UNIVERSITY OF CAPE C0AST

C0LLEGE 0F AGRICULTURE AND NATURAL SCIENCES

SCHOOL 0F AGRICULTURE

DEPARTMENT OF AGRICULTURAL ECONOMICS AND EXTENSION

COURSE TITLE: MARKETING RESEARCH TECHNIQUES

COURSE CODE: ABU 311

INDEX NUMBER: AG/AGB/21/0059

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QUESTION 1.

1. Exploratory Research: A preliminary investigation conducted to gain insights and

understanding of a problem or opportunity. It helps in defining the problem and

formulating hypotheses.

2. Descriptive Research: Focuses on describing characteristics of a phenomenon or

market. It provides a snapshot of current conditions, such as market size,

demographics, or consumer behavior.

3. Causal Research: Seeks to establish cause-and-effect relationships between

variables. It involves experiments or quasi-experiments to determine the impact of

one variable on another.

4. Cross-sectional Research: Collects data at a single point in time to analyze a

population or sample at that specific moment.

5. Longitudinal Research: Involves collecting data from the same subjects over a

period of time to track changes and trends.

6. Qualitative Research: Utilizes non-numerical data, such as interviews, focus groups,

or observations, to understand underlying motivations, attitudes, and behaviors.

7. Quantitative Research: Involves the collection and analysis of numerical data

through surveys, experiments, or statistical techniques to quantify relationships and

trends.

8. Primary Research: Involves gathering new data directly from the source through

methods like surveys, interviews, or experiments.

9. Secondary Research: Utilizes existing data sources, such as published reports,

databases, or academic literature, to address research objectives.

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 10. Ethnographic Research: Immerses researchers in the natural environment of

subjects to observe and understand behaviors, preferences, and cultural influences.

QUESTION 2.

 Exploratory Research Design: Used to explore a problem or situation, often in the

absence of prior research. It helps in understanding the nature of the problem and

generating hypotheses.

 Descriptive Research Design: Aims to describe characteristics of a population or

phenomenon. It focuses on who, what, when, where, and how questions to provide a

clear picture of the subject.

 Causal Research Design: Investigates cause-and-effect relationships between

variables. It typically involves experiments where one variable is manipulated to

observe its effect on another variable.

QUESTION 3.

- Problem Identification Research: Focuses on identifying and defining

marketing problems or opportunities. It involves exploratory research methods

to understand the nature and scope of the issue.

- Problem Solving Research: Aims to develop solutions or recommendations

to address identified marketing problems. It involves descriptive, causal, or

experimental research methods to test hypotheses and evaluate potential

strategies.

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QUESTION 4

o Segmentation Research: Identifies and profiles distinct segments within a

market based on demographic, psychographic, or behavioral characteristics.

o Product Research: Evaluates and improves products or services based on

customer needs, preferences, and feedback.

o Promotional Research: Assesses the effectiveness of advertising, sales

promotions, and other marketing communications strategies in reaching and

influencing target audiences.

o Pricing Research: Determines optimal pricing strategies by analyzing

customer willingness to pay, price sensitivity, and competitive pricing

dynamics.

o Distributional Research: Examines the effectiveness of distribution channels

and strategies in reaching target markets and delivering products or services

efficiently.

QUESTION 5

o Market Potential Research: Estimates the size and growth potential of a

market by analyzing factors such as population demographics, consumer

purchasing power, and industry trends.

o Market Share Research: Measures a company's or brand's share of the total

market sales relative to competitors, providing insights into competitive

positioning and performance.

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 o Sales Analysis Research: Analyzes sales data to identify trends, patterns, and

factors influencing sales performance, such as seasonality, pricing, and

promotional activities.

o Forecasting Research: Predicts future market trends, demand, and sales

based on historical data, market dynamics, and external factors.

o Business Trends Research: Monitors and analyzes industry trends,

technological advancements, economic indicators, and consumer behavior to

identify emerging opportunities and threats.

o Market Research Characteristics: Involves defining the characteristics of a

target market, such as demographics, psychographics, buying behavior, and

preferences, to guide marketing strategies and tactics.

QUESTION 6.

Taking the example of a TCL TELEVISION to explain the role of marketing research using

the diagram in slide 18.

Marketing Research acts as a bridge between the company's Controllable Marketing

Variables and the Uncontrollable Environmental Factors. Here's how it works in the

context of marketing a Tcl television:

 Assessing Information Needs: Marketing research begins by identifying what

information is needed. For a Tcl television, this might include consumer preferences

for features, price points, distribution channels, and promotional strategies.

 Providing Information: It then gathers data on these areas. For instance, it might

conduct surveys to understand which Tcl television features are most important to

consumers or analyze market trends to set competitive prices.

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  Marketing Decision Making: The information collected is used to make informed

decisions. The company might decide to focus on image quality in its product

development and advertising if research shows that's a key selling point.

 Market Segmentation: Marketing research helps divide the potential customer base

into segments. For televisions, segments could be based on demographics, usage

patterns, or brand loyalty.

 Target Market Selection: It assists in selecting the target market. If research

indicates that young adults are the most likely to purchase high-end Tcl television,

marketing efforts can be tailored to this group.

 Performance & Control: Finally, it evaluates the performance of marketing

strategies and controls for adjustments. If a particular promotion isn't resonating,

research can help understand why and guide how to tweak it.

By continuously monitoring both sides and providing actionable insights, marketing research

ensures that the Tcl television remains competitive and meets the evolving needs and

preferences of its target market. It's a critical tool for aligning the product with market

opportunities and challenges, ultimately driving successful marketing outcomes.

QUESTION 7.

1. Stage I - Planning and Design:

 In this initial stage, marketers lay the groundwork for their research.

Key activities include:

 Identification of Segmentation Understanding the target audience and

dividing it into relevant segments.

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  Setting Objectives/Research Questions: Defining what the research

aims to achieve.

 Database Search: Exploring existing data sources.

 Secondary Data Analysis: Analyzing data from secondary sources

(e.g., reports, databases).

 Prototype Development: Creating a preliminary version of the research

plan.

 Implementation: Executing the research plan.

 The goal is to establish a clear direction for the research.

2. Stage II – Qualitative Measurement:

 This stage involves gathering qualitative insights. Key steps include:

 Interviews: Conducting in-depth interviews with relevant stakeholders.

 Material Development: Creating research materials (e.g.,

questionnaires, discussion guides).

 Qualitative Data Collection Methods:

 Identifying "deep needs" by exploring underlying motivations.

 Assessing decision-making processes.

 Qualitative research provides rich context and helps refine subsequent

quantitative research.

3. Stage III – Quantitative Measurement:

 Quantitative research focuses on numerical data. Activities include:

 Sample Design: Determining the sample size and selection method.

 Questionnaire Development: Creating structured surveys.

 Data Collection: Gathering data from a larger sample.

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  Quantitative research allows for statistical analysis and generalization.

4. Stage IV – Analysis and Implementation:

 In this final stage, marketers analyze findings and take action:

 Analysis:

 Techniques like Principal Component Analysis, Cluster Analysis, and

Factor Analysis.

 Classification methods (e.g., Discriminant Function).

 Implementation:

 Applying insights to real-world scenarios.

 Examples include call center sales strategies and promotion patterns.

 The ultimate goal is to make informed decisions based on research

outcomes.

Remember, these stages are interconnected, and effective marketing research involves a

holistic approach that integrates both qualitative and quantitative insights. If you're a startup,

consider the notes on market research provided in the flowchart for additional guidance.

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 REFERENCES

Malhotra, N. K., & Birks, D. F. (2006). Marketing Research: An Applied Approach (3rd ed.).

Pearson Education Limited.

Hair, J. F., Wolfinbarger, M., Ortinau, D. J., & Bush, R. P. (2008). Essentials of Marketing

Research (2nd ed.). McGraw-Hill/Irwin.

Malhotra, N. K., & Birks, D. F. (2006). Marketing Research: An Applied Approach (3rd ed.).

Pearson Education Limited.

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing

Management (1st ed.). Pearson Prentice Hall.

Malhotra, N. K., & Birks, D. F. (2006). Marketing Research: An Applied Approach (3rd ed.).

Pearson Education Limited.

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