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52
MNM3025 MNM3025 SECOND SEMESTER 2011
Transcript of MNM3025 - gimmenotes.co.zagimmenotes.co.za/wp-content/uploads/2016/12/MNM... · OBSERVATION •...
MNM
3025
MNM
3025
SECO
ND S
EMES
TER
2011
DIS
CUSS
ION C
LASS
STR
UCT
URE
!
•Gu
ide
stud
ents
thr
ough
the
pre
scri
bed
mat
eria
l us
ing
the
slid
es a
s po
int
of d
epar
ture
•D
iscu
ss a
ny p
robl
em a
reas
–id
enti
fy a
nd w
e wi
ll y
pfy
addr
ess
spec
ific
ally
•D
iscu
ss A
ssig
nmen
ts a
nd E
xam
inat
ion
22
GENER
AL
ASP
ECTS
OF
THE
MODULE
•Th
ispr
esen
tati
ondo
esno
tco
ver
alla
spec
ts•
This
pre
sent
atio
n do
es n
ot c
over
all
aspe
cts
impo
rtan
t fo
r st
udy
purp
oses
. You
nee
d to
st
udy
all s
ecti
ons
mar
ked
‘stud
y’ in
the
stu
dy
stud
yal
lsec
tion
sm
arke
dst
udy
inth
est
udy
guid
e an
d re
leva
nt s
ecti
ons
in t
he t
extb
ook.
•M
ake
sure
tha
t yo
u ha
ve t
he c
orre
ct t
extb
ook
to s
tudy
•Th
e st
udy
guid
e on
its
own
is n
ot s
uffi
cien
t to
pa
ss t
he e
xam
inat
ion
33
p
GENER
AL
•Re
adal
ltut
oria
llet
ters
prop
erly
Read
all
tuto
rial
lett
ers
prop
erly
•Ta
ke n
ote
of c
onta
ct n
umbe
rs in
tut
oria
l le
tter
s
•Ta
keno
teof
page
refe
renc
egu
ide
•Ta
ke n
ote
of p
age
refe
renc
e gu
ide
•Lo
gon
tom
yUni
safo
ral
ltut
oria
llet
ters
Log
onto
myU
nisa
for
all
tuto
rial
lett
ers
•Ca
ll ce
ntre
cha
nges
44
OVE
RVIE
W
•Pe
rspe
ctiv
es o
n m
arke
ting
res
earc
h•
Rese
arch
proc
ess
Rese
arch
pro
cess
•D
ata
colle
ctio
n•
Dat
aan
alys
is•
Dat
a an
alys
is•
Repo
rtin
g re
sult
s
LEARN
THE
LANGU
AGE
OF
RESE
ARC
H
55
NATU
RE O
F M
ARK
ETIN
G RE
ERC
H(M
R)RE
SEARC
H (M
R)
•Sy
stem
atic
and
obj
ecti
ve p
roce
ss o
f pl
anni
ngga
ther
ing
anal
ysin
gan
dre
port
ing
plan
ning
, gat
heri
ng, a
naly
sing
and
rep
orti
ng
data
•U
sed
to s
olve
a s
peci
fic
prob
lem
or
oppo
rtun
ity
to a
id in
dec
isio
n m
akin
g
66
BENEF
ITS
OF
MARK
ETIN
G RE
SEARC
H
•It
hel
ps m
anag
ers
in d
ecis
ion-
mak
ing,
bec
ause
the
y ca
n be
pr
oact
ive
byan
tici
pati
ngch
ange
sin
the
mar
ket
and
inpr
oact
ive
by a
ntic
ipat
ing
chan
ges
in t
he m
arke
t an
d in
co
nsum
er d
esir
es
•It
hel
ps a
man
ager
to
pres
ent
a m
ore
accu
rate
def
init
ion
pg
pf
of m
arke
ting
pro
blem
s an
d op
port
unit
ies
•It
off
ers
a re
liabl
e pr
edic
tion
•It
pro
vide
a c
ompe
titi
ve e
dge
•It
resu
ltin
mor
eef
fici
ent
expe
ndit
ure
offu
nds
It r
esul
t in
mor
e ef
fici
ent
expe
ndit
ure
of f
unds
•It
can
indi
cate
wha
t th
e ri
sks
of a
bus
ines
s ca
n be
, and
Thff
if
hk
il
bi
d7
•Th
e ef
fect
iven
ess
of t
he m
arke
ting
pla
n ca
n be
mon
itor
ed
Stra
tegi
c M
arke
ting
Plan
MARK
ETIN
G RE
SEARC
H I
N P
ERSP
ECTI
VE
•O
rgan
isat
iona
l res
ourc
es•
Obj
ectiv
es•
Mar
ketin
g st
rate
gy•
Impl
emen
tatio
n
Info
rms
•Co
ntro
l
Influ
ence
s
Mar
ketin
g re
sear
ch
Mar
ketin
g st
rate
gy/
Mar
ketin
g m
ix•
Prod
uct
•Pr
ice
•Pr
omot
ion
•D
istr
ibut
ion
Cust
omer
/Soc
iety
CHARA
CTER
ISTI
CS O
F M
R
•Q
uant
itat
ive
vs. q
ualit
ativ
e•
App
lied
vsba
sic
rese
arch
App
lied
vs. b
asic
res
earc
h•
Can
be in
accu
rate
Tid
bd
i•
Tim
e an
d bu
dget
con
stra
ints
Scie
ntif
ic m
etho
d of
mar
keti
ng r
esea
rch
is
impo
rtan
t
99
SCIE
NTI
FIC
MET
HOD
•Ge
nera
ldef
init
ion
Gene
ral d
efin
itio
n•
Basi
c st
eps
Pg 6
-7
•Va
lidit
y an
d re
liabi
lity
•Sc
ient
ific
vs
non
scie
ntif
ic r
esea
rch
nf
nn
nf
–O
bjec
tivi
ty o
f th
e re
sear
cher
–A
ccur
acy
of m
easu
rem
ent
y–
Cont
inuo
us a
nd c
ompr
ehen
sive
res
earc
h
10
ROLE
OF
MARK
ETIN
G RE
SEARC
H
INDEC
ISIO
NM
AKI
NG
IN D
ECIS
ION M
AKI
NG
•Pr
ovid
es in
fo•
Func
tion
al r
oles
–D
escr
ipti
veD
iagn
osti
c–
Dia
gnos
tic
–Pr
edic
tive
•Fa
ctor
sin
flue
ncin
gus
eof
Mar
keti
ngRe
sear
ch•
Fact
ors
infl
uenc
ing
use
of M
arke
ting
Res
earc
h–
Tim
e lim
its
–D
ata
avai
labi
lityy
–N
atur
e of
dec
isio
n–
Cost
-ben
efit
Lk
f1111
–La
ck o
f re
sour
ces
IMPO
RTANCE
OF
MARK
ETIN
G RE
SEARC
HIN
DEC
ISIO
NRE
SEARC
H I
N D
ECIS
ION
MAKI
NG
•H
elps
in t
he d
rive
for
qua
lity
and
py
cust
omer
sat
isfa
ctio
n•
Nec
essa
ryto
keep
exis
ting
Nec
essa
ry t
o ke
ep e
xist
ing
cust
omer
sP
idi
ih
hi
•Pr
ovid
es in
sigh
t to
an
ever
cha
ngin
g m
arke
tAll
abou
tth
ecu
stom
er1212
All
abou
t th
e cu
stom
er
ETHIC
AL
CONSI
DER
ATI
ONS
Ph
ldb
fbl
•Pa
rtic
ipan
ts s
houl
d be
com
fort
able
•Pa
rtic
ipan
ts s
houl
d no
t be
dec
eive
dP
tii
th
ldb
illi
d•
Part
icip
ants
sho
uld
be w
illin
g an
d in
form
edD
th
ldb
hld
ifi
d•
Dat
a sh
ould
be
held
in c
onfi
denc
e
Influe
nces
the
ir w
illingn
ess
to c
o-op
erat
e an
d th
eref
ore
the
quality
of d
ata
colle
cted
1313
MARK
ETIN
G IN
FORM
ATI
ON
SYST
EMS
Isa
plan
ned
com
bina
tion
ofsy
stem
sfo
rth
eIs
a p
lann
ed c
ombi
nati
on o
f sy
stem
s fo
r th
e co
ntin
uous
gat
heri
ng, f
ilter
ing,
sto
ring
, and
fl
ow o
f in
form
atio
n fo
r de
cisi
on m
akin
g
•Pr
ereq
uisi
tes
for
an e
ffec
tive
MIS
:
ff
ff
g
–Q
ualit
y an
d va
lue
of in
form
atio
n–
Cost
s
Nee
ds t
o be
maint
aine
d to
be
usef
ulNee
ds t
o be
maint
aine
d to
be
usef
ul
1414
VALU
E OF
INFO
RMATI
ON
Hig
hqu
alit
yin
form
atio
nis
:
•Re
leva
nt
Hig
h qu
alit
y in
form
atio
n is
:
•U
sefu
l•
Tim
eous
Page
14
•Ti
meo
us•
Acc
urat
e•
Ade
quat
e•
Ava
ilabl
e15
MIS
(con
tinu
ed)
•Ty
pes
of M
IS s
yste
ms
–Si
mpl
e–
Exte
nsiv
e
•Co
mpo
nent
s of
an
exte
nsiv
eM
IS:
–In
tern
alre
port
ing
sub-
syst
emIn
tern
al r
epor
ting
sub
syst
em–
Mar
keti
ng in
telli
genc
e su
b-sy
stem
–M
arke
ting
res
earc
h su
b-sy
stem
Stti
til
bt
–St
atis
tica
l sub
-sys
tem
•M
arke
ting
Dec
isio
nSu
ppor
tSy
stem
(MD
SS)
1616
Mar
keti
ng D
ecis
ion
Supp
ort
Syst
em (M
DSS
)
CHAPT
ERONE
ISALW
AYS
VERY
CHAPT
ER O
NE
IS A
LWAYS
VER
Y IM
PORT
ANT
1717
MARK
ETIN
G RE
SEARC
H D
ESIG
NS
•Ex
plor
ator
y–
Seco
ndar
yda
taan
alys
isSe
cond
ary
data
ana
lysi
s–
Expe
rien
ce s
urve
ys–
Pilo
t st
udie
sFi
g 4.
1 -
NB!
–Ca
se s
tudi
es•
Des
crip
tive
l–
Long
itud
inal
stu
dies
–Cr
oss-
sect
iona
l stu
dies
•Ca
usal
Not
casu
al!!!
•Ca
usal
–La
bora
tory
exp
erim
ents
–Fi
eld
expe
rim
ents
Not
cas
ual!!
!
1818
Fiel
d ex
peri
men
tsD
epen
dant
and
inde
pend
ent
vari
able
s
THE
MARK
ETIN
G RE
SEARC
H
PROCE
SSPR
OCE
SS
•St
ep 1
: Ide
ntif
y an
d fo
rmul
ate
the
prob
lem
or
oppo
rtun
ity
•St
ep 2
: Det
erm
ine
rese
arch
obj
ecti
ves
•St
ep 3
: Dev
elop
a r
esea
rch
desi
gn•
Step
4:Co
nduc
ta
seco
ndar
yre
sear
chTe
rmin
olog
y N
B!St
ep 4
: Con
duct
a s
econ
dary
res
earc
h•
Step
5: S
elec
t a
prim
ary
rese
arch
met
hod
•St
ep 6
: Det
erm
ine
a re
sear
ch f
ram
eSt
7G
thd
t
NB!
•St
ep 7
: Gat
her
data
•St
ep 8
: Pro
cess
dat
a•
Ste p
9: R
epor
t th
e re
sear
ch f
indi
ngs
pp
g•
Step
10:
Fol
low-
up
NB:
Know
the
sequ
ence
ofth
epr
oces
s&
deta
ilof
each
step
1919
NB:
Kno
w th
e se
quen
ce o
f th
e pr
oces
s &
deta
il of
eac
h st
ep
MR
PROCE
SS: PR
ESCR
IBED
BOOK
VERS
US
STUDY
GUID
ETh
e pr
oces
s in
the
stu
dy g
uide
com
bine
s tw
o st
eps
that
are
dis
cuss
ed
sepa
rate
ly in
the
tex
tboo
k -
the
cont
ent/
acti
viti
es r
emai
n th
e sa
me.
Th
ese
step
s ar
e (s
tudy
gui
de):
Step
5: Se
lect
a p
rimar
y re
sear
ch m
etho
d N
ote:
The
pre
scri
bed
book
spl
its
this
ste
p in
to•
Sele
ctm
etho
dof
prim
ary
data
colle
ctio
n•
Sele
ct m
etho
d of
pri
mar
y da
ta c
olle
ctio
n
•D
esig
n th
e qu
esti
onna
ire
Step
8: Pr
oces
s th
e da
taN
ote:
The
pre
scri
bed
book
spl
it t
his
step
into
: •
Prep
are
and
proc
ess
the
prim
ary
data
•
Ana
lyse
the
pri
mar
y da
ta.
Step
10:
Follow-
up–
Not
e: T
he p
resc
ribe
d bo
ok e
xclu
des
this
ste
p
2020
Eith
er o
f th
e tw
o pr
oces
ses
can
be s
tudied
.
RESE
ARC
H P
ROPO
SAL
Mak
e su
re t
hat
you
unde
rsta
nd, a
nd c
an
dith
tf
thh
disc
uss
the
com
pone
nts
of t
he r
esea
rch
prop
osal
21
SECO
NDARY
RES
EARC
H
•A
dvan
tage
s an
d di
sadv
anta
ges
•In
tern
al d
ata
sour
ces
•Ex
tern
al d
ata
sour
ces W
ikip
edia
???
•Th
e In
tern
etW
ikip
edia
???
2222D
o se
arch
eng
ines
fin
d th
e be
st in
form
atio
n?
EVALA
UTI
ON O
F SE
CONDARY
DATA
DATA •Pu
rpos
e•
Acc
urac
yFi
gure
5.3
Acc
urac
y•
Cons
iste
ncy
Cdi
bilit
Page
79
•Cr
edib
ility
•M
etho
dolo
gy
Page
79
gy•
Bias
2323
SURV
EY R
ESEA
RCH
•Su
rvey
erro
rs•
Surv
ey e
rror
s–
Sam
plin
g er
ror
–Sy
stem
atic
err
ors
(non
-sam
plin
g er
rors
)•S
ampl
e de
sign
err
ors
mp
g•M
easu
rem
ent
erro
rs–
Resp
onse
err
orp
–N
on-r
espo
nse
erro
r–
Inte
rvie
wer
erro
rd
2424
–A
dmin
istr
ativ
e er
ror
SURV
EY R
ESEA
RCH
•Ty
pes
of s
urve
ysP
l–
Pers
onal
•D
oor-
to-d
oor
•Ex
ecut
ive
inte
rvie
wTa
ble
7.2
•Ex
ecut
ive
inte
rvie
w•
Mal
l int
erce
pts
–Te
leph
one
Tele
phon
e•
Land
line
and
cellu
lar
–M
ail
–In
tern
et•
Com
pute
r-ai
ded,
sel
f-ad
min
iste
red
inte
rvie
ws
2525•
Com
pute
r-ai
ded,
inte
rvie
wer
adm
inis
tere
d
CHOOSI
NG
THE
APP
ROPR
IATE
SURV
EY
MET
HOD
MET
HOD
•Re
pres
enta
tive
ness
of
the
sam
ple
•Re
spon
se r
ate
•Ra
te o
f re
fusa
lTa
ble
72
•A
nony
mit
y•
Use
ofvi
sual
tech
niqu
es
Tabl
e 7.
2
Use
of
visu
al t
echn
ique
s•
Cont
rol
•Fi
nanc
iali
mpl
icat
ions
(cos
t)•
Fina
ncia
l im
plic
atio
ns (c
ost)
•Ta
rget
gro
upN
tf
ti26
•N
atur
e of
que
stio
ns
OBS
ERVA
TION
•A
dvan
tage
s an
d di
sadv
anta
ges
•M
etho
ds(O
ptio
ns?)
•M
etho
ds (O
ptio
ns?)
–H
uman
vs.
mac
hine
–N
atur
alvs
cont
rive
dN
atur
al v
s. c
ontr
ived
–D
isgu
ised
vs.
und
isgu
ised
–St
ruct
ured
vs.
uns
truc
ture
d–
Dir
ect
vs. i
ndir
ect
2727
EXPE
RIM
ENTS
Variab
le m
anipulat
ion
•In
depe
nden
t vs
dep
enda
nt v
aria
bles
p
•In
tern
al v
s. e
xter
nal v
alid
ity
•La
bora
tory
vs
fiel
d•
Test
mar
keti
ng
Page
38
of
stud
y gu
ide
NB!
•Te
st m
arke
ting
Know
the
co
nce p
ts
2828
p
QUALI
TATI
VE R
ESEA
RCH
F•
Focu
s gr
oups
•D
epth
inte
rvie
ws•
Proj
ecti
ve t
echn
ique
s–
Wor
das
soci
atio
nW
ord
asso
ciat
ion
–Se
nten
ce o
r st
ory
com
plet
ion
–Th
ird-
pers
onte
chni
que
orro
lepl
ayin
g–
Thir
d-pe
rson
tec
hniq
ue o
r ro
le p
layi
ng–
Cart
oon
test
s
2929
MEA
SURE
MEN
T CO
NCE
PTS
Ll
ft
•Le
vels
of
mea
sure
men
t
•Sc
alin
gte
chni
ques
Scal
ing
tech
niqu
es–
Ope
n-en
ded
resp
onse
for
mat
Fid
ltti
–Fi
xed–
alte
rnat
ive
resp
onse
•Com
para
tive
sca
les
•Non
-com
para
tive
sca
les
3030
MEA
SURE
MEN
T CO
NCE
PTS
Ni
lU
df
lif
ii
•N
omin
al–
Use
d fo
r cl
assi
fica
tion
Tabl
e 9
1•
Ord
inal
–Ra
nkin
g an
d ra
ting
9.1
•In
terv
al–
Dis
tanc
e be
twee
n po
ints
equ
al
•Ra
tio
–Ze
ro p
oint
Ord
er,
dist
ance
and
or
igin
3131
origin
SCALI
NG
TECH
NIQ
UES
•Co
mpa
rati
vesc
ales
•Co
mpa
rati
ve s
cale
s
Pair
edco
mpa
riso
ns–
Pair
ed c
ompa
riso
ns–
Rank
ord
er s
cale
s–
Cons
tant
sum
sca
les
3232
SCALI
NG
TECH
NIQ
UES
•N
onco
mpa
rati
vesc
ales
•N
on-c
ompa
rati
ve s
cale
s
–Co
ntin
uous
rat
ing
scal
es
–It
emis
ed r
atin
g sc
ales
•Li
kert
sca
le•
Sem
anti
c di
ffer
enti
al s
cale
s•
Stap
el s
cale
s
3333
QUES
TIONNAIR
E DES
IGN
•Co
nsid
erat
ions
f–
Info
req
uire
men
ts–
Que
stio
n co
nten
tQ
ti/
ft
–Q
uest
ion/
resp
onse
for
mat
•O
pen
ende
d•
Clos
eden
ded
Don
’t fo
rget
co
ding
Clos
ed e
nded
–Q
uest
ion
phra
sing
–Q
uest
ion
sequ
ence
coding
–La
yout
•
Relia
bilit
y is
sues
3434
y
THE
SAM
PLIN
G PR
OCE
SS
Dfi
li
•D
efin
e po
pula
tion
•D
eter
min
e sa
mpl
e fr
ame
•Se
lect
sam
plin
g te
chni
que
–Pr
obab
ility
–N
on-p
roba
bilit
y•
Det
erm
ine
sam
ple
size
•Ex
ecut
e sa
mpl
ing
proc
ess
3535
SAM
PLIN
G TE
CHNIQ
UES
•Pr
obab
ility
sam
plin
g te
chni
ques
–Si
mpl
e ra
ndom
sam
plin
g–
Syst
emat
ic s
ampl
ing
Stra
tifi
edsa
mpl
ing
–St
rati
fied
sam
plin
g–
Clus
ter
sam
plin
g
•N
on-p
roba
bilit
y sa
mpl
ing
tech
niqu
es–
Conv
enie
nce
sam
plin
g–
Judg
men
tal s
ampl
ing
–Q
uota
sam
plin
gS
bll
sli
3636
–Sn
owba
ll sa
mpl
ing
FIEL
DW
ORK
•Se
lect
ing
fiel
dwor
kers
•Tr
aini
ngfi
eldw
orke
rs•
Trai
ning
fie
ldwo
rker
s•
Supe
rvis
ing
fiel
dwor
kers
•Va
lidat
ing
fiel
dwor
kers
•Ev
alua
ting
fie
ldwo
rker
sE
ung
fw
3737
DATA
PRE
PARA
TION
•Va
lidat
ion
Edit
i•
Edit
ing
•Co
din gg
•D
ata
entr
yD
li
•D
ata
clea
ning
3838
DATA
ANALY
SIS
Focu
s on
the
t
•Tab
ulat
ion
Ghi
iconc
epts
•Gra
phic
rep
rese
ntat
ion
•Des
crip
tive
stat
isti
cs•D
escr
ipti
ve s
tati
stic
s•I
nfer
enti
al s
tati
stic
s
3939
RESE
ARC
H R
EPORT
•Ti
tle
page
•Le
tter
oftr
ansm
itta
l•
Lett
er o
f tr
ansm
itta
l•
Tabl
e of
con
tent
s•
Exec
utiv
esu
mm
ary
Com
plet
enes
s
Acc
urac
y
Clar
ity
Exec
utiv
e su
mm
ary
•In
trod
ucti
on•
Met
hodo
logy
Clar
ity
Conc
isen
ess
Met
hodo
logy
•Fi
ndin
gs•
Conc
lusi
ons
and
reco
mm
enda
tion
s•
Lim
itat
ions
of
the
stud
y•
List
of
refe
renc
es
4040•
App
endi
ces
ASS
IGNM
ENT
QUER
IES
•Ge
nera
lque
ries
Gene
ral q
ueri
es
•Sp
ecif
icqu
esti
onqu
erie
s•
Spec
ific
que
stio
n qu
erie
s
Mk
Mi
•M
arks
on
Myu
nisa
•Tu
tori
al le
tter
201
and
202
on
Myu
nisa
4141
EXAM
•Ex
am d
ate
can
be c
onfi
rmed
on
Myu
nisa
we
bsit
e
•2
hour
s
•70
mar
ks(1
5 X
2 M
CQ &
40
DIS
CUSS
ION
)
•Q
uest
ions
spl
it in
to t
wo p
arts
: the
ory
and
appl
icat
ion
of t
he t
heor
y to
the
cas
e st
udy
4242
EXAM
STR
UCT
URE
•Se
ctio
n A
(MCQ
’s)(
Q)
–Co
mpu
lsor
y–
15 m
ulti
ple
choi
ce q
uest
ions
(2 m
arks
eac
h)•
Sect
ion
B–
Min
i-Cas
e st
udyy
–3
x 20
mar
k qu
esti
ons
(AN
SWER
AN
Y TW
O)
(IM
PORT
AN
T-co
py t
he M
CQ a
nswe
rs o
n th
e m
ark
read
ing
shee
t to
you
r an
swer
boo
k)
4343
BASI
C TI
PS -
MCQ
•Re
ad t
he e
ntir
e qu
esti
on
•El
imin
ate
the
mos
t ob
viou
s in
corr
ect
opti
ons
opti
ons
•M
ark
clea
rly
on m
ark
read
ing
shee
t –
one
il
opti
on o
nly
•D
o no
t wa
ste
tim
e on
thi
s se
ctio
nD
ono
twa
ste
tm
eon
ths
sect
on
•U
se p
enci
l onl
y
4444
TYPE
S OF
QUES
TIONS
You
shou
ldbe
able
to:
You
shou
ld b
e ab
le t
o:
•D
isti
ngui
sh b
etwe
en c
once
pts
•D
iscu
ss a
nd d
escr
ibe
conc
epts
Dsc
uss
ansc
rco
ncpt
s•
App
ly k
nowl
edge
; dev
elop
som
ethi
ngC
mpi
lp
t•
Com
pile
a r
epor
t
4545
EXAM
–LO
NG
QUES
TIONS
•Re
adth
een
tire
ques
tion
Read
the
ent
ire
ques
tion
•Id
enti
fy k
ey w
ords
fyy
•Re
late
ans
wer
to t
he c
ase
stud
y fo
r al
l opt
ions
yp
•Gi
ve d
etai
led
answ
ers
–sh
ow in
sigh
t
•Only
answ
er t
wo q
uest
ions
. O
nly
two
will
be
mar
ked
4646
mar
ked
EXAM
–LO
NG
QUES
TIONS
•Lo
ok a
t st
ruct
ure
of a
nswe
r
Uh
•U
se p
arag
raph
s
Use
num
bere
dhe
adin
gs•
Use
num
bere
d he
adin
gs
•Gi
vepr
acti
cale
xam
ples
•Gi
ve p
ract
ical
exa
mpl
es
4747
WHAT
TO S
TUDY
•A
llch
apte
rsto
best
udie
dA
ll ch
apte
rs t
o be
stu
died
•Fi
gure
s an
d ta
bles
to
be s
tudi
ed
•Tu
toria
l let
ter 1
01: A
ppen
dix
D –
Page
refe
renc
e gu
ide
•U
se t
he s
tudy
gui
de t
o gu
ide
Wk
hh
lfi
•W
ork
thro
ugh
self
-ass
essm
ent
assi
gnm
ents
•Lo
ok a
t as
sess
men
t qu
esti
ons
in s
tudy
gui
de
4848
qy
g
KEY
TOPI
CS
Rl
db
fit
fk
ti•
Role
and
ben
efit
s of
mar
keti
ng
rese
arch
in m
arke
ting
Mk
ii
fi
•M
arke
ting
info
rmat
ion
syst
em•
Type
s of
res
earc
h•
Rese
arch
pro
cess
(ske
tch)
•Re
sear
ch p
roce
ss s
teps
in d
etai
les
earc
hpr
oces
sst
eps
nde
tal
4949
KEY
TOPI
CS (co
ntinue
d)
•Re
sear
ch o
bjec
tive
s, q
uest
ions
&
hth
ihy
poth
esis
•N
atur
e of
sec
onda
ry r
esea
rch
and
data
y
sour
ces
•Ty
pes
of s
urve
ysyp
fy
•O
bser
vati
on r
esea
rch
Ei
tl
h•
Expe
rim
enta
l res
earc
h•
Qua
litat
ive
rese
arch
5050
Q
KEY
TOPI
CS (co
ntinue
d)
•M
easu
rem
ent
and
scal
ing
Mea
sure
men
t an
d sc
alin
g•
Scal
ing
tech
niqu
es &
exa
mpl
esQ
ust
inn
ird
sin
prc
ss•
Que
stio
nnai
re d
esig
n pr
oces
s•
Sam
plin
g pr
oces
s &
met
hods
•Fi
eldw
ork
proc
ess
•D
ata
prep
arat
ion
pp
•Re
port
ing
rese
arch
res
ults
5151
Lt
Lect
urer
Dr
Wiid
012
429-
3939
Dr
Wiid
012
429
3939
jiid
@is
jwiid
@un
isa.
ac.z
a
5252
