MARKETING RESEARCH

Marketing Research

Marketing Research

The Problem

Lately, the number of applicants in The University of Milton School of Business has been disappointing. Before they mount a marketing campaign to try to stimulate more applications, they have decided to conduct some marketing research. Therefore, the University of Milton wants to find out the attributes which high school students look for when choosing to apply for a college. They have decided to conduct a marketing research to analyze the marketing methods for attracting more students at the university.

Marketing Research

The primary objective of the markets research is to provide information, not data, and the decision making process at managerial level. Thus, market research for the University of Milton should provide appropriate factual information, so that decision can be made on the calculated facts.

Studies related to marketing research can be classified as basic or applied in nature. Basic research seeks to extend the frontiers of knowledge in some aspect of the marketing system. Research studies or applied research is interested in providing support to managers to make better decisions. These studies are directed toward specific organizational situations and determined by the requirements of decision-making process.

A valuable feature for basic research is that done in a careful and complete. In the case of applied research, the thoroughness of the investigation is in accordance with the needs of information that takes the person making the decision.

Keegan (2006) defines that market research is a technique to collect data from any aspect you want to know to interpret and make use of them. However, applied research method is suggested for the Milton University as this will help the organization in making calculated decision based on the ground realities, as applied research focuses on investigating all the facts and relevant situation, and in this case Milton University is willing to expand its services. Thus, it requires data not only from the secondary sources but also from the primary sources and applied research would enable the researcher to investigate all the relevant information. However, the objectives and benefits of marketing research should be understood clearly, as to enhance the understanding which type is more appropriate than other.

Data Collection Method

The technique in which the qualitative and quantitative techniques are used collectively for data collection purpose is called mixed research. Mixed research method is the third most important. The results of the mixed methodology are more reliable because it is more descriptive in ...