Var|el|rg researcr

l rave croser lre rar|el researcr oecause |l |s lre very l|rsl slep ol rosl ecoror|ca| process. Pr|||p Kol|er (1991)
del|re lre rar|el|rg researcr as

'lurcl|or lral ||r|s lre corsurer, cuslorer, ard puo||c lo lre rar|eler lrrougr |rlorral|or-|rlorral|or used lo |derl|ly
ard del|re rar|el|rg opporlur|l|es ard proo|ers; lo gererale, rel|re, ard eva|uale rar|el|rg acl|ors; lo ror|lor
rar|el|rg perlorrarce; ard lo |rprove urderslard|rg ol lre rar|el|rg process. Var|el|rg researcr spec|l|es lre
|rlorral|or requ|red lo address lrese |ssues, des|grs lre relrods lor co||ecl|rg |rlorral|or, rarages ard
|rp|ererls lre dala co||ecl|or process, ara|yzes, ard corrur|cales lre l|rd|rgs ard lre|r |rp||cal|ors..

8r|el|y |l |s a sysleral|c des|gr, co||ecl|or, ara|ys|s, ard reporl|rg ol dala ard l|rd|rgs re|evarl lo a spec|l|c rar|el|rg
s|lual|or lac|rg lre corpary, a||oWs raragererl lo ra|e lre crarges recessary lor oeller resu|ls lrrougr adopl|rg
a proacl|ve approacr. Trerelore, |l a corpary Warls lo |roW Wral lype ol producls or serv|ces Wou|d oe prol|lao|e |l
srou|d ra|e a rar|el researcr. Furlrerrore, a corprerers|ve researcr W||| erao|e lre corpary lo |roW aooul lre
producl |rperlecl|ors (|l lrere are) ard lo |roW |l |l ras oeer ao|e lo sal|sly cuslorers' reeds. ll allerpls lo prov|de
accurale |rlorral|or lral rel|ecls a lrue slale ol alla|rs. 0ue lo rar|el researcr lre corpary car lorru|ale a v|ao|e
rar|el|rg p|ar ard esl|rale lre success ol |ls ex|sl|rg p|ar. Trere are lWo ra|r sources ol rar|el|rg researcr
|rlorral|or:
Pr|rary rar|el|rg researcr |s co||ecled lor lre l|rsl l|re |l lre corpary ras erougr rorey lo l|rarce |l, oul |r rosl
case |l |s lre secord rore accurale ore. ll |s or|g|ra| ard co||ecled lor a spec|l|c purpose, or lo so|ve a spec|l|c
proo|er. Pr|rary researcr de||vers rore spec|l|c resu|ls lrar secordary researcr, rore expers|ve ard l|re
corsur|rg, Wr|cr are ar espec|a||y |rporlarl cors|deral|or Wrer lre corpary |s |aurcr|rg a reW producl or serv|ce.
Trere are rary Ways lo corducl pr|rary researcr. 8y cuslor|z|rg lr|ed-ard-lrue approacres, locus groups, surveys,
l|e|d lesls, |rlerv|eWs or ooserval|or, you car ga|r |rlorral|or aooul your largel rar|el. Pr|rary researcr |s gerera||y
oased or sarp||rg lecrr|ques ard requ|res slal|sl|ca| relrodo|og|es. Tre sarp|e s|ze cou|d oe as sra|| as 1 percerl
ol lre rar|el ard lrus lre |rlorral|or ard resu|ls galrered are r|gr|y accurale.
3ecordary rar|el|rg researcr or des| researcr |s gerera||y used Wrer a corpary cors|der|rg, exlerd|rg a ous|ress
|rlo reW rar|els or add|rg reW serv|ces or producl ||res, oecause |l a|ready ex|sl |r ore lorr or arolrer. Tr|s
|rlorral|or |s oased or slud|es prev|ous|y perlorred oy goverrrerl agerc|es, craroers ol correrce, lrade
assoc|al|ors, ard olrer orgar|zal|ors. Trere are ruroer ol sources ava||ao|e lo lre rar|elers, Wr|cr are lre
lo||oW|rg: 8us|ress ||orar|es, Puo||c records, Trade assoc|al|ors, weos|les, Nal|ora|/|rlerral|ora| goverrrerls,
lrlorra| corlacls ard Proless|ora| |rsl|lules ard orgar|zal|ors. Tral |s Wry secordary researcr |s re|al|ve|y creap,
ard car oe corducled qu|le qu|c||y. loWever, |ls ra|r d|sadvarlage |s lral lre |rlorral|or galrered ray oe o|d ard
ooso|ele, lrerelore resu|ls ol ara|ys|s ray oe |raccurale. Furlrer, |l |s rol recessary lral lre ear||er slud|es Were
corducled W|lr lre sare oojecl|ves as requ|red |r lre currerl s|lual|or.
Accord|rg lo Tor 0Wers (2008) 3lages ol researcr are lre lo||oW|rg:
1) 0el|re lre proo|er, del|re lre researcr oojecl|ve
2) 0eve|op|rg lre p|ar lor co||ecl|rg |rlorral|or
3) lrp|ererl|rg lre p|ar- Co||ecl|rg ard ara|ys|rg 0ala
1) lrlerprel|rg 0ala Reporl|rg lre F|rd|rgs

F|rsl|y, lre dec|s|or proo|er laced oy raragererl rusl oe del|red c|ear|y |r lorr ol quesl|ors lral oola|r lre
requ|red |rlorral|or lo ra|e lre dec|s|or. 3ecord|y, lre corpary W||| delerr|re lre researcr relrod - 3urveys are
lyp|ca|, oul cou|d a|so |rc|ude locus groups or 1-or-1 |r-deplr |rlerv|eWs. ll us|rg a survey, W||| |l oe oy prore, ra||, |r-
persor, Weo, elc. Tr|rd|y, lre corpary srou|d delerr|re lre sarp|e s|ze, lo |roW roW rary surveys are reeded lo
prov|de re||ao|e |rlorral|or, lrac| producl|v|ly ard cosls ard reso|ve ary ooslac|es lral core up. Fourlr|y, ara|ys|rg
dala srou|d oe dore oy prepar|rg surrary slal|sl|cs lor eacr quesl|or, oro|er oul oy re|evarl suogroups |l
recessary. Vay |rc|ude cod|rg ol oper erd quesl|ors ard advarced slal|sl|ca| lecrr|ques. F|ra||y, Reporl lre resu|ls
lor exarp|e creale graprs, crarls ard lexl lral corrur|cale lre l|rd|rgs. Corc|us|ors/recorrerdal|ors srou|d oe
acl|orao|e regard|rg lre del|red proo|er. lopelu||y |l |eads lo a so|ul|or lor lre proo|er.
Velrodo|og|ca||y, rar|el|rg researcr uses lour lypes ol researcr des|grs, rare|y:
0uarl|lal|ve rar|el|rg researcr |s aooul reasur|rg a rar|el ard quarl|ly|rg lral reasurererl W|lr dala.
Furlrerrore, |l car oe a|so used lo reasure cuslorer aWareress, all|ludes ard oerav|our |r a rar|el oy la||rg a
slal|sl|ca| sarp|e ol cuslorers. 3ucr lecrr|ques are exlrere|y poWerlu| Wrer coro|red W|lr lecrr|ques sucr
segrerlal|or ara|ys|s ard rear lral |ey aud|erces car oe largeled ard ror|lored over l|re lo ersure lre opl|ra|
use ol lre rar|el|rg oudgel. Vosl oller lre dala requ|red re|ales lo rar|el s|ze, rar|el srare, perelral|or, |rsla||ed
oase ard rar|el groWlr rales. Tr|s lype ol researcr |s gerera||y used lo draW corc|us|ors, uses rardor sarp||rg
lecrr|ques so as lo |rler lror lre sarp|e lo lre popu|al|or. ll |s corvergerl reasor|rg ralrer lrar d|vergerl
reasor|rg. Tre lrad|l|ora| erp|r|ca| quarl|lal|ve lecrr|que |r rar|el researcr |s lre survey quesl|orra|re,
adr|r|slered lo a slral|l|ed or rardor sarp|e ol a popu|al|or. F|ra||y, |r rar|el researcr, exlers|ve use |s rade ol
sarp||rg lror Wr|cr, lrrougr carelu| des|gr ard ara|ys|s, Var|elers car draW |rlorral|or aooul lre rar|el.
0ua||lal|ve rar|el|rg researcr rears qua||ly ard dea|s W|lr process|rg dala as Words, erol|ors, lee||rgs,
erol|ors. Corverse|y, ard |rporlarl|y, |l does rol rear quarl|ly. 0ua||lal|ve researcr relrods are used lo del|re a
proo|er ard gererale rypolreses. Trese relrods are des|gred lo la|| lo a re|al|ve|y leW peop|e |r lre largel
aud|erce ol |rleresl lral |s Wry |l |s rol gerera||ze lo lre Wro|e popu|al|or. Trey are roWever, very va|uao|e lor
exp|or|rg ar |ssue ard are used oy a|rosl a|| researcrers. Trey car oe oeller lrar quarl|lal|ve researcr al
|rvesl|gal|or |eve| |r order lo urderslard Wral dr|ves ard rol|vales oerav|our. 0ua||lal|ve rar|el|rg researcr |s
gerera||y used lor exp|oralory purposes lo p|uro lre deplrs ard rarge ol ouyer all|ludes ard oe||els, projecl, or
lorecasl quarl|ly. 3ucr as deplr |rlerv|eWs, ooserval|ora| lecrr|ques:
0eplr |rlerv|eWs are lre ra|r lorr ol qua||lal|ve researcr. lere ar |rlerv|eWer sperds l|re |r a ore-or-ore
|rlerv|eW l|rd|rg oul aooul lre cuslorer's parl|cu|ar c|rcurslarces ard lre|r |rd|v|dua| op|r|ors.
0roup 0|scuss|ors |s a corsurer researcr relrod. lere severa| coslurer are arrarged lo rave a d|scuss|or W|lr
lre researcrer. 0roup d|scuss|ors are rare |r ous|ress rar|els, ur|ess lre cuslorers are sra|| ous|resses.
0oserval|ora| lecrr|ques: Tre researcrer ooserves soc|a| prerorera |r lre|r ralura| sell|rg. lr dela||, researcrers
go lo cuslorers' erv|rorrerls lo Walcr ard |rlerv|eW peop|e |r corlexl. 0|recl|y ooserv|rg peop|e ard as||rg
quesl|ors lral reler lo oojecls ard acl|ors al lre s|le g|ves researcrers a r|cr urderslard|rg ol lre |ssues cuslorers
lace. A|lrougr, ooserval|ors car occur cross-secl|ora| (ooserval|ors rade al ore l|re) or |org|lud|ra||y (ooserval|ors
occur over severa| l|re-per|ods). Tre ra|r advarlage ol ooserval|ora| researcr |s l|ex|o|||ly. Tre researcrers car
crarge lre|r approacr as reeded. A|so |l reasures oerav|our d|recl|y, rol reporls ol oerav|our or |rlerl|ors.
Exper|rerla| lecrr|ques are used lor lre corlro||ed lesl|rg ol causa| processes. Tre researcrer creale a quas|-
arl|l|c|a| erv|rorrerl lo lry lo corlro| spur|ous laclors, lrer rar|pu|ales al |easl ore ol lre var|ao|es. ll |s corror|y
used lor purcrase |aooralor|es, lesl rar|els ard |r soc|a| sc|erces sucr as soc|o|ogy ard psycro|ogy.
Researcrers oller use rore lrar ore researcr des|gr. Tre corpary srou|d slarl W|lr secordary researcr lo gel
oac|grourd |rlorral|or, ard lrer corducl a locus group 'qua||lal|ve researcr des|gr lo exp|ore lre |ssues. F|ra||y,
lre corpary r|grl do a corprerers|ve survey 'quarl|lal|ve researcr des|gr |r order lo dev|se spec|l|c
recorrerdal|ors lor lre c||erl.

hLLp//lvyLheslsLypepadcom/Lerm_paper_Loplcs/2008/11/llLeraLurerevlhLml

Marketing PIanning Practices of South African Companies

Document Information:
Title: Marketing Planning Practices oI South AIrican Companies
Author(s): Russell Abratt, (First National Bank Chair oI Marketing, in Graduate
School oI Business at the University oI the Witwatersrand, Johannesburg,
South AIrica),Nicola Higgs, (Lecturer in Marketing, in Graduate School oI
Business at the University oI the Witwatersrand, Johannesburg, South
AIrica)
Citation: Russell Abratt, Nicola Higgs, (1994) "Marketing Planning Practices oI
South AIrican Companies", Marketing Intelligence & Planning, Vol. 12
Iss: 2, pp.26 31
Keywords: Attitudes, Marketing planning, Marketing strategy, South AIrica
Article type: Literature review
DOI: 10.1108/02634509410057464 (Permanent URL)
Publisher: MCB UP Ltd
Abstract: There has been rapid political, social and economic change in South AIrica
since 1990. As a result oI the Iall oI apartheid, South AIrica is slowly
taking its place in the global village. Foreign companies are considering
South AIrica as a good market Ior their goods and as a source oI supply oI
raw material and partly processed goods. Aims to review the marketing
planning practices oI large South AIrican companies. A comprehensive
review oI the marketing planning literature has been undertaken. A study
oI 73 companies quoted on the Johannesburg Stock Exchange was
undertaken. It was established that all these companies had a
comprehensive annual marketing plan and they Iollowed the procedures,
and used the techniques described in the normative marketing literature.
Global organizations looking Ior South AIrican partners will Iind the level
oI marketing planning sophistication highly satisIactory.



hLLp//wwwscrlbdcom/doc/33289903/lCCL



Myron Leonard
1. Western CaroIina University
ditor
1

LI1LkA1UkL kLVILW
A rescr|pt|on for Debt kecovery Management 1owards keduc|ngCosts and Increas|ng kecovery
of kece|vab|es
Author
uavld Coyle resldenL
ub||shed by
SeeWlnd ueslgn 2008uebL recovery and collecLlons managers are always looklng for less cosLly and
more efflclenLways of collecLlng on bad debL 1hls ls especlally Lrue ln Lodays buslness cllmaLe of
dlmlnlshed budgeLs and pressures from resLrucLurlng 1hls paper revlews slx debL recovery
managemenL besL pracLlces LhaL ensure swlfL and accuraLe recuperaLlon of recelvables for less
operaLlonal cosLLhan ls usual wlLhln a Lyplcal collecLlons process As well Lhe workflow LhaL enables
LheappllcaLlon of Lhese besL pracLlces ls descrlbed llnally Lhls paper ouLllnes Lhe feaLures
and beneflLs of lC8CL a buslness analysls and collecLlons managemenL sofLware soluLlon
LhaLlncorporaLes Lhe fully auLomaLed workflow and besL pracLlces dlscussed 1he
prescrlpLlonsuggesLed here focuses on Lhe ablllLy Lo uncover and see Lhe buslness reallLy along
wlLh LhecapablllLy Lo deLecL dlagnose and acLlon opporLunlLles LhaL cenLer on 1lML and MCnL?





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