Marketing Research for Desklib: Information and Considerations

This article discusses the importance of marketplace research for Desklib and how primary and secondary data collection methods can help achieve research objectives. It also provides a checklist for marketing managers to monitor and supervise the research agency. The checklist covers aspects such as data collection, questionnaire design, customer targeting, data processing, and potential barriers. The article emphasizes the importance of proper training, data processing, and reporting coherent and clear findings.

1. Information required to fulfil the marketing research objectives (approx. 800
words)
• Description of how the information collected will achieve the research objective
Marketplace research is important in each step, which an organization considers whether it’s
a small scale business or large scale operation, without having appropriate information
related to the business atmospheres it is difficult for company to reach any decision (Sarstedt
and Mooi 2014). The research would basically involve both primary as well secondary data
collection methods. First of all, the primary data would be gathered by conducting surveys
and interviews among the chosen sample. Additionally, the secondary data would be gathered
by taking into consideration several different information sources involving texts, books,
journals, online sources, past studies and others. The information that is collected from
primary and secondary sources greatly assists in achieving the stated research objectives as
well as arriving at constructive findings (Szolnoki and Hoffmann, 2013).
The data and information gathered would help research to gain explanation to stated research
questions and finding answers to them in most appropriate manner. For achieving the defined
objectives, a range of data is needed and in turn would work like an input for the decisions
that would be ultimately formed (Szolnoki and Hoffmann, 2013). For the provided objectives
the information list, with just a simple thought, would soon become quite long; perhaps quite
long. For instance, taking the case of Aldi, the gathered information both primary as well as
secondary would help the company in understanding the marketplace segmentation;
identifying the growth while diversifying the product; gaining an in-depth evaluation
regarding the level of consumer contentment and improvement prospects and lastly,
identifying the gap of performance considering the offered products. Further, the data would
help in examining the gap between what exactly Aldi is making available and what is
anticipated by the buyers. In order to reach constructive findings all the data collected will go
through comprehensive analysis. It is highly believed that information collected would help
the researcher to reach constructive results as well as findings. In the absence of adequate
information it is quite possible that the researcher might end up with forming incorrect
conclusions, inadequate research findings as well as inappropriate recommendations. It is
quite possible that in the absence of sufficient information the researcher might come up with
incorrect findings and conclusion.
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Estimates of data and produce your own examples of the anticipated output, how it
might be interpreted and how it assists decision making.
The data estimates will provide a clear picture of what all is concerning Aldi. Consumer
satisfaction is considered as being one among the highly important ideas behind developing
and marketing services and products (Szolnoki and Hoffmann, 2013). For the reason that data
collected would be quantitative in nature, the maximum data collected through primary
sources would be in form of numbers. The outputs would through light upon the strengths
and opportunities associated with the Aldi through reviewing as well as analysing collected
information. The Aldi would also effectively understand where exactly there is a gap in what
the consumers want and what exactly is being offered to them by the corporation. The flaws
of the service or product would also be highlighted with the assistance of marketplace survey.
A large volume of data collected from primary and secondary sources would help the
researcher to properly examine the present situation of Aldi and make decisions regarding
what steps could be taken in future and the way how the company to enhance the operations
and offered products. The data collected would certainly help in reaching constructive
decisions as well as outputs.
2. Considerations in the research process (approx. 1200 words)
Consider this section as a checklist for the marketing manager to
monitor/supervise the agency that conducts the research. You should focus upon
aspects such as:
Data
Collection/Methodology
Status Comments
Appropriate data collection
approach and methodology
has been taken into
consideration?
Clearly defined and focused
Unclear
Not focused
Not defined
Has the researcher used both
primary as well as secondary
facts have been involved in
the research in order to
collect large amount of
Yes
No
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resourceful data and facts.
Are there proper accounts of
the justification/rationale for
the sampling, data gathering
and data assessment methods
adopted?
Clearly defined and focused
Unclear
Not focused
Not defined
Are the information
gathering techniques
properly stated described?
Clearly defined and focused
Unclear
Not focused
Not defined
Were the information
gathered suitable for
addressing the research
questions?
Yes
No
If approach was changed
during the research, has the
researcher clarified how and
why?
Clearly defined and focused
Unclear
Not focused
Not defined
Were data gathering
techniques pilot tested?
Yes
No
Are details offered regarding
the methods employed (for
instance for interview
approach, is there an
indication of the way how
interviews were carried out,
did they make use of a
subject guide)?
Clear
Not clear
Not sure/not reported
Who carried out the study,
how were they chosen?
Clear
Not clear
Not sure/not reported
Are the researcher’s abilities,
motives, position and
Clear
Not clear
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background with respect to
power-relations (age, gender,
ethnicity, employment
relations and others) and
viewpoints discussed and
described?
Not sure/not reported
Has the researcher properly
evaluated their own part,
likely bias and impact while
developing the research
questions, sample
recruitment and data
collection?
Clearly defined and focused
Unclear
Not focused
Not defined
Questionnaire Design
Are the the surveys and
interview questions compact
and to the point?
Yes
No
Do the questions revolve
around the research topic and
seek to gain maximum
amount of related of data
related to the chosen subject?
Clear
Not clear
Not sure/not reported
Is the language of the
questions grammatically
right and in simple language
for everybody to understand?
Yes
No
Are there more than needed
questions?
Yes
No
Are the research question(s)
related with the aim of the
research?
Yes
No
Are the research question(s)
structured in a manner that
Clearly defined and focused
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attempts to answer all the set
study objectives?
Unclear
Not focused
Not defined
Customers Target and sample
Were the people involved for
gaining primary information
suitable for gaining insight of
the chosen research area?
Clearly defined and focused
Unclear
Not focused
Not defined
Was sample size appropriate
in number so as to gain good
amount of resourceful
primary data?
Clearly defined and focused
Unclear
Not focused
Not defined
Was proper consent taken
from the candidates prior to
carrying out any surveys or
interviews?
Clear
Not clear
Not sure/not reported
Were the candidates, part of
the survey or interview
approach chosen randomly?
Clear
Not clear
Not sure/not reported
Were there any questions
related to personal, political
or cultural aspects of the
candidate?
Clear
Not clear
Not sure/not reported
Contact strategy and
response rate
Was it easy to convince
people to take part in the
research study?
Clear
Not clear
Not sure/not reported
Did all the surveys or
interviews completed,
involved resourceful
Clear
Not clear
Not sure/not reported
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information?
Training and supervision of
data collection team
Was proper training given to
data collection team before
they actually start collecting
data from different sources?
Clear
Not clear
Not sure/not reported
Data Processing
Is it clear the way how the
researcher processed the raw
information for arriving at
the stated outcomes?
Yes
Bo
Are all information and facts
considered during the
analysis?
Yes
No
Are experiences/responses
contrasted and compared
across diverse
groups/individuals/research
sites?
Clearly defined and focused
Unclear
Not focused
Not defined
Has the researcher critically
scrutinized their own role,
likely bias and impact at the
time of analysis as well as
selection of information for
presentation?
Clearly defined and focused
Unclear
Not focused
Not defined
Were the themes and
categories recognized in
advance, or obtained from
the information?
Clearly defined and focused
Unclear
Not focused
Not defined
Are findings obtained
through analysis of gathered
Clearly defined and focused
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information instead of from
the researcher’s biases?
Unclear
Not focused
Not defined
Is there a suitable discussion
of the findings both against
and for researchers’
opinions?
Clear
Not clear
Not sure/not reported
Has the study properly
mirrored upon the quality of
the information gathered and
abilities of the research
panel? Are the research
findings appropriate?
Clear
Not clear
Not sure/not reported
Are the research findings
associated with the research
aims/objectives/questions?
Yes
No
Is there discussion related to
the way how the study
contributes fresh
understanding or knowledge
in the sphere?
Clearly defined and focused
Unclear
Not focused
Not defined
Are the research findings
presented clearly?
Clear
Not clear
Not sure/not reported
Are the research findings
internally coherent?
Clearly defined and focused
Unclear
Not focused
Not defined
Are extracts from the original
data included (for example,
direct quotes from
participants)?
Clearly defined and focused
Unclear
Not focused
Not defined
Are the information suitably Clear
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referenced to ensure that the
extract sources could be
located?
Not clear
Not sure/not reported
Is the reporting coherent and
clear
Clear
Not clear
Not sure/not reported
Potential barriers and pitfalls
Has the association amid the
researcher as well as the
candidates been sufficiently
discussed?
Clearly defined and focused
Unclear
Not focused
Not defined
Is how the study was
described and presented to
the candidates defined?
Are there adequate details
about the way how the study
was described to the
candidates?
Clear
Not clear
Not sure/not reported
Are there specifics about
what approval processes
were adopted? And how
approval was gained?
Clearly defined and focused
Unclear
Not focused
Not defined
Is it evident the way how
privacy and confidentiality
were ensured during the
study?
Clear
Not clear
Not sure/not reported
Was the consent taken from
ethics committee?
Clear
Not clear
Not sure/not reported
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References:
Sarstedt, M. and Mooi, E. (2014) A concise guide to market research, The Process, Data, and.
Szolnoki, G. and Hoffmann, D. (2013) Online, face-to-face and telephone surveys—Comparing
different sampling methods in wine consumer research, Wine Economics and Policy, Vol. 22, pp.57-
66.
Yin, R. K. (2013) Case study research: Design and methods, Sage publications.
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