Marketing Research for Desklib: Information and Considerations

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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