Muscat College: Qualitative Research Data Collection Analysis & MGT Research Paper

Question 1

1. i)  In order to get closer to their customers, and understand their needs and wants better, marketers often employ qualitative marketing research techniques. Critically debate some of the more common qualitative research methods used by marketers and how they work in practice.

1. ii)  With reference to examples, please discuss how an organisation might select and use both qualitative and quantitative marketing research methods for better understanding its customers. Discuss the important issues surrounding validity and reliability of the various marketing research techniques.

Question 2

1. i)  The basic belief that it is not possible to serve the entire market effectively, marketers often segment markets. Critically discuss some of the more common market segmentation approaches by employed by marketers. Discuss the defined link between market segmentation, targeting and positioning.

1. ii)  By referring to a company you are familiar with in the Middle East (or elsewhere), please demonstrate, in a logical fashion, how it segments the market and positions its product/service.

Question 3

1. i)  Provide critical discussion around the important marketing concepts of brand equity and brand personality. Discuss how marketers measure these concepts.

1. ii)  By considering a company you are familiar with in the Middle East as an example, explain how it has used these concepts to build powerful brand(s)?

Indicative answers to the exam questions

Question 1

1. i)  Candidates first need to distinguish between secondary and primary research. In terms of primary qualitative research they need to demonstrate these research techniques are most suitable for exploring and understanding consumer attitudes and behaviours as opposed to measuring them. From a plethora of qualitative marketing research techniques (e.g. interviews, focus groups, consumer diaries, projective techniques, ethnographic research, etc), candidates will discuss them with their suitability for different situations. For example, candidates will suggest focus group research is more appropriate for public situations, where respondents are able to discuss their viewpoints openly, and one-to-one interviews is more suited to private situations. Candidates will illustrate this with appropriate examples. The importance of abiding by ethics when conducting marketing research will also feature in the answer. Excellent answers will briefly discuss the various uses of secondary data (e.g. to deal with customers’ complaints, data mining and developing customer relationships programmes).

1. ii)  Candidate may discus customer satisfaction surveys used by companies and provide details of how these are conducted, including their appropriateness. Candidates will discuss how questionnaires are developed including measurement scales (e.g. Likert versus Semantic Differential), pilot tests, etc. Good answers will discuss the importance of validity and reliability of marketing research under both qualitative and quantitative methods. The importance of the types and sizes of samples for marketing research will also be present. Excellent answers will provide from literature to support their assertions/arguments.

Question 2

1. i)  Candidates must demonstrate what is meant by segmentation first and discuss fully why segmentation is important to organisations (e.g. the need for choosing groups of customers to serve that match the company’s objectives and competences). Candidates will debate the various basis for market segmentation (e.g. customers’ demographics, psychographics, behaviour, benefits sought, etc.). They must discuss the efficacy of different segmentation basis for given situations.

1. ii)  Candidates are required to discuss critically how companies deal with different segments they choose to serve, with an emphasis on how they use all the elements of the marketing mix (prozduct formulation, pricing, distribution and communication channels) effectively to target their chosen segments. They also need to discuss how companies strategically position their product/offering in different market segments (e.g. everyday products, premium, etc). Good answers will provide references from the literature to support their assertions/arguments.

Question 3

1. i) Candidates will demonstrate that in the context of increasingly interchangeable product and service offerings, brands are crucial drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies (both in B-2-C and B-2-B settings). In order to maximize this asset, researchers have developed various brand equity models. Keller’s brand equity model is likely to figure in their discussion. The importance of brand personality will also be discussed and contextualised.

ii)
Candidates will discuss, evaluate – and for higher achievement – synthesise different brand equity models. They are also required to discuss the various components of the brand equity models and how they interlink to form strategic application tools for practitioners. They will discuss how their chosen company use these models effectively.

Overall, strong candidates will demonstrate how many of the marketing concepts are interlinked and inform/flavour their responses with these. They will be rewarded for this.

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