Category: Marketing Research

Introduction

Marketing research is a strategy that businesses use to amass information regarding their operations from production to supply. In order to do this, the marketing research uses a systematic process of collecting, recording and assessing information dealing with marketing of the companies productions. The objective of the process is to identify and analyze how variation of the factors of marketing mix can influence the behavior of customers.

Why hire Marketing Research Suppliers

The Hamilton Health, Inc – HHI needs to find out its actual market size so that to determine its potential of growth. This will entail determining the buying behavior of its clients, its distribution channels and the type of competition that the organization is facing. This is necessary in order for it to get professional advice of what the results of this would translate to when marketing the personal treadmills that are used for managing health and exercises.

Since the founder of the business, Eric Hamilton is devoted to see that the business expands; he needs to get professional understanding of how that growth will be achieved. This is what will form the basis for a strategic plan that the firm will adapt for its expansion which will be based on accurate information, reasoned and timely decisions. HHI can make use of the marketing research suppliers to grab the competitors’ market share and also be enlightened on how to improve its products.

Choosing a partner

There are several companies that offer marketing research services to companies. However, for Eric’s HHI, the best company for partnering with is the one that will position it better to compete well with its competitors (Wiid & Diggines, 2010, p. 134).

The criteria of selecting such a partner will include choosing a company that has specialized in doing targeted market research for medical and sports equipment.

Such a company will be very considering that the owner may know very little in terms of marketing. This will also give HHI an upper edge over its competitors. This is because the trained consultants are informed of the buying trends, marketing dynamics, ebbs and flows of customers among other facts (Wiid & Diggines, 2010, p. 137). This type of knowledge is worth spending on especially when there is observable difference in the performance of the business.

It’s important also to understand that the marketing research suppliers will not have all the answers to the company’s position at the moment. To begin with, there are several types of supplies.

The limited-service suppliers are those firms that focus their services provision of one aspect of marketing research of few stages of the entire research process (Burns & Ronald 2010, p. 178). These services are in most cases referred to as field services and may include data analyses, branding strategies and interviewing and coding of information among others.

Full marketing research suppliers on the other hand are those businesses that will offer a full range of services that deal with the process of marketing. This means that they are able to collect information by developing research questions, conduct the research, analyze the data and come up with finding which they can use to draw conclusions and make recommendations (Burns & Ronald 2010, p. 178). They utilize both the qualitative and quantitative methods of research and assessments of data.

Expectations from the Supplier

HHI should expect that the marketing research suppliers will free the company from the hustle of seeking customers and collecting information for analysis and so on. Therefore Eric Hamilton will have ample time to focus on other issues of the company which include marketing, selling and studying the business trend. This means that other business aspects that would have gone unattended will be dealt with by the owner during this time (Crouch & Housden, 2003, p. 145).

By hiring the marketing research supplier, HHI anticipates that it will be eventually a worthy investment. Basically, Eric will be at peace knowing that the investment has a good success track record and therefore expect better and reliable results. The suppliers can always send reports on weekly, monthly or quarterly basis so that HHI can begin making strategies to move forward as the marketing research continues. The reports are likely to be more detailed than those that could have been generated by HHI.

Do – It – Yourself?

In reality, the cost of company doing a research on its own is not just about the huge money that will be spent on the project, but it’s a matter of time that will be invested and the quality of work done that will be realized. There are many instances where various firms opt to carry their research on their own, but later realize that they did not have adequate skill or time for the job. Many day pass-by, they turn into months and then years of a failed project because the owner may not find sufficient time for the job (Malhotra & Birks, 2007, p. 256).

Doing it by yourself can be cheap in terms of money, but costly in terms of failed project or lack of results. Therefore it is not advisable for anyone to pursue such a project without hiring assistance from professionals (Malhotra & Birks, 2007, p. 256). This can only occur only;

• When one can realistically find time for the project in his own company
• When one has the skills and tool to analyze the data and draw conclusions
• When one has skill for making a report that will be credible to other users
• When one can be able to sustain an blind research or be able to find a sample qualified enough to take part in the study

Conclusion

Marketing research will play a critical role in the growth of HHI as it fights to establish a strong market share. The information from the marketing research will enable the company develop strategies that will help it boost its operations and market share, hence making it to grow and expand steadily.

Reference List

Burns, A.C. & Ronald F.B. (2010) “Marketing Research,” 6^th Edition. Upper Saddle River, NJ: Pearson-Prentice Hall.

Crouch, S. & Housden, M. (2003) “Marketing Research for Managers,” 3^rd Ed, Oxford, Butterworth–Heinemann

Malhotra, N. & Birks, D. (2007) “Marketing Research: An Applied Approach: 3^rd European Ed,” Harlow, UK, Pearson Education

Wiid, J & Diggines, C. (2010). “Marketing Research,” 3^rd Ed. New York, John Wiley & Sons

Marketing research entails embarking on a fact-finding mission. Marketing research enables an organization to understand what is going on in the market. This is because the organization will get feedback from customers and use the same facts to identify areas that need to be improved. This following paragraphs focus on the significance of marketing research to Kudler Fine Foods.

Kathy Kudler established Kudler Fine Foods in 1998. It is important to note that Kathy was able to venture into this business by utilizing her experience with the military contractor.

In fact, it would have been difficult for her if she did not know what this kind of business entails, but fortunately, fate was on her side because a few years later she was able to open three more branches in Santiago. Kudler Fine Foods is a unique food store where one can shop for various food items including pastry products, seafood, dairy products and vegetables among others.

Studies from marketing indicate that opportunities are always there, but the problem is how to identify them (Perreault, Cannon, & McCarthy, 2009). Kathy was able to scan the environment in Santiago and identified a vacuum that she could fill to earn her daily bread.

Now that she managed to overcome the financial obstacle, that is not the end because there will always be challenges to be overcome. By conducting marketing research, Kudler would make wise decisions because the organization will refer to the findings of the research. Kudler foods will then be able to understand its market share in Santiago and this is because it not the only food store in this location.

During the marketing research, the company will analyze the information provided by the public to understand what the competitors do. For instance, the sales records can be used to analyze the sales trend of every individual item. Besides that, the organisation can use the same information to gauge the demand for a given product. If customers are fond of purchasing seafood from Kudler, then the stock for that commodity should be increased to meet the increasing demand.

Without marketing research, an organization would think that it is able to satisfy the needs of its customers while in the real sense it is not even close to that. Kudler foods should therefore interact with the public and allow the consumers to express themselves. It is said that information is power and so is criticism.

This is because it helps an organization to understand its weaknesses and strengths, and use them to its advantage. Stevens and Loudon (2005) argue that marketing research should be conducted with a lot of caution so that there are no faults in it because the data have to be right and if not so, the information could be misleading.

In light of this, there are several methods of conducting marketing research. They include questionnaires and surveys. Since Kudler Fine Foods has an Internet portal, it should use this web platform to obtain information from the customers. This kind of research is reliable because it cannot miss the intended target owing to the fact that potential shoppers visit the site. Moreover, Bhasin (2011) points out that marketing research should be carried out on the ground.

This is because there are still people who are not conversant with the Internet or they avoid sharing information because of privacy issues. By using multiple streams to gather information, the organization will be able to achieve its goals by adjusting itself to meet the needs of its customers.

In conclusion, more efforts should be diverted towards marketing research. Kudler Fine Foods has the potential to grow, but it can realize this ability by being more knowledgeable about the market needs. By carrying out marketing research, the organisation will be able to foresee future changes and make adjustments to cope with oncoming challenges. The organization must also use the research findings to understand the strengths and weaknesses of its competitors and capitalize on the rival’s weaknesses.

References

Bhasin, H. (2011). The Increasing Importance of Marketing. Web.

Perreault, W. D., Cannon, J. P., & McCarthy, E. J., Jr. (2009). Basic Marketing: A Marketing Strategy Planning Approach (17th ed.). New York, NY: McGraw Hill.

Stevens, E. R. & Loudon, D. (2005). Marketing Planning Guide. New York: The Harworth Press Inc.

Executive Summary

Biotech industry is dynamic in nature and has several companies globally. Furthermore, there are new products being developed in the industry that are new in the global economic environment. However, several people are not aware of the products from this industry. Moreover, the industry is still growing and is among new industries to be developed and is growing at a rapid speed.

This is a marketing research proposal on biotech industry products. It highlights methodology to be used, methods of data collection to be applied in the research study, objectives of the proposed research, expected findings and research limitations.

Introduction

Biotechnology is a biological field of specialization involving use of bioprocesses and living organisms in technology, engineering and medicine among other fields that require bio products. Biotechnology utilizes bio products in manufacturing processes. Biotechnology involves modification of living organisms or bio to suit the changing needs of human beings. Generally, biotechnology uses technical and scientific advances in developing commercial products.

There are several advances that have been developed in the biotechnology industry but still require more research, for instance, test tube babies among others. The United States is considered to be the highest consumer of biotech products in the globe. The research based on biotechnology industry provides an opportunity to a student to demonstrate application of his/her knowledge, skill and competencies required during the technical session.

Research also helps a student to devote his/her skill to analyze a problem and suggest alternative solutions, to evaluate them and to provide feasible recommendations on the provided data. This research proposal can be useful for companies that opt to enter the biotechnology industry, and it can also serve as an information resource in the industry. This is a marketing research proposal on biotechnology industry.

Problem definition or statement

Research question can be defined as “Which factors influence consumers’ decision on purchasing bio products in the United States?”

Objectives

The overall objective of the proposal is determination of consumers’ attitude towards use of biotech products in the United States and entire globe. However, the objective is further subdivided into sub-objectives listed below:

• To determine uses of biotech products.
• To determine biotech products that consumers prefer.
• To determine why consumers prefer biotech products in the United States.
• Determination of biotech products’ promotional platforms (Nelson 31).

The objectives have been detailed below.

Determination of uses of biotech products in the United States

This objective seeks to trace arrival of biotech products in homes or domestic setting, how they are consumed or disposed after use. It will help in estimation of households that purchase biotech products and the products that are mainly purchased by consumers in the United States. It highlights the current uses of biotech products, and it will also identify the constituents of the target group (Nelson 33).

Determination of biotech products preferred mostly by consumers

This objective will help in identification of consumers that mainly prefer biotech products and the respective products that they prefer. It will also assist in determination or estimation of the quantities that can be purchased, and prices at which most buyers are willing to purchase the respective products (Nelson 32).

Determination of biotech products’ promotional platform

This objective will assists in determination of the brand segment that is appealing. This proposal will have three stages, for instance, inspection of existing sources. Secondly, qualitative research, which assists in designing the questionnaire will be used in the third stage of the research proposal. Finally, the third stage will be designing the questionnaire and its use in collection of primary data (Nelson 34).

Methodology

This section focuses on the research methodology of the study and the theory of research design in detail. There are different types of research methodologies that can be used in research methods, for instance, qualitative or quantitative. Choice of the research method to use in research depends with the subject matter or topic and nature of the study and intended data to be collected among other statistical characteristics or features.

Furthermore, the research should be designed in such a way that the study topic is effectively and adequately addressed. The data collection method should also be reliable depending on the nature of the study and required data. There are two types of data collection methods, for instance, primary and secondary data collection methods (Mouse 63).

Considering nature of biotechnology industry, the research should apply both qualitative and quantitative research methods. Application of both research methods will enable effective and adequate research on the study topic considering the dynamic nature of biotechnology industry.

Moreover, the data collection methods should be both primary and secondary data collection methods. Data required for this research should be obtained from primary sources and secondary sources to enable comparison of the obtained data with past research on the industry because there are similar researches that have been conducted in the past. This will also ensure that the results are realistic and reliable (Sharon 33).

Desk research

Secondary sources search will be conducted with an aim of refining objectives and provision of enquiry lines for the subsequent stage of the research. This stage of research will assist in evaluation of biotech products use in the United States over the past ten years. This stage will also be useful and important because it will require identification of competing products and useful information about them.

This will be important in determination of the closest competitors, their weaknesses and strengths and how to effectively approach the market despite their influence or strength in the respective market. There are several objectives of this stage of the research though its main objective is comparison and evaluation of the market trend over the past years (Nelson 32).

• How many consumers prefer and or use biotech products?
• What kind of biotech products do consumers use?
• What are the uses of biotech products currently?
• What are the current prices of the biotech products?
• What are the packaging used?
• What are the promotions used currently?
• Who are the target audience?

Procedure

The desk search should begin internally with the respective company in the industry producing biotech products and supplying the United States being the leading consumer of biotech products globally. Personnel who have access to internal records of the company should be consulted to enhance better understanding of the respective organization or company.

Internal personnel should be briefed on the requirements of the research, and this can be effectively achieved after three consecutive meetings with the company’s personnel. Sales team must be part of the personnel being briefed since the research is directly concerned with their interest and purpose in the respective organization.

There are several internal reports that should be accessed to enable effectiveness of the research. They include any complaints received by the organization, buying patterns in the respective region, customers’ correspondence, and domestic marketplace records among others. These records will be useful in determination of a likely marketplace and indicate weaknesses and strengths that will be helpful and useful in segmentation (Uche 75).

External search will also be useful in the research process. Obtaining and analyzing existing assessments of market by other companies in the respective industry is also useful and important. Relevant associations dealing with trade should be contacted, and an inspection of published research on use and purchase of biotech products in the market should be conducted.

Promotional and advertising materials portfolio should be based on the competition prevailing in the respective industry. This will be useful in choice of materials that will enable effective exploration of promotional platforms (Lenox 56).

Qualitative research

Purpose

There are certain explanatory aspects of the research study objectives, and this requires detailed qualitative information. Therefore, the research should be designed in such a way that it enhances better understanding and exploration of potential customers’ attitudes towards the products. This can only be achieved if the designed research is focused on nature. However, widespread attitudes of customers will be effectively and adequately measured by quantitative research. The qualitative research has the following objectives:

• Determination of biotech products that consumers are aware of.
• Whether consumers are ready to pay more for the biotech products.
• The quantities that consumers are likely to purchase.
• The groups of consumers that is most likely to use the biotech products.
• Current use of biotech products (McCarthy 67).

Sampling and population

I would like to propose composition of four groups with different profiles to avoid confusion, for instance:

The groups formed will comprises of males and females and both heavy and light users of the respective products.

Procedure

The product must be introduced, and consumers must be aware of the features, characteristics, uses and advantages of the product over others in the industry among others. Since this is a humble opportunity to introduce the product, it should be described and shown alongside competitors’ products.

Under this stage of the research, one of the most important aspects or factors is the packaging of the respective product that is to be introduced in the industry. The moderator should ensure that the packaging decision does not distract the process. Packaging used in other markets can also be adopted in case they are effective and superior to others in the respective market. It can also be adopted in case it can appeal to the consumers of the respective market (Gowdy 29).

Quantitative research

Quantitative research methods vary and they can be applied in this research study. However, the chosen method should be cost effective to ensure it does not interrupt the business and operating costs of the company or organization. I propose use of CATI questionnaire to be carried out through a telephone study because it is cost effective compared to distribution of questionnaires to different people.

This method is effective in contacting specified respondents’ especially relevant respondents. A personal interview might go outside the budget of the company considering operating costs have to be minimized to maximize levels of returns. There are other effective quantitative research methods such as online and postal study approach.

However, I have decided to use the telephone study because it will enhance swift and accurate choice of respondents. Moreover, use of telephone study will assist in achievement of obtaining the maximum number of respondents, hence, increase chances of obtaining the desired data or information (McCarthy 59).

Purpose

Generally, this stage of the research aims at quantification of the number of consumers that use biotech products and the product commonly used by the respective consumers. This stage of research will also assist in determination of biotech products that consumers are aware of in the market, and those that they easily access. It is also at this stage that prompt awareness and spontaneous percentages opt to be provided.

Furthermore, classification data are established under this stage. These data are essential and important in determination of consumers who frequently purchase these products, use these products, and the prices at which consumers are willing and able to purchase the respective products. Finally, name of the product opt to be probed at this stage though it might be premature to certain extent, but it can be done through the questionnaire (Uche 79).

Sampling and population

Interview should be carried among different consumers from different places in the market. Carrying out 200 interviews among different locations can be effective in ensuring determination of consumer information and understanding their demand pattern in the respective market. It will ensure identification of interesting differences in the respective market.

The interview will mainly be conducted among people who have purchasing power or ability to purchase the products; therefore, the interviewees should mainly be adults with income (Lenox 56). The following interlocking quota will be useful and important:

Procedure

A questionnaire will be used in this stage of the research, and after development of the questionnaire, it will be sent to company for approval. Generally, the designed questionnaire will aim at probing the following:

• Current uses of biotech products.
• Groups of people that is likely to make use of biotech products.
• Quantities likely to be purchased by consumers.
• Prices that consumers will be willing and able to pay for the products.
• Preparedness of consumers to pay more for the products (McCarthy 69).

Questions might be pre-coded where possible. However, a questionnaire with five open-ended questions has been designed and is expected to be answered within ten minutes due to cost consideration. Code frames should be prepared for the first 10% in answering the open-ended questions.

Computer tabulations will be involved in the analysis process in frequency distribution form. Thereafter, initial data will be evaluated after discussion of subsequent statistical analysis. Finally, the data obtained have to be compared with past data or research results on the respective market to ensure accuracy and reliability hence use the data in future for reference purposes (McCarthy 75).

Reporting

Interim presentation-report should be submitted after qualitative research. Thereafter a meeting opts to be held with the respective company to discuss subsequent research stage of the research process.

Power point presentation containing an outline has to be created too. In case the interim presentation-report is approved by the respective company, then findings, conclusion, and recommendations should be formally presented. Furthermore, three copies summarizing research findings of the different research phases have to be submitted. Moreover, tabulations should be provided in three sets. Interview transcripts may be presented to the organization at request but at extra cost (Gowdy 31).

Timing

The project has to be planned to ensure all phases are adequately and effectively addressed. A time table must be designed to ensure that all the important phases of the research are adequately responded to, and the report presented within the stated deadline by the company to enable discussion and smooth implementation of the report.

However, though the project will take couples of weeks, project weekly progress has to be sent to the respective organization via e-mail. Sending weekly progress to the company will allow for incorporation of modification suggested by the company (Nelson 32). Below is the suggested time table for the research to be conducted.

Limitations of study

The research study is effective, but limited to certain areas. This is a market research in the biotech industry. It is limited to the marketing and sales department of the respective company in biotech industry.

The proposed research is effective in evaluation of a market, but it might not effectively serve the intended purpose because the time set aside for the research may not be adequate in obtaining the required information. Furthermore, respondents may not provide accurate information on the respective product. Moreover, biotech products are not intensively used hence lack of adequate knowledge on biotech products (Uche 86).

Work Cited

Gowdy, John. “Marketing: Principles and practice.” International Journal of Marketing research14.1 (2007): 27-36. Print.

Lenox, Marcel. Essentials of Marketing research. New York: Springer, 2005. Print.

McCarthy, David. “Marketing Research”. International Marketing review 12.3 (2010): 56-78. Print.

Mouse, Mika, “Marketing: Essentials of research methods in marketing.” Biological Perspectives Journal 23.4 (2006): 63. Print.

Nelson, William. “Research methods.” Biological Science Review 96.2 (2006): 31-34. Print.

Sharon, Bret. “Data collection: Primary and secondary data collection sources.” Researchnews.com. Research News & Statistical department. 6 May 2007. Web.

Uche, Austin. Research methods: Qualitative and Quantitative. Cambridge: Cambridge UP, 2003. Print.

The marketing research links the marketer to the consumer through information. In order to facilitate decision making process, marketing research should aim at collecting adequate information concerning consumers because marketing forms the basis of a company’s strategy. The information may include the consumers medical condition, investments, income, phone calls, travel patterns e.t.c.Marketing research is necessary in new product execution, pricing , promotion as well as products distribution.

A firm basically survives by producing goods and services that meets the consumer needs in i.e. creating goods and services that the consumers are able and willing to buy. Thus ascertaining the demands of consumers before introducing a new product in the industry is necessary for the future viability of a firm.

The information that a firm may collect before launching a new product includes the information about the preference of the firms’ products as compared to those of competitors, the consumers average income, information as to whether the consumers are ready to appreciate the newly launched products, the spending culture of the consumers among others.

It is essential for a firm to access data concerning the consumers so as to compare the sales of a product with another similar product or sales in a given area as compared to another area and then take the necessary marketing actions such as pricing the products in a way that is affordable for the consumers. This will enable the firm to add value to their products and also to come up with alternative products that matches with the needs of the consumers so as to maintain the existing customers as well as attracting others

It is essential for a company to access as much information as possible from the consumers so as to be able to determine as to whether the firm is up to date with the latest innovations .Innovations nowadays is the key to the organizational growth and those organizations that are lagging behind the latest technology e.g. failure to use internet e.t.c.are finding it difficult to maintain their market share because the competitors are discovering new ideas and concepts each and every day.

Therefore, the information that a firm could collect with regards to innovation includes the age of the consumers, information regarding the access to computers, phones e.t.c. so as to develop products that suits the needs of various needs.

For instance, entertainment gadgets such as iPods are mainly used by the youth as compared to old people and therefore a firm that produces i Pods needs to target the youths mostly in its advertising. There is a need for a firm to conduct market research so as to take advantage of the dynamic market place

Marketing research information enables a firm to determine the attitude that the consumers have towards a certain product or its advertising. Consumers may be consuming a certain product due to lack of alternative and so they will tend to shy away from buying the same products once another product with different features is introduced into the market and so rendering the firm to loss a portion of its market niche.

Another important reason as to why an organization needs to collect as much data as possible concerning consumers is to be able to know the trends in the market place and determine as to whether the firm will continue to offer the product at a given area or not.

If customers reveal a high level of satisfaction, then the organization may continue to offer the products with the existing features and if a certain product does not satisfy the consumers, the firm may decide to diversify the product or abolish it all together and focus on those products that are readily available.

Marketing research is the process of gathering, recording and analyzing information about a given commodity in the market or the general market behavior. There are different ways of conducting marketing research. These methods include; secondary methods, surveys, focus groups, field trials, observations, and through conducting interviews.

Surveying involves identifying and administering questionnaires to the target market (Bryman & Bell, 2007). Surveying practice can be done through in-person surveys, which involve travelling to the target areas to administer questionnaires to the prospective customers.

Equally, surveying can be done through making telephone calls to consumers in order to gather information about a given product. Additionally, surveying can be carried out through mailing the questionnaires to consumers who then send their responses back to the surveyor.

Secondary marketing research method involves gathering information about a given commodity or market from the existing secondary sources. Usually, the surveyor conducts thorough and informed reading about the subject from secondary sources such as journals, newspapers, business magazines and online sources. Also, the firm may hire a surveying firm to collect information on a given commodity over a given time.

Personal interviews method is a marketing research approach that involves organizing face-to-face interviews with the prospective customers in order to collect the required information. Usually, the surveyor administers unstructured questions to the consumers depending on their responses. This exercise takes considerably a short time. However, it is associated with the inconvenience of organizing for rooms in which to conduct the interviews.

Surveying method has an advantage of a wider market outreach compared to other marketing research methods (Zikmund et al, 2012). The in- person interviews surveying method ensures that the surveyor gets immediate feedback from the respondents. Surveying method also allows the surveyor to collect information on a lot of aspects concerning the market at large as the surveyor has control over the content of the questionnaire.

This method is also relatively cheap. However, this method is characterized with low returns especially where the firm uses mailing survey method. It is also susceptible to lots of inaccurate information as the surveyor is not able to test accuracy of the responses gathered from the consumers. This method, therefore, is not suitable for a small business firm which targets a small market as it may prove to be expensive.

On the other hand, secondary marketing research method is relatively cheap compared to other research methods. Additionally, research sources are readily available. This method also presents the firm with an opportunity to compare information gathered from different sources. However, information gotten through this method can be quite misleading at times. Surveyor, therefore, needs to use only the updated sources. Secondary marketing research method is suitable for small firms as it is not only cheap but also informing.

The information gathered through conducting personal interviews is quite accurate. This is because the surveyor gets to test the confidence of the respondent. However, the information gathered through this method may not be reliable. This method is suitable for small business firms as it targets only a small segment of the population. Equally, it provides immediate feedback, which is important to the small business firms.

References

Bryman, A., & Bell, E. (2007). Business research methods. Oxford: Oxford University Press.

Zikmund, W. G., Carr, J. C., & Griffin, M. (2012). Business research methods. Stamford: Cengage.

Introduction

The success of any business venture majorly depends on the accuracy of inferences made from pieces of information obtained as a result of carrying out an effective marketing research. Informed decision making on marketing issues hence depends on the objectivity of the research and the general information generating procedures.

This essay seeks to point out the suitability of certain research methods in relation to the areas or fields of specialization rather. With a sharp focus on two diverse educational institutions, I will be able to point out the specific data collection and analysis procedures then touch on their suitability with respect to achieving the desired results.

Full consideration of the prevailing factors such as data availability, the urgency with which the report is needed and the financial implications of the various methods of carrying out market research will also be taken into account.

Boasting of a twenty year experience in online education and various convenient academic programs which include evening classes, flexible scheduling, continuous enrolments and a university wide academic social networking just to mention a few, the university of Phoenix would seek to employ a totally different approach to marketing research compared to their counterparts at the university of Maryland who boast of a good track record in academic excellence and being one of the fastest growing universities in the world.

It is hence important to note that by virtue of the different student groups being targeted by the institutions, in a case where they were competing to boost their student population, the different circumstances which they find themselves in would force them to take different courses of action.

Since the University of Phoenix seeks to encourage adult education and has hence come up with flexible programs to enable the working population advance their education levels and careers respectively, this would hence define their market category.

After identifying and sampling this market category, to effectively reach out and attract the attention of this group of individuals, it is important that the exploratory research design method be put into play. To enable the institution witness a considerable increase in their student population, understanding the information on the available opportunities is quit essential and hence the exploratory design becomes quite handy (124).

The University of Phoenix would hence be left with no option but to carry out a pilot study so as to collect the required information. This is because the target population is often unavailable as a result of their busy work schedules.

A pilot study would hence enable them to obtain information on the subject matter from alternative sources like the internet, focus groups and by caring out small scale investigations on how their programs would have an impact on the lives of the expected participants.

In this case, secondary data obtained from a database or other files would be of significance since they would highlight the state of affairs in a better way by viewing it from a different point of view and eventually come up with quite reasonable pieces of information.

The analysis of a given set of data always depend on various factors which at times consist of financial implications and the urgency with which the data is required among others. In the case of Phoenix University, employing more friendly data analysis procedures like breaking down the information into easily identifiable forms like tabulations and graphic representations would be quite appropriate.

At this stage, the writing of a research report which contains the researcher’s results, conclusions, recommendations and suggestions is deemed necessary. This should be done considering the fact that the data is analyzed and represented in a form which enhances information understanding so as to enable the institutions make informed decisions.

On the other hand, the University of Maryland which is majorly driven by the pursuit of excellence with a vision of becoming an institution unmatched in its capacity to attract talent and address the most important issues of our time, a totally different approach to attract more students would be put in place.

Taking into account the fact that the institution majorly targets an audience consisting of top performers from high school, a more interactive marketing research approach would be required since its target group is not as difficult to access as those of the former.

The most objective marketing research method in this case would be the survey method since it seeks to derive information for the purposes of making informed choices by asking the research questions to the target correspondents. This procedure can be carried out in various mediums which include individual interrogation, online, via E-mail and even via telephone.

What makes this method the most appropriate is the fact that the targeted students are more likely to participate in the research as opposed to the former where non-interested parties may bow out on grounds of being busy. Another important issue worth noting is the fact that in cases where a one on one interaction is not possible, the correspondent’s contact details can be accessed with ease and hence the research is not prone to suffer from inadequate correspondents.

Data collection and representation in this case would be less complicated since survey results are always wrote down on paper and hence would be less tedious irrespective of the number of individuals taking part. Descriptive analysis comes in quite handy at this stage since it reorganizes the raw data into a format that is simple and quite easy for the marketer to understand and interpret (452).

This procedure entails the rearranging or rather manipulation of data to come up with observable features of the aspects of that data. These features may be in the form of charts and even graphic representations.

Observation would also come in handy to help obtain important information since given its nature that involves forming conclusions based on information derived from watching how people react to certain situations, very accurate conclusions can be reached.

Physical trace evidence, internet and television monitoring being some among the methods to carry out observation, the university can come up with various policies to enhance their student population based on the observable trends and general student behavior pattern.

The identification and acknowledgement of the difficulties and problems encountered during the research period is a very significant part of the documentation process since it enables the institution to devise accurate measures to counter these challenges.

For instance, if identifying the target audience proved to be quite tedious, a more decisive approach must first be improvised to see to it that this problem is corrected so as to forge ahead. The need to perfect on the sampling methods used during these marketing research procedures is of great importance too.

In conclusion, a wide rift is quite evident with respect to the methods that both Phoenix University and the University of Maryland would seek to employ so as to increase their student populations majorly because of the single fact that both institutions have a different target market with the former targeting on older working generation as the latter targets a younger and more energetic academically gifted population.

Works Cited

Czinkota, Michael R. and Ilkka, A. Ronkainen. Global Business: Positioning Ventures Ahead. New York: sage publications Inc, 2010. Print.

Peter, Paul J.and James, H. Donnelly. marketing Management. New York: (Saxton Inc), 2008. Print.

Zikmund, William G. and Barry, J. Barbin. Essentials of Marketing research. New York: harcourt brace college publishers, 2009. Print.

Problem Definition

Arabian Dreams is a hotel conglomerate headquartered at Al Raffa, Dubai. This research will focus on the Arabian Dreams hotel apartment at its headquarters. The quantity of negative feedback that the company receives at its websites and at holiday watchdog sites has increased (Holiday Watchdog 2012).

The Hotel needs to identify the aspects of service production that cause customer dissatisfaction. If the organisation understands these discontentments, then it can work towards reducing or eliminating them. It would then have a greater advantage over its competitors.

The business needs to build relationships with its customers and thus increase loyalty. Higher commitment eventually results in greater returns for the company. If clients are dissatisfied with the services in a specific hotel, then they are unlikely to come back or generate repeat sales for the organisation.

Furthermore, dissatisfied customers may create negative word of mouth patterns that will harm the institution’s potential clientele. Cherubini (1997) adds that whenever an unsatisfied customer fails to report his grievances to the concerned organisation, then he or she will look for unofficial channels of complaint. Here, negative word of mouth will thrive for the concerned organisation.

Statistics indicate that only 4% of all unsatisfied customers will officially report the sources of their dissatisfaction. If Arabian Dreams Hotel does not gather this information properly, then its image will be tarnished. Currently, tourists and visitors have become more aggressive about their expectations of hotel service quality. Players in the hospitality industry cannot become complacent about these customer demands as they will loose out in the end.

It is one thing to know the extent of customer satisfaction in a certain business; however, identifying the source of dissatisfaction can be quite groundbreaking. The company already knows where it stands in the UAE Hotel and lodging industry. It has a four-star rating and ranks relatively well among its competitors. However, the firm does not fully grasp the causes of discontentment among some of its users. This research will concern itself with identifying the causes of dissatisfaction so as to allow Arabian Dreams to work on them.

Development of an approach to the problem

Customer dissatisfaction may be manifested in a series of ways. Wuest et al. (1996) claimed that an understanding of hotel attributes perception reflects the degree of customer satisfaction among visitors. Consequently, the failure of a company to meet these attribute expectations reflects the level of dissatisfaction.

Ananth et al. (1992), McCleary et al. (1993), and Barsky and Labagh (1992) also backed this information by explaining that if a company fails in the provision of these attributes, then clients will be less likely to stay in the hotel again. Some of these qualities include security, service standards, physical appearance, relaxation opportunities, location, cleanliness, price and personalisation of services.

On the other hand, one may look at the problem from a relatively different perspective. One may opt to consider the emotional aspect of customers’ experiences. Fyall et al. (2003) explain that sometimes customers’ loyalty is influenced by a number of emotional needs. If customers do not get any of these emotional needs met, then they may become highly dissatisfied with the hotel. For instance, a client may visit a hotel in order to meet the same group of people; these may be other customers or staff members.

Therefore, if staff turnover is high, then the customers will not meet the same people, and will be dissatisfied. Alternatively, visitors may simply develop an emotional affection towards a certain place. Consequently, if the organisation changes its location or the environment around it, then customers will be unhappy with their stay. Sometimes tourists may choose a hotel a second time for the opportunity to explore it a little more.

If a company offers minimal areas of exploration, then customers will be dissatisfied. Arabian Dreams can choose to handle the issue of customer dissatisfaction by focusing on emotional aspects. However, the problem with such as approach is that few if any of the factors can be controlled by the concerned hotel.

For instance, it is difficult to control the kind of people that a tourist meets in their stay. Alternatively, a company cannot change a tourist’s desire to show off the place to friends. Therefore, the emotional approach would not be a plausible option (Gideon 2012).

The attribute approach is better because it not only focuses on tangible outcomes, but it also identifies issues that can be controlled by the hotel. For instance, the company can work on its cleanliness, staff friendliness, security and many other factors. When the company knows what really matters to its customers or where it has erred, then it can have a solid basis for improving its service outcomes.

Research design formulation

Research objective and hypothesis

This market research will employ qualitative methods to determine the challenges that customers in its facilities are facing. The main research objective is to identify the factors that lead to customer dissatisfaction at Arabian Dreams Hotel. The research hypothesis is as follows: “Customers are dissatisfied by the service quality offered at Arabian Dreams Hotel”. This main hypothesis will be followed by other minor hypotheses.

Hypothesis 1: Customers are not dissatisfied by price

Hypothesis 2: Customers are dissatisfied by the lack of other amenities

Hypothesis 3: Poor service quality leads to customer dissatisfaction

Hypothesis 4: Security concerns lead to customer dissatisfaction

Hypothesis 5: The location of the hotel causes dissatisfaction

Hypothesis 6: Room quality leads to customer dissatisfaction

The dependent variable in the main research question is customer satisfaction while the independent variable is service quality. In the minor hypotheses, the independent variable remains the same but the dependent variables change. They are price, other amenities, service quality, security, location and room quality respectively.

Sampling strategy

This research will employ the use of stratified random sampling. A random sample is one which subjects are selected by chance without adherence to a particular mathematical formula. A stratified is one in which the researcher creates subgroups so as to select a certain group from the population.

For instance, if there were men and women in a certain population, and the researcher knows that men and women will give different responses, then he or she can divide the population into these two groups and draw samples from both groups. Likewise, in this research, it is likely that dissatisfied and satisfied customers will yield different results. Consequently, it is essential to purposely select dissatisfied customers as they are the main point of the analysis.

The research will be collected from 50 respondents. The researcher will wait for clients to check out at the reception. Customers will be asked whether or not they were satisfied with the services in the company. If they were, then the researcher will request them to participate in a fifteen minute interview about their experience in the hotel. Approximately 150 customers will be approached, as only a small number are usually willing to participate in an interview.

The number 50 was selected because it represents at least ten percent of the total customer population per night. Since the interviews will not be conducted continuously in one day, then this will increase the chances of representing the views of the entire population. The researcher will interview about five customers per day for a period of 10 days.

Data collection

Justification for data collection tools

The semi-structured interview will be used because it is a flexible method of shedding light on a particular issue (Cochran 2008). As mentioned earlier, this is a qualitative interview aimed at exploring the problem of customer dissatisfaction at Arabian Dreams.

Semi structured or open ended interviews are always a good approach to qualitative studies as they give interviewees a platform to get deeper meanings about certain phenomena. Additionally this study is focusing on the perceptions of the consumers, which are always learnt effectively by an interview.

Information will be stored using a tape recorder. The interviewee will not be expected to select answers from a predetermined set. The latter approach would limit the level of insight that can be generated from the study because the researcher might not think about certain issues.

The semi-structured interview is also quite personal. Unlike a mail survey that would not allow the researcher and participant to interact directly; this will not be the case in the semi structured interview. The interviewer can get an opportunity to probe the participant about certain things or ask him some follow up questions.

It is also possible to get clarification about a certain matter. It should be noted that conversational or informal interviews were not selected because they can easily drift from the main agenda. They may also provide too many responses that may complicate data analysis. Having a preset list of questions can guide the interview and can also increase the speed of condutcting the interview.

How to enhance outcomes in data collection

When conducting the interview, the interviewer must ensure that he or she adheres to a number of requirements. First, he or she needs to seem confident and certain about the questions being asked. Some customers may not understand the questions or may require clarification.

The interviewer should be able to give clarification without confusing the customer. No contradictions should come from the interview. The researcher should know exactly when to show emotions and when to remain expressionless. In this regard, he or she can seem agreeable when inviting customers to the interview and at the end of the interview. However, the person should appear serious during the question-asking sessions.

During the interview, the interviewer will establish rapport by introducing himself formally and explaining the purpose of the project. Customers are more likely to engage with the interviewer if they realise that the information they provide will assist them in accessing better services.

These latter aspects can be done when the interviewer is requesting for participation at the reception. The interviewer should ask for the customer’s permission before tape recording. Some individuals may object to it, so the interviewer should write down as much as he can when the customers reject tape recording. The interviewer should then proceed with the interview.

The semi structured interview will contain only three questions, so as to provide customers with more time to expound on their answers (Vecchio 1990). Furthermore, since the interview is supposed to last for only fifteen minutes, then only few questions should be asked.

These are the three questions: “List at least five issues that caused you to become dissatisfied with the services in the organisation (It is alright if you have less than five issues that you were unhappy about)” , “Explain how the company failed on these issues” and “Please suggest some possible remedies for these challenges.”

During the interview, it is likely that some customers may be ambiguous in their explanations. At such times, the interviewer ought to request for clarification on the issue. He or she should also encourage the customers to expand on their experiences by asking them to tell him or her more or by using words such as “that is quite interesting”. At the end of the interview, the interviewer should try and summarise what the customer said in order to ensure that he or she captured the right answers.

There could be a number of challenges that emanate from conduction of the semi-structured interview. For instance, sometimes, the respondents may misread the interviewer’s cues or they may alter their responses in order to please the interviewer.

Some of the statements made by the interviewer to prod the participant may also bias the customer. Therefore, the interviewer should be sensitive to the possibility of these occurrences. He or she needs to learn from the first five interviews words or phrases that can be misunderstood by respondents and avoid using in subsequent interviews.

It should be noted that the interview process always takes a long time, especially in this case where the 50 respondents will be targeted. Furthermore, the process will utilise a lot of resources especially in terms of tape recorders. In order to reduce this negative effect, the interviewer will restrict himself to the three questions selected earlier.

Prompts and statements made in order to encourage the customer to elaborate on a specific point should not be overdone. The researcher should also pay attention to the time in order to ascertain that he does not go overboard. All interviews should not be more than fifteen minutes.

Note –taking should still accompany all the interviews regardless of the use of tape recorders. This will allow the researcher to clarify some of the issues that cannot be detected by ear. The interviewer should record signs of discomfort among the participants. Field notes also provide the interviewer with an opportunity to interpret the responses given by the customers.

Notes will not be written during the interview as this may prevent the interviewer from facilitating the interview properly. Since the interviews will last for fifteen minutes, then it is easy to recall and record some of the observations noted by the researcher (Fink 2003).

Data analysis

Data preparation

While collection of information through the qualitative approach may seem like an easy process, it is the preparation and analysis that are quite troubling to concerned researchers. Since most of the data will be in verbal form, the researcher must work towards recording the interviewee’s information in written form.

In this process, the researcher will consider a number of issues. First, there ought to be no contradictions in the assertions made by the customers. Statements should make sense and should be realistic. Inconsistent statements should not be regarded as they could be misleading.

A researcher should also look at the logic of an argument in order to ensure that he records accurate information. When writing down the statements from the tape recorder, the interviewer ought to combine them with the notes. At this point, simple sentences should be written down. There ought to be no need for dwelling on patterns as that will come in the next phase.

Data codification

The next phase of the research will be codification. At this point, one must try to notice, collect and think through the raw data. Noticing involves breaking up and disassembling the research materials (Berry & Linoff 2002). The researcher should disassemble all the materials into small units or elements. Thereafter, the person should collect information. This aspect involves sorting and sifting through material.

Thinking entails an analysis of the sequences, processes and patterns covered in the data. The research hypotheses will guide the researcher in determining some of these patterns. All the responses should be categorised into six major areas: Price, room quality, service quality, security, location (or environment), and other amenities. These words will be codes that will guide the researcher in analysis.

For instance if a customer talks about shabby rooms, or if he objects to the thinness of the walls, then this will be coded under room quality. Similarly, if some of the clients explain that the state of the bathroom was unsatisfactory then these assertions will also fall under room quality.

A person who talks about the presence of mould or the overall status of maintenance will also fall here. Customers who do not like the look of the furniture in the hotel may also be regarded as persons who were dissatisfied with room quality. It should be noted that the number of times a particular issue was mentioned will be measured. For instance, if 25 clients had a problem with furniture or room size, then these numbers will be noted.

Some of the customers will recommend suggestions for improvement. Arabian Dreams ought to follow the same codification procedure to analyse the data. For instance many of the respondents might suggest that WIFI access should be free. Others may argue that the hotel should fix its air ventilation system so as to reduce noise.

The electric wiring may need replacement or the fire alarm may need fixing. All these recommendations need to be done in relation to the six codes. Recommendations for room quality should be counted and placed under that category. Similarly, recommendations for security, price, service quality, and location should be placed under the right categories as well.

Data presentation

The researcher ought to consider presenting the findings graphically on the basis of the research hypothesis and the number of times that the customers mentioned a particular issue.

For instance, if 2 respondents talked about theft in the hotel while 5 talked about the many routes one must follow in order to access one’s material in the room and 4 mentioned the safety of their luggage when exiting the hotel, then a total of 11 respondents will be dissatisfied with security. The researcher should sum up the total number of responses under each code and compare them graphically so to establish whether the hypotheses were nullified or confirmed.

Conclusion

It is likely that the qualitative research will yield critical results concerning the source of dissatisfaction among customers. The interviewer ought to minimise biases in the interview and use predetermined codes when analysing the research.

References

Ananth, M, DeMicco, F, Moreo, P & Howey, R 1992, ‘Marketplace lodging needs of mature travellers’, The Cornell Hotel and Restaurant Administration Quarterly, vol. 33 no. 4, pp. 12-24.

Barsky, J & Labagh, R 1992, ‘A strategy for customer satisfaction’, The Cornell Hotel and Restaurant Administration Quarterly, vol. 35 no. 3, pp. 32-40.

Berry, M & Linoff, G 2002, Mining the web: Transforming customer data, Wiley and sons, New York.

Cherubini, W 1997, Consumer behaviour, Kent Publishers, Boston.

Cochran, C 2008, ‘Defining the problem’, Quality Digest, September, pp 24-27.

Fink, A 2003, The survey handbook, Sage Publications, Thousand Oaks.

Fyall, A, Callod, C, Edwards, B 2003, ‘Relationship marketing: The challenge for destinations’, Annals of Tourism, vol. 30 no.3, pp. 644-659.

Gideon, L 2012, The handbook of survey methodology in social sciences, Springer, New York.

Holiday Watchdog 2012, Arabian Dreams Hotel Apartments, ‹https://www.holidaywatchdog.com/destinations/middle-east/united-arab-emirates/dubai/arabian-dreams-hotel-apartments-42728›

McCleary, K, Weaver, P & Hutchinson, J 1993, ‘Hotel selection factors as they relate to business travel situations’, Journal of Travel Research, vol. 32 no. 2, pp. 42-48.

Vecchio, E 1990, ‘Market research as a continuous process’, Journal of Services Marketing, vol. 4 no. 3, pp 13-19.

Wuest, B, Tas, R & Emenheiser, D 1996, ‘What do mature travellers perceive as important hotel/ motel customer service?’, Hospitality Research Journal, vol. 20 no. 2, pp.77-93.

Introduction

Marketing research is a marketing discipline that connects the customers, the public, and the consumers to a particular marketer by means of information. Marketing information helps marketers in coming up with strategic marketing decisions that can enhance the marketing process and monitor its progress.

Due to the increasing change in current market and market diversity, there is a critical need to carry out package redesign for market products in order to catch up with the emerging market requirements, and revitalize the product’s brand. Brand equity is strategically a vital aspect when it comes to brand market analysis (McDonald, 2007).

Importance of marketing research

The marketing outcomes and effects result from a market product without a brand name when compared with the same products with brand names. Giving the orange juice products a new packaging is important because the company can decide to charge consumers the premium prices.

However, before going forward with the package redesign program, orange juice Company should evaluate the company’s brand equity and other crucial elements such as profit margins, consumer’s familiarity with the product logos, market share, visual elements, quality perceptions, brand language, and other important brand values (McDonald, 2007).

Packaging research is important for under-advertised brands or non-advertised brands. Product package in a retail shop greatly influence consumers when making decisions on the items to buy. Good package copy and design attracts consumers to buy a particular product (McDonald, 2007).

There is a need to address the orange juice consumer’s concerns when making a decision to change the product’s packaging. The company needs to change the existing brand package with respect to a prior research on consumer’s objectives (McDonald, 2007).

There is a need for great care in the process of final package design evaluation. This is to ensure that the introduced design package does not break consumer’s continuity with the existing product demand. A radical brand design may result into market share decline for the product brand.

If a product brand has a small market share, the resultant risks of the introduced brand design are relatively lower. Therefore, a radical change in the product design for existing brands must go along with thorough advertisement, as if the product is new in the market (McDonald, 2007).

Secondary research strategy

When carrying out packaging research strategy for the orange juice brand, the company can use external secondary data sources such as commercial research organizations and competitors. Commercial research organizations can help to gather previously researched information on the market trends for other similar brand packages.

For instance, information on a similar brand packaging such as Pepsi products can help draw conclusion on the consumer reaction when the company decides to change the brand package for its products (American Marketing Association, 2004). Secondary research in marketing research strategy involves the use of already existing data to carry out research analysis on the appropriate product brands.

The company can also use the competitor’s strategies especially for similar brands that sell highly in the market to come up with a competitive packaging brand in the market. Although it may appear cheaper and faster, secondary research strategy is not much reliable especially in cases where first-hand information is required. It can therefore, provide misleading information (American Marketing Association, 2004).

Primary research strategy

The company can use primary research strategies such as conducting interviews to collect data on the consumer reactions concerning the proposed brand package. It involves collecting original data to analyze the product’s branding requirements based on the consumer needs. The interviews can be orally or written. The consumers give detailed information on how they feel about the brand package.

This information can further assist the orange juice company to improve on the brand package based on the consumer needs. This type of research involves first-hand information and is therefore, much reliable compared to secondary research. A market survey can also assist the company to collect data on the market trends and consumer preferences on the company’s products.

The information gathered can later help the company make a decision on whether to repackage the brand based on the consumer preferences. Primary research is highly demanding and is therefore, expensive compared to secondary research (American Marketing Association, 2004).

Conclusion

Marketing research plays a major role in assessing and identifying the changing marketing mix elements for a product brand. It analyses how these elements generally affect the customer’s behavior based on a given product brand.

It is broadly categorized into two forms namely; consume- based marketing research and business-to-business marketing research. It therefore, provides managers with the necessary, reliable, relevant, valid, accurate and up to date information concerning a particular brand in the market.

References

American Marketing Association, (2004). The Definition of Marketing. Retrieved September from web.

McDonald, M. (2007). Marketing Plans, 6^th ed., Oxford, England: Butterworth-Heinemann.

Summary

This research study was carried out on market orientation of small and medium businesses in Ghana with consideration of marketing concept. Marketing concept holds that achievement of an organization principally depends on satisfaction of the needs of the client better than competitors.

Small scale ventures have interested policy makers in an attempt to speed up the rate of development in low income-earning countries and in this respect; they have been recognized as development engines in Ghanaian growth objectives and in the country’s development plan.

From the government registry, approximately 90 percent of registered companies in Ghana are small and medium enterprises, contributing more than 80 percent of economic growth. Due to their rising significances, there is a stretched history of government initiatives in promoting and financing their activities.

Methodology used in this research study offers data collection methods which includes sampled interviews of twenty prospective respondents. Out of these, only fourteen managed to respond willingly. In the findings section of the research on information collected from the field, aspects such as employee involvement was taken into consideration with demographic distributions in customer orientation in one street of Ghana.

The paper concludes that market orientation organizations need monitoring systems in setting customers’ needs and placing concern at the highest point of organizational arrangement. This is expected to greatly influence resolution of the impact of changes in client satisfaction (Ebo & Mahmoud, 2011, p. 35).

Literature review

Marketing concepts and recognition of their importance boost company knowledge and skill in product design. These concepts may not always meet customers’ needs. Assessing customer wants is usually taken as the initial step in customer satisfaction (Teeuwsen, 2004, p.18).

On the same note, market orientation can sometimes be referred to as organizational decision-making progress which commences with information and progresses to execution. Infiltration of information in every firm is extremely important in handling technical tasks and making strategic decisions in regard to business practices in order to meet customers’ needs.

This study has indicated that market orientation has given it a clear definition with an inclination towards organizational culture, which creates basic and essential behaviors for a conception of greater value for customers and thus making a cutting edge in business competition; a claim which is partially true.

With it as part of organizational culture, Singh (2004, p.45) argues that market orientation through performance and coordination within workers is extremely fundamental for any organization’s continual survival. In this regard, market and orientation as regards small businesses is the same as it applies to big businesses, which again is partially and selectively correct.

Research design

Although market orientation has been greatly and deeply discussed in the research project, there are no distinct initial sections identifiable to a general reader.

Unless done as a pure report, the paper takes a research dimension and fails to explicitly show its aims and objectives before commencement of the paper, which is against conventional protocols of research papers, implying that the research paper, is not presented as intended.

Normally, it is agreeable that prior to the commencement of each research paper, there is need to clearly state aims and objectives on different subheading (Monsen & Van, 2008, p.172). This is clearly missing in this case. Even though there are no clearly stated aims and objectives of the paper, there are however, stated research questions which all center on market orientation.

The clarity of the research questions (Roberts & Forchu, 1993, par.3) also becomes disputable when the second question poses an unclear inquiry that regards behavior and market orientation. While there are understandable terminologies in the question; organizational behavior and market orientation, there is ambiguity on the directional relationship of the terminologies and their linkages to small businesses.

The conceptual framework of the research implies a quantitative approach and indicates that the research was to simply follow the order of research questions.

Although there are well known domains of conceptual framework, the paper concentrates on market orientation in regard to business behaviors but does not give a clear indication of other characteristics such as internal factors in literature review, which include interdepartmental dynamics. Inline with research questions, the first one intends to find out if small businesses in Ghana appreciate the concept of market orientation.

The second question centers on organizational behaviors and market orientation while the last question is on managerial perceptions of market orientation. There is thus a clear lack of multi-domain approach in the conceptual framework whereby business performance, environmental moderators are ignored.

Other factors in conceptualization, such as market orientation antecedents, are clearly missing- a proof that the conceptual approach of this research is partial.

Data obtained is discussed and thereafter recommendations and conclusions given. This research design, with its descriptive characteristics, has got clear assumptions. To begin with, the research assumes that all the data that was collected from sample interviews was one hundred percent accurate in reference to market representation.

Secondly, it assumes that information by itself presented by respondents was automatically reflecting accurate views and knowledge of market orientation. These assumptions bring into the study views that the sampling used in the research was automatically generating very precise information as regards interviewing and sampling (Utts & Heckard, 2012, p.609).

This way, the research is simplified to a layman level such that the research design can be designed and practiced by any college level student with small background knowledge of research.

There are also limitations associated with the research dimension the paper assumed. To begin with, the size of the sampling used in the research should have been extremely high in order to fully answer the research questioned addressed.

But then the sampling used does not seem to give a large-enough samples to generate accurate information since quantitative and descriptive studies always need concrete evidence for conclusion drawing. This is a major limitation of the study.

The second limitation of the study is that the study did cover proximity areas in regard to location, with short interviews and thus led to neglecting of some areas and consequently resulted to half detailed information regarding market orientation in Ghana. This way, the research presented slightly distorted information with high inaccuracies (Hair et al., 2008. p.75).

Data collection strategy

As in any other research, there is need for collection of data for discussion and conclusion drawing. The research under review employed data collection techniques that the authors deemed appropriate in the study. From its descriptive dimension, the research paper presented case-study as one of its data collection means but highlighted associated limitations.

The specific case in the paper is on contemporary phenomenon within some context of reality in a Ghanaian city. However much this case may present some reality in situational representation, there is absolute lack of continuum in reality and situational representation hence incredibility of data collected (Hair et al. 2008. p.56).

Secondly, Data collection methods employed in this paper include initial observation and drawing of clear interviews. Profound face to face interviews were conducted on various interviewees who were thought to be suitable. The researchers claim that this gave provision for further probing of the interviewees to find out their justifications of their actions.

Other semi-structured interviews were also organized with managers and or owners of the involved businesses for observatory process conclusion. This data collection took the Kohli and Jaworski’s behavioral approach. According to this model, customer focus is considered the most important. Coordinated focus becomes second while business profitability becomes the last option.

This model, used in research under review, only implies that business practices are driven by firm focuses on customers ignoring the cultural behaviors of both sides and their mutual benefits. Therefore, the data collected did not fit very well with the cultural approach model described by Slater and Narver (Teeuwsen, 2004, p.5).

Cultural approach finds out if businesses have a tendency for a particular market in relation to market orientation and as such there is thus a missing value creation, despite normal efforts of market orientation.

The information provided using samples is inadequate to make a big study with conclusions and recommendations on a national scale. Conclusive statistics sufficient for making recommendations on national level require diversities demographically and distinction in terms of business and also require abundance statistically (Utts & Heckard, 2011, p.606).

This way, the final conclusion is enabled to be as precise as possible since representation of diverse demographics is catered for in the statistics. From the research under review, conclusion statistics have shown that there is scarcity of statistical evidence sufficient for making national level recommendations.

For instance, interviewing less than twenty interviewees on the business side and only galloping a total of about fourteen in the respondent side is extremely low for making collective and affective recommendations. This is true since national levels demands regional and diverse representations (Hair et al., 2008. p.36).

The researchers therefore did not pay special attention to questions of measurement since error control and error reduction had been greatly ignored.

In order to decrease the amount of error in the final report, the size of the samples used in the interview should have reflected a very big size such that the error in the final calculations could have come to a very minimal value (Utts & Heckard, 2011, p.606)- basing on denominator value.

This thus presents the outlook that due to simplicity of this kind on the data collection methods involved in this research, anyone is able to formulate and design a similar study. This presents a clear indication of numerous limitations of the involved data collection strategy. Firstly, perhaps due to budgetary allocation problems, the researchers were not able to make provisions for exhaustive data collection designs.

This thus led to another limitation in the calculation of the final verdict of the research and the issuance of the final recommendation. These limitations mean that the final verdict maybe highly erratic and as such, they may have been greatly influential in the final judgment of the research questions (Streubert & Carpenter, 2011, p. 87).

Critique of the methods used in the research

According to George (2010, par.2), the aim of a research is to provide a well documented study aimed at answering research questions and in this case, its aim is to provide a study on market orientation regarding businesses in Ghana. Methods of carrying out the research are greatly deterministic in answering research questions.

This means that involved methods should be greatly coherent with a view to presenting readers and the researchers with the most accurate information regarding the study. Contrary to this, stating of research questions with a view to proving of these questions through small sampling interviews is ineffective in achieving this.

The methodology employed in any research is highly affective of the final result for conclusion drawing (Shuttleworth, 2009, par.2). The research paper in this case is to answer its research question through small sampled interviews, but with the intention of making a general and widespread conclusion. This greatly hampers the effect of the research in areas expected to be affected by the study.

As a result, there is need for consideration of a multiple-approach methodology that will provide more detail and thus make the final result more accurate and affective as intended. Secondly, the research aims and objectives are not indicated in the study have been greatly affected by this insufficient study due to poor application of methodology (Hodgson, 2005, p. 16).

According to Robertson (2008, par.2), justification of the aims and objectives of a study at the end part of the conclusion should be clearly present. However, in this case, they are conspicuously missing since they are not explicitly stated. On the same note, the methodology employed proves to be too scanty for a complete research paper and thus makes it appear like a pilot study instead of an original research paper.

This opens up room for different ways in which the research paper could be done to correctly specify pursuits and how to effectively achieve them. Through a combination of hundreds of interviews and several detailed and widespread surveys, more data is bound to be collected which will provide detailed findings and precise discussion hence accurate conclusion and a minimal error margin (Rubin & Babbie, 2011.p 7).

Conclusion

From the critique above, it is evident that the proposed research paper assumes a pilot study approach. Literature review indicates that market orientation is inclined towards organizational culture which is crucial in business competition. The latter may not necessarily be true in all cases. Secondly, it depicts that marketing orientation among small businesses is similar to those which are well established.

Again, this may not apply in all cases. The research design only involves research questions which all center on market orientation. Data collection design involved observation and drawing clear interviews with very minimal sampling. This was not enough for research analysis. Methodology employed in any research is highly depemdant of the final result.

For instance, the research methodology in this research paper does not provide enough statistical evidence for concrete conclusion. Therefore, it proves ineffective and thus opens up room for different ways in which the research paper could be done.

Through amalgamation of hundreds of interviews and several meticulous and extensive surveys, more data is bound to be collected which will give detailed findings and accurate discussion of results.

References

Ebo, R. & Mahmoud, H.M. A. 2011. Qualitative Insights into Market Orientation in Small Ghanaian Businesses. Accra: University of Ghana.

George, M. 2010. Methodological critique and comparison paper. Web.

Hair, J et al. 2008. Marketing Research, London: McGraw Hill.

Hodgson, O.E. 2005. Research Methodology and Statistic. Victoria: Trafford.

Monsen, E.R. & Van, L. 2008. Research: Successful Approaches Horn, Chicago: American Dietetic Association.

Roberts, J & Forchu, C. 1993. How to critique qualitative research articles. Ontario: Hamilton Psychiatric Hospital.

Robertson, P. 2008. The critical age hypothesis: A critique of research methodology. Web.

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In the peer reviewed article written by Andy Barker, Clive Nancarrow, and Jason Vir called “Ritzer’s McDonaldization and applied qualitative marketing research”, the researchers examine the benefits gained from applying Ritzer’s thesis of McDonaldization to international qualitative marketing research; the reports follows the frameworks and requirements of an academic research work.

When discussing the topic the researchers limited their discussion and area of study to efficiency, calculability, predictability, and control; they observed that the three areas are the main policies that McDonald has implemented to remain competitive in the world market. To develop the report, the researchers collected wide range of data, then interpolated it, and analyzed it for the report.

In research development, research design and data collection plays crucial parts in collecting and shaping the research (Andy ,Nancarrow , and Vir 2005). This paper analysis the research design and data collection method as was adopted by Andy Barker, Clive Nancarrow, and Jason Vir in the article “Ritzer’s McDonaldization and applied qualitative marketing research”.

Research design

Andy Barker, Clive Nancarrow, and Jason Vir used onion research design approach; the main reason why the researchers opted to use the method is its systematic way of collecting data.

The method is systematical where the researcher has the task of building his report from one segment to another, but moves after the earlier stage has been wholly been exhausted and results tested to be in consistence with the intended outcomes of the research.

Just like an onion, the onion research design method has various layers that a researcher has to undergo through before making inferences and presenting them in a certain manner; generally the method has five stages or layers.

When using onion research design the research can be interpolated in layers like the case of an onion; the initial layer is where the researcher discusses the research question as well as the research philosophy adopted; the next layer which in this case can be referred as the second layer looks into the real situation or the main subject of the research.

With the full understanding of the research question and the subject matter of the case, Andy Barker, Clive Nancarrow, and Jason Vir then moved to the next higher layer; the third layer which is the research strategy.

The forth layer concentrated on the time frames that the researchers has to give an account of the research; when analyzing issues in the research, the writers has to move with speed and consider things of different parameters.

According to the Onion method if research design, the fifth layer gives an account of the research methods adopted, in the case of Andy Barker, Clive Nancarrow, and Jason Vir the methods adopted were both primary and secondary data collection methods (Balnaves and Caputi, 2002)

When the writers were considering the case of McDonald, they were interested in analyzing the main strengths that the company has that has made it be able to retain a leadership role in the hospitality industry; with this the researchers were able to develop the background information that they were to analyze.

With the understanding of operations of the company, the research took a deductive reasoning approach supported by facts as collected from the field.

Deductive reasoning is a research approach method where Andy Barker, Clive Nancarrow, and Jason Vir used a gradual but steady way of collecting information; when using the approach the researchers developed the idea from an known angle to a point that needed to be learnt or researched; in this case, the researcher will come from the known point that McDonald has some managing philosophies that have assisted it move to the high ladder of operation; the researchers established the strategies as efficiency, calculability, predictability, and control and seek to establish the lessons that have been learnt from the operations as well as how they can be applied internationally (Burns, 2000).

As much as the researchers where interested with McDonaldization, they ensured that the operations of the company has been fully understood and chances that McDonald has some special attributes that has made it be able to use the system was undertook.

The research design assisted the researchers write a report that can be accepted internationally and applicable in different part of the world despite the business systems and structures operating.

When using the qualitative method of data collected is more emphasized than the quantity of the data. It is interpretative and descriptive method of data collection.

The issue of McDonaldization and its applicability to international marketing as Andy Barker, Clive Nancarrow, and Jason Vir intended to come out is that it has elements of qualitative study; it involved collection of management data then analyzing it to come up with the report.

Qualitative research method is adopted in management and social sciences researches as it address the issue wholly and ensure that challenging matters or emerging issues has been addressed effectively.

The method is also superior in the sense that it does not focus on the plain facts on the ground but also considers what in-depth matters that might be affecting what can be seen from outside (O’Donnell and David, 2000)

The onion research design assists a researcher to collect rich information about the situation at hand and gather detailed information.

In this research, the writers used a combination of research data collection methods to come up with rich data on the area, they used interviews, observations, electronic interviews, focus groups, case studies and wide range of literature review; other than looking at the situation, the method offers room to give effective recommendations management of different companies on the best ways they can use McDonaldization (Creswell, 1998).

According to the research the writers not only considered the effect that aspects like culture has on people and their choice of products but also seek to understand how businesses made efforts to attract the attention of customers. McDonald was seen as the company that has benefit from the system and seems to have mastered the art of managing the business with people psychology on their minds.

The strength of the process is on psychological part where the right approaches to buy the strategy and use it in international marketing was borrowed. Marketing involves persuading people to buy a certain companies products; with this notion and understanding any effort that strengthens relationship of customer and the selling company is always welcomed for business sake.

The research design adopted by the research focused on four main subtopic in the main topic, efficiency, calculability, predictability, and control, although the four are interrelated and move together, the researcher was able to cover then with some levels of independence when collecting information.

Such moves assisted in offering high quality report and adding value to the known literature on McDonaldization and international marketing.

Data collection methods

To come up with the article, the researchers have to collected wide range of data then interpolate, analyze, and report the data in an acceptable manner.

When doing the research on McDonaldization, Andy Barker, Clive Nancarrow, and Jason Vir combined the strengths of both primary and secondary data collection methods. Each method was handled on its own however moves were made after an in-depth understanding of the situation on the ground was understood.

Focus groups

Focus groups are teams made by a research to discuss about the research questions that the researcher want to handle; the people to a focus group should well understand the situation on the ground regarding the management topic at hand.

Under this framework, the researchers held a workshop with global research practitioners consisting of six professionals in management where with some well framed questionnaires they were triggered to discuss various issues that touched on the research variables (Stefanou, 1999).

When using focus group as the method of collecting data, the researchers ensured they created an atmosphere that enhanced the participants to offer their views, understanding and points of views in the area. In so doing Andy Barker, Clive Nancarrow, and Jason Vir had to choose a team leader who was intelligent and one who could manage the participants effectively (Patton, 2002).

Use of interviews

Andy Barker, Clive Nancarrow, and Jason Vir in the research used two senior practitioners as the interviewee to offer in-depth information about the topic and how they felt McDonaldization can be of benefit to other sectors of life.

The selection and the choice of the interviewee can be seen as a strategic move by the researchers as they choose those people they were aware or thought they had quality information and knowledge about the research topic; the approach assisted them get high quality data (Bernard, 2006).

Other than the oral and face to face interviews, the researchers went a step higher and conducted online interviews “e-interviews with senior researchers in global markets, notably Europe and Asia (six respondents)”, again the e-interviews were conducted with experts and people who had management knowledge as they would offer insight information about the area of study.

In research there are instances that there are many respondents who might have different information; some information may be conflicting, the most important thing to consider when choosing the respondents is their degree of integrity, knowledge, and the willingness they have to give genuine information.

In the case of e-interviews Andy Barker, Clive Nancarrow, and Jason Vir ensured that they got information from management scholars and real managers on the ground, this assisted in coming up with rich data and information.

Literature review

Other than collection of data from primary sources the researchers undertook a wide literature review where they considered what other scholars who have writer on the same or similar topic had to say about the topic, when using literature review the researcher gets an in-depth knowledge of the topic thus he can offer concrete report.

In the research report the use of literature review or secondary source of information is supported by the statement “Content analysis of briefs/case histories (the most recent five years of global projects the researchers could access)” (Andy, Nancarrow and Vir, 2005).

When reviewing literature review the writers considered management material as wells articles written on specific issue of strategic management like accounting, marketing, sales and advertising. Materials were vetted for relevance and the researcher made sure they were current and handled the issue professionally.

When reviewing literature, the writers of the materials to be used is of great importance; at every one instance the researchers should make sure they understand the qualifications and the experience that the writer of material has; in the event that the writer does not have rich knowledge and has not conducted a comprehensive study, then such materials should not be used.

The concept of McDonaldization is familiar and is growing in relevance among management scholars; the system of operation of the international company is one that is triggering concerns to scholars. With this notion, some scholars are writing books discussing the management model; these are some of the materials that Andy Barker, Clive Nancarrow, and Jason Vir used to gather secondary data.

The internet was another area that data was available about the research area, although some cites were used, the researcher ensured that they were sights with high rate of integrity and written by people who understood the topic fully. Cites whose writers could not be vetted or were unknown were avoided as they were not likely to offer in-depth information like the one required by the study.

In McDonald website and annual reports, there are some management efficiency reports that are published, these are some of the materials that the researcher used to gather in-depth information on the topic; the main reason why the researcher had to use literature review is because it offered a rich knowledge and understanding of the research topic which is an important element when developing a research work.

Despite the fact that a researcher has the question he would like to address, he should always ensure that he gets to understand what other people who have done similar research had said and suggested, with such moves he is able to come up with a report that does not duplicate what other people have said but actually one that adds value to the topic of research.

Other methods that the researchers would have used

To collect data, this research used a survey data collection method supported by wide literature review; survey method of data collection is another way that the researchers would have used to collect data. Survey is data collection methods were questionnaires and/or statistical surveys are conducted on places that will offer quality information about the topic at hand.

The people that would have been surveyed include businesses that have similar models with McDonald and get their operation level. With such levels then the concept of McDonaldization would have been discussed into details further.

When research is based on survey method of collecting data, the sampling methodology adopted is that survey sampling method; in specific, information was collected from three main categories as of domestic private and public companies, governmental institutions, and the second batch was composed of internationals and Non-governmental organizations.

Another method that Andy Barker, Clive Nancarrow, and Jason Vir would have considered is the use of case study; under this approach they would have surveyed and analyzed a company that has adopted McDonaldization to manage its international marketing then compare the same with a company that has other frameworks of management.

When such an approach is adopted, it gives the researcher a chance to understand and see what is actually happening on the other side.

Other than reviewing how McDonaldization can be adopted in international marketing the researcher has an opportunity to offer a report that can advance the system after learning what other companies are doing; this would have been attained if the researcher had used case study method of data collection.

The time frame of the research is another area that would have been improved; the study involved business processes which change with time and space, the researchers would have put the same in mind and undertake a prolonged case study research on the topic (Coakes, 2007).

Observation can be like a silent move where the researcher watches trend in business that have McDonaldization and those that do not; they may focus on something like customers flow.

Conclusion

Andy Barker, Clive Nancarrow, and Jason Vir in their report on how to implement McDonaldization to international qualitative marketing research used primary and secondary data collection method to gather in-depth information for their qualitative research. Primary data collection method used includes interview (both oral and electronic), focus groups, and discussion groups.

When choosing the respondents in primary data collection method, the researchers ensured that they used people who understood the topic well such as scholars and other management personnel. Secondary data collection method aimed at gathering existing information on the research topic to assist the researchers offer high quality report.

References

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