MKTG1002 Tutorial Discussion Questions

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Apr 3, 2024

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Tutorial Discussion Questions Topic 1: Overview of the Research Process Q1). Market research is essentially part of risk reduction for marketers, risk reduction with possible problems, and risk reduction with possible opportunities". Explain Q2). What might a market researcher say when asked by a consumer ‘Why should I agree to being interviewed in your survey?’ Identify a number of points that can be made in response to try and convince the consumer to participate in the interview. Topic 2 Defining the Research Problem Q1). Explain to a recent recruit to your research agency the relationship and connections between a research issue (problem or opportunity), research questions (RQ’s), information needs, and the contents of focus groups and in-depth interview guides. Any advice? Q2). With so much secondary information now available free or at low cost over the Internet to help solve Research Problems, why would an organization ever want to spend the money to do primary research? Topic 3 Qualitative Research Q1). Assume you have a work colleague who works with you in the marketing department, who strongly believes that that ‘market research is all about the numbers’. Build a case to convince him or her that non-numbers qualitative research has an important role in market research. Q2). In what situations and in what product categories might individual in-depth interviews be a more appropriate research methodology than focus groups? Topic 4 Quantitative Research Q1). Surveys remain the single most popular means of communications based quantitative research, a long way ahead of experiments. Assume that you work for a research agency selling its surveys to marketers. What would you say to the latter to convince them that surveys are a really useful methodology? Q2). Suppose that McDonalds is considering launching a new kind of hamburger in its stores. What kind of quantitative research would it need to do in order to have confidence that the new product would sell well? It wants to measure reactions to the hamburger, intentions to purchase, and Topic 5 Qualitative & Quantitative Observational Research Q1). Street cameras and shopping mall cameras, train station and bus station cameras….Assuming that they could get access to them, and the relevant permissions, how might observing camera recordings be of potential use to marketers? Q2). What likely observational information (recorded in the reservations system)is likely to critical to include in a MIS (Marketing Information System) for a global rental car company like Hertz or Avis. In identifying the information, consider both the consumer and the corporate markets Hertz serves.

Topic 6 Measurement Scales & Other Tools Q1). Scales can use different numbers to measure subject responses to questions. Three point scales, five point scales, seven point scales are popular (as are ten point scales). Thinking of the first three provide examples like agreement, likeability, and satisfaction, and assign these words to different points of the scale, to reflect different possible subject responses. Q2). “Measuring something is only possible if you know what you are measuring, and the number or variety of possible responses” . Consider how qualitative research could help, and provide two examples. Topic 7 Questionnaire & Other Data Collection Instruments Q1). “Face to face surveys administered door to door surveys became far less popular, and were largely replaced by telephone surveys, and in turn have become less used, as online surveys have become more popular” . What factors account for such changes? Q2). The general trend seems to be a move away from interviewer administered questionnaires to respondent self-completion questionnaires. What particular challenges does this pose for gathering full, honest data from fully representative samples of a wider population? Topic 8 Mid-Semester Exam Week Topic 9 Sample Design & Sample Size Q1). Opinion polls conducted prior to the 2019 Federal election in Australia were invariably wrong in their prediction of an ALP victory over the Coalition parties, raising significant questions about the reliability and validity of such quantitative polling (typically conducted online or by telephone). Why, and what lessons can be learned? Q2). “Quantitative research is only as good as the questions it asks and the response ranges it provides, and the sample it samples….it can miss a lot”. Discuss the thinking behind this statement, and whether there is a counter point of view that a ‘quant jock’ could put. Topic 10 Collecting the Data Q1). “In focus groups the dynamic between group members is critical to the data generated”. Briefly explain this statement, and then consider why the statement might generally be true. Q2). In undertaking quantitative research itself (or by commissioning quantitative research through a research agency) identify a couple of data collection ethical dilemmas your organization might face, and what might it do to address these? Topic 11 Analyzing the Data – Basic Data Analysis Q1). Assume that the data from four focus group audio recording has been transcribed into four separate lengthy Word documents, and human content analysis, using a narrative/thematic approach is the chosen analytical method. What might be some ‘starting tips’ for undertaking the analysis?

Q2). “ Simple statistics are often the ones with the most power to influence business decision makers, hence univariate analysis retains its power!” Discuss this statement, paying attention to its different component parts. Q3). Business decision makers are attracted to the idea of understanding the relationships between variables within their organization, between their organization and the marketplace, and relationships between variables in the marketplace itself. Gives examples of how multivariate analysis can help. Topic 12 Communicating the Research Q1). Assume you sit on a committee within your organization tasked with reviewing Research Proposals from research agencies competing to win your organization’s research tenders. What would be on your evaluative criteria? Q2). In reporting and presenting the research findings to organizations should the research agency just focus on the findings, and leave it at that, or should it also report on and present precise recommendations addressing the organization’s research problem/opportunity? Explore the pros and cons of each.

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