MARK205 Introductory Marketing

Research
Autumn Semester, 2023
Week 1
AGENDA:
• Subject Introduction
• Introduction to Marketing Research, Research Process,
Problem Definition, and Research Objectives
 Academic Staff:
Dr. Munyar Nyadzayo (Lecturer/Coordinator)
Tel: +971 4 278 1951
Email: MunyarNyadzayo@uowdubai.ac.ae
Consultation: By appointment first via email for Mondays 13:00 – 15:00
Meeting Link: https://uow.webex.com/meet/nyadzayo

Ms. Vidhi Sharma (Tutor)

Email: vidhisharma@uowdubai.ac.ae
Consultation: By appointment first via email for Fridays 9:00 – 11:30am
Meeting Link: https://uow.webex.com/meet/vidhi
 Who am I?
 Origin: Zimbabwe, Australian citizen, Golden Visa Holder
 Educator / Market Researcher / Husband / Father
 Education: BCom, BCom (Hons), MCom (Marketing) in South Africa, PhD
Marketing (Monash), Grad Cert in Academic Practice (Monash)
 Lecturer in Management, South Africa (2007-2008); Lecturer/Tutor in Marketing,
Monash University, Australia (2012-2014); Lecturer in Marketing, Swinburne
University, Australia (2014-2016); Assistant Professor of Marketing, UOWD (2016–
18)
 Associate Dean (Research), UOWD (03/2020 –05/2022)
 Associate Professor of Marketing, UOWD (01/2019 – present)
 Entrepreneur and Freelance Consultant (Market Researcher, Branding, Digital)
 Certified Practicing Marketer (Australian Marketing Institute)
 Extra-curricular (IBL Mentor, Ex-pro soccer player, Monash Male Athlete of the Year, 2012)
 Guest Editor (e.g., IMM: Explaining Industrial Buyer Behavior)
Other Contacts:
Google Scholar | LinkedIn | ResearchGate | ORCID | P-Rank (top 5 in UAE)
 Research Experience
 Training: PhD + Other courses (Qualitative & Quantitative)
 Statistics background: “after all it’s not all about numbers”
 Publishing journal articles (making sense out of numbers)
 Research consultancy; Guest Editor; Reviewer; HDR Supervisor;
ADR
 Research interests (B2B Marketing, Branding, Relationship
Marketing, Emerging Markets)

Research Expertise (Selected Publications)

 Nyadzayo, M.W., Casidy, R., & Mohan, M. (2023). Maximizing customer adoption outcomes in emerging
industrial markets via supplier innovativeness and relationship quality. Journal of Business & Industrial
Marketing, 38(4), 958-973. (ABDC, A; SJR, Q1)
 Nyadzayo, M.W., Leckie, C., & Johnson, L.W. (2023). Customer participation, innovative aspects of services and
outcomes. Marketing Intelligence & Planning, 41(1), 1-15 (ABDC, A; SJR, Q2).
 Casidy, R., Mohan, M., & Nyadzayo, M. (2022). Integrating B2B and B2C research to explain industrial buyer
behavior. Industrial Marketing Management, 106, 267-269. (ABDC, A*; SJR, Q1).
 El Barachi, M., Salim, T.A., Nyadzayo, M.W., Mathew, S., Badewi, A., & Amankwah-Amoah, J. (2022,
forthcoming). The relationship between citizen readiness and the intention to continuously use smart city services:
Mediating effects of satisfaction and discomfort. Technology in Society, 71, 102115
 Mohan, M., Nyadzayo, M. W., & Casidy, R. (2021). Customer identification: The missing link between
relationship quality and supplier performance. Industrial Marketing Management, 97, 220-232. (A* ranked).
 Gupta, S., Zhou, J., Feng, S., & Nyadzayo, M. (2021). The effect of equity on value co-creation in business
relationships, Journal of Business & Industrial Marketing, 37(20), 385-401 (ABDC, A ranked).
 Nyadzayo, M.W., Mohan, M., & Casidy, R. (2020). Relationship factors and firms' willingness-to-pay: A
comparison of east-west settings. Industrial Marketing Management, 91, 397-410 (ABDC, A* ranked).
 Nyadzayo, M.W., Casidy, R., & Thaichon, P. (2020). B2B purchase engagement: Examining the key drivers and
outcomes in professional services. Industrial Marketing Management, 85, 197-208 (ABDC, A* ranked).
 Casidy, R., & Nyadzayo, M., & Mohan, M. (2020). Service innovation and adoption in industrial markets: An
SME perspective. Industrial Marketing Management, 89, 157-170 (ABDC, A* ranked).
 Casidy, R., & Nyadzayo, M. (2019). Drivers and outcomes of relationship quality with professional service firms:
An SME owner-manager perspective. Industrial Marketing Management, 78, 27-42 (ABDC, A* ranked).
https://abdc.edu.au/research/abdc-journal-list/
 Mission
“To develop marketing practitioners that have the optimal
business skills to communicate evidence-based solutions for
complex problems in the real business world"

http://www.charteredclub.com/group-discussion/
Teaching Philosophy: Experiential
Learning
Experiential learning is "education that occurs as a direct
participation in the events of life" (Houle, 1980, p. 221)

“I never teach my pupils; I only attempt to

provide the conditions in which they can
learn.”
Albert Einstein

“You don't learn to walk by

following rules. You learn by
doing, and by falling over.”
― Richard Branson
Subject Outline – Key Points

- To be posted on Moodle

- Read the entire document

- Highlights
- Program
- Objectives
- Delivery
- Assessments
- Resources & texts
Learning Objectives
On successful completion of this subject, students will be able to :

1. Critically explain how marketing research is conducted at academic level,

and translated into practical knowledge.
2. Define a research question and determine the sample required to investigate
the research question.
3. Identify and address ethical issues in marketing research.
4. Demonstrate independent secondary research skills for collection and
analysis of research data, and presentation of research findings.
5. Design qualitative and quantitative research tasks, and understand the
process of implementing research tasks.
6. Analyse and interpret research data using introductory data-analysis
techniques.
7. Critically analyse marketing research reports.
Prescribed Text
Burns, A. C., & Veeck, A. (2020).
Marketing Research, 9th Global
Edition. Pearson. ISBN:
9781292318042

Estimated Price: AED300.

Students can also access the e-
Book (2019 edition) via UOW
library at:

https://ebookcentral.proquest.com/l
ib/uow/detail.action?docID=58937
53&pq-origsite=primo

Please grab a copy!

Reading Materials
 Moodle  Magazines
 Refereed Journals  Other (Please please please always
 Online marketing texts check!)
- Business Source
 Other texts
- Emerald • Lecture resources
- ABI-Inform  Wikipedia et
al? (Never use) • Assignment resources
- JSTOR
- Google Scholar • Assessment grades
- Library links • Learning and exam resources
- Wollongong • Announcements
• Discussion board etc.
• Turnitin submission

NB: We can track a student’s

activity on Moodle!!
Subject Delivery

Activity Weeks

Lectures (3 hours) 1 – 5, 7 - 11

Tutorials: Class (1 hour) 2–5

MID-SESSION EXAM 6

Tutorials: Computer labs (1 hour) 7 - 11

Subject Review & Exam Revision 11

Expectations [NOT rules]
 Attend ALL classes. Otherwise, aim to attend a minimum of 80%
 The amount of study time required to do well in the course – “anyone is
capable of attaining an HD+”
 Assessments & deadlines and the consequences for not meeting them
 Feel free and PARTICIPATE – no right or wrong answer!
 Seek help when needed.
 In class, be respectful and always remember to avoid profanity.
 A culture of feedback. I’m interested in how you experience the course and
any suggestions you may have. We will do formal early course evaluations,
but feel free to give constructive feedback, even anonymously.
 Email etiquette: University email account (preferably), response time, mention
subject code.
 Be respectful and courteous.
 Academics will normally respond within 1-2 business days. If the matter is
urgent, you may wish to telephone the teaching staff whose contact details are
given in this subject outline or contact the School.
 A positive learning environment…..

- Good mood
“Students learn better when they
- Big smile
view the learning environment as
- Positive attitude positive and supportive (Dorman,
- Spirit of collaboration Aldridge, & Fraser, 2006). A
- Willingness to learn positive environment is one in which
- Willingness to communicate students feel a sense of belonging,
trust others, and feel encouraged to
- Diligence & hard work
tackle challenges, take risks, and
- Curiosity – must ask questions! ask questions (Bucholz & Sheffler,
- Love for Marketing! 2009).”
Assessments
Assessment Tasks
Form of Learning
Assessment % Due Date
Assessment Outcome

Assessment 1 Research Proposal 30% 1-5 Wk 8 (6 Nov)

Assessment 2 Mid-Session Exam 20% 1, 2, 3, 5 Wk 6 (23 Oct)

Assessment 3 Practical Test 10% 1, 6, 7 Wk 11 (Tutorial)

Assessment 4 Final Exam 40% 1, 2, 3, 5, 6, 7 TBC

REMEMBER YOU MUST HAND IN ALL PIECES OF ASSESSMENTS AND GET

AN OVERALL MARK OF 50% OR ABOVE AND OBTAIN A MINIMUM OF 50%
IN THE FINAL EXAMINATION TO PASS THE SUBJECT
 ANY QUESTIONS?

Old Tibetan saying: “Better to live one day as a tiger

than die a thousand years as a sheep…”
Introduction
to Marketing
Research?
 Learning Objectives
In this chapter you will learn:

• What the relationship of marketing research to marketing, the

marketing concept, and marketing strategy is
• How to define marketing research
• The function and uses of marketing research
• How to describe a marketing information system (MIS) and
understand why marketing research occupies a place in an
MIS
 Some interesting quotes on research
"Without data you're just another person with an opinion."
– W. Edwards Deming

"Research is what I'm doing when I don't know what I'm doing."
– Werner von Braun

"Marketing without data is like driving with your eyes closed."

– Dan Zarrella

https://www.brainyquote.com/topics/research

http://stepfeed.com/the-uae-s-safest-drivers-are-from-these-countries-1253
Marketing Research is Part of
Marketing
What is Marketing?:
 Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.

 Marketing is about “meeting needs profitably”.

– When Apple designed the iPad, it met a growing need among those
seeking greater computer portability in a tablet format.
– Amazon has been successful in creating the first generation of online
book readers with its Kindle tablets.
– Tesla has provided solution to the environmentally-conscious buyer.

 To practice marketing, decision makers need to make decisions:

marketing research provides information to decision makers.

How Lego Uses Crowdsourcing for New Product Ideas

Examples of New Product Failure
When Corporate
Innovation Goes
Bad — The 164 Bi
ggest Product Fail
ures Of All Time

10 Recent Produ
ct Design Failure
s And What We
Can Learn From
Them

These could have been avoided with better research information

The Marketing Concept… guides mangers’
decisions
The marketing concept is a business philosophy that holds that the key to
achieving organizational goals consists of the company’s being more
effective than competitors in creating, delivering, and communicating
customer value to its chosen target markets.
 This philosophy is also referred to as ‘customer orientation’ or
‘market-driven’ or ‘market orientation’ - “putting the customer
first!”
 A market orientation entails:
– one or more departments engaging in activities geared towards
developing an understanding of customers’ current and future needs and
the factors affecting them,
– sharing of this understanding across departments, and
– various departments engaging in activities designed to meet customer
select needs.
 The fabric of the new marketing concept

Examples of
companies
practicing any
of these?

Source: Webster (1994).

The ‘right’ Marketing Strategy
 A customer oriented philosophy alone is not enough.
 A marketing strategy consists of selecting a segment of the market
as the company’s target market and designing the proper “mix” of the
product/service, price, promotion, and distribution system to meet the
wants and needs of the consumers within the target market.

 “Right strategy” – that allows the firm to truly meet the wants and
needs of the consumers within the selected market segment.
– What is the market, and how do we segment it?
– What are the wants and needs of each segment?
– What is the size of each segment?
– Who are our competitors?
– Which product/service will best suit the target market?
 What is Marketing Research?
 Marketing research is the process of designing, gathering, analyzing,
and reporting information that may be used to solve a specific
marketing problem.

 AMA definition:
Marketing research: the function that links the consumer, customer,
and public to the marketer through information – information used to
identify and define marketing opportunities and problems; generate,
refine, and evaluate marketing actions; monitor marketing performance;
and improve the understanding of marketing as a process.

 According to Malhotra et al. (2006):

Marketing research is the systematic and objective identification,
collection, analysis, and dissemination of information for the purpose of
assisting management in decision-making related to the identification
and solution of problems and opportunities in marketing.
What is Marketing Research?
Marketing research is the It is NOT …
systematic and objective
- identification,
• Radio phone-in
- collection, • Facebook or Twitter chat
- analysis, • Opinion poll
- dissemination, and use of • Telemarketing
INFORMATION!

It is for the purpose of improving

decision making related to the
- identification and
- solution of problems and
opportunities in the business
Marketing or Market Research?
 Marketing research: a process used by businesses to collect,
analyze, and interpret information used to make sound
business decisions and successfully manage the business.

 Market research is a subset of marketing research

 Market research: a process used to define the size, location,

and/or makeup of the market for a product or service.
The function of marketing research
 Marketing research: links the consumer (and customer) to
the marketer by providing information that can be used in
making marketing decisions
 Businesses need to know:
– “Are our customers satisfied?”
– “What do people think of our brand?”
– “Should we develop new products?”
– “What do our customers think of our new products?”
– “Are our employees satisfied?”
– What else??????

 An unnoticed small problem could become a big problem

‘without’ research.
Uses of Marketing Research
 Identify marketing opportunities and problems
– Problems are not always easy to identify (symptoms vs causes).
– Toyota developed the Prius due to high gas prices and concerns about
fuel emissions

 Generate, refine, and evaluate potential marketing actions

– Actions can be strategies, campaigns, programs or tactics.
– This research includes: selecting target markets, 4Ps research.

 Monitor marketing performance

– Control is a better function of management.
– Tracking data collected at point-of-sale terminals
– Tracking social media
The Role of Marketing Research
Customer Groups
Uncontrollable
• Consumers
Environmental
Factors • Employees Controllable
• Economy • Channel Members Marketing
• Technology • Suppliers Variables
• Competition • Segmentation
• Laws and • Product
Regulations • Pricing
• Social and
Cultural Factors Marketing • Promotion
• Political Factors • Distribution
Research

Assessing Marketing Providing

Information Decision Information
Needs Making

Marketing Managers
• Market Segmentation • Marketing Programs
• Target Market Selection • Performance and Control
Improving marketing as a process
 Basic research is conducted to expand our knowledge rather
than to solve a specific problem.
– Marketing professors often conduct basic research and publish their
results in journals (e.g., Industrial Marketing Management)
– The aim is expand our knowledge: for example, ‘how do customers
engage with focal brands’:
https://scholar.google.ae/citations?user=BgJRlIEAAAAJ&hl=en&oi=ao

 Applied research is conducted to solve specific problems.

– E.g., decline in sales or market share, changing laws
 The Marketing Information System
(MIS)
 A MIS is a structure consisting of people, equipment, and procedures
to gather, sort, analyze, evaluate, and distribute needed, timely, and
accurate information to marketing decision makers.

Marketing research
system:
– gathers information for
a specific situation, not
gathered by other
systems.
– Marketing research
projects are not
continuous.
 Chapter 3:
The Marketing
Research Process and
Defining the Problem
and Research
Objectives
The Marketing Research Process
Step 1: Establish the need for
Step 7: Design data collection forms
marketing research

Step 2: Define the Problem Step 8: Determine the sample plan

and size

Step 3: Establish research objectives Step 9: Collect data

Step 4: Determine the research design Step 10: Analyze data

Step 5: Identify information types and Step 11: Prepare and present the final
sources research report

Step 6: Determine methods of

accessing data
Step 1: Establish the Need for
Marketing Research
 Is there a real need for marketing research?
 Research takes time and costs money
 Cost of information may outweigh value of information
 Is there a real need for marketing research?
• Marketing research is not always needed.
a. The information is already available
b. The timing is wrong to conduct marketing research
c. Funds are not available for marketing research
d. Costs outweigh the value of marketing research
 Huawei Overtakes Apple as Global Smartphone Market Tanks

https://www.bloomberg.com/news/articles/2019-05-03/huawei-again-overtakes-apple-as-global-smar
tphone-market-tanks
Step 2: Define the Problem
 The need to make a decision requires decision alternatives. If there
are no alternatives, no decision is necessary.
 This is the most critical step in the research process
 If the problem definition is not correct, research will be wasted
regardless of how well the research is conducted
 It often requires some preliminary research to help define the
problem
 Develop an appropriate problem statement
Step 3: Establish Objectives
 Research objectives state what the researchers must do.
 Specifies what information is needed
 They need to be clear (SMART)
 Research objectives, when achieved, provide the information
necessary to solve the problem identified in step 2.

For example:
Research Question: What factors influence peoples’ holiday choices?

Research Objectives
• To measure how many kilometres people travel on motoring holidays
• To determine the likelihood of a reduction in travel distance for
holidays when petrol prices are high.
Step 4: Determine Research Design
Types of
Research Designs

Exploratory Descriptive Causal

- partially defined - sharply defined
- ambiguous problems problems problems

collecting information research that describes attempt to uncover what

in an unstructured and the phenomena of factor or factors cause
informal manner. interest. some event.
Step 5: Identify Information Types
and Sources
 Primary data are originated by a researcher for the specific purpose
of addressing the problem at hand. The collection of primary data
involves all six steps of the marketing research process.
Interviewing respondents to determine their satisfaction with
providing feedback to their lecturer on a weekly basis
 Secondary data are data which have already been collected for
purposes other than the problem at hand. These data can be located
quickly and inexpensively.

Census data reporting the proportion of Australian households who

have access to the Internet

Secondary data are of primary importance in marketing

research.
Step 6: Determine Methods of Accessing
Data
• Secondary data is relatively easy to access
• Primary data is more complex
Step 7: Design Data Collection Forms
 The questionnaire must be worded objectively, clearly, and
without bias in order to communicate with respondents.
 If a focus group is used, a focus group guide must be
developed.
 If we observe respondents, the form is called an observation
form.
 Software programs are available to assist marketing researchers
in preparing data collection forms.
Step 8: Determine Sample Plan and Size
 A sample is drawn from an entire group or population.
– Population could be: all department stores within Dubai, or all
university students at UOWD.
 The sample plan describes how each sample element, or unit, is
to be drawn from the total population. Gives you
representativeness! In this case, you need a sample frame.
 Sample size refers to determining how many elements of the
population should be included in the sample. Gives you
accuracy!
Step 9: Collect Data
 Nonsampling errors in data collection will occur, so researchers
must know the sources of these errors and implement controls to
minimize them.
 Researchers aim to minimize this possibility by undertaking a
control referred to as validation.
– it means10% of all respondents were randomly selected, or recontacted
and asked if they indeed took part in the study.

 Companies that specialize in data collection are referred to as

field service firms.
 Step 10: Analyze Data
 Includes:
- Checking
- Editing
- Coding
- Transcription
- Verification
- Data cleaning
- Conducting empirical tests

Statistical Package for Social Sciences (SPSS)

Step 11: Prepare and Present the Final
Research Report
• Reporting, the last step, is one of the most important phases of
marketing research.
• Its importance cannot be overstated because it is the report, or its
presentation, that properly communicates the results to the
client.
 Recommendations:
• Can the findings be put into actions?
• If so, how?
• Is more research needed?
The Marketing Research Process: “WHERE WE
ARE”
Step 1: Establish the need for
Step 7: Design data collection forms
marketing research

Step 2: Define the Problem Step 8: Determine the sample plan

and size

Step 3: Establish research objectives Step 9: Collect data

Step 4: Determine the research design Step 10: Analyze data

Step 5: Identify information types and Step 11: Prepare and present the final
sources research report

Step 6: Determine methods of

accessing data
 Step 2: Define
Defining the Problem: The process the Problem

Discussions with Decision

Makers
Interviews with Industry
Experts
Secondary Data Analysis
Problem definition
Qualitative Researchbegins with
discussions with the key
decision maker(s).
The Importance of Properly Defining:
Example: Problem definition gone wrong
“The most serious mistakes are not being made as a result of wrong
answers. The true dangerous thing is asking the wrong question” -
Peter Drucker

Example: Coca-Cola vs. New Coke

Coca-Cola Lost Millions Be
cause of This Market Resear
ch Mistake

What went wrong? ”…They assumed that taste was the deciding factor
in consumer purchase behavior.”
“400,000 angry phone calls” “$34 million loss”
 Step 2: Define
Examples of problem statements the Problem

• An apartment manager wants to increase the proportion of

apartment occupancies per year at his building complex.
• A snack manufacturer seeks to increase sales by offering
biodegradable packaging.
• An app developer hopes to increase downloads of her app.
• A retailer wants to understand the consequences of an in increases
in sales by baby boomers and a decrease in sales by millennials
during the past 12 months.
• Apple wants to increase it market share in order to regain its
number one position in the smartphone industry.
 Step 3: Establish
The Research Objective research objectives

 Research objectives are specific and tell the researcher exactly

what information must be collected to solve the problem by
facilitating selection of an alternative.
– Specify from whom information is to be gathered
– Specify what information is needed
– Specify the unit of measurement used to gather information
– Word questions used to gather information using the
respondents’ frame of reference
Formulating Research Objectives as
Statements or Questions
Hypotheses
• Hypotheses are statements that are taken as true for the purposes
of argument or investigation.
– A hypothesis (H) is an unproven statement or proposition about a
factor or phenomenon that is of interest to the researcher. Often, a
hypothesis is a possible answer to the research question.
– Research questions and hypotheses add clarity to the statement of the
marketing problem.
• For example: What factors influence the purchase of a
smartphone?
1. H1:
2. H2:
3. H3:
Constructs
• When developing research objectives it is important to determining what
type of information should be measured.
• A construct is an abstract idea or concept composed of a set of attitudes
or behaviors that are thought to be related.
• Consider an example of managers faced with a decision to choose the
best among four ads. But what is the best? Is it the ...
– most memorable?
– most relevant?
– most believable?
– one that is likable?
– most likely to produce an intention to buy the advertised product?
 This criteria represents the types of information (i.e., constructs) to be
collected, separately.
 Next Week
CHAPTER 4 & 5: Research Design and Data Sources
 What research design is and why it is important
 The three major types of research design: exploratory, descriptive, and
causal
 The fundamental questions addressed by descriptive research and the
different types of descriptive research
 What is meant by causal research and to describe types of experimental
research designs
 The meaning of the term big data
 The differences between primary and secondary data
 The advantages and disadvantages of secondary data
 How to evaluate secondary data
 Copyright

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