Market Research Project (MRP302B)

Live session 1
Click to edit Master title style
CONTENT
• Get to know your lecturer (ME)
• MRP302B in context
• The roadmap for this semester
• Do’s & Don’ts
• Study unit 1: Introduction to Market Research
• Is it a problem/opportunity or both?

MRP302B: Virtual session 1 3

Welcome to Market Research Project

Some information about your lecturer

RENEE ROUX

MRP302B: Virtual session 1

Welcome to Market Research Project

LIVE SESSIONS
Tuesday evenings: 19:00 – 21:00

Except for maybe ONE session – Will make an announcement

MRP302B: Virtual session 1

Some Context re: Market Research Project

NQF7
Compulsory 20 Credits
MRP302B
3rd year subject 200 Notional hours
12 weeks

MRP302B: Virtual session 1

The Orientation = Google Map for this module

1) WHY this module?

2) WHAT do you need?
3) WHERE do you start?
Start Week 1
4) WHAT to expect?
5) WHAT if you are getting lost? End: Submit assignment 2
6) WHAT can you expect at the final destination?
7) WHEN will you arrive at the final destination?

MRP302B: Virtual session 1

WHY this Module?

Research SUPPLIERS Specific skills

TWO MAIN Roles in the

Research Industry

Research USERS Specific skills

MRP302B: Virtual session 1

WHY this Module?

Foundation for roles within a business - - -

Market Researcher
- Market Research Analyst
- Marketing Intelligence Analyst
- Customer Insights Analyst
- Marketing Strategy

Specific Skills
AND
Provides skills - a Marketing Manager or
Business Manager to:
- Request Market Research
- Manage Market Research Projects
- Interpret Market Research Information
- Apply Market Research Findings
MRP302B: Virtual session 1
WHAT do you need for this Module?

NO prescribed TEXT BOOK

1. Study Guide

2. Module Teaching and Study Plan

3. Assignment Questionnaire 1

4. Assignment Questionnaire 2

5. Excel Data Sheet for Assignment 2

MRP302B: Virtual session 1

WHERE do you start?

Getting Ready

1) Ensure that you have all the necessary tools

2) Know what is expected from you
3) Work through the Module Teaching & Study Plan
Module Teaching & Study Plan
• It breaks the Study Guide down into manageable pieces
• No need to rush
• Assists you to work according to a plan
• Sufficient time to learn & practice
• Provides an indication of how much work is required and
• Gives time to ask for assistance,
by when
consider different approaches, etc.
• Guideline to content covered during the Live sessions
4) Diarise the dates for the Live sessions
5) Try to attend the live sessions and be PREPARED
6) Read through the Assignment Questionnaires
7) Diarise submission dates
• Early reminders

MRP302B: Virtual session 1

WHAT to expect from this Module?

Content of this Module – STUDY GUIDE

STUDY GUIDE is the Primary Source – Everything you need to know

1) Information
2) Step-by-step explanations
3) Tips
4) Exercises/Revision at the end of each Study Unit

Study Unit 1: Study Unit 2: Study Unit 3: Study Unit 4:

Request for information The Market Research How to evaluate market Sampling for
and/or research Brief research proposals Quantitative &
Qualitative Research

Study Unit 6:
Study Unit 5:
Data analysis, Presenting
Questionnaire & & Reporting
Discussion guide design
MRP302B: Virtual session 1
WHAT if you are getting lost?

1) eDiscussion Forum
• Interaction with fellow students
• Questions
• Discussions
• Guidelines Whatsapp Groups
• Tips
• Responding:
• Weekdays: Within 48 hours
• Weekends: Once

MRP302B: Virtual session 1

WHERE is the FINAL DESTINATION?

1) APPLY theoretical knowledge

TWO Assignments
2) CRITICAL & ANALYTICAL thinking
NO EXAM Assignment 1 = 55 MARKS
is required
Assignment 2 = 45 MARKS

3) IMM GUIDELINES w.r.t

presentation

MRP302B: Virtual session 1

FINAL DESTINATION – Calculation of final marks?

Assignment 1
Marks for assignment – presentation
marks = Total out of 55
Weighting 45%

TWO Assignments
Assignment 1 = 55 MARKS Assignment 2
Assignment 2 = 45 MARKS Marks for assignment – presentation
marks = Total out of 45
Weighting 55%

Weighted Total for assignment 1

PLUS
Weighted Total for assignment 2
=
MRP302B: Virtual session 1 Total out 100
FINAL DESTINATION – Negative marking

• Check the PRESENTATION RUBRIC at the end of each assignment

• Every aspect that is affected by negative marking is on the rubric
• If it is not there = NO negative marking

MRP302B: Virtual session 1

FINAL DESTINATION - Negative marking

IMM GUIDELINES w.r.t PRESENTATION for BOTH assignments

Negative Marking
1. Layout
• Font & font size, line spacing, margins, page numbering
• Spelling & Grammar
2. Citation
• Format
• Number of citations
3. Referencing
• Format
• Number of references
4. Table of content
5. NO late submission

IMPORTANT: Check the marking RUBRICS

MRP302B: Virtual session 1
FINAL DESTINATION – Citations & Referencing

IMM GUIDELINES w.r.t Citations and Referencing on eLEARN

Remember:
1. Minimum number of citations per question
2. Link between citations and references
3. Study guide must be part of reference list. Only once
4. Lecture notes – One reference source
5. Scenario in Questionnaire paper – One reference source
6. Assignment questions and Excel datasheet - NOT citation or reference
7. Different citations and references for Assignments one and two

MRP302B: Virtual session 1

WHEN to arrive at the FINAL DESTINATION?

• Assignment one = 23h59, 17 April 2024

• Assignment two = 23h59, 14 May 2023

See guidelines w.r.t submission process

IMPORTANT TO PLAN – NO late submissions

MRP302B: Virtual session 1

FINAL DESTINATION – Plan B?

Supplementary

• Re-submit BOTH Assignment one and two BUT combined into ONE submission
• Check the guidelines and question paper w.r.t
• Format
• Question numbers
• Citations
• Reference lists
• No late submissions

MRP302B: Virtual session 1

 Do’s & don’ts
eMails/eDiscussion Forum
• Ask questions but please look at content covered before hand t
• Work through the Live sessions
• No emails

MRP302B: Virtual session 1

 Do’s & don’ts
Live sessions
• Switch of microphone
• Cover 20% of the Study Guide content
• Be prepared
• Participation
• Type questions or raise hand for speaking turn
EVERY TUESDAY 19:00

MRP302B: Virtual session 1

Study Unit 1
Request for research

Click to edit Master title style

MRP302B: Virtual session 1
 MARKET RESEARCH?

MRP302B: Virtual session 1

START AT THE BEGINNING….. Understanding the concept Market Research

Consumers

The Business
Customers /
Organisation
Businesses

External Environment /
Researcher Internal Environment
The Market

MRP302B: Virtual session 1

HOW DOES IT START……

An
A Problem AND/OR Opportunity

MRP302B: Virtual session 1

YOU RECEIVE A REQUEST: Start building the argument

An
A Problem AND/OR Opportunity

Business Problem Statement

Next live session
Study unit 2

Research Problem Statement

MRP302B: Virtual session 1

Problem or Opportunity or Both?

Hyundai South Africa offers a variety of models. The Palisade is its premium SUV. It was
designed to spoil the driver and passengers.
A Problem
There are two Palisade models available (same price): a 7-seater and 8-seater. The Palisade is
positioned as luxury at a grand scale with all the space a family needs. In South Africa the
Palisade comes with a hefty price tag of R1 million plus. It is positioned as a luxury family SUV.

Hyundai requested its advertising agency to develop a marketing campaign. The overall
communication objective will be to create awareness of the Palisade and its features that
will ultimately convert into sales. During a workshop with the creative team, it was realised
that there is lack of understanding of what a luxury car buyer looks for when buying a luxury
family SUV.

The market research manager of Hyundai received a request to assist with a market
research project.
MRP302B: Virtual session 1
Problem or Opportunity or Both?

One of the products in the Bokomo breakfast range is Bokomo Cornflakes. The number one
cornflakes brand in South Africa is Kellogg’s Cornflakes.
A Problem
Bokomo is perceived as second best to Kellogg’s Cornflakes which currently results in low
sales. The Bokomo marketing manager is in the process of developing a new branding
strategy to establish Bokomo Cornflakes as the preferred cornflakes brand. This will be
achieved by increasing brand awareness, change brand/image perceptions and ultimately
increase sales. Bokomo has never conducted any research on the Bokomo Cornflakes cereal
therefore in-depth market research is required before the strategy can be developed.

The market research manager received a request to assist with establishing the current
brand strength and image perceptions as well as identifying consumer needs and the driving
forces behind their current behaviour when choosing between the two cornflakes brands.

MRP302B: Virtual session 1

ANY QUESTIONS?

MRP302B: Virtual session 1

Home work

Step 1: Read through scenario

Step 2: Read the assignment questions applicable to this
scenario
Step 3: Read scenario again but keep the questions in mind.
Make notes of the key take outs that are relevant to the
questions
Step 4: Start preparing answers to the first 2 questions

Next session: Opportunity to ask questions

MRP302B: Virtual session 1

 Virtual Session Two
• Tuesday, 5 March
• Time: 19:00 – 21:00
• Revision
• Preparation: Study Unit 2: Research brief
• Title
• Background
• Business and research problem statements

NEXT
SESSION
MRP302B: Virtual session 1
The end of session one