MKTG1002 Lecture Notes - Lecture 2: Conceptual Framework, Qualitative Property, Marketing Mix
Document Summary
Highlights the focus, context and scope of the research topic/project. This statement or question becomes the conceptual framework for the research project. All key concepts are contained in the research statement or question. The aim of the research is simply the research statement or question restated as an aim. The objectives of the research emerge from the aim of the research. The objectives of the research are the steps, or the actions, the researcher takes in order to accomplish the aim of the research. Research aim: how would you restate the research statement into a research aim. Conceptualising a research issue/problem is not always clear-cut. Some common challenges: too broad, vague, focusing on the symptoms, uncertain with details, preconceived or different mindsets (e. g. between client and researcher). A (cid:272)lie(cid:374)t to a resear(cid:272)h age(cid:374)(cid:272)(cid:455): (cid:862)we ha(cid:448)e dou(cid:271)led our ad(cid:448)ertisi(cid:374)g e(cid:454)pe(cid:374)ditures (cid:271)ut our sales did (cid:374)ot i(cid:373)pro(cid:448)e, (cid:449)e (cid:449)a(cid:374)t to k(cid:374)o(cid:449) (cid:449)h(cid:455)? (cid:863) (cid:894)(cid:272)lie(cid:374)t has a spe(cid:272)ifi(cid:272) goal(cid:895)
