Marketing Research Methods (6372) Essay Example

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Marketing Research Methods

Topic 1: Nivea market research

The company was involved in a quantitative market research for the purposes of determining the levels of customer satisfaction. The research was also for highlighting whether changes should be made to the products and services of the company so as to improve on customer satisfaction. As a skin a company specialized in skin care products, the research was also aimed at determining whether the products of the company met the preferences of the customers. The quantitative research of the company also targeted the brand awareness of the company and its rating among the customers (Jobber & Ellis-Chadwick, 2012).

How the topic has enhanced understanding of market research

The research has enhanced the understanding of market research by highlighting some of the important factors that should be considered. A market research needs to have a clear objective as has been heighted in the research. This is important in providing guidance to the research. Market research plays an important role in identifying the opportunities as well as potential problems that an organization is facing (Kotler & Armstrong, 2013). The questionnaire is an important tool that is used during the process of data collection. This is ensures that the information is obtained directly from the customers. A high number of people can be reached through the use of the questionnaire. According to Jobber and Ellis-Chadwick (2012), Secondary data is also require during the market research and can be obtained directly from the company. The secondary data is used for comparison purposes and it highlights the actual position of the company with regards to the aspects under investigation. The main challenge during the market research involves recruiting respondents who will answer the questionnaires. During the market research, it is better to record the information obtained from the respondents and then take the notes later (Jobber & Ellis-Chadwick, 2012). Relying on one’s memory may not be effective during the market research. A survey should be avoided during the market research as it is usually too long. This has the potential of making it boring leading to low response rates. It is important to ensure that the questionnaires are piloted before being used in the research. The quantitative market research is useful in obtaining the response of the customers (Percy, 2014).

Other readings

Other readings have also highlighted the importance of quantitative market research. According to the market research theory, the market research requires high levels of accuracy. This is for the purposes of ensuring that the organization obtains actual information about its products and services. It is also important for market research to meet all the goals and objectives of the research. Quantitative market reach requires a lot of expertise. This is because it deals with statistical figures that require proper analysis. In order to support the findings of the quantitative research, secondary information may also be used (Jobber & Ellis-Chadwick, 2012). Information about the industry can be obtained from books and journals. The reliability of the information is an important aspect that needs to be considered during the research. The relationship between a business organization and the customers is usually strengthened through market research (Percy, 2014).

Topic 2: Are you happy?

The research is aimed at understanding the behavior of the customers. It targets students and for the purposes of determining if they are happy with the open system of higher education. Questionnaires were used in the research and it was administered in two cohorts of students in different universities in the United Kingdom. Four stage approaches was used in the research for the purposes of collecting data and obtaining information about the topic. Both the secondary and previous research was utilized as it involved exploratory research concepts. Different views of the audience were considered during the research (Brooks, 2014).

How the topic has enhanced understanding of market research

Marketing research can be carried out to determine the levels of customer satisfaction among different groups of customers. This includes the customers who require specific services from an organization. The market research can be carried out in different sages for the purposes of obtaining adequate information about the topic. Four major steps that can be utilized during research include literature review, open ended interview survey, focus group and pilot testing of the questionnaires. The literature reviews plays an essential role in terms of ensuring that information is obtained from a wider source. The exploratory research requires an in depth analysis of the research (Chaffey & Ellis-Chadwick, 2012). This is for the purposes of ensuring that the information obtained is comprehensive and it covers all the aspects of the research. The objectives of the research play an essential role in terms of determining the amount of information that can be obtained. The research requires a lot of attention when it comes to the presentation. Simplicity is important during the presentation as it promotes a better understanding of the topic under investigation. According to Percy (2014), the use of graphs, pictures and tables play an important role during the presentation of the research. The secondary data should mainly be use for developing the research. The research design has to undergo changes from time to time depending on the level of information required. The views of the researcher as well as that of the audience should be considered during the market research (Brooks, 2014).

Other readings

The literature review plays an essential role in the market research. It mainly provides the general information about the topic and the perceptions of others about the topic. The information from the literature review may not be accurate depending on the source. A thorough verification of the information is required. The exploratory research is quite comprehensive and it involves the analysis of a wide range of items. The surveys can be used when dealing with a specific set of respondents such as the students. The needs of the audience should be considered during the market research (Brooks, 2014). This can be achieved through enhancing the quality of the presentation. The use of figures in the market research makes it easy to present the finding s of the research. The number of respondents in as research is also a factor that contributes to the accuracy of the data.

Topic 3: ZARA marketing research

ZARA is one of the best brands in the world and it competes in the international market. The market research is therefore for the purposes of determining the information about the performance of the company in some of the external markets. This includes the Chinese market where the performance of the company is not goods as compared to its performance in the other markets. The market research mainly involves the online method of data collection. Quantitative as well as qualitative market research concepts have been utilized in the research (Percy, 2014).

How the topic has enhanced understanding of market research

The qualitative as well as the quantitative market research can be used during the market research. The use of both quantitative and qualitative research is referred to as mix research method. When using the mixed research method, the quantitative primary research data can be collected through the use of questionnaires. The qualitative primary research data can be collected using a focus group. According to Johanson (2013), the design of the questionnaires can be carried out through the use of various steps. The design of the questioners can be carried out in ten steps in order to ensure that the information obtained is accurate. The development of the information being sought is an important aspect of developing the questionnaire. The physical characteristics as well as testing of the survey are also important before the implementation process (Bharadwaj, et al, 2013). The use of online concepts during the data collection process plays an important role in ensuring that the information is easily availed. The online focus group is usually fast and cheap as compared to the other methods. Closed and open questions can be used during the process of carrying out the survey. The open questions are easy to answer and hence making it suitable for online market research. The online market research can be effective when dealing with a host of topics which includes the brand identity, international checks and positioning research. The objectives of the research have to be clearly highlighted when carrying out the online research (Bharadwaj et al., 2013).

Other readings

Online market research is increasingly becoming common for most of the organizations. This method of carrying out market research is cheaper and it is also effective. The respondents from different geographical areas can be involved in the market research through the use of this method. The online research method is cheaper and its response rate is higher. Open ended questions are important during the design of the questionnaires. The open ended questions are easy to understand which makes it effective for the online research (Longenecker, et al, 2011). A lot of expertise is required during the process of designing the questionnaires. This is for the purposes of ensuring that it meets the needs of the respondents as well as that of the research. Special attention should be paid on the questionnaires when dealing with a diverse range of respondents. The use of mixed research method is effective in the market research as it ensures a weakness of one method is dealt with by the other method (Bharadwaj et al., 2013).

Topic 4: Coca cola market research

The research is about how Coca Cola became the biggest marketing blunder. The company is considered as one of the best brands in the world. However, its marketing strategy was affected by poor strategies leading to the marketing blunder. The research mainly utilized the use of quantitative as well as the qualitative research concepts. This was for the purposes of identifying the flaws in the market research of the company. The market research that was carried out by the company contributed to the marketing blunder at the company (Johanson, 2013).

How the topic has enhanced understanding of market research

The market research carried out by an organization is important in terms of developing its marketing strategy. A wrong market research strategy can lead to failures in the market as was in the case of Coca Cola. Longenecker et al. (2011), qualitative and quantitative research plays a significant role in the market research. However, it is important to note that the aspects that are involved in the research determine the quality of the information required. The mixed research methods should focus on the correct aspects of the research. When dealing with the customers, the physical aspects of the company should not be of main focus. However, the needs of the customers as well as the quality of services and products of the company should be the main focus of the research. When carrying out a market research, the company has to consider the symbolic values and the attachments that the customers have on their products (Percy, 2014). Before any changes are made, this should be considered. Part of the questionnaire should focus on how the customers feel about the products of the company. The normal marketing research has some weaknesses and it may make it difficult for the company to determine some of the aspects that affects the quality of its products and services. Adequate measures should be put in place to ensure that any flaws are fully identified. Other methods should also be used during the research to address the aspects that may not be fully determined by the research (Longenecker, et al., 2011).

Other readings

The qualitative and quantitative research methods have their strengths as well as weaknesses. The researchers should be fully aware of the weaknesses of the research method being used and how it is likely to affect the outcome of the research. The appropriate research tools should be used depending on the nature of the research. Adequate information about the research can be obtained through a proper analysis of the research data (Johanson, 2013). Too many assumptions should not be made during the process of data collection. Some of the assumptions made may have negative impacts on the accuracy of the data collected. It is important for the objectives of the research to be clear so as to ensure that it does not affect the outcome of the research. The needs of the company have to be considered when carrying out the research.


Kotler, P., & Armstrong, G. (2013). Principles of Marketing 15th Global Edition. NY: Pearson.

Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education.

Huang, R. & Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99.

Chaffey, D. & Ellis-Chadwick, F. (2012). Digital marketing. Pearson Higher Ed.

Hatten, T. S. (2015). Small business management: Entrepreneurship and beyond. Cengage Learning.

Brooks, W. (2014). The International Business Environment. New York: Prentice Hall.

Bharadwaj, A. et al. (2013). «Digital business strategy: toward a next generation of insights.» MIS Quarterly 37.2: 471-482.

Longenecker, J. et al. (2011). Small business management: Launching and growing entrepreneurial ventures. Cengage Learning.

Percy, L. (2014). Strategic Marketing Communication. London: Routledge.

Johanson, J. (2013). International Marketing and Internationalization Processes: A Network Approach Jan Johanson and Lars Gunnar—Mattsson University of Uppsala and Stockholm School of Economics, Research in International Marketing (RLE International Business), 234.