6MKR306 Subject Guide

DEPARTMENT: BUSINESS STUDIES

DIPLOMA MARKETING AND PUBLIC RELATIONS

MARKETING RESEARCH

6MKR306

Subject Guide

2020
6MKR306 Subject Guide

1. Contact- and Subject details

Lecturer:

Academic Head: Dr Flip Schutte flip@ca2000.co.za

(012) 648-9700

Pre-requisites: None

Contact session: 6

NQF level 6

Credits 30

2. Introduction

A hearty welcome to the subject Marketing Research 3. I sincerely trust that you will
enjoy this subject very much, that you will find it valuable, and will make the new
knowledge and facts your own every day.

The specific purpose of the subject Marketing Research is to equip the student with
knowledge and skills regarding the techniques by which a Marketing and/or consumers
may be researched. Management information forms an important component for all
decision makers in an enterprise, and therefore it is important to make a thorough study
of the WAY in which information is collected, and what its uses are.

Relax! We are not going to learn dreadful mathematical formulae and models, but we
are going to acquire a good background knowledge of what can be done in marketing
research.

May the subject really be research for every student and never degenerate into RETCH
search!

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6MKR306 Subject Guide

THEME SPECIFIC OUTCOMES ASSESSMENT CRITERIA SOURCE

Introduction to Marketing 1. The Marketing Research field of study. 1. Know what the field of study involves. General class
research 2. What the course involves. 2. Take note of the total content and objective of the discussion
3. Purpose of the course. course.

Marketing research in 1. What is Marketing research? 1. Define Marketing research. Chapter 1

perspective 2. Marketing research as a science. 2. Explain Marketing research as a science.
3. The role of Marketing research. 3. Describe the role of Marketing research in a
4. Consumer vs. business research. Marketing environment.
5. Internal and external Marketing research. 4. Distinguish between consumers and business
research.
5. Distinguish between internal and external
research.

The role of Marketing research 1. The impact of Marketing research results
in management decision making on management decisions.
2. The place of Marketing research in the
enterprise.
3. Marketing research and information
systems.
1. Become familiar with the impact that Marketing Chapter 2
research has on management decision making.
2. Discuss the position of the Marketing research
department in an enterprise.
3. Describe the role of information systems in the
enterprise.

The Marketing research process
and the management of
Marketing research
1. Steps in the Marketing research process.
2. Managing the process.
1. Know the basic principles of the Marketing research Chapter 3
process.
2. Describe the Marketing research process and the
steps involved.
3. Explain the correlation between the different steps
of the research process.
4. Define and classify different research designs.
5. Discuss the nature of Marketing research
management.

Secondary research data
1. Definition, nature and advantages of
secondary data.
2. Secondary data types.
3. Format of secondary data.
4. Evaluation of the quality of external data.
5. Sources of secondary data.
1. Define secondary research data. Chapter 6
2. Discuss the nature, advantages and disadvantages
of secondary data.
3. Define secondary research data types.
4. Discuss the format of internal and external
secondary data.

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6MKR306 Subject Guide

5. Explain the evaluation of secondary data.

6. Identify research providers in the private and
public sectors.

Interviewer-administered data 1. Personal interviews. 1. Describe interviewer-directed research by making Chapter 7

collection use of traditional questionnaires.
2. Distinguish between interviewer-directed and self-
directed research by making use of computer-
based questionnaires.
3. Distinguish between the different types of paper-
based research.
4. Discuss the advantages and disadvantages of
personal interviews.
5. Discuss the advantages and disadvantages of
telephone interviews.
6. Discuss the influence of cell phones on land-line
interviews.
7. Discuss in-depth interviews.
8. Describe the advantages and disadvantages of
focus-group discussions.
9. Distinguish between in-depth interviews and
focus-group interviews.
Sampling 1. The nature of sampling. 1. Understand the concept of sampling. Chapter 10
2. Steps in the development of a sampling 2. Distinguish between a census and a sample.
plan. 3. Know the steps in the development of a sample
plan.
4. Distinguish between a probability and non-
probability sample.
5. Specify the types of errors that occur in the
sampling process.

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6MKR306 Subject Guide

Design of questionnaires
1. Purpose of questionnaire design. 1. Explain why a questionnaire must be laid out so Chapter 9
2. Design of a question. precisely.
3. Design of an answer. 2. Examine the similarity between the research
4. Characteristics of questionnaires. objectives and a questionnaire.
5. Computer-based questionnaire design. 3. Identify the aspects of question content and
6. Pre-test questionnaires. phrasing.
4. Explain the rules of question sequence.
5. Identify and discuss the different answer formats.
6. Identify and discuss answer scales that can be used
in measuring.
7. Discuss the factors that determine the physical
layout of a questionnaire.
8. Examine the importance of pre-testing.

Editing, coding and capturing of
data
Descriptive analysis
Reporting of research results
1. Preparation of data.
2. Data capturing and storing.
1. Purpose of the description of data.
2. Descriptive analysis techniques.
1. Interpretation of results.
2. Guidelines for writing a report.
3. The audience for whom the report is
1. Understand the steps from receiving a Chapter 7 and 8 and
questionnaire until storing it. 12
2. Discuss the concept of editing.
3. Know what the coding process consists of.
4. Describe what is meant with data capturing.
5. Know how to clean up a data system.
6. Understand how new variables can be
incorporated into an existing data system.
1. Understand the process of data description. Chapter 11
2. Distinguish between descriptive and derivable
techniques.
3. Discuss the different types of descriptive analysis
techniques.
4. Understand the advantages and disadvantages of
each descriptive technique.
5. Layout of grouped and ungrouped frequency
distributions.
1. Interpreting research results. Chapter 15
2. Discuss the recommendations of reporting.
3. Discuss the principles of writing a report.

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6MKR306 Subject Guide

written. 4. Know the content and structure of a report.

4. Format and structure of a report. 5. Discuss verbal and visual reporting.
5. Oral and visual reporting.

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6MKR306 Subject Guide

4. Methods of assessment

WEEK CONTINUOUS ASSESSMENT MARKS WEIGHT FINAL

MARKS
SEMESTER 1 = 30%
5 Semester test 1 50 20 %
10 Semester test 2 80 30 %
Mid-year exam 100 50 %
Semester mark: 30% of year mark 230 100%
30%
SEMESTER 2 = 30%
Research Project 100 100 %
Semester mark: 30% of year mark 100 100%
30%
FINAL EXAMINATION = 40%
Year-end examination 100 40% 40%
TOTAL: SEM 1 (30%) + SEM 2 (30%) + EXAM (40%) = 100%
Year mark 430 100%

4.1 Formative assessment

Continual formative assessment is conducted so that students are given feedback on their
progress in the achievement of specific learning outcomes. The purpose of formative
assessment is to improve the learning of individual students, and to improve the lecturing.
4.2 Summative assessment
Summative assessment is concerned with the judgement of the learning in relation to the exit -
level outcomes of the qualification. Such judgement includes integrated assessment(s) which
test the students’ ability to integrate the larger body of informatics knowledge, skills and
attitudes that are represented by the exit-level outcomes as a whole.

5. Prescribed books
Wiid, J. & Diggines, C. 2017. Marketing Research 3rd ed. Cape Town: Juta.
ISBN: 9781485112006

6. Recommended reading
You will be required to do physical research and research on the internet. Centurion Academy
has a special CA Library site on Moodle that contains resources and links thereof for each
course. Visit the following website: http://www.moodle-ca.co.za

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6MKR306 Subject Guide

SUMMARY OF THE STUDY PROGRAMME: 2020

WEEK DATE THEME

1 27/01 – 31/01 27/01 – Church service
28/01 – Classes start: INTRODUCTION

2 3/02 DIP 3: 6MKR306 08:00 – 15:00 (…)

4/02 DIP 3: 6MKR306 08:00 – 15:00 (…)
5/02 – CA Connect Training DIP 3: 6MKR306 08:00 – 15:00 (…)
6/02 DIP 3: 6MKR306 08:00 – 15:00 (…)
7/02 DIP 3: 6MKR306 08:00 – 12:00 (…)
3 10/02 – 14/02 No class
4 17/02 No class
18/02 No class
19/02 No class
20/02 DIP 3: 6MKR306 08:00 – 16:00 (…)
21/02 No class
5 24/02 – 28/02 No class
6 2/03 – 6/03 No class
6/03 CA Diploma Ceremony
7 9/03 No class
10/03 No class
11/03 Test week one
12/03 Test week one
13/03 Test week one
8 16/03 Test week one
17/03 Test week one
18/03 Test week one
19/03 Test week one
20/03 No class
9 23/03 – 30/03 HOLIDAY
10 31/03 – 3/04 No class
11 6/04 – 9/04 No class
10/04 Public Holiday
12 13/04 Public Holiday
14/04 No class
15/04 No class

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6MKR306 Subject Guide

16/04 No class
17/04 No class
13 20/04 No class
21/04 No class
22/04 Test week two
23/04 Test week two
24/04 Test week two
14 27/04 Public Holiday
28/04 Test week two
29/04 Test week two
30/04 Test week two
1/05 Public Holiday
15 4/05 – 8/05 No class
16 11/05 – 15/05 No class
17-19 18/05 – 3/06 MID YEAR EXAMINATION
19-20 4/06 – 11/06 MID YEAR SUPPLEMENTARY EXAMINATION
21-23 15/06 – 6/07 HOLIDAY
24 7/07 – 10/07 No class
25 13/07 – 17/07 No class
26 20/07 – 24/07 No class
27 27/07 - 31/07 No class
28 3/08 – 7/08 No class
29 10/08 Public Holiday
11/08 No class
12/08 No class
13/08 Test week three
14/08 Test week three
30 17/08 Test week three
18/08 Test week three
19/08 Test week three
20/08 Test week three
21/08 Test week three
31 24/08 Diploma: WIL
25/08 Diploma: WIL
26/08 Diploma: WIL
27/08 Diploma: WIL
28/08 Diploma: WIL

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6MKR306 Subject Guide

32 31/08 Diploma: WIL

1/09 Diploma: WIL
2/09 Diploma: WIL
3/09 Diploma: WIL
4/09 Diploma: WIL
33 7/09 Diploma: WIL
8/09 Diploma: WIL
9/09 Diploma: WIL
10/09 Diploma: WIL
11/09 Diploma: WIL
34 14/09 Diploma: WIL
15/09 Diploma: WIL
16/09 Diploma: WIL
17/09 Diploma: WIL
18/09 Diploma: WIL
35 21/09 – 28/09 HOLIDAY
36 29/09 – 2/10 No class
37 5/10 – 9/10 No class
38 12/10 – 16/10 No class
39-41 19/10 – 6/11 EXAMINATION
42 9/11 – 13/11
43-44 16/11 – 26/11 SUPPLEMENTARY EXAMINATION
45 27/11 – 4/12 SPECIAL EXAMINATION
46 10/12 HOLIDAY

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