1.1 Explain the importance of research. • It provides deeper insights into the processes and techniques of business and marketing management. • It is a basis for evaluation and understanding. • It is about collecting and interpreting information and deciding what to do with it. • It provides a bridge between theoretical and practical issues. • It helps to make sense of issues and accelerates the process of understanding. • It provides an understanding of why things happen and may provide a valuable platform for going forward. Explain how research is undertaken. • Determines current knowledge through a literature review. • Formulates research questions to elicit information gaps in knowledge and understanding. • Seeks research information through various techniques: ? Mail, telephone, internet and personal surveys ? Questionnaires ? Panels/omnibus studies/case studies ? Sampling ? Focus groups ? Observations, archives etc. • Analyses the results and reports the findings. Show how research is used in marketing to reduce the risks in decision-making. • Explain how research can provide management with detailed information and better understanding. • May remove individual or group bias. • In any organisation managers at all levels need accurate and timely information for managerial decision-making. Explain the difference between pure, applied and action research. • Pure research is undertaken to expand knowledge and probe the unknown. It often relates to discoveries, inventions and reflection. • Applied research attempts to solve known problems and find answers to specific questions – the emphasis being on practical problem solving. • Action research is basically learning by doing, e.g. a group of people identify a problem, do something to resolve it, see how successful their efforts are, and if not satisfied try again. • Level 7 Diploma Unit Title: Research Methods and their Application to Marketing Learning Outcome: 1. Understand the role of research methods, within the context of management, marketing and business. Assessment Criteria/Indicative Content: 1.1 Explain the difference between market research and marketing research. • Show that market research is an organised effort to gather information about markets and customers. • The term is commonly interchanged with marketing research, however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about discrete marketing processes while market research is concerned specifically with markets. • Market research is a systematic gathering and interpretation of information about individuals or organisations using statistical and analytical methods and techniques of applied social science to gain insight and support decision making. Explain the 7 step research process. • Show that research involves chronological steps, but this does not mean that each step must be completed before the next step is undertaken. The steps involved in most research endeavours are: • Define the research problem/question • Write the research proposal • Develop the research design • Collect the data • Analyse the data and determine the results • Determine the conclusions and recommendations • Write the research report



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