marketing research

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information Assessment Information Subject Code: MKT202 Subject Name: Marketing Research Essentials Assessment Title: Research Proposal-Individual Weighting: 40% Total Marks: 40 Word Count 1700 words Due Date: Week-7 . Assessment Description . In the dynamic world of marketing research, keeping yourself up to date with contemporary trends is very important. This assessment will enable you to identify scope of research, various research topics along with review of different literature available in your chosen topic. A literature review outlines and discusses the contextual issues related to your topic of inquiry, and provides a contemporary understanding of the topic to the reader. It presents the existing theoretical and empirical understanding of the topic and does so in a critical way, positioning your intended research in relation to existing work in the field (Cohen, Manion & Morrison 2016). You may would like to choose a topic of your choice however, it is advisable to liaise with your lecturer before finalising this topic. The marketing research proposal includes a written statement of the research design explaining the purpose of the study and a detailed, systematic outline of the procedures associated with a particular research methodology (Zikmund, 1997). Use Appendix 2A from Chapter 2 of your textbook as a template for this assignment. You will be continuing on the same topic and proposal for your assessment-3 hence choose the topic wisely. Ensure your research proposal does not miss out on the following details.  Identifies the research problem (What is your proposed research)  Identifies the research objectives (Why is it important and what you want to achieve out of it).  Provide literature review of your research area. (What is existing information available on the same area?) Your proposal should be submitted via turnitin in a .PDF format. You must use a minimum of 6 references for each week’s reflection: • Text books: The prescribed text is mandatory. • 5 Other scholarly references to support your literature review. • Wikipedia is not to be used and does not count as an academic reference. . . COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information Assessment Marking Rubric Criteria NN (Fail) 0%-49% P (Pass) 50%-64% CR (Credit) 74%-65% DN (Distinction) 75%-84% HD (High Distinction) 85%-100% Focus and content(20%) Weak sense of focus. Rationale and context is either wholly or largely unclear, and the proposal suggests a lack of knowledge of the area under consideration. A sound sense of focus and rationale, though some elements of this may be unclear. There is a basic knowledge of the area under consideration. A clear sense of focus and rationale throughout. Good knowledge of the area under consideration. A very good sense of focus throughout with the overall intention and rationale clear at every point. Strong knowledge of the area under consideration. Excellent sense of focus throughout. Consistently high levels of understanding of the area under consideration with excellent rationale and context. Reading and engagement with literature (30%) A poor selection of literature and little critical understanding demonstrated in connecting this to the focus and structure of the proposed research. Some relevant literature has been cited, but there are important gaps. A limited critical understanding of the readings is shown and the connections with the overall focus and structure of the proposed research are not consistent. A range of relevant literature has been cited, though there may be some omissions. A critical stance has been developed in places. Appropriate links to the focus and structure of the proposed research have been made. A range of relevant literature has been cited. A critical stance is consistent and strong links have been made to the focus and structure of the proposed research. An extensive range of literature has been cited, with the main lessons clearly explicated. A strong and appropriate critical stance is taken, with excellent and consistent links to the focus and structure of the proposed research. Development of argument / analysis(30%) The style is barely descriptive, with little sense of argument and analysis. The arguments are weak and do not provide a convincing case for the research. There is some analysis, but there is a tendency to description in a number of areas. There are areas where the arguments are problematic and/or unconvincing. There is a clear attempt to set out systematic arguments in the proposal. This is largely connected to the overall rationale and focus of the research throughout. Arguments for the research are convincing. The argument and analysis is strong, and develops in a clear and systematic way, and these are connected very well to the overall rationale and focus of the research. The proposal is cohesive and convincing. Excellent analysis, with clear, developed, sustained and cohesive argument throughout the review and makes complete sense in relation to the rationale and focus of the proposed research. Organisation / synthesis(20%) The organisation and structure of the research proposal are poor. The expression is unclear and claims are rarely supported by evidence. Referencing is weak, as are spelling and grammar. The organisation and structure of the research proposal are satisfactory, though there are areas which lack clarity. The expression is generally good enough and claims are mainly supported by evidence, though again there are gaps. Referencing The organisation and structure of the research proposal are sound. The expression is good and most of the arguments made are supported by evidence in a logical and sequenced way. Referencing, spelling and grammar are all The organisation and structure of the research proposal are very good. The expression is strong, with arguments supported by evidence in a logical, sequenced and consistent way. Referencing, spelling and grammar are all strong. The organisation and structure of the research proposal are excellent. The expression is excellent throughout, with arguments supported by evidence in a logical, sequenced and consistent way. Referencing, spelling and grammar are all exemplary. COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Information may require some improvement, likewise with spelling and grammar. sound. Comments: Assignment Mark/Grade: COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment Marking Rubric . .. . . . . . . FAIL POOR AVERAGE GOOD EXCELLENT COMMENTS FOCUS RELEVANCE CONTEXTUALISATION ANALYSIS & ARGUMENT SOURCES KNOWLEDGE BALANCE ORGANISATION EXPRESSION REFERENCES

MKT202 Marketing Research Essentials Marketing Research and Decision Making Topic 1 Copyright Notice COPYRIGHT COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 WARNING This material has been reproduced and communicated to you by or on behalf of Kaplan Higher Education pursuant to Part VB of the Copyright Act 1968 (the Act). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Do not remove this notice Icon Meaning Activity Take notes These are important points and you should take notes. You will be required to know this information. Individual Activity Students complete an individual task. Group Activity Students discuss/ complete activities in groups and report back to the class. Research required You will need to research this and do some reading before the next class. Important Concept You MUST understand this concept to successfully complete the subject. Seek help if you don’t understand. Practice Questions Students will complete these questions as practice for the exam. Icon Meaning Activity Essential Tasks These tasks are required to be completed during independent study time. They will be referred to during tutorials and are an essential part of your study program. Recommended Tasks These tasks will give students a deeper understanding of the subject content in real and practical ways. Completing these tasks will assist students to retain key concepts. Lecture Notes Download your lecture notes here. Tutorial Tasks Notes, handouts or tasks for in tutorials or lectures. Icons for MyKBS site Overview of what we shall cover in these slides: Introductions – Lecturer. My education philosophy. Student Introductions . Housekeeping / Agreed rules. Lecturer expectations of you. Subject overview – Going through the subject outline, rationale and benefits of doing this subject Assessments: Discussion on each assessment. Academic Success Centre. Lecturer Introduction • Name. • A little on my background. • Qualifications. • Experience. • Style of teaching. • My contact details: also refer to subject outline. • Consultation times. • All subject information is on the student portal. My education philosophy Student Introductions (2-3 Minutes each) • Name. • A little on your background. • Highest qualifications so far. • Work experience. • Preferred style of learning. • The one thing you are really good at. Housekeeping / Agreed rules for all: • Mobile phones to be turned off! • Therefore there is to be NO leaving class to take a mobile phone call! • Let me know if you will be absent or late. • Punctual start – please be on time! • Break times – 5 to10min – start / finish time ? • Everyone is equal. • Participation encouraged – benefits of cross learning. • One person speaks at a time. • Say it clearly and concisely. • Keep it supportive, relaxed and enjoyable. 9 Lecturer expectations of you:  Passing this subject is your responsibility!  Allow 4-6 hours out of class to work on this unit!  Read the text EVERY week and take notes in your own words – file these notes weekly.  Attend all lectures and tutorials. This is your chance to ask questions and LEARN!!!  Do pre-class reading of chapter notes and slides for the coming lecture  Do post-class review of chapter notes and slides  Do post-class reading of other relevant material  Complete ALL assessment tasks 10 1-2 The Nature of Marketing A definition of marketing: The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives 1-3 The Marketing Concept The marketing concept is composed of three tenets which are interrelated: A. Consumer orientation B. Goal orientation C. Systems orientation Consumer orientation: identification of the target market for good or service Goal orientation: focus on how target market helps meet corporate goals Systems orientation: developing the tools to monitor the target market and their market opportunities The Marketing Concept 1-4 1-5 Marketing Research Defined Marketing research is the function that links the consumer, customer, and public to the marketer through information that is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. 1-7 Opportunistic Nature Cited as Favorite Percent Cover Girl 14 Clinique 10 Maybelline and Mary Kay 8 1-17 Usage Among Young Women Age Range Product Usage Tweens (8-12) Increased Teens (13-17) Decreased Young women (18-24) Decreased 1-6 Descriptive: The gathering and presenting of statements of fact Diagnostic: The explanation of data or actions Predictive: The specification of how to use descriptive and diagnostic research to predict the results of a planned marketing decision The Three Critical Roles of Marketing Research Group Time Make a group of 4, research and discuss one example of • (a) the descriptive role of marketing research, • (b) the diagnostic role of marketing research, and • (c) the predictive function of marketing research. 1-9 The quality being delivered is at a level desired by the target market. The quality level must have a positive impact on profitability. Research Value Return on Quality 1-10 A plan to guide the long-term use of a firm’s resources based on its existing and projected internal capabilities and on projected changes in the external environment The development of the means by which the firm will position itself in the eyes of the consumer while determining the best course of action to meet the firm’s objectives Marketing Strategy For Customer Retention 1-11 Marketing research for British Airways discovered that first-class passengers really wanted to sleep over most amenities. So they: • Offered premium flyers a meal on the ground before takeoff • Pajamas when they board, real pillows and blankets • An interruption free flight • At their destination, first-class passengers can shower and dress in fresh pressed clothing as well as have breakfast Marketing Strategy For Customer Retention Reflect and Share • What differences might you note among marketing research conducted for (a) a retailer, (b) a consumer goods manufacturer, (c) an industrial goods manufacturer, and (d) a charitable organization? Copyright 2009 John Wiley & Sons, Inc. • More people participating in social media • User-generated content is unsolicited, candid, and passionate many times • Millions of comments a day about products/brands • Fifty-six percent of social media users check Facebook once a day Social Media and UGC 1-12 • 56% of social media users check Facebook once a day • 12% check Facebook every two hours • 48% check Facebook or Twitter before bed, during the night and when they wake up • People under 25 were more likely to check social media during the night Social Media and UGC 1-13 1-14 Research aimed at solving a specific, pragmatic problem Research aimed at expanding the frontiers of knowledge rather than solving a specific, pragmatic problem Applied Basic Types of Research Studies Basic research V/S Applied research • Video source: https://www.youtube.com/watch?v=HaQqg wxPLSU 1-15 Programmatic Selective Evaluative Research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies. Research used to test decision alternatives. Research done to assess program performance. Applied Research Types 1-16 Programmatic Research conducted to develop marketing options through market segmentation, market opportunity analyses, or consumer attitude and product usage studies. Applied Research Types • Has the target market changed? How? • Does the market exhibit any new segmentation opportunities? • Do some segments appear to be more likely candidates than others for the firm’s marketing efforts? • What new product or service opportunities lie in the various segments? 1-17 Selective Research used to test decision alternatives. Applied Research Types When multiple opportunities exist, selective research can help managers make the best decision. In 1985, the Coca Cola company reformulated its Coke product. New Coke was a marketing disaster that could have benefited from selective research. Learning from that mistake, soda companies introduce new drinks but not in place of consumer favorites. 1-18 Evaluative Research done to assess program performance. Applied Research Types Apple for example takes a very proactive stance with regard to their technology products. They listen to their consumers and consumer requests, allowing them to measure program and hardware performance. The company continually evaluates performance and success to apply to their next generation of cutting edge products. 1-19 Reconsider conducting marketing research under the following circumstances: •The resources are lacking to do proper research. •Managers cannot agree on what they need to know to make a decision. •The opportunity has passed. Decision to Conduct Marketing Research 1-20 •The decision has already been made, or will not be made. •The research results might not be useful to management. •Decision-making information already exists. Decision to Conduct Marketing Research 1-21 •The research cost outweighs the benefits of the research. • You do not have the time to do the research right. •The research results will likely only be shelved. Decision to Conduct Marketing Research •Get the right goods or services to the right people at the right time at the right price with the right promotion • Work within an internal environment of an organization and the external environment over which he or she has little control. •Focus on customer satisfaction and retention Marketing Research helps Managers • Give Me a Coupon That I Can Use Online! Case Study- Group Homework Questions • Using the Internet and a Web browser, visit a search engine such as Google or Yahoo! and type, “marketing research.” From the thousands of options you are offered, pick a Web site that you find interesting and report on its content to the class. MCDANIEL C, GATES, R 2013, MARKETING RESEARCH ESSENTIALS, 8TH EDN, WILEY, HOBOKEN, N.J. 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