The Marketing Book 5th Edition

Marketing research 175

Poorly thought-out marketing decisions can

cause major problems; sometimes with dis-

astrous consequences.

He proceeds to quote Rickards’ (1974) goal-
oriented approach to problem definition which
‘employs identifying needs, obstacles and con-
straints in the search for an adequate definition
of the problem’:

1 Write down a description of the problem,
then ask:
(i) What do we need to accomplish
(needs)?
(ii) What are the obstacles?
(iii) What constraints must we accept to
solve the problem?
(iv) Redefine the problem, bearing the
above in mind.

Secondary data

Secondary data, which consist of previously
published material, should always be consulted
before commencing primary research.

Newsom-Smith (1988) says that secondary

data can:

1 Provide a background to primary research; if

the research has already been conducted by

someone else, why repeat it, if the current

research objectives are met? Even if it doesn’t

fulfil exactly what is needed, it may help

determine key variables that any subsequent

primary research will have to investigate; it

may help determine sampling methods/sample

sizes; alert researchers to key personnel in the

environment, and illustrate active trends.

2 Act as a substitute for field research; primary

research can be very costly and secondary

data may help save unnecessary expenditure in

that published data may fully meet all the

current research objectives. Even if not all

questions are answered, then the scope of the

primary research may be substantially reduced.

A cost–benefit analysis should be made to

weigh the cost of further costly primary

research against the advantages of less

detailed, but cheaper, secondary research.

3 Baker (1991) says that some research may only

be carried out realistically by the use of

Table 8.1 Comparison of qualitative and quantitative research methods

Qualitative Quantitative

Open-ended, dynamic, flexible Statistical and numerical measurement

Depth of understanding Subgroup sampling or comparisons

Taps consumer creativity Survey can be repeated in the future and

results compared

Database – broader and deeper Taps individual responses

Penetrates rationalized or superficial responses Less dependent on research executive skills or

orientation

Richer source of ideas for marketing and

creative teams

Source: Gordon and Langmaid (1988).