The Process of Marketing Research - Coursework Example

RESEARCH PROPOSAL AFFILIATION: Table of Contents Table of Contents 2 Introduction 3 2.Components of Research Proposal 4 3.Good Research Objectives 6 4.Significance of Marketing Research Proposal 8 5.Conclusion 9 References 11 1. Introduction Research is a term that may be heard by majority of the individuals in their everyday life. It is important to note that whatever research is conducted by the individual, they should focus on the authenticity level of the research and must have some data that supports their research (Thornhill et al 2007). On a broader perspective, research is considered to be a systematic way of data collection from a number of different sources, then analyzing the data, then providing conclusion and recommendation and finally formatting it in a document (Thornhill et al 2007). Research studies can be of two types. They are usually the basic type of research and secondly the applied type of research. The type of research depends on the focus of the study. Research studies tend to be conducted for the expanding the level of knowledge horizon for the individuals or for gaining new information related to any aspect (Thornhill et al 2007). Also research is conducted at times to derive solutions for certain management or marketing related problems (Thornhill et al 2007). Research studies are an in-depth process of studying any aspect. Research writing tends to explore many new dimensions of any subject and with the help of research possible conclusions and recommendations are deduced by thorough analysis of the research study. The first and foremost part of commencing any research study is to develop a good research proposal (Lindfelt and Törnroos 2006). A research proposal gives a good idea about the study and helps towards highlighting the aspects that will be included in the research and also discusses the research path taken by the researcher. Therefore it is very important to follow all the components of a good research proposal so that the outcome of the research study can take place in a systematic manner (Hanson and Grimmer 2007). 2. Components of Research Proposal The components of a good research proposal are as follows: Introduction Introduction is important for any piece of writing and therefore one to two paragraphs of the subject of research need to be discussed here so that the reader gets the overview of the subject title that is going to be researched upon further (Thornhill et al 2007). The introductory paragraph opens the path of the study for the researcher. Rationale The underlying principles and the foundation of the subject title needs to be discussed here. The interest of the researcher on the topic should be discussed here. The reason needs to be discussed related to the subject title such as any problems related to the subject of research is motivating the researcher to carry out the study in this subject scope (Cowton 1998). Problem Statement and a research question The problem statement needs to be discussed here and specific research questions need to be designed so that the researcher can build upon a direction and path of conducting the research study. The problem statement highlights the main area of concern for the marketing research study (Thornhill et al 2007). Objectives The aims and goals of the research study are discussed in this section. The researcher will discuss the objectives by keeping in mind what needs to be attained from the study. Literature Review The literature review section discussed about the literature available on the subject title by the different views of the researcher. The background information about the research study is discussed in this section along with the previously published literature available on the subject content of the research (Thornhill et al 2007). On many of the subject scope for research, there are chances that there may be available previous published research work and therefore most of the literature related to the topic should be reviewed in this section. Methods & design of the research In this section, the researcher needs to briefly discuss about the design of the research and what methods will be used to conduct the research study by the researcher. The research approaches need to be decided upon by deducing whether the research study is going to be qualitative or be quantitative in nature (Thornhill et al 2007). The sample size for the study, the ways of data collection and the method of analyzing data needs to be discussed in a concise manner in this section. The data collection methods can be of different types such as surveys or questionnaires (Bradley 1999). Interviews are also a common mode of data collection method that is usually applied in research studies and is mostly mentioned in the research proposals. Budget The estimated budget that is required for the research study needs to be discussed in this section. In every research there are financial resources required to conduct the study and therefore in the proposal section the budget allocation needs to be developed (Thornhill et al 2007). References For every research a good amount of referenced work should be included so that the authenticity of the research can be maintained throughout the process therefore authentic resources should be used and referenced properly at the end of the proposal (Thornhill et al 2007). 3. Good Research Objectives For any study to be carried out, the researcher needs to focus on developing strong research objectives. Research objectives are a path that is taken to achieve the desired goals and objectives of the study. The objectives are designed according to the type of study and the type of requirements of the study. In all, the research objectives allow the research study to be carried out by focusing on the issues required (Oulton 1995). The researcher defines the research objectives after the research problem has been formulated because the research objectives are set according to the research problem. The research objectives for marketing research may have one of the following types of set objectives. The objectives may be exploratory in nature that is collecting the information and then deducing conclusions for the problem as well as the solution (Janes 2001). The objectives can be descriptive in nature that is describing the issues of products according to the trends in the market or discussing about the consumer attitudes towards any product. The objectives can also be according to the cause and effect relationship about the product and the marketing tools being used for that product (Robson 2002). The research objectives should be developed by following the steps of SMART research objectives. The SMART research objectives tend to make the objectives have a focus and make the objectives to be designed according to a standardized level that may be easy for everyone (Denscombe 1998). S => Specific The objectives set should be explicitly clear to everyone in the organisation, there should be no confusion in the objectives, and the objectives should understandable by everyone and at the same time it should be challenging to all (Irvine and Gaffikin 2006). M => Measurable The objectives should be quantifiable; they should be qualitative in nature. They should be able to be measured in terms of time and money. It is very important for objectives to be measurable so that results achieved can lead to proper conclusions (Thornhill et al 2007). A => Achievable The marketing research objectives should be set in a challenging way and it should be achievable by the researcher. The objectives should be competitive in nature and a committed researcher must be able to attain the goals and objectives for the research study (Thornhill et al 2007). R => Relevant The objectives set should be relevant to study as well as they should be highly realistic. The objectives should be in alignment with the broader level goals and objectives to be achieved so that everything runs in consensus rather than in a haphazard way. The researcher should consider the organizational goals and objectives as well while developing the research study objectives (Marshall 1996). T => Time-framed – to be completed within an agreed timescale The research objectives set should be completed in a given timescale or within the amount of time left for accomplishing the results or the study. All necessary resources must be used so that the research objectives can be gained on time and in a successful manner (Malhotra et al 1999). 4. Significance of Marketing Research Proposal The research proposal allows the researcher and even the marketing managers to have a clear direction of following the path of the research study in a systematic way. The research proposal acts as strong guidelines for the marketing researcher as well as the marketing managers (Wiles et al 2006). Each stage of the marketing process becomes easier to accomplish successfully if it is defined clearly as to how it is going to be conducted and what the main subject line to focus on is (Denscombe 2006). The marketing research process involves different stages such as from the introduction of the study to its literature review, the research methodology used in the study needs to be formulated well, the data needs to be gathered and accordingly the findings need to be analysed by the researcher and finally conclusions and recommendations need to be provided. The proposal highlights the tools for the researcher of how the stages of the marketing process should be accomplished (Thornhill et al 2007). A good marketing research proposal allows the decision makers to make decisions according to the proposal plan that has been set up for the study or project (Matley and Carey 2007). The marketing research process allows the researcher to build a strong relationship with the customers, consumers and the general public of their perceptions of the product or service that is being provided by the organisation (Shaw 1999). The information about the consumer feeling, perceptions and attitudes is collected through the marketing research conducted by the researcher or the marketing manager. The research proposal allows the managers to identify the opportunities in the market and the other problems as well, the proposal allows the managers to generate the marketing actions, develop the research approaches and strategies in accomplishing their tasks and then finally work upon the evaluation of the marketing actions during the marketing research process. The marketing performance needs to be analysed and taking the analysis into consideration the marketing processes for the product or service needs to be improved (Higgins 1999). The methods and design that is designed in the research proposal allows the researcher explicitly to focus on the information, manage the process of data collection by the various possible sources mentioned in the proposal (Mackenzie and Ling 2009). The findings gained from the data collection method then needs to be analysed and then results need to be concluded by the researcher. The findings need to be communicated in a document format and then recommendations need to be provided accordingly (Hines 2000). 5. Conclusion The process of marketing research is involved in the application of marketing tools and theories and for conducting the marketing research in a systematic way, a proper research proposal should be formed by the researcher so a path with clear set of directions can be available for the researcher and can act as a guide throughout the research process. The research objectives in the research proposal should be SMART objectives so that the desired results from the study can be attained in a systematic and realistic manner. Objectives tend to give direction about which areas need focus and what should be the tools used by the researcher to accomplish those objectives. The research proposal also highlights the situation of whether the marketing research study is going to be qualitative or will be quantitative in nature and accordingly the resources can be planned for the study and also decide about which research approaches should be selected for the study. The problems present in marketing are highlighted in the research proposal. For overcoming the problems that usually arise in the organisations related to their products and services; the organisations focus on investing in the marketing research process so that the unpredictable nature if consumer behavior can be tackled at the right time. References Bradley, N. (1999) Sampling for internet surveys. An examination of respondent selection for internet research‟, Journal of Market Research Society, 41 (4): 387-395. Denscombe, M. (1998) The Good Research Guide, Buckingham, Open University Press. Cowton, C.J. (1998). 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(1999). A guide to the qualitative research process: evidence from a small firm study‟, Qualitative Market Research: An International Journal, 2 (2): 59-70. Thornhill, A. Lewis, P. & Saunders M. (2007). Research Methods for Business Students. Fourth Edition, Person Education Limited, England. Wiles, G., Charles, V., Crow, G., and Heath, S. (2006). Researching researchers: lessons for research ethics‟, Qualitative Research, 6 (3) 283-299. Read More