The sales manager of a potato chip manufacturing company ltdnoticed that the sales of a winning brand have been declining twomonths in a row. He interpreted the problem as ‘ineffectiveadvertising’. He instructed the marketing researcher to investigatethe efficiency of the advertising campaign. The researcherconducted an exploratory research and discovered that the retailersupport had declined because of new competitive quality productswhich provided higher value and profit margins on sales. Retailersare therefore making more profit by selling the competitive qualityproduct. This information made it clear to the researcher that aninvestigation of advertising effectiveness would not solve theproblem instead re-definition of the problem was necessary.Subsequently, it was defined in conjunction with the sales manageras ‘competitive pricing based on quality and profit margins’.Furthermore, the researcher realized that there are many factorsthat contribute to the success of the company on the market place,aimed at satisfying the needs and wants of customers which are metby creating the quality products and adequate services. He,therefore concluded that marketing operates in a dynamicenvironment and is facing new challenges brought about by playersnew or old.
Source: Donald et al, (2006), Business research methods,
- With regards to Potato chip manufacturer, why should there beany question about the definition ofresearch? [5 Marks]
- You are the departmental head- Marketing Manager- of PotatoChip manufacturing company ltd and have the Sales manager and themarketing researcher reporting to you as your subordinates. Youhave received the research report on the findings done by theresearcher. What are the six key qualities you will be looking forin the report?
[12 Marks]
- Define the distinction between primary, secondary and tertiarysources in a secondaryresearch. [8 Marks]
