scholarly journals Conducting Market Research: An Aid to Organisational Decision Making

2017 ◽  
Vol 13 (10) ◽  
pp. 1
Author(s):  
Remy Nyukorong
Keyword(s):  
Decision Making ◽  
Market Research ◽  
Marketing Research ◽  
Complete Information ◽  
Research Process ◽  
Global Market ◽  
Research Information ◽  
Technological Advances ◽  
Logical Sequence ◽  
Conducting Research

As firms grow more and more in global markets, the role of reliable, verifiable, timely and high quality marketing research information to support decision-making becomes increasingly indispensable. The effectiveness and usefulness of decision-making is directly connected to the broad condition of the preferred sector(s) of the global market. To obtain complete information regarding the market entails designing and completing a significant number of activities arranged in logical sequence. Marketing research is the principal means by which firms comprehend existing and potential customers. Thus, this conceptual paper proposes a framework for accomplishing global market research ventures. In addition, the paper outlines a number of factors that should be taken into consideration by scholars who engage in global market research ventures. The factors represent the diversity of challenges that should be focussed on in conducting research globally. Specific attention is given to the nuances linked to data collection and analysis. Taking cognisance of the above, the informational core in the management of global firms should be assessed according to its value and role in world-wide marketing management. Lastly, technological advances should be integrated into the market research process in order to ease and accelerate research performed across national borders.

scholarly journals Management Guidelines For Universal Quality Challenges Across The Focus Group Research Process

2014 ◽  
Vol 31 (1) ◽  
pp. 239
Author(s):  
Busani Dube ◽  
Mornay Roberts-Lombard ◽  
Estelle Van Tonder
Keyword(s):  
Focus Group ◽  
Group Process ◽  
Marketing Research ◽  
Research Process ◽  
Research Quality ◽  
Group Method ◽  
Research Information ◽  
Management Guidelines ◽  
Focus Group Research ◽  
Group Research

The general misuse of the focus group method may have quality implications for decision-making processes of organisations across the industry spectrum and for further research. To assist in addressing the problem, this study sought to uncover the challenges that impede the quality of the focus group research process and develop a set of management guidelines for redress by stakeholder organisations. The population of interest for the study consisted of all South African organisations that supply or use marketing research information generated through the use of focus groups. The empirical part of the research study comprised of both a qualitative and a quantitative phase. A CATI approach was used for data collection and the research method employed for the study was a questionnaire survey. An ordinal, 5-point Likert scale was used to measure the responses in the study. The Pearson chi-square test was also employed to compare the research quality perceptions of research suppliers and users within the focus group process. The findings revealed numerous instances of similarities between research suppliers and users regarding their views on focus group research and the quality challenges thereof. Following the research findings, a number of management guidelines were developed that research practitioners could employ to improve the standard of focus group research in South Africa.

Marketing Research: Information Systems and Decision Making

1971 ◽  
Vol 35 (1) ◽  
pp. 109 ◽  
Author(s):  
John Moore ◽  
Kenneth P. Uhl ◽  
Bertram Schoner
Keyword(s):  
Decision Making ◽  
Information Systems ◽  
Marketing Research ◽  
Research Information

Marketing Research: Information Systems and Decision Making

1976 ◽  
Vol 40 (2) ◽  
pp. 122
Author(s):  
Michael J. Houston ◽  
Bertram Schoner ◽  
Kenneth P. Uhl
Keyword(s):  
Decision Making ◽  
Information Systems ◽  
Marketing Research ◽  
Research Information

Marketing Research: Information Systems and Decision Making

1976 ◽  
Vol 27 (2) ◽  
pp. 525
Author(s):  
M. J. Phillips ◽  
B. Schoner ◽  
K. P. Uhl
Keyword(s):  
Decision Making ◽  
Information Systems ◽  
Marketing Research ◽  
Research Information

Marketing Research: Information for Decision Making

1979 ◽  
Vol 16 (3) ◽  
pp. 434
Author(s):  
Robert M. Atkinson ◽  
Eli P. Cox
Keyword(s):  
Decision Making ◽  
Marketing Research ◽  
Research Information

scholarly journals Improving Packaging Design Using Virtual Reality in the Market Research Process

Proceedings ◽  
2019 ◽  
Vol 31 (1) ◽  
pp. 12
Author(s):  
Brenes ◽  
Marín-Raventós ◽  
López
Keyword(s):  
Virtual Reality ◽  
Graduate Students ◽  
Market Research ◽  
Marketing Research ◽  
Research Process ◽  
Product Packaging ◽  
Packaging Design ◽  
Iterative Design ◽  
Traditional Market

Market research is important because every company wants to stand out from their competitors. However, there are well-known weaknesses of traditional market research methods. This research presents a virtual reality system that aims to improve the quality of the data collected in marketing research. The system was designed and developed using Human–Computer Interaction techniques like iterative design, storyboards and prototypes. One hundred and twenty eight participants were involved in this research. Thirty five computer science graduate students, and twelve marketing professors validated the idea through a storyboard. Adjectives like innovative, useful and interesting were used by the participants to refer to the idea presented. Furthermore, eighty one marketing graduate students validated the prototype’s user experience and usability using the AttrakDiff survey. Unquestionably, 100% of the participants agreed that the prototype could help improve market studies of product packaging design. In addition, 99% of the participants said that they would use the prototype when executing market research of product packaging design.

Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations

1992 ◽  
Vol 29 (3) ◽  
pp. 314-328 ◽  
Author(s):  
Christine Moorman ◽  
Gerald Zaltman ◽  
Rohit Deshpande
Keyword(s):  
Market Research ◽  
Research Utilization ◽  
Research Process ◽  
Research Information ◽  
Research Relationship ◽  
Personal Trust ◽  
Relationship Processes ◽  
Research Orientations

The authors investigate the role of trust between knowledge users and knowledge providers. The kind of knowledge of special concern is formal market research. Users include marketing and nonmarketing managers; providers include marketing researchers within a user's own firm and those external to the firm. A theory of the relationships centering on personal trust is developed to examine (1) how users’ trust in researchers influences various relationship processes and the use of market research and (2) how the relationships vary when examined across dyads. The relationships were tested in a sample of 779 users and providers of market research information. Results indicate that trust and perceived quality of interaction contribute most significantly to research utilization, with trust having indirect effects through other relationship processes, as opposed to important direct effects on research utilization. Deeper levels of exchange, including researcher involvement in the research process and user commitment to the research relationship, however, have little effect on research use. Finally, the relationships in the model show few differences depending on whether the producer and user share marketing or research orientations. Interorganizational dyads, however, generally exhibit stronger model relationships than intraorganizational dyads.

Not just another internal service provider: how a firm’s marketing research function influences uses of market research information

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Christian Bode ◽  
Ingmar Geiger
Keyword(s):  
Service Provider ◽  
Structural Equation ◽  
Market Research ◽  
Marketing Research ◽  
Equation Modeling ◽  
Management Support ◽  
Research Information ◽  
Theoretical Understanding ◽  
Content Type ◽  
Decentralized Decision Making

Purpose This paper aims to better understand a firm’s market research function’s (MRF) roles and influences on the different uses of market research information (MRI) (instrumental, conceptual and symbolic) in the firm. Design/methodology/approach This study uses a mixed-methods design: In a qualitative study among marketing managers (n = 9) and market researchers (n = 10); different roles of a firm’s MRF are scrutinized. The quantitative study among corporate users of MRI (n = 235) tests a conceptual model on the MRF-related determinants of MRI uses, using structural equation modeling. Findings When the MRF exhibits methodological, market and business expertise and interacts with market research users, these features indirectly influence instrumental, conceptual, and symbolic uses, through MRI quality perceived by the users. The users’ knowledge of market research methods, the function’s integrity, top management support, and decentralized decision-making have various beneficial influences on the three uses of MRI. Research limitations/implications Broadly speaking, this research expands the theoretical understanding of marketing-related organizational learning processes. It considers message, source, recipient, and context variables to explain changes in attitude and behavior, related to MRI uses. Practical implications Overall, corporations should use MRI more thoroughly. Treating the MRF as a strategic asset rather than just another internal service provider increases its value to the firm. Firms should thus bolster the MRF’s different roles, namely, internal colleague, service provider, customer representative, quality assurance, and knowledge broker. Originality/value This paper is the first to comprehensively analyze the MRF’s role in MRI generation and various uses. It identifies three expertise dimensions of the MRF to fully leverage the MRF’s value to the organization and empirically underscores theoretical writings on the MRF’s roles in the firm.

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