Understand the marketing research process, particularly the importance of aims and objectives, and their use in addressing specific research problems.

Assignment Brief

This paper deals with conducting a research on the primary theme of marketing management in which you have to focus on the following aspects:

• Define the marketing research process with all the aims and objectives along with addressing the research issues
• Design a marketing research framework with suitable research methods / analytical tools.
• Plan a marketing report carrying a ethical guidelines of appropriate legislative bodies including the MRS Codes of Conduct
• Provide appropriate sources and references
• Employ software package for statistical analysis
• Showcase effective written communication skills of organisational employers

Instructions

Module learning outcomes assessed:

Knowledge and understanding:

1. Understand the marketing research process, particularly the importance of aims and objectives, and their use in addressing specific research problems.
2. Design and justify a suitable area of research within the marketing research framework.
3. Distinguish between research methodologies and a range of rigorous research methods / analytical tools.
4. Design a marketing research report that follows the ethical guidelines of appropriate legislative bodies including the MRS Codes of Conduct.
5. Consider ethically-robust methods for conducting marketing research and the ethical practice of those involved in data collection and analysis. Skills, qualities and attributes:
6. Evaluate appropriate sources of information and appreciate their contribution to marketing research decisions.
7. Conduct and interpret basic quantitative and qualitative data collection and analysis.
8. Manipulate data in a widely-used software package for statistical analysis.
9. Demonstrate effective written communication skills desired by organisational employers.

Sample Answer

Conducting Effective Marketing Research for Better Business Decisions

Abstract

This paper explores the importance of marketing research in helping businesses make better decisions. It defines the marketing research process, outlines key aims and objectives, and explains how research frameworks are designed. The paper also discusses ethical responsibilities based on the Market Research Society (MRS) Codes of Conduct. It includes the use of data analysis software and highlights the importance of clear communication in research reports.

1. Introduction

Marketing research is the process of gathering, analysing, and interpreting data about markets, customers, and competitors. It helps organisations understand their audience and make informed decisions. This report focuses on how to plan and conduct ethical and effective marketing research using the correct methods and tools.

2. The Marketing Research Process

The marketing research process involves the following steps:

• Problem Definition: Clearly state the issue to be researched.
  Example: Why are online sales decreasing in the past 6 months?

• Research Aims and Objectives:
  Aim: To investigate the reasons for falling online sales.
  Objectives:

  1. Identify changes in customer buying behaviour.

  2. Analyse website traffic and user experience.

  3. Assess competitors’ strategies.

• Research Design: Decide how to collect the data, through surveys, interviews, or observations.

• Data Collection: Gather information using both quantitative (e.g. online surveys) and qualitative (e.g. interviews) methods.

• Data Analysis: Use software like Excel or SPSS to analyse the findings.

• Reporting: Present results in a clear and professional format.

3. Research Framework and Methods

To design a good research framework:

• Methodology: A mixed-method approach (both quantitative and qualitative) gives a well-rounded view.

  • Quantitative tools: Online surveys, Likert scales, graphs, statistics.

  • Qualitative tools: Focus groups, open-ended interviews.

• Sampling: Choose the right participants. Random sampling gives fair results, while purposive sampling helps target specific users.

• Data Collection Tool Example: Google Forms for surveys, Zoom for interviews.

• Analysis Tool: Use SPSS, Minitab, or Excel to find patterns and test hypotheses.

4. Ethical Guidelines in Marketing Research

Ethical research builds trust and protects participants. The Market Research Society (MRS) Code of Conduct includes:

• Informed Consent: Always ask participants for permission and tell them how the data will be used.

• Confidentiality: Protect personal information.

• Transparency: Be honest about the purpose of the research.

• No Harm: Avoid any physical, emotional, or financial risk.

All research must follow these ethical practices to remain legal and respectful.

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