Marketing Research Reflection

Marketing look into ReflectionMarketing explore DiaryMarketing Re reckon Seminar 1Part unrivalled brisk Material1) What is the man termment decision fuss facingDuPont?New symbol of carpets (innovation) keep commercial segment be transferred to residential segment?Whether they should forgo the radical viewion into theresidential commercialise.If the answer to that suspense is yesHow should be introduced?How go forth it be market placeed?How go outing be broken down into restrained decision-making argonas?2) What is the marketing seek problem facing DuPont?To determine consumer preferences and purchase intentions for theproposed new product3) Breakdown the familiar marketing query problem into comp unrivallednt parts.The marketing explore problem drop be broken down into the following component partsWhat criteria be employ by mickle in choosing carpets?What are the market shares of DuPont and its competitors?What is the coat of the market segment interested in the newproduct?What styles of carpets are preferred by ho using uph seniles?What is the demographic and psychological profile of the guests?How do lot evaluate carpet brands in terms of the competitors and brand awareness?4) Developone suit fitting research inquiry and venture for the marketing research problem.A attainable research question and possible action related to the marketing research problem isRQ On what vari competents target the specific market segment be identified?H It may be identified bydemographic, psychological factorsPart 2 MY REFLECTIONS ON SEMINAR 1 aft(prenominal) discussing the case study and identified the research problem components, a decisiveness was r distributivelyed as to the topic to be researched for the whole semester, (Litter thrownfrom cars). Issues such as consumer characteristics, demeanour, attitudes, opinions,possessions and the purlieual context of the problem are factors one deficiencysto bear in beware here. There is also a moti ve to target specific markets, i.e.what type of consumers are we talking ab protrude here? Do the consumers realizethat there is a problem? Sub-consciously they probably do, but consciouslythey dont. Evaluating the pros and cons of the product would be utile inrealising the market potential and responsiveness from various consumersegments.Additionally,profiling of lifestyles, ha indorsements, activities of the target audience demographyand product externalize would need to be assessed. A system of de shed it offring theproduct would need to meet customer satisfaction and experience. Identifyingwhere the competition is for the product would need to be carried erupt. I.e.areas that are not littered or are cleaned on a regular radical would become ahigher and best standard of living, while areas that do not have this, wouldsuffer the opposite. In relation to the master(prenominal) topic reached for research, onewould need to analyze the size of the problem, are the costs of cle aning it upaffordable per litter discarded what are the wellness hazards and problemscreated by unclean litter on the streets g climb on people littering the streets,when they get on not to know that they are littering the streets be termed as acriminal offence and final examinationly, what drive out we do to change peoples attitudestowards this unsolved phenomenon is an issue that inescapably attention.Marketing search Seminar 2Part One Prepared Material1a) Briefly, list the main advant times of secondary selective schooling.The main advantages of secondaryselective information areIt is accessible, relatively inexpensive and quickly obtainedsome(a) are available on topics where it would not be feasible for afirm to collect primary entropyIt also helps toDiagnose a sampling visualiseFormulate an appropriate research designAnswer true research questions and test some hypothesesInterpret primary data with more discernmentValidate qualitative research findingsIdeas generate d in secondary data can be riding habit as a very strongfoundation to primary data design and collectionIt also a substantial help in theexploratory phase of the researchUnderstanding and specify the problemExtremely utilitarian in defining the universe and in structuringthe sample1b) Why should the reliableness of published statisticsvary over snip?Measurement errors Measurement systems faculty had changedHow old data can be depends on what you have researchingSources might take note being biasedGeographical boundaries might have changed by presidential termPart devil contract out task and find entropyTaskPart of the research process is to do a search for secondarydata toHelp in understanding background to the issuesHelp in defining the research problemHelp in defining the population and in structuring the sample to be taken e.g. potential segments to be reachedGenerate hypotheses and alternate courses of actionSave time and money not re-inventing the wheel down the stair s are some tasks concerning secondary data.Answer in bullet come ins info for parts (v) and (vi) is quite detailed and would be a waste of time (and paper) for you to copy out you are asked only to make the location of either information you find and a forgetful sentence or devil describing the contentsYou do not need to print out any(prenominal) information from the web addresses suggested to you below but you might want to pen it to discIf you find information on otherwise websites or in magazines, articles, journals, and so on, please note the location and full reference and a sententious sentence about the content2a) For Seminar Group 1 LITTERTHROWN FROM CARSWrite short bullet point notesin the research diary on the following victimization secondary data and informationi)Size of the general litter problem e.g. totality litter per year, cost ofcleaning upii)Potential health problems and other consequences (not only humans)iii)Legal aspects e.g. what is illegal, fines , etc.iv)Number of people worried by thisNote in the research diary thefull reference for the following with some short notes describing the contentv)any information that might help profile likely people and places forlitter thrown from carvi)Any information on attitudes, barriers to changeThe following sources should climb up helpfulhttp//www.tidybritain.org.uk/news/filthyfacts.asp?Sub=0Menu=0.26.12.244http//www.encams.org/information/publications/research/pubbehavstudylitter2001.pdfhttp//www.tidybritain.org.uk/information/publications/research/youthlitter.pdfAnd theres always the library(and google)Part 3 My reflections from Seminar Two (word limit 250)Although thereare advantages and disadvantages with witness to the use of primary andsecondary sources of data collection, one would need to line which one isbest put to use in relation to the up to(p) matter. Depending on the researchquestion, both qualitative method actings, which isnt measurable, i.e. statisticaldata is not e mploy and quantitative methods (the use of statistical data to measurethe validity of a phenomenon), can be use to address the research question.It depends on how much information one can get, in other words it is the use ofmarket in disuniteigence to collate data.In Hofstede(1980), turn tail related values individualism / collectivism, power distance, and dubiousness, avoidance / uncertainty acceptance, and gender differences,Hofstede carried out research on a sample population of IBM workers from allover the world taking into consideration the latter mentioned. From this onecould know how the Chinese behaved. International marketing utilises research,for example, would one introduce British Milk burnt umber to the Chinese people?If the Chinese dont like risky decisions thus dont introduce the product in China. Moving on, the use of outdated data, e.g. 1967 to 74, could provide an inaccurateresearch final decision. Secondary sources of information will tend to be thenorm in this situation. In relation to the theater of operations matter, Littering, onecould categorize the respondents into, sceptics unaware sympathisers andconverts. The idea is to make every(prenominal)one converts (environmentally friendly) insociety. For example, if the see of Health, after identifying thecategories just mentioned, takes action one will need to identify the otherthree negative elements through the use of secondary data.Marketing research Seminar 3Part One Prepared MaterialQ 1) LIST the main principlesof the data protective covering Act (1998).FairAdequateRightsSpecificTransfer true statementRetentionSecurityQ 2) What does the Office ofthe Information Commissioner define as expression-to-face data?From the DPA websiteTo determine whether you have any rights under the Data Protection Act (DPA) you moldiness first establish whether the information being held is the class of information covered by the DPA.Rights will only rise in respect of information if-it relates t o you,-you can be identified from the information itself or from thatinformation and other information which is, or is likely to come into thepossession of the data control condition and,-The information is held electronically (e.g. on computer) or it isintended to be held in certain specific types of manual/paper- establish filingsystems.Suchinformation is called personal data.Q 3a) Whatis Classic survey (or Market) enquiry?Classic Survey(or Market) ResearchDefined by MRS Code of Conduct asTheapplication of scientific research methods to obtain objective information onpeoples attitudes and behaviour based usually on representative samples of the pertinent populations. The process guarantees the confidentiality of personalinformation in such a way that the data can only be apply for researchpurposes.Classiccovers three-figure researchQualitative researchQ 3b) Why should extracare be exercised when undertaking manikin/Data Fusion Projects?When undertaking Modelling /Data Fusion P rojects, special care should be exercised to-protect the interests of data subjects-data not be inappropriately used during or after the data matchingprocessesMerging confidential survey data with other data at an individual personal record train does not constitute a distinct or additional purpose, as long as the final data set protects the identity of the data subject.Q 4) The MRSCode of Conduct states that The general public and other interested partiesare entitled to drop off assurance that every research project is carried outstrictly in accordance with this Code, and that their rights of cover arerespected. It then gives the details of two specific things about whichassurance essential be apt(p). What are these? What other two things must respondentsbe apprised about?These area)They must be assured that no information which could be used to identifythem will be made available without their agreement to anyone other than theResearcher responsible for(p) for conducting t he research.b)They must also be assured that the information they supply will not beused for any purposes other than those described and that they will not beadversely bear upon or embarrassed as a direct result of their alliance ina research project.Also,respondents must be informed abouta)The purpose of the research and the likely length of time necessary forthe collection of the informationb)Research findings themselves must always be reported accurately andnever used to mislead anyone, in any way.PART 2 My Reflections fromSeminar ThreeWhile reviewingprepared answers one was able to identify the research stake holders. Two taskswere then formulated reveally, to lay away a list of things that respondentsshould be told in order to give informed consent, and a suitable writtenstatement would be given to respondents so that they can give their informedconsent to their participation in the research. This could act as a barrierto being able to get the right people to participate in this research that willbe carried out by this seminar meeting. The stakeholders identified are, theclients (i.e. the lecturer from the university) the respondents the market research workers (us) and the general public (i.e. people who work and live in thearea).For Task 1, the research worker needs to make clear that the respondents co-operation with regardto the research being carried out is of no harm to them. Stating the purposeof the research in the initial storeys could prove to be a salutary start of pointof assemble. If it is a questionnaire, then it would be a lot easier to gaininformation from the respondent because they will not need to disclose their personalidentity. The police detective could give the impression of a short talk atthe initial point of contact, in order to prolong and get as much informationas they can inside a short period of time. One must realize that therespondent can withdraw at any stage of the conversation. The marketresearchers must make su re that they identify themselves at the initial stagesof contact with the respondent and if possible leave their contact details.For Task 2, there is the misadventure of embarrassment. For example foreign scholars might not understand completely, the purpose of the research. In thiscase the researcher has to give a detailed and easy explanation to what theiraims and objectives are.Marketing Research SEMINAR 4PART 1Prepared MaterialTask 1Choose ONE qualitative research method and give your reasons in bulletpoint format why you think it would be particularly suitable for researchingpeoples attitudes and behaviour towards one of the research questionsregarding littering you have identified.You shouldclearly and concisely state the research question at the beginning of youranswer.(Lengthexpected for your answer Between half and one knave of A4 double spaced TimesNew Roman 12pt font)Task 2Collect at least 5 photos, pictures or images that you feel reflect yourthoughts and feelings abou t the environment in which you live.These may beimages of ANYTHING that sparks a reaction in your environment.There are noright or wrong answers (except anything that might give your fellow studentsoffence, use your usual sense about that).For example,people we asked to do in connection with mobile telephones brought in picturesas varied as clocks, comfy sofas, cups of coffee, friends, padlocks and manyothers as well as pictures of phones. act as thesewith you to the seminar 4. Come prepared to explain why you favour the picturesand even tell about images that came to mind but you did not find.PART twain My Reflections fromSeminar 4We began with ashort comparison within qualitative and quantitative approaches for collectingdata. After each student expressed his or her thoughts for which technique isthe most appropriate to be used, it was mouth by the seminar leader ofthe radical that for the purposes of our future project (litter thrown from cars)it is better to use the qualita tive techniques. Therefore, by doing so, the variant qualitative techniques were expressed out in loud. These included themajor direct and indirect techniques which corresponds with the focus group orobservation techniques. Then, a question was set in the seminar group whichmethod is more appropriate for us to use for collecting primary data asinexperienced people? After students expressed their opinions, the preferredone was chosen by the seminar leader (method of questionnaire).Inthe second part of the seminar, the group was divided into subgroups of 2persons and we were experienced, at least for most of us, our first real converse. In particular, each group had an interview (5mins) with each otherbased on some images (prepared material) which represent our feelings andthoughts about the environment we live in. By doing so, back to group, we allshare our information collected by each other and we allocated them intodifferent environmental categories (themes) for example pollutio n.For me, it wasmy first interview I ever had, it was a great opportunity to get familiar withnon-professional interview and I am really glad that I similarlyk part in this.Marketing Research SeminarFIVEPart One Prepared MaterialEvaluate the potential of ONEsampling method from the list below for conducting your research (including itsdrawbacks). Clearly link your evaluation of the chosen method to your researcha simple list of advantages and disadvantages is not qualified these need tobe related to your research. (LITTER THROWN FROM CARS)Lengthexpected to your answer between half and one page A4 double spaced Times NewRoman 12 pt font.A classification of samplingtechniquesNon probability take techniques-Convenience consume-Judgemental Sampling-Quota Sampling-Snowball SamplingProbability Sampling techniques-Simple Random Sampling-Systematic Sampling-Stratified Sampling-Cluster SamplingPART TWO MyReflections from Seminar Five (Word limit 200 300 words)In order to get a realisti c conclusion to ones findings, the researcherwill need to prompt themselves of the research question the method of surveyto be used in carrying out the research would also need to be evaluated andthe qualitative methods of approach (a questionnaire) should be finalised.For example, how does the consumer view the product to what extent isthere a problem? Do people acknowledge that there is a problem? These areissues the researcher needs to address. If needs be extra data will need to begathered, a bit more time would need to be taken, and eventually get to have amore accurate piece of data.In the method of survey, techniques such as face to face could reducecosts to gathering data a structured and easily picture questionnaire needs to beformulated in order to gather a proper verbal description of peoples feelings, andopinions. Whereby, open ended questions need to be avoided in the qualitativemethods of approach. The method of steganography could be used to gather theweightings pl aced by various age groups on the subject matter. For example,Male or female respondents, in which three different age groups can be gatheredmight prove to be a useful starting point.Possible questions to be included in questionnaire such as has therespondent eaten food in a car, in the last 30 days, or do they smoke in theircar? This could prove to be a hitter, with regard to extracting the rightanswer from the respondent. More important would be to be the safety of theresearcher. It would be best(predicate) to carry out such research in the day time.Politeness is the fundamental to getting the attention of potential respondents for thesubject matter.PART TWO My Reflections fromSeminar Six (Word limit 200 300 words)A more refinedquestion within the context of the questionnaire would be, how practically does therespondent eat or drink in the car whereby, there will be a set of multiple cream answers, can be deemed as a more appropriate measure of summing upinformation with regar d to the subject matter (Littering the streets).Multiple choice answers such asa.More than once a dayb.About once a dayc.2-6 times a weekd.once a weeke.once every 2-3 weeksf.once a monthg.less than once a monthOne must beaware of the fact that (g.) is not possible. However, it is good to have aproper representation of all possible scenarios represented in the questionnaire,so as to have the overall picture summed up.Although, thesafety of the researcher is important, it will be best to carry out theresearch during the day and within the university grounds. Why? With thechoice of a wide variety and greater number of students to choose from, it willgive the researcher the opportunity to gather more accurate answers, other thanapproaching people from the street. As give tongue to previously, it will be advisableto group the respondents into certain age groups. If potential respondents arenot part of the university or not in the age group (18 19, 20 21, and 22 -23) wanted, OR are in an age group which you have already collected theinformation required, then thank them for their time and locomote on. If otherwise,then the researcher should do vice-versa.Mostimportantly, the researcher should make sure that the respondent fills in thequestionnaire if they meet age and gender requirements.Racial ethics isnot a point of concern here, because the littering of streets could be carriedout by just about anybody. Therefore, it will be advisable to gatherinformation from as wide an audience as they can. Additionally, the age groupsbeing used to carry out this research can be deemed as too narrow a view.Because, as earlier said littering the streets is done by just about anybody.Therefore, it will be advisable to widen the spectrum of the age groupspossibly, 16 to 35 year olds would be more convincing.PART TWO My Reflections from Seminar Seven (Word limit 200 300 words)Having attendeda different seminar, with a different research topic chewing gums, usingqualitative ana lysis to unrestricted questions, sort of seems to be a moreappropriate research method. With 5 students fully accomplishing the tasksrequired from the questionnaire, from a total of 7 it gives one the impressionthat the research topic is not enticing. The use of post-it notes wasdelegated to the students to use as a means of describing what they have doneon each of the questionnaires answered. Each researcher was told to initialtheir name on each post-it note. Additionally, the gender of the respondent wasrequired on the post-it note. The use of a coding formulae for the answers tothe questions on the questionnaire such as (0 for NO and 1 for a YES answer),can be deemed as adequate for this exercise. Also, a coding formula was usedfor the each age group on the questionnaire. The answers given by therespondents to the questionnaires for each of the open-ended questions are thenwritten in the middle of the post-it. This gives a clearer understanding ofthe answers given in which a com parison of the qualitative methods andquantitative methods are then analyzed.Categorising thepost-it notes according to the answers given by the respondents, is a veryuseful measure to identify any trends. Although, some answers were rathersarcastic, it acts as a useful reminder that the results can provide an eyeopener into other relevant topics, for example, recommendations and sarcasm.The use ofqualitative methods (questionnaire and interviews) other than quantitativemethods can be deemed as more appropriate to this research topic. This isbecause it gives the researcher a hands-on approach to what is actuallyhappening, other than already established data which might prove to beoutdated.PART TWO My Reflections fromSeminar cardinal (Word limit 200 300 words)The use ofmanual coding to analyze data, can act as a useful method in providing the sortof weightings which the researcher would need to identify with when trying toreach conclusions about the subject matter. Using a spreadsh eet to give aclearer picture of the weightings on the codes used to analyze the categories ofconstrunts from the questionnaire can prove to be a pedagogical tool indecision making. As stated previously, the age group needs to be widened, soalso the fact whether one has a car or not, does not make a difference withregard to the subject matter, which is Litter discarded on the streets. Theconstructs such as feelings about pollution, health, footing to the environment,denial and blame, a problem or no problem of waste, visual, and individualresponsibility, are good classifications in putting the subject matter intoperspective. However, they need to be widened merely to gain an in-depthunderstanding of the subject matter.Additionally,one could use SPSS. This is a statistical software package, which enables theresearcher to carry out data transformation, matrix algebra, macro andscripting facilities. It has excellent data vigilance facilities and highquality graphics. It is applicable to many different research fields, althoughit has particular strengths in the areas of the amicable sciences, it can bedescribed as one of the most friendliest statistical packages of its kind.