MARKETING RESEARCH (BUS 312) GROUP ASSIGNMENT
1. Discuss the concept of secondary data in research. Highlight its major sources,
advantages, and limitations in marketing research.
2. Explain the concept of the cost-benefit analysis of information. How can organizations
determine whether the cost of acquiring information is justified by its benefits?
3. Compare and contrast survey research panels with traditional survey methods. What are
the key strengths and weaknesses of survey panels in data collection?
4. Explain the essential elements of experimental research design. How do control and
randomization contribute to the validity of experimental results?
5. Discuss the importance of sampling in marketing research. How does it influence the
accuracy and reliability of research findings?
6. Differentiate between ex-post facto research and experimental research. Under what
conditions would a researcher choose ex-post facto research over experimentation?
7. Critically analyze the role of secondary data in marketing research. In what ways can
researchers ensure the credibility and reliability of secondary data sources?
8. Survey research panels are often used to collect longitudinal data. Explain the
significance of longitudinal studies in marketing research and discuss the challenges
associated with maintaining a survey panel over time.
9. Experimental research is considered the most rigorous method for establishing cause-and-
effect relationships. Discuss the ethical challenges researchers may face when conducting
experiments involving human participants.
10. Discuss the key factors that influence the determination of sample size in marketing
research. Provide examples to support your answer.
11. Differentiate between secondary data and primary data. Provide advantages and the
disadvantages of using both in marketing research
12. Examine the applications of ex-post facto research in social sciences. Provide at least two
examples of how this research method can be used to study real-world problems.
13. Discuss the key differences between probability sampling and non-probability sampling
in survey research panels. How does the choice of sampling method affect the
generalizability of findings?
14. Critically analyze the relationship between information quality and decision-making.
How can poor-quality information lead to business failures?
15. Design a hypothetical research study where you would use secondary data, a survey
research panel, an experiment, or an ex-post facto approach. Justify your choice of
research method and outline the steps you would take in conducting the study Define the
concept of research design and explain its significance in marketing research. How does
the choice of research design impact the validity of research findings?
16. Discuss the differences between qualitative and quantitative research methods. When
should a marketer use each approach? Provide practical examples.
17. Explain the role of hypothesis formulation in marketing research. How does hypothesis
testing contribute to decision-making in businesses?
18. Critically analyze the ethical considerations in conducting marketing research,
particularly in data collection and participant confidentiality.
19. Discuss the role of technology in modern marketing research. How has it influenced data
collection, analysis, and decision-making processes?
20. Compare and contrast probability and non-probability sampling techniques, providing
relevant examples of when each is appropriate in marketing research.
21. Explain the concept of diminishing returns in marketing research. At what point does
gathering additional information become unnecessary or unprofitable?
22. Discuss the ethical considerations in obtaining marketing information. How do issues
such as consumer privacy and data protection affect the cost and value of information?
NOTES
(a) Each group should have 10 members
(b) Minimum of 5 pages and fully referenced
(c) To be submitted on or before Monday 17th February, 2025