Heizel H.

Balt BSBA 2-D

Marketing Research

1. Who does marketing research? What are the primary kinds of research done by each type of
enterprise?
- Consumer manufacturing companies are major benefactors of marketing research, they are able
to determine the right products that will need to produced and it will based according to the wants and
needs of the consumers. Advertising agencies they are the one who studying the effectiveness of
alternative copy or advertisements. Media companies, they depend on research data that will them to
sell their space or time to advertisers and financial service companies, they are using marketing research
to forecast market potential and analyzing sales. The primary kinds that the enterprise should be done
are conducting survey/questionnaires and interview, this kind of method of research involves getting
feedback from potential customers, this type can be done through phone calls, via email and in person
especially when the topic is too personal to the consumers.

2. How is marketing research defined? What are the key elements of the definition?

- Marketing research is the function which links the consumer, customer, and public to the
marketer through information that used to identify and defined marketing opportunities and problems;
generate and evaluate marketing actions, monitor marketing performance and improve our
understanding on marketing as a process. The key elements of marketing research are trends, supply
and demand, growth, profit, qualitative and quantitative data and including market size.

3. What is the marketing management’s task? What is marketing research task? What is the relation
between the two?

- The marketing management’s task is the developing marketing strategies and plans, connecting
customers, delivering and communicating value and creating successful long term growth while the
marketing research task helps to identify potential threats and opportunities. It provides information to
enable marketing managers to evaluate those alternatives. The task of marketing research is to provide
management marketing with relevant, accurate, reliable, valid, and current information.

4. What factors influence the internal organization of marketing research department and its
reporting location within the company?

- Goals, before we start any marketing research its essential to define a very specific goal. In asking
questions, it was preferred to only ask a questions that you need to know.

- Budget, we should know how much money we need to invest in a market research study.

- Management was a governmental goals, structure, vision, mission and etc.

 - Production and operations includes all of the manufacturing or operations.

- Human Resources it pertains to the people of the organization.

APPLICATION AND PROBLEMS

1. Suppose that you have decided to pursue a career in the field of marketing research, marketing or
marketing and management consulting. In general, what types of courses should you take in order to
help achieve your goal? Why? What types of part time jobs internships and volunteer work would
look good on your resume? Why?

- Now that I pursue marketing management I will going to choose business management why?
Because I know that this will me to achieve my goal and even the dreams of my parents, this course will
help me to develop and enhance my skills that I can apply when I got my part time jobs. I prefer part
time jobs that has a relation about business one of the example of this is online selling business I also
prefer office work because I experienced working at the office as encoder. I also encountered some of
the works at the City legal office in municipality of San Fernando because of my On Job Training that my
previous school being conducted and with those experienced it will help me to look good on my resume.

2. What do the following research situations have in common?

- Both of this research situation have their plans that being implemented to make their business
success but they have also a problem similarities which is lacking of marketing research and marketing
management. At the first situation the Spraylt company, even though they have a successful insect
repellant they should know what are the possible consequences when the other company copying their
products, if that’s happen the company should face the problem with a solutions in order to maintain
the good reputation of their company. The second situation is obviously have a marketing research but
didn’t use that at the time when the research was finished and now they are using that research study
being completed five years earlier to expand their business school but the problem is our economy was
changing including the wants and needs of the people so they should also consider that kind of
circumstances that happening in our time if they want to make their business more successful at the
near future.
Heizel H. Balt BSBA 2-D

MARKETING RESEARCH 1

1. What are the fundamental characteristics of decision problems?

- Analyzing the problem

- Problem familiarity

- Problem clarity

- Allocating weights to the criteria

- Identification of the learning goals

2. Why would firms want to use outside suppliers for their research? How should decision makers go
about choosing an outside supplier for some research?

- Outside firms wants to use outside suppliers to fulfill the company’s marketing research needs.
They want to know what are the other people wants for them to make an innovation on their products.
This kind of strategy will help their business to increase profit. They should decide wisely because a
wrong decision will bring a huge loss to their business.

3. What are the sources of marketing problems or opportunities? Does a source change typically
trigger a change in research emphasis? Explain.

- The two fundamental sources of marketing research problems or opportunities are planned change
and unplanned change. Yes, this source change typically trigger because in business we should always
know what are the plans that made by the company if there is a unplanned changed it might affect the
whole organization, so each of employee that responsible from a different department must aware if
there is a plan that they need to change for some reason to make it more better and successful.

4. What is the purpose of a research proposal? What goes into a various path?

- The purpose of a Research proposal is to present the questions and its importance, this proposal
will help the researcher to discuss to the other researchers what are the data that need to solve the
possible problem. They will going to conduct a basic research for necessity also to plan, to construct, and
to survey the areas that has a possible resources. If this research proposal was being present
successfully and being approved the company will going to benefit also the researchers who conducted
a research study.
5. What is the most serious error in research? Explain.

- The most serious error in research is when they are not know what are the reason why they
conducted this research, is when they doesn’t have enough plans to support their research study.
Having also a misunderstanding to their fellow researchers was a serious error because the research will
become more effective and successful if they have a collaboration to each other, sharing their own ideas
to make their research more efficient and valuable.

6. What is involved in using scenarios to help define the design problem?

- At first what is scenarios? It is a series of events that is projected to occur. Scenarios can help to
define a design problem. How? Because it was involve a user performing certain actions to accomplish a
goal. It also involves using a product, service, or prototype to accomplish the certain goals of the
researchers. Through the scenario mapping exercise, the researchers think of all key situations that the
users encounters when performing an action to achieve their goals.

7. What is the research process?

- The research process involves identifying, locating, assessing, and analyzing the information you
need to support your research questions, and then developing and expressing your ideas. These are the
same skills you need any time you write a report, proposal, or put together a presentation.

8. What is involved in a research request? What is included in the written statement?

- The research request agreement is a document which summarizes the problem faced by
organization and the information needed to take decisions. It is the written form of problem formulation
process. In this section the process of using information is outline. The key information for making the
decision in included. A written statement must include at least the name of the business/employer,
name of the employee, job title or a description of work and start date.

9. What is the difference between a program strategy for research and a project strategy?

- Projects can thus be the path that strategy that uses to reach its goals. In other words, projects
are used to deliver strategic goals and impact, projects are part of programs while strategy is the plan of
how to achieve goal or implement both successfully. A program strategy is a coherent set of program
activities designed to achieve a specific goals or set of objectives.
APPLICATION AND PROBLEMS

1. In the absence of company problems, is there any need to conduct marketing research?

- Yes, if the company has a problem they should conduct a marketing research to solve the given
problems, the company must came up to the marketing plan that they implemented because with the
help of that plans they can easily solve the problems that they encountering. The marketing research
was very important for the sake of the company’s image and reputation.

2. Briefly discuss the difference between a decision problem and a research problem.

- When we say decision problem its focuses on questions what is the decision maker needs to do,
action oriented and focuses on symptoms which means this problem was being built because of the
wrong decisions they made when implementing their research while the research problem is focuses on
questions what information is needed and how it should be obtained , information oriented and focuses
on the underlying causes which means this problem was built when they already conducting their
research study.

3. You are the marketing manager or a new entrepreneurial venture. Recently, you solicited proposals
for an upcoming research project from three outside marketing research suppliers. You have the
formal proposals in hand and must choose which supplier to use. In general, what criteria should you
use in making you decision?

- In having a business we should came up to the decision wrong is never permanent because
failure is only determined when they already give up, to those people who made mistakes we should not
bring them down especially when they have the potential same as a manager we are responsible for
making decisions to make our company to be a successful one. I will also going to use the resource
accessibility because it was important to know what resources should use to execute the success, we
need to identify not only the primary resources but also the secondary one.

4. Given the following research problems for which they might provide useful information:

a. Design a test market to assess the effect on sales volume of a discount plan

- Test market are an established part of marketing folklore and an accepted piece of the marketing
armory, it was inappropriate in industries where the technology requires the same sort of investment of
the production.

b. Evaluate inventory for retail and e tail ware house

- Every retail company, large or small, should have some form of inventory management.
Understanding inventory was not easy it was a crucial one so we need evaluate wisely to run our
business successfully.
c. Evaluate the sales and market share of grocery stores in a metropolitan area.

- Store performance has been evaluated by using various measures such as store sales, store profit,
market sales and share it was important to easily identify what are the possible problems that we might
encounter.

d. Develop sales forecast for a new product

- Forecasting method use sales volume existing product to forecast demand for a new one. This
method was useful if the new product is has a variation on an existing one.

e. Assess the level of awareness of the benefits of a new generation of cellphone.

- Every consumers should aware what are the benefits using and buying a new cellphone, and this kind
of method should be in our marketing research.

f. Assess attitudes and opinions of customers toward existing theme restaurants.

- It was also important to have a good attitudes towards to the consumers and employers to gain their
trust and make more profits.

5. In each of the following situations, identify the fundamental sources of the marketing problem or
opportunity, a decision problem arising from the marketing problem or opportunity, and a possible
research problem.

a. The marketing problem in this situation is having an inexperience and lack of communication, in this
scenario the staff should always inform their manager in everything that they are doing to prevent
misunderstanding. The possible research problem is not knowing the possible problems encountered if
their business.

b. The MBA director decision was not fair to the other students that was also deserving to be chosen.
The possible opportunity that he missed is being a good director to his students, he missed the
opportunity to enhance the skills of the students that he declined. And also he losses the trust that they
gave them to him.

c. The possible problem that they might encounter in the future is losing a new marketing trends to
their products because they are very focus on their success not even think the possible problem and a
possible research problem that their company might suffer.
Heize H. Balt BSBA 2-D

QUESTIONS:

1. What principle underlies the use of galvanometer? What is an eye camera? What does response
latency assess? What is voice pitch analysis?

- A galvanometer records changes in the electrical resistance of the skin associated with the (slight)
sweating that accompanies emotional arousal. The underlying use of galvanometer is when the strength
of the current induced is used to infer a person’s interest or attitude toward the copy.

- The eye camera is used to study eye movements while a respondent’s and eye movements are
traced on videotape and analyzed the computer.

- Response latency assess is also easily measured during web surveys, it is the amount of time a
respondents deliberates before answering questions.

- Voice pitch analysis relies on the same premise as the galvanometer in that involuntary physiological
reactions, such as changes in blood pressure, rate of perspiration, or heart rate, accompany emotional
arousal by external or internal stimuli.

2 .What is the key characteristics of exploratory research?

- Exploratory research is inexpensive, interactive, unrestricted, and open ended in nature.

- It is unstructured type of research
- Appropriate for any problem about which little known.
- Foundation of a good research
- Rarely use detailed questionnaire or complex sampling plans

3. What is an ethnography?

- Ethnography is the study of people in their own environment through the use of methods such
participant observation and face to face interviewing, it was involves a details description of the whole
culture outside of the country of origin of the researchers.

4. What are the basic uses for exploratory research?

- Initial tools for exploratory research include literature searches, experience surveys, and the analysis
of selected cases. When people speak of qualitative marketing research methods, however they’re
usually referring to focus groups, interview, or ethnographies.

5. What is a word association test? A sentence completion test? A storytelling test?

- A word association test is a test of personality and mental function in which the subject is
required to respond to each of a series of words with the first word that comes to mind.

- A sentence completion test require an individual to provide the final word to a series of sentence.
In personality assessments, these are used to examine for themes in personality, psychopathology, and
attitude.
 - A story completion is a projective technique, when respondents are given part of a story – enough
to direct attention to a particular topic but not to hint at the ending. They are required to give the
conclusion in their own words.

6. What is the difference between an observational studies conducted in the field vs. in the lab?

- The observational study conducted in the field are real world settings and often unobtrusively.
While the study conducted in the laboratory was enforce by a scientific control by testing a hypothesis in
the artificial and highly controlled setting of a laboratory.

7. What are the different types of research design?

- Exploratory design, it is a discovery of ideas and insight. For example, a soft drink manufacturer
faced with decreased sales might conduct an exploratory study to generate possible explanations.

- Descriptive research study is typically concerned with determining the frequency which something
occurs or the relationship between the two variables.

- Casual research design is concerned with determining cause and effect relationship, and this our
studied via experiment.

8. What are some of the more productive types of exploratory research? What are the characteristics
of each type?

- The productive types of exploratory research are literature search, experience survey and analysis
cases.

- The literature search is one of the quickest and cheapest way to discover hypothesis is in the work
of others, this search may involve conceptual literature, trade literature, or published statistics,
depending on the problem being addressed. While the experience survey is sometimes called the key
informant surveys, taps the knowledge of those familiar with the general subject being investigated.
And lastly, the analysis cases, this case involves the intensive study of selected cases of the phenomenon
under investigation. In the analysis of a case, the researcher records all relevant data, not just those the
support initial hypothesis

9. What is a research design? Is research design necessary to conduct a study?

- A research design is the framework or plan for a study, used as guide to collect and analyze data. It
is the blue print that is followed to complete study. Yes, it was necessary for us to conduct a research
design study because it was our guide to collect and analyze data to help our research study to make it
more successful one.