Appropriateness of the Secondary Data Collection and Analysis for Marketing Practitioners - Research Paper Example

Report of the research for marketing practitioners Appropriateness of the secondary data collection and analysis The secondary method of data collection used in any research is dependent solely on the relationship between the consultancy firm undertaking the project on behalf of the company and the individual who is going to analyze the report. Therefore, the report by the external group performing the research used the qualitative approach in obtaining information on most areas of their investigation in exploring issues and coming up with recommendations. Hence were able to use the structured form of interviews and observation in compiling their report that describe experiences faced by individuals and the group norms. They were also able to apply the qualitative approach through the use of databases that is plethora in existing data as utilized by consultants in their endeavors. Secondary data is used before collecting new form of data since it is more expensive and consumes a lot of time. The information required by any researcher is always in their reach and thus there is no need in collecting new and expensive data yet it can be collected through outside bodies linked to the organization or firm. From the report compiled by the consultants, it is evident that they have used the internal secondary data form of collecting information as it is available within the organization in functional activities like the sales and marketing data, personnel statistics, and the production facts. The company reports, in-house magazines of the company, and the internal memos are also documents used to display this kind of information. This method has been used by most researchers because it involves interaction of parties in question (company) and those who are directly affected by the products (customers) thus information gotten is from the users and not from the third party. The researchers were able to look at the market, areas of interest, the possible actions for the toys, and recommendations for the company to apply. The method of data collection is most appropriate because it has given emphasis on the areas in discussion by describing and explaining existing relationships and is well organized even for those who are visiting the company for the first time, they will be able to interpret the results of the findings without much difficulty. The parties who carried out the research are well known for their competency in work and are available for any enquiries and clarification hence the method employed is very appropriate as it touches on all the areas that need to be reflected on by the research team. The secondary data collection analysis achieved its intended goal in a concise and appropriate manner without posing any difficulty from both the clients and the company who were all co-operative to assist the researchers. The marketing research report is very important for any business and managerial positions because it gives them relevant, reliable, accurate, current, and valid information of the competitive environment in the marketplace. The objective of this report gives them strategic and tactical ways of making decisions regarding the business with the aim of satisfying the needs of the customer. Appraise the sampling Sampling being the process of selecting units of people from a population that helps to fairly generalize the results from the study back to the chosen population. The researchers were able to identify the population of study and fairly drew a sample from the population from which they conducted their research. The people who made samples represented the general population for the research hence generalization was made back to the entire population. All the people in the population were represented and gave their views which rolled back to the views of others in the same cluster as them. The representative of each group was honest in answering all the questions and gave the researchers a clear picture of the changes they would want to be implemented (Rubin, 2006, p 10). The single parents from both sides were also considered which showed that the company and researchers were not bias in their findings and or investigations. Married couples were also given a chance to air their views and recommendations touching on different aspects like the prices of the toys being manufactured, their safety precautions, and health hazards of the materials used to both the environment and the child. The selected sample size was appropriate and thus necessary precautions were taken that reduced on sampling error and measurements mostly incurred by other researchers saving on money and time. Thus, the method of sampling yielded valid and reliable information for the company to reflect on and consider changing some of the aspects talked about concerning the manufacture of teddy bears that can talk which motivate young toddlers to hasten their speech capabilities (Evans & Chandler, 2006, p 11). Appraise the collection and analysis of primary data (including the questionnaire) The primary data used in this report was excellently executed by the consultancy firm and dwelled on all areas that needed to be touched on. This type of data collection is appropriate for this task since it focused on toys used by small children who needed clear information in order to relay the necessary questions to all parties without being bias of status in society. The information obtained required to reach all parties in the community so as to enable the company reach the entire society and hence promote cooperation in the community and improve their living standards by giving them employment opportunities. Diversity in the workplace is essential so as to cater for the needs and requirements of all in the society without having to impinge too much from the less fortunate members in the society. Primary data method of collection was obtained by use of communication and observation. The communication part involved the use of questionnaires while the observation part involved the use of introduction of new toys to the children in a school environment. Observation is versatile in that, attributes like attitudes, knowledge, motivation, awareness, and intentions of the child are not readily observable compared to the use of communication. For observations, the researchers will have to wait longer for an event to occur so as to record the findings hence is time consuming. In this case, the interview was a success since the interviewers gave their clients a good impression of their intention hence the perception of the interviewee was positive and gave required responses that were not misleading. Consistency The questionnaire applied in this report is very consistent and takes an approach that is unique and easy to follow especially when answering questions. Neutral questions placed at the beginning established a rapport with the respondent which made them fell at ease. Simplicity of the questions makes the interviewee willing to answer the questions since it does not ask too much on an individual’s personal life. Interviewee’s do not appreciate researchers who want to dig too much into someone’s life and avoid them by making excuses of being occupied with too much work. Completeness In terms of completeness, the primary source of collecting data has been able to deal with all the areas needed to compile the report and thus, it is complete. All the normal parts, components or steps of the report have been adhered to fully hence making the report ready for presentation to the board of directors especially since it has been accomplished skillfully and is consummate of all areas requested for by the toy company. The design of the questionnaire was a dichotomous one giving the respondent only two possible solutions. Appropriateness The questionnaire is most appropriate for the researchers to use since it is suitable for particular persons in the community and has been set apart for specific use in obtaining information from the users of the toys and also from those who have not had a chance to use them. It is interactive in nature because questions are adjustable according to what is learned from the research and data collection methods. In this case, the questionnaire is most appropriate given the fact that it has dealt on issues that needed investigation in order to compile the report and be confident in compiling the final draft to be presented to the board. Accuracy Well, considering the fact that the report is of a toy company in the UK, the research needs to focus mostly on those living their so as to go global and expand its market segment. The information revealed in this report is accurate because it was obtained from the users of the product. Thus, the report gives specific and relevant data for use by the company in expanding its target market and thus meeting the requirements of the clients and increasing the profit margin of the company which is important for realization of above average returns at the end of the financial period. Assess the conclusions and recommendations in the report The conclusion of the report is well stated and the facts are stipulated well. The company needs to consider the manufacture of electronic products which are in fashion. In the modern world especially among the young growing generation who enjoy playing with computers which challenge their minds. The company should also implement promotional strategies that will make the public aware of the brands available in their company. However, in the recommendation part, I feel as though they have summarized all that has been said in the conclusion which is not bad for they are laying emphasis on certain areas that need to be fully exploited in order for the company to attain its objectives and goals. The researcher should state the facts as if they were the responding to the brand introduced to the market which will give a proper way of strategizing the implementation process. Critique the presentation of the report The report has been presented in a formal and professional manner putting into consideration all the areas that needed to be investigated on which include the audience, the story, and formatting of all the considerations laid down. The company on the other hand, should have given the sampling method an introduction in order to inform the reader the objective of the method used and reasons as to why it was preferred. All in all, the researcher used the resources of the company well and has achieved the objectives required by the board of directors. The presentation should also include some sample of the products model which in this case should be placed under the recommendations part. This will give the directors an idea of what the client expects and thus, they would look into their options and pave a way of manufacturing the brands. Pictures are important for any presentation because it gives individuals the chance to look into the future models to be produced by competitors and avoid copying other people’s work. The language used by the consultancy firm is well understood hence the audience will not have a difficulty in analyzing the information later on (O'Leary, 2009, pp 230-232). Recommendations to Fred Foster The only recommendation is that he should accept the report because the researchers have done an in-depth analysis of the items needed for presentation. The researchers have given a clear introduction of how the whole company came into being hence motivates and captures the interests of the reader. The research proposal I would use is similar to the one used by the consultancy firm, but I would employ other methods like surveys to give the board an image of the external markets. I would also urge the researchers to use the experimental research approach and put in effect manipulation of independent variables (cause) on the dependent variables (effect) under observation. The essence of this kind of approach is control (Adèr et al., 2008, pp 65-70). The company should be aware of its external environment as it is important in portraying the competitive advantage for it to succeed in the global market. Toys are essential for growth and development of the child’s mental and physical being hence the company should always bear in mind their safety. Marketing for the product is easy especially since it deals with young children, the company should come up with an advertisement that will capture their interests and likes simultaneously. Cartoons are loved by most and thus they should use such kinds of animations to present the product and make the public aware of the brands available in the company. Recommendations and conclusions In my own opinion, I would recommend the fact that the company is striving to produce toys for children of all ages, but they should bear in mind that the tastes and preferences of the children keep changing hence the company should be vigilant and move with the trends so as to attract a large target market. The company should also give the kids a chance to visit or tour the factory once in a while and be educated on the processes in which a toy goes through for it to reach its completion. Educational tours will motivate some of them to take their studies seriously and achieve their careers and dreams. This will enable them to become creative and innovative in their construction of play toys while at home hence building their talents and potential in a tender age. In conclusion, I would applaud the factory for the good work done in disbursing the funds and employing so many people to work in the factory hence improving the economy of the country. I would try and view the research from the audience’s point of view so as to be able to find the story in the research. The statistics to be used by the company for its implementation process should be as recent as possible in order to engage all individuals in the population in process of making the brand aware to the public (Bray et al, 2007, 40-46). References: Adèr, H. J., Mellenbergh, G. J. & Hand, D. J. 2008. Advising on research methods: A consultant's companion, Huizen. The Netherlands: Johannes van Kessel Publishing. p 65-80. Baker, J. & Hart, S. 2007. The Marketing Book. Oxford: Butterworth Heinemann. p 153. Black, I. 2006. Viewpoint: the presentation of interpretivist research, Qualitative Market Research- An International Journal, 9 (4), 319-324. Barbour, Rosaline. 2007. Introducing Qualitative Research: A Student's Guide to the Craft of Doing Qualitative Research. New York: SAGE. p 289. Boslaugh, Sarah. 2007. Secondary Data Sources for Public Health: A Practical Health. Cambridge: Cambridge University Press. p 89-90. Bray, M., Adamson, B, & Mason M. 2007. Comparative Education Research: Approaches and Methods. NY: Routledge. p 40-46. Crowther, D. & Lancaster, G. 2008. Research methods: a concise introduction to research in management and business consultancy. Oxford: Butterworth-Heinemann. p 110-125. Creswell, John. 2009. Research design: qualitative, quantitative, and mixed methods approach. USA: Sage Publications. p 78. Elliott, R. & Percy, L. 2007. Strategic brand management. Oxford: Oxford University Press. p 241-245. Evans, J & Chandler, J. 2006. ‘To buy or not to buy: Family dynamics and children’s consumption’. Sociological Research Online, 11 (3), Fiedler, K. & Juslin, P. 2006. Information sampling and adaptive cognition, Volume 2005. Cambridge: Cambridge University Press. p 33. Flick, Uwe. 2009. An introduction to qualitative research. New York: SAGE Publications Ltd. p 402-457. Fuller, Wayne. 2009. Sampling statistics. New York: John Wiley and Sons. p 208. Gallicchio, Nick. 2010. Men without Redemption. Cebu: Xlibris Corporation. p 131-158. Gill, J. & Johnson, P. 2009. Research Methods for Managers. New York: SAGE Publications Ltd. p 237. Hartline, D. & Ferrell, C. 2008. Marketing Strategy. New York: Cengage Learning, p 198. Kothari, R. 2008. Research Methodology: Methods and Techniques. NY: New Age International. p 17, 95-96. Kumar, V. 2008. Managing customers for profit: strategies to increase profits and build loyalty. Philadelphia: Wharton School Publishing. p 191-195. Lohr, Sharon. 2009. Sampling: design and analysis. Monterey, CA: Brooks/Cole. p 82-86. Marshall, C. & Rossman, B. 2010. Designing Qualitative Research. New York: SAGE. p 179. Malhotra, Naresh. 2009. Marketing Research: An Applied Orientation. Alternative eText Formats Series. Boston: Pearson Education Canada. p 70, 104, 117. McBurney, H. & White, L. 2009. Research Methods: Examples & Explanations Series. New York: Cengage Learning. p 104. Meyer, Pamela. 2010. From Workplace to Playspace: Innovating, Learning and Changing Through Dynamic Engagement. New York: John Wiley and Sons. p 5. Monsen, R. & Van Horn, L. 2008. Research: Successful Approaches. NY: American Dietetic Association. p 65-72. O'Leary, Zina. 2009. The Essential Guide to Doing Your Research Project. USA: SAGE Publications Ltd. p 223, 230-232. Paley, Norton. 2006. The manager's guide to competitive marketing strategies. New York: Thorogood Publishing. p 304. Richards, L. & Morse, J. 2007. User’s Guide To Qualitative Methods. USA: Sage Publications Inc. p 12. Rubin, Donald. 2006. Matched sampling for causal effects. Cambridge: Cambridge University Press. p 10. Schutt, R. 2006. Investigating the Social World. USA: Sage Publications. p 423-426,412-416 Vartanian, Thomas. 2010. Secondary Data Analysis. Oxford: Oxford University Press. p 55-60. Weimann, Oliver. 2007. Opportunities and Restrictions of the Internet in Marketing Communication Strategies. New York: GRIN Verlag. p 46-47. Yin, Robert. 2010. Qualitative Research from Start to Finish. New York: Guilford Press. p 132-134. Zhang, Chunlong. 2007. Fundamentals of environmental sampling and analysis. New York: Wiley-Interscience. p 230. Read More