UGB009 – BUSINESS MANAGEMENT ASSIGNMENT

UGB009 – BUSINESS
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Introduction.................................................................................................................................3
Methodology...............................................................................................................................3
Findings and Recommendations.................................................................................................4
TASK 2............................................................................................................................................5
Introduction.................................................................................................................................5
TASK 3............................................................................................................................................8
Literature Review........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In this report, quantitative research and qualitative research tools has been discussed
about and the difference has been highlighted by taking one article utilizing quantitative research
and another book using qualitative data.
MAIN BODY
TASK 1
Introduction
Background:- Quantitative Research is the research associated with the analysis and
interpretation of numeric data and figures. This article analyses the survey conducted on
marketing scholars so that emerging trends in quantitative marketing and also identifies the
major questions that marketing researchers should address in future in order to generate better
insights related to challenges in Quantitative marketing research. The research was focused on
many areas like quantitative tools and methods, Doctoral Training, tenure and promotion etc. so
that quantitative aspects in these marketing fields could be researched and developed in a better
manner (Lehmann, Netzer and Toubia, 2015).
Aim:- To analyse the future of quantitative marketing based on the results of a survey.
Objectives:-
 To investigate current trends in quantitative marketing form scholar point of view.
 To identify the topics related to quantitative marketing research that are to be studied in
future. To determine various challenges and opportunities that are to be faced.
Hypothesis:- In order to test the hypothesis, we need to formulate null hypothesis (H0) and
alternative hypothesis (H1):-
H0- The past practices, methods and tools related to different marketing areas hold true
for the future as well.
H1- The methods, tools and practices to be modified as per changing trends in future.
Methodology
Philosophy:- Out of the two research philosophies i.e. interpretivism and positivism,
interpretivism is related to qualitative methods used for studying theoretical topics. Positivism on
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the other hand refers to scientific or quantitative research methods that are used in order to
analyse and interpret the numerical data. In the present article, positivism philosophy has been
applied where hypothesis was formulated and then tested (Slevitch, 2017).
Approach:- There are two approaches for research i.e. inductive approach and deductive
approach. Under deductive approach, there are research questions which are formulated in order
to constrict scope of research and inductive approach in associated with quantitative analysis
where hypothesis is formulated which is later tested i.e. whether it holds true or not.
Strategy:- The researcher has formulated hypothesis which will be tested on the basis of data
collected form the questionnaires that have been filled by different marketing researchers and by
covering five unrelated fields of marketing, the researcher has tried to predict the future trends
related to quantitative marketing.
Design:- In the present article,the researcher has implemented Quasi- Experimental Design
under which researcher has identified various group-s in marketing which he has used to research
i.e. Doctoral Training, Quantitative Tools etc. and then these have been exposed to variables like
future trends and changes in order to compare the results form those groups which have not been
selected.
Data collection:- In order to collect relevant data, questionnaire method was used to collect data
from 29 marketing scholars so that there views on different research trends could be determined
and data could be collected in a relevant manner which would give significant and relevant
results.
Data analysis:- Data that has been collected through questionnaire method has been used to
identify what is the view point of researcher and based on the likert scale ranging from strongly
agree to disagree, data has been interpreted.
Findings and Recommendations
After conducting the research on the marketing scholars form around the world, it was
found that there were a few basic challenges that emerged form research:-
 There are many other disciplines which are still treating marketing as a traditional topic
and they are not identifying the need to integrate marketing practices with real life
situations (Pinto-Llorente, Sánchez-Gómez and Da Costa, 2018).
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 Many researchers identified that there are fundamentally differentiating marketing
principles that are applied in quantitative and qualitative or behavioural marketing
researches where the output was also found to be differing in nature. The third major finding was that under quantitative marketing research, the models and
tools used to communicate the complex findings should be modified so that the relevant
public can understand it in a better manner and it can be applied in relevant fields.
Recommendations:- On the basis of he research conducted in the referred article on 29
marketing scholars, several recommendations can be made i.e. :-
 The methods and tools used for conducting research should be based more on the
findings, nature and importance of research.
 The methods used by managers for communicating results to their employees and the
practical decisions that need to be taken based on these results of research, should be
made understandable in easier terms.
 Quantitative research should not be made unnecessarily harder and by publishing more
articles and simplifying its current methods, it can be made more accessible.
 In quantitative research, there mare many aspects other than maths and it should be
highlighted more like implication of statistical tools of F- Test and Z- Test etc. (Chen and
et.al., 2017).
TASK 2
Introduction
Background:- Qualitative research is analysing of various theories and models related to human
behaviour or other qualitative aspects. Marketing Management by Philip Kotler is a very
renowned book in field of marketing and has been constantly revised so that it can present as
many concepts as possible which are related to latest marketing trends and even suggestion of
some novel ideas that have not yet been implemented (Kotler and et.al., 2018). There are many
concepts which are included and excluded and the motive of this book have been evaluated so as
to determine what qualitative research aspects have been used in this book.
Aim:- To identify the current and past developments in marketing trends and illustrate in
Marketing Management book.
Objective:-
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 To define what are the basic marketing principles, models and theories that have been
prevalent.
 To identify and describe explanations of these current and newer models and
philosophies of marketing.
 To link the newer models with case studies and practical examples for better
understanding.
Research questions:- The major research questions addressed in the book are:-
 What are the prevalent theories and models related to marketing?
 What are the newly emerging models and policies and its explanation? Which companies are implementing newer models and trends and its effect?
Philosophy:-
Out of two major research philosophies i.e. interpretivism and positivism, interpretivism is
implemented on qualitative data and positivism on quantitative data. The research Philosophy
used in the present book of Marketing Management by Philip Kotler is interpretivism since the
book discusses models, theories and latest developments related to the marketing field (Kotler,
Kartajaya and Setiawan, 2016).
Approaches:-
Two major research approaches, inductive and deductive are used to conduct research where
inductive approach involves hypothesis formulation which is later tested on the quantitative data
that is collected and deductive approach involves formulation of research questions which are
addressed through the qualitative data that is analysed. For this book deductive approach has
been used by the author addressing different aspects of marketing.
Strategy:-
In order to collect the relevant data pertaining to the field of marketing, Philip Kotler analyses
the marketing environment and identifies the changing trends and emerging methods. These are
then linked to those organizations who have actually implemented it and then, it is finally used in
the book so that concepts can be described more vividly.
Design:-
The research design that Philip Kotler has used is descriptive in nature since he has utilized
various case studies or he has identified trends through observation, studied surveys etc. which
has helped him in collecting all the qualitative i.e. theoretical data related to marketing and its
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trends that he has then synthesized with older marketing norms in order to make his book
wholesome.
Data Collection:-
Majorly, data has been collected through secondary data i.e. already published articles, case
studies etc. which have been studied by the author and primary data has been used in a limited
scope since author does not conduct any personal surveys or researches to be incorporated in
book (Le Meunier-FitzHugh and Le Meunier-FitzHugh, 2015).
Data Analysis:-
Different Interviews with prominent marketers, case study analysis, observation method etc. has
been used by the author in order to analyse different concepts and publish them in the book.
Findings and Recommendations:-
 Major Findings of the book involve:-
 With every edition, newer and relevant concepts of marketing are included and redundant
concepts are either minimized or removed altogether.
 All the newer concepts are integrated in his book so that readers can widen their
understanding related to marketing and its trends and instead of theoretical concepts, a
practical approach can be developed.
 He has exploited both personal as well as macro environmental factors in his work so that
he can include them in his editions from time to time regularly and contribute in
managerial area related to marketing in a significant manner..
 Certain recommendations that will help Philip Kotler in further improving his work are:-
 When reading marketing management, it seems more oriented towards a textbook
formation formulated for teaching i.e. for marketing teachers rather than for practitioners
or economists or other readers (Abbas, Zubair and Sarwar, 2018). By improving this
aspect, he can widen his scope of readers.
 While discussing models or theories or case studies, the author should focus on
presenting a complete view rather than abstract as it can be misleading for the reader.
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TASK 3
Literature Review
As per the views of Peterson, (2017), everyone in field of marketing knows the
contribution of Philip Kotler this field of marketing. The Kotler has represented his views and
opinions on various different marketing topics including social media. According to Kotler views
marketing has results in raising standard of living, raise in GDP, marking products easily
accessible as well as resulted in increase in jobs. The other major topic which he has discussed is
on corporate social responsibility in which he discussed about the how companies can improve
their brand reputation and to create an impression in order to earn profit. Kotler has make use of
real life examples in its books so as to make the marketing concepts clear.
While according to Armstrong and et.al., (2018), marketing neglects the hidden cost and
the damage which the product consumption can cause to environment. It does not increase the
standard of living but cause harm to environment. As the companies are regularly updating their
products by turning their products into waste which results in damage to environment. Also
According to Namrta Vausdeo Jasrotia (2015), Philip Kotler has made an attempt to explaining
the concepts about marketing management. The entire book of marketing management has been
divided into eight parts. Each chapter gives a good knowledge about the various topics of
marketing along with a good example. As per the views of authors this book is very useful for
the beginners who want to gain knowledge about marketing management.
Rowley and Keegan, (2019), states that the book does not prove beneficial for the one
who want to gain basic knowledge of marketing. As per the authors view this is not a good book
for beginners as it does not present the basic ideas behind marketing. As this book does not
contain the basic concepts and definition which one wants to know.
As per author view, Kotler does not try to advocate strong state intervention, the Kotler
want to see the fair tax system. As per the Philip Kotler view capitalist system is about reducing
inequality, eliminating poverty and consumer goods freely available. However as per the views
of Morgen Witzel (2015), capitalism is not short supply. Most of the topics on this are well
mentioned but many of the information are not correctly represented. Kotler has represented
capitalism as complex and has also identify it as a cause of wages and poverty.
Further, Abbas, Zubair and Sarwar (2018) has critiqued that the Marketing management
book has been written for the purpose of teaching rather than proving to be a substantial read for
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marketing practitioners i.e. it proves to be more of a theoretical book despite having practical and
real life examples and has argued that though he is referred to as Father of Marketing, it is more
hyped than it should actually be credited because practitioners do not prefer this book and find it
far from reality.
Also, Repiev (2015), states that many of the models that Kotler has used are
fundamentally wrong and the assumptions that he has used are not reliable or valid enough. He
further argues that Kotler seems to lack both logic and creativity and seems delusional while
talking about several concepts.
However, Maier (2016), argues that despite so much efforts and innovation that Kotler
has brought into the field of marketing, the credits that he is given is extremely low and thought
he book is praised a lot, the man behind actual work is not given much importance. He states that
the book Marketing Management is a brilliant addition as Kotler studies macro environmental
trends related to marketing and also integrates it with his personal expertise, observations and
knowledge thus creation an epitome of marketing through the book itself.
Altogether, the literature which has been studied the following can be concluded that
marketing management by Philip Kotler has however played an very important role in
marketing. The author has present enough knowledge about the topic. However, the critique that
the author holds the view that this book is not good for those who are beginners is also a valid
one. It is further argued that he does not presents a realistic view and tends to wrongly present
certain facts and models.
As per the views of Peterson, (2017), everyone in field of marketing knows the
contribution of Philip Kotler this field of marketing. The Kotler has represented his views and
opinions on various different marketing topics including social media. According to Kotler views
marketing has results in raising standard of living, raise in GDP, marking products easily
accessible as well as resulted in increase in jobs. The other major topic which he has discussed is
on corporate social responsibility in which he discussed about the how companies can improve
their brand reputation and to create an impression in order to earn profit. Kotler has make use of
real life examples in its books so as to make the marketing concepts clear.
While according to Armstrong and et.al., (2018), marketing neglects the hidden cost and
the damage which the product consumption can cause to environment. It does not increase the
9

standard of living but cause harm to environment. As the companies are regularly updating their
products by turning their products into waste which results in damage to environment.
According to Namrta Vausdeo Jasrotia (2015), Philip Kotler has made an attempt to
explaining the concepts about marketing management. The entire book of marketing
management has been divided into eight parts. Each chapter gives a good knowledge about the
various topics of marketing along with a good example. As per the views of authors this book is
very useful for the beginners who want to gain knowledge about marketing management.
Rowley and Keegan, (2019), states that the book does not prove beneficial for the one
who want to gain basic knowledge of marketing. As per the authors view this is not a good book
for beginners as it does not present the basic ideas behind marketing. As this book does not
contain the basic concepts and definition which one wants to know.
As per author view, Kotler does not try to advocate strong state intervention, the Kotler
want to see the fair tax system. As per the Philip Kotler view capitalist system is about reducing
inequality, eliminating poverty and consumer goods freely available.
However as per the views of Morgen Witzel (2015), capitalism is not short supply. Most
of the topics on this are well mentioned but many of the information are not correctly
represented. Kotler has represented capitalism as complex and has also identify it as a cause of
wages and poverty.
However the literature which has been studied the following can be concluded. From the
above study it can be said that marketing management by Philip Kotler has however played an
very important role in marketing. The author has present enough knowledge about the topic.
Many of the author holds the view that this book is not good for those who are beginners.
CONCLUSION
It can be concluded that there is a wide difference in different qualitative and quantitative
techniques used for research and its implementation through different tools also varies. The
conclusion derived from quantitative and qualitative research too vary in nature.
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REFERENCES
Books and Journals
Abbas, A., Zubair, A. and Sarwar, M.A., 2018. Post Mortem of Marketing; A Blend of
Marketing and Medical Practices. Asia Pacific Journal of Emerging Markets. 2(2). p.192.
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction.
Pearson UK.
Chen, Y.L. And et.al., 2017. March. Quantitative analysis of automatic image cropping
algorithms: A dataset and comparative study. In 2017 IEEE Winter Conference on
Applications of Computer Vision (WACV) (pp. 226-234). IEEE.
Kotler, P. and et.al., 2018. Marketing management: an Asian perspective. Pearson.
Kotler, P., Kartajaya, H. and Setiawan, I., 2016. Marketing 4.0: Moving from traditional to
digital. John Wiley & Sons.
Le Meunier-FitzHugh, K. and Le Meunier-FitzHugh, L., 2015. Rewards, Can They be Used to
Help the Coordination of Sales and Makreting Activities?. In Proceedings of the 2010
Academy of Marketing Science (AMS) Annual Conference (pp. 275-275). Springer,
Cham.
Lehmann, D.R., Netzer, O. and Toubia, O., 2015. The future of quantitative marketing: Results
of a survey. Customer Needs and Solutions. 2(1). pp.5-18.
Maier, M.V., 2016. The Internet of Things (IoT): what is the potential of Internet of Things
applications for consumer marketing? (Bachelor's thesis, University of Twente).
Peterson, M., 2017. Philip Kotler, Confronting Capitalism (2015) & Democracy in Decline
(2016). Markets, Globalization & Development Review.2(1).
Pinto-Llorente, A.M., Sánchez-Gómez, M.C. and da Costa, A.P.D., 2018,. October.
Implementation of Qualitative and Mixed Methods Researches. In Proceedings of the
Sixth International Conference on Technological Ecosystems for Enhancing
Multiculturality (pp. 542-545). ACM.
Repiev, A., 2015. “Physics envy”–physics abysmally misconstrued!.
Rowley, J. and Keegan, B., 2019. An overview of systematic literature reviews in social media
marketing. Journal of Information Science. p.0165551519866544.
Slevitch, L., 2017. Quantitative marketing methodology and methods. In Routledge Handbook of
Hospitality Marketing (pp. 66-78). Routledge.
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