Assignment 2 Planning involves thinking ahead; trying to think of all the needs, issues, problems, etc. In terms of planning a market research project, you start from a business problem. The chain of events will look something like this: Business problem > research question > research objectives > types and combination of data > research design (what is the best way to collect and analyse the data) > the data sources. One step leads to the next. Each step has to be done well and comprehensively. For example, if you do not think about the data you will need, and how to collect them, you may end up with insufficient information to make the marketing decisions. You will realise this at the end of the research, but it will be too late. For example, you may want to find out whether a wide range of products is more important than lower prices or longer opening times to your customers. How will this be dealt with in your research? First, you decide whether you will use focus group to collect this type of data, or to use a survey (personal interviews). If the latter, how would you frame the questions? Should you use a direct question? Should you use ordinal scales? You will have to think through all these research issues and plan accordingly. Then you decide who you will ask. Will it be the customers, the non-customers or both groups? So if you think thoroughly through all the types of data which you will need, they will shape the techniques, design and the boundaries of your research. Feedback on Activities Activity 1 Some examples of the research needs are: Research on consumers: - develop detailed consumer profile - identify changes in attitudes and behaviour patterns Research on place: - identifying attitudes towards location Research on competition: - identifying key competitors and their strengths - identifying frequency of use of competitors' products and services - identifying consumers' perception of competitors' products and services Activity 2 Research objectives: As in the on-line resources, plus: - identify the travel pattern (to shopping centres) of people in the region - compare the mix of tenants at Roselands and its competitors. Activity 3 The research focused on the customer, competitors and promotion. A secondary research followed by an in-depth exploratory research was conducted to understand the problem. 1,200 questionnaires were distributed via door knocks, mail drops, and mall intercepts in the catchment areas of the Roseland shopping centre. 238 completed questionnaires were returned. Activity 4 The research methods included a survey. The questionnaire was self-administered. It appears to be a practical, non-probability sample and about 20% of the questionnaires were returned. The population was the people living in the catchment area of the shopping centre. Activity 5 The population was the catchment area, which was satisfactory. However, the sampling was practical but non-probability. It is likely that the sample could have been biased to people who had the language skills to answer the questionnaire on their own or who have the time. There is also no way of telling if the questions had been answered correctly, due to language problems. The area has a high proportion of NESB. The validity of the findings is therefore questionable. The sampling could have been improved by having a personal interview on householders chosen at random on every street of the catchment area. Activity 6 Data gathering method – self-administered survey. Questionnaires were handed in door knocks, mail drops and mall intercepts in the catchment area of the Roseland shopping centre. Could have done a focus group or personal interview at the shopping centres in the region or even a telephone interview.