Page 1 of 5 BASIC MARKETING RESEARCH () PILOT MEMORANDUM MAY 2011 GENERAL This memorandum is prepared to assist in the marking process as it indicates (a) the correct answer and (b) how marks should be allocated. In evaluating answers, markers must keep in mind that the IMM GSM examinations are set on a higher education level and that the student should therefore not only illustrate an adequate understanding of theory, but also insight into the application of knowledge. In addition, the student should illustrate independent critical thinking. The marker accepts that the student should be familiar with the contents of the learner guide and the prescribed textbook. If, however, factual and correct information is included from other valid academic sources besides the learner guide and the prescribed textbook, such knowledge and insights also qualify for the allocation of marks. When answering questions the student is required to: Read each question carefully and thoroughly before attempting the answer, in order to determine exactly what is required. Allocate sufficient time to answer each question in proportion to the marks indicated on the examination paper. Number answers clearly and correctly. Provide answers in a legible handwritten format. Set out the answers in a structured format and formulate statements in full and coherent sentences. In most papers one mark is normally allocated for each factual statement. This memorandum should also assist students and student support centres in preparing for future examinations. As the memorandum accompanies the examination paper and is prepared prior to the examination session, it is not able to include areas where the students provided incorrect answers. The memorandum is also central to the moderating team when performing moderation of examination scripts. After the release of marks for any examination session, the memorandum becomes public knowledge and is available to students.
Page 2 of 5 Answer ALL the questions References are to the prescribed textbook: Fox, W., and Bayat, M.S. 2010. A Guide to Managing Research. Cape Town: Juta. QUESTION 1 [25] 1.1 In the answer the student should refer to the fact that a scientific marketing research project must be: Cumulative, followed by a description of what is meant by cumulative Empirical, including a brief discussion of what is meant by empirical Objective, followed by an explanation of objectivity Public, including an explanation of the public nature of science Predictive, which should include an elaboration on the public nature of science Systematic, including an explanation of the systematic character of science. 1.2 In answering this question a student is welcome to draw on any knowledge about the characteristics of acceptable research. The following are typical characteristics and highlighting any of the acceptable characteristics can earn one mark to a maximum of 13 marks. Aimed at solving problems Not conducted haphazardly Make possible the development of generalisations, theories and principles Based on empirical data or observable experience Requires the collection of secondary data Requires the collection of primary data Makes use of procedures that support accurate analysis Free of bias Logical Corresponds to fact Requires precise recording Reporting system Usage of acceptable definitions Precise description of procedures Acknowledgement of sources Reliable Valid Includes findings, as well as recommendations. (13) QUESTION 2 [25] 2.1 Marks can be allocated for mentioning the following: The comfort of the researcher with the qualitative tradition (1)
Page 3 of 5 Taking the audience of the study into consideration (1) Contemplating the nature of the research problem and questions (1) Keeping in mind that the literature base is sometimes weak (1) If an in-depth examination is required for a specific phenomenon (1) The amount of time available (1) The quality of rapport established with participants (1) High tolerance for ambiguity (1) Creative level of data analysis that is required (1) Demand for outstanding writing skills. (1) 2.2 As indicated in the learner guide the information about focus groups is leanly explained in the prescribed textbook and it is required of a student to do additional reading about focus groups. This question tests to what extent a student has undertaken the additional reading. Two marks can be allocated to a brief explanation of focus groups that entails the following: A focus group is a research technique that relies on an objective discussion leader or moderator who introduces a topic to a group of respondents and directs the discussion of that topic in a non-structured and natural fashion. Some typical advantages are: Advantage in terms of costs and speed (1) Allows for in-depth observation (1) Creativity is enhanced (1) A moderator can control the discussion (1) Non-threatening situation (1) It allows the in-depth exploration of topics. (1) Some disadvantages are: Non-representative sample (1) Sometimes results are inconclusive (1) Respondents can fear embarrassment (1) A dominant personality can affect the results (1) The moderator can affect the results. (1) Yes, focus groups can be considered for the research project because it will give the executive management committee an idea about the reasons why customers are low in their satisfaction in shopping at ABC. (Two marks can be allocated for any answer that produces a good reason.) QUESTION 3 [50] In the mark allocation of this question the marker will take the quality, formulation and reasoning of the student into consideration. However, the marker will be mindful of the fact that students are not experienced researchers and that for many students this will be a first attempt to produce a research proposal.
Page 4 of 5 Title of research project (1) Formulate a short but appropriate title for the proposed research project. One mark will be allocated to a title that is more or less similar to: The customer satisfaction of shoppers at ABC Retailers Introduction (⅓ page) The introduction provides the IMM Graduate School of Marketing with the background information needed to understand the proposed research. It will mainly describe the context of the proposed study and it will introduce the reader to the topic. (3) A maximum of three marks will be allocated to any reasonable statement relating to ABC Retailers and the importance of customer satisfaction. Problem statement (half page) The statement of the research problem should include an explanation why the specified problem or area of research is worth investigating. Try to convince the reader of the importance of the proposed research project. End your problem statement with the formulation of some appropriate research questions. (8) It is required of the student to use some common sense in formulating an appropriate problem statement. Some guidelines are available in Fox and Bayat (2007: Chapter 2). In allocating marks in terms of the formulation of the research questions the marker will consider to what extent the student is informed about the appropriate section in the prescribed textbook, and to what extent can the student apply her/his knowledge. Some typical research questions will be the following: What are the current levels of customer satisfaction? Are there any specific aspects about customer satisfaction that are low? How are the service levels experienced overall in the shops? Does the customer satisfaction differ from shop to shop? Do we offer appropriate clothing lines? Do our marketing strategies need to be modified to increase satisfaction among customers? A maximum of eight marks will be allocated to this section. Purpose and research objectives (one paragraph) Following from the above, formulate one overarching purpose of the proposed research and then produce some clear research objectives. The research objectives should be in line with the purpose of the research. The overall purpose of the research is to investigate the customer satisfaction levels in the different shops. (1) Typical objectives are the following: The collection of secondary data (1)
Page 5 of 5 Deciding on a research methodology (1) Designing a questionnaire (1) Drawing a representative sample (1) Gathering primary data (1) Analysing the data (1) Concluding findings and recommendations (1). Literature review (⅓ page) The literature review consists of the collection of secondary data and it plays an important part in the inductive research process that is to understand the topic and related theory that it forms part of. Explain in your proposal the functions and importance of secondary data. What reference system will you use? Give examples of the referencing system. Some of the functions of the literature review are: To provide a theoretical overview (1) To show familiarity with recent developments in the field (1) To illustrate critical and selective reading (1) To provide insight into previous work (1) To situate and locate the research project and outline its context (1). Some of the purposes of a literature review are: To assist the researcher to be acquainted with past and recent developments (1) Assist in understanding the facts and theories in a chosen field (1) Gain insight into ways in which to conduct the research (1) To assist in the interpretation of the research (1) To gain focus (1). The Harvard referencing system must be used and a typical example is: Fox, W., and Bayat, M.S. 2010. A Guide to Managing Research. Cape Town: Juta. Questionnaire design (1½ pages) (18) In this section you must specify and justify the proposed method of measurement which is a typical customer survey questionnaire. Design the full questionnaire that is appropriate to the purpose of the research and include the questionnaire in this section. In designing the questionnaire you must keep the guidelines in mind that are provided in Fox and Bayat (2010: Chapter 6). In allocating marks the marker will consider that the student is supposed to be informed about the content of the prescribed textbook. In addition, the student needs to apply the knowledge that was gained by studying the relevant chapter. The marker will allocate marks according to the relevancy of the items, the nature of the items, the scaling of the items, and the formulation of the items.