ABB 10302 PRINCIPLES OF MARKETING

A-2-02 1630 1830 WEDNESDAY

fakhrulnizam@ gmail.com
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Agenda
Chapter 3 Recap Marketing Environment 10 mins

Individual Assignment
Chapter 4 Marketing Research Group Assignment 4 Presentation

10 mins
1 Hour 10 mins 30 Mins

Chapter 4

Marketing Research

2. Type of Marketing Research

1. Types of Research

Market Research

3. Marketing Research Process

4. Ethics in Marketing Research

Dr V -Principle of Marketing

Offer best solution & gain >$$$

Can he really solve my problem?

'What business are we In?

Finding the answer requires a great deal of research, analysis & thought.
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COST OF LIGHT COST OF DARKNESS

Market Research is an aid to decision making and not a substitute.

Market Research

Systematic design, collection, analysis, & reporting of data and Findings relevant to a specific marketing situation facing a company.

Marketing Research Process

1. Define Problem & Research
Objectives

2. Develop Research Plan for

collecting information

3. Implement Research Plan

collecting and analyzing data

4. Interpreting and reporting the

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findings

DEFINE PROBLEM & RESEARCH OBJECTIVES

dESCRIPTIVE

eXPLORATORY

cAUSAL

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Developing Research Plan

Secondary Resources

Primary Resources

Qualitative

Quantitative

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Secondary Data Sources

Internal External

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Primary Data Sources

Research Approaches Contact Methods Sampling Plan Research Instruments

Observation

Mail

Sampling Unit

Questionnaire

Survey

Telephone

Sample Size

Mechanical
Instruments

Experiment

Personal Online

Sampling procedure

Planning Primary Data Collection

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Limitations of Marketing Research

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Ethics in Marketing Research

Intrusions on consumer privacy
Personal Data Protection Act 2012

The misuse of research findings

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Marketing information system (MIS)

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Example of MIS?
Point of Sales (POS) System Feedback System Reward System
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Dr V -Principle of Marketing

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Class Activities
Malindo Air the new entrance of Malaysias budget airline to be based in KLIA 2.
Develop a marketing research of the selected airlines on how they could capture the market? Malaysia Airlines, Air Asia, Malindo Air
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Define Problem & Research Objectives

1. Issue 1 2. Issue 2 3 Issue 3

Exploratory Descriptive

Causal

Develop Research Plan for collecting information Factors

1. Pricing 2. Technology 3. List all the options : 1. 2. 3. 4.
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Present

Future

Develop Research Plan for collecting information Factors 1. Pricing 2. Technology 3. Option 1 Option 2 Option 3 Option 4

Interpreting and reporting the findings \ Strategic Decision 1. 2. 3. 4.

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Assignment
Individual 7 By using the marketing research process, please analyze the usage of aerobridge system at KLIA 2 Terminal

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Individual 8 How is Airport Information Systems (AIS) used for marketing research?

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Group Assignment
Choose one of your preferred airlines . Make a reference to the failure campaign of Coca Cola in the textbook.
By using the same marketing research Process, present your findings in the class

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References
Kotler, Philip & Gary Armstrong Principles of Marketing. Eleventh Edition:
undefined. (2012). Marketing Research Methods. In Marketing Research Methods. Retrieved 27th August 2012, from http://tutor2u.net. undefined. (undefined). Marketing Your Business. In Types of Market Research. Retrieved 28th August 2012, from http://www.smallbusinessnotes.com.

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