participants wherever is convenient and wherever you can find them. example (stopping random people on the street and asking questions). Convenience technique is effective when conducting pilot data collection. Other advantages are simplicity, cheap to implement, easy to do, data collection can be facilitated in a short time frame. Disadvantages and main reasons why use of this sampling method is discouraged by researchers are high vulnerability to selection bias, influences that can not be controlled by the researcher, high level of sampling error. Studies that used convenience sampling also have low