What more do you expect from your drink manufacturer that can help you to derive maximum satisfaction?
Chapter References In essence, management is about decision making.
Decision is invariably surrounded by uncertainties and, therefore, risks. Marketing research is charged with helping to reduce such uncertainties, " At best, marketing research will increase the probability that the decisions which management has to take will help attain the organisation's marketing objectives.
Chapter Objectives The objectives of this chapter are to: Structure Of The Chapter This chapter begins by explaining the limitations of marketing research in so much that it serves to reduce rather than remove the risks attendant to decision making.
The discussion proceeds to an outline of the research brief which has to be drawn up for the guidance of the individual or group charged with executing the study. At this point, the researcher has to respond to the brief with a research design.
In this text an eight step research design is proposed and the reader will find a fairly thorough discussion of each of these steps within the chapter. The role and limitations of marketing research "Marketing research does not make decisions and it does not guarantee success".
Marketing managers may seek advice from marketing research specialists, and indeed it is important that research reports should specify alternative courses of action and the probability of success, where possible, of these alternatives. However, it is marketing managers who make the final marketing decision and not the researcher.
The second observation, that marketing research does not guarantee success, is simply a recognition of the environment within which marketing takes place.
That is, x is a necessary and sufficient condition for y to occur. For instance, an increase in pressure is usually necessary and sufficient to bring about a rise in air temperature. In the social sciences, and this includes marketing and marketing research, the phenomenon under investigation rarely, if ever, lends itself to deterministic modelling.
Consider the marketing problem of determining how much to spend on promotion in order to achieve a given market share. The link between promotional expenditure and sales is not so direct as that between pressure and temperature. There are a great many more intervening variables, including: Marketing researchers work with probabilistic models of the form: This reflects the fact that in order for a target market share to be reached some promotion amount unknown is necessary but will not be sufficient, on its own, to achieve the target.
Y is a function of a number of variables and the interactions between them. The model is further complicated by the fact that these interactions are themselves often not understood.
It is for these reasons that marketing researchers cannot guarantee that decisions based on their information will always prove 'successful'.
Rather the best that a competent researcher and a well designed study will be able to offer is a reduction in the amount of uncertainty surrounding the decision. A definition of marketing research Green and Tull1 have defined marketing research as follows: Marketing research seeks to set about its task in a systematic and objective fashion.
This means that a detailed and carefully designed research plan is developed in which each stage of the research is specified. Such a research plan is only considered adequate if it specifies: Maintaining objectivity in marketing research is essential if marketing management is to have sufficient confidence in its results to be prepared to take risky decisions based upon those results.
To this end, as far as possible, marketing researchers employ the scientific method. The characteristics of the scientific method are that it translates personal prejudices, notions and opinions into explicit propositions or hypotheses.
These are tested empirically. At the same time alternative explanations of the event or phenomena of interest are given equal consideration.
Not many years ago an agricultural engineering company developed an improved rice milling machine. The machine was introduced into Thailand where existing rice milling machines were of a design which resulted in a high percentage of brokens broken kernels.
The new rice mill produced a negligible percentage of brokens. Intuitively a successful product would be predicted, launched with hardly any need for marketing research when the new mill had such obvious advantages over existing products.
The agricultural engineering company went through the expensive and time-consuming process of importing the machine into Thailand. They set up extensive distribution and servicing facilities only to be surprised when the mill failed to gain acceptance.Business Research Methods – Survey Questionnaire on Soft Drinks M.
Sri Krishna Chaitanya Date: April Faculty: Anupama Kothari SOFT DRINKS - MARKETING RESEARCH QUESTIONNAIRE This study is being conducted by Asian School of Business student as part of the Business Research Methods project.
of the concentrate and bottling segments of the timberdesignmag.com has competition between Coke and Pepsi affected the industry and industry profitability?How should Coke and Pepsi react to changes in the soft drink market and to changes in consumer behavior?
Your posts to questions 1, 2, and 3 should in total be around – words. The Marketing Review, , 3, timberdesignmag.com Demetris Vrontis1 and Iain Sharp2 Manchester Metropolitan University Business School and Legal and General The Strategic Positioning of Coca-Cola in their Global Marketing Operation Examines how Coca-Cola has strategically positioned it self within the world’s soft drinks market.
Estimate the demand for soft drinks using a multiple regression program available on your computer. 2. Interpret the coefficients and calculate the price elasticity of soft drink demand 3. Omit price from the regression equation and observe the bias introduced into the parameter estimate for income.
4. HOME Free Essays Consumer Questionnaire for Soft Drinks. Consumer Questionnaire for Soft Drinks Essay. A. Pages:2 Words This is just a sample. To get a unique essay.