Communication Assignment Sample For Singapore Students
Posted on: 9th Nov 2022

MKT390 Marketing Research SUSS Assignment Sample Singapore

The MKT390 Marketing Research course is designed to equip students with the necessary skills to design and conduct effective research in a marketing context. Topics covered include qualitative and quantitative research methods, data analysis techniques, and ethical considerations in research. Throughout the course, students will have the opportunity to apply their knowledge through class exercises and a final group project where they will propose and carry out a marketing research study for a real-world organization. Upon completion of the course, students will be able to effectively gather and analyze information to inform marketing decision-making and strategy development.

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Assignment Task 1: Appraise The Various Stages Of The Marketing Research Process.

Marketing research involves a structured and systematic process in order to gather information and insights relevant to marketing decisions. This process includes the following stages:

  1. Identifying the research problem or opportunity – defining the specific issue or question that needs to be addressed.
  2. Determining research objectives – determining what information is needed to address the identified problem or opportunity.
  3. Developing the research plan – designing a comprehensive plan for collecting and analyzing information, including determining data sources and methods.
  4. Collecting and analyzing data – gathering relevant data through various methods such as surveys or focus groups, and analyzing it to identify patterns and insights.
  5. Interpreting and reporting results – presenting the findings to decision-makers and making recommendations based on the research.
  6. Implementing recommendations – taking actions based on the research findings and evaluating their effectiveness in addressing the initial problem or opportunity.

It is important to note that this process is not linear, as different stages may overlap and revisions may be necessary at any point during the process.  Additionally, the marketing research process should be continually ongoing in order to stay updated on changes in the market and adapt accordingly.

Assignment Task 2: Compare The Various Primary Data Collection Techniques.

There are several different techniques for collecting primary data, which is information gathered first-hand through direct observation or interaction with respondents. These include surveys, focus groups, observations, and experiments.

  • Surveys involve asking a sample of individuals standardized questions in order to gather their opinions and attitudes. This method is typically more cost-effective and allows for a larger sample size, but may have lower response rates and be less effective in gathering more in-depth information.
  • Focus groups involve bringing a small group of individuals together to discuss a specific topic or product, often guided by a moderator. This method allows for more discussion and deeper insights, but is typically more expensive and has a smaller sample size.
  • Observations involve directly observing behavior in a natural setting, without interfering or influencing it. This method can provide valuable insights, but may be limited in terms of what can be observed and may not accurately represent the general population.
  • Experiments involve manipulating variables and measuring the resulting effects on behaviors or attitudes. This method allows for causal relationships to be determined, but can be expensive and may not accurately reflect real-world situations.

Overall, the appropriate data collection technique will depend on the specific research objectives and considerations such as budget and sample size.  It is often useful to use a combination of techniques in order to gather a diverse range of information.

Assignment Task 3: Evaluate Various Exploratory Research Designs In Gathering Primary Data.

Exploratory research is used to gather preliminary information and ideas in order to better understand a topic or problem. This type of research typically involves more flexible and open-ended methods, such as in-depth interviews and focus groups.

  • One approach for exploratory research is the Delphi method, which involves gathering insights from a panel of experts through a series of rounds in a structured questionnaire process. This method allows for the exploration and refinement of ideas but may be limited by bias from individual experts and their availability to participate.
  • Another approach is ethnographic research, which involves immersing oneself in a particular cultural or social group in order to gain a deeper understanding of their behaviors and perspectives. This method can provide valuable insights but may be time-consuming and subject to researcher bias.
  • A third approach is projective techniques, which involve presenting ambiguous stimuli in order to elicit subconscious or underlying thoughts and feelings. This method can provide unique perspectives but may be limited in terms of reliability and validity.

Overall, the appropriate exploratory research design will depend on the specific research objectives and considerations such as time and budget constraints, as well as the cultural or social context of the topic being studied.   It may also be useful to use a combination of techniques in order to gather a diverse range of information.

Assignment Task 4: Assess Various Descriptive Research Designs In Gathering Primary Data.

Descriptive research is used to accurately describe characteristics, behaviors, or trends within a population. This type of research typically involves more structured and quantitative methods, such as surveys and experiments.

  • One approach for descriptive research is correlational studies, which involve examining the relationship between two or more variables. This method allows for the identification of potential relationships but does not necessarily indicate causation.
  • Another approach is case studies, which involve in-depth analysis of individuals or small groups. This method can provide valuable insights but may be limited in terms of generalizability to the larger population.
  • A third approach is longitudinal studies, which involve collecting data from the same individuals over a period of time. This method allows for the observation of changes or patterns over time but may be expensive and subject to attrition of participants.

These are just a few examples of descriptive research designs. Choosing the right design depends on the nature of the research question being investigated.

Assignment Task 5: Examine Key Sampling Concepts And The Various Sampling Techniques Available.

Sampling involves selecting a subset of individuals from a larger population in order to make inferences and generalizations.

There are several key concepts in sampling, including sample size, representativeness, and bias.

  • The appropriate sample size will depend on the specific research objectives and considerations such as budget and time constraints.
  • It is important for the sample to be representative of the larger population in order to accurately make inferences and generalizations.
  • Bias can occur at various stages of the sampling process, such as through non-random selection or inadequate representation of subgroups within the population.

There are several different types of sampling techniques that can be used, including convenience sampling, random sampling, and stratified sampling.

  • Convenience sampling involves selecting individuals who are easily accessible, which can be quick and cost-effective but may not accurately represent the larger population.
  • Random sampling involves using a random procedure to select individuals, such as through a random number generator, in order to ensure representativeness.
  • Stratified sampling involves dividing the population into subgroups and then selecting individuals from each subgroup, in order to ensure adequate representation of all subgroups.

Each technique has its own strengths and limitations, and the appropriate technique will depend on the specific research objectives and context. It may also be useful to use a combination of techniques in order to increase representativeness. Overall, it is important for researchers to carefully consider and plan for the sampling process in order to ensure the reliability and validity of their findings.

Assignment Task 6: Analyse The Importance Of Secondary Data In The Research Process.

Secondary data refers to data that has already been collected and published by another individual or organization.

Using secondary data can be advantageous in terms of cost, time, and access to a larger dataset. It can also provide useful background information for contextualizing the research problem.

However, it is important to carefully evaluate the source and validity of the secondary data and consider any potential biases or limitations.

Additionally, secondary data can serve as a starting point for generating new research questions and ideas. It can also be used to triangulate findings from primary data collection.

Overall, the use of secondary data can enhance the research process but should not be relied upon solely without careful consideration and evaluation.

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