Marketing Management: Brief edition elected lower house, Peninsular Malays hereditary rulers in all but Melaka, Penang, Sabah, and Sarawak, where governors are appointed by the Malaysian Government; powers of state governments are limited by the federal constitution under terms of the federation Sabah and sarawak retain certain constitutional prerogatives(e.g, the right to maintain their own immigration controls); Sabah- holds 20 seats in House of Representatives, with foreign affairs, defense, internal security, and other powers delegated to federal government; Sarawak holds 28 seats in House of Representatives, with foreign affairs, defense, internal security, and other powers delegated to federal government Economy -overview: Malays ia made a quick economic recovery in 1999 from its worst recession since independence in 1957. GDP grew 5%, responding to a dynamic export sector, which grew over 10% and fiscal stimulus from higher government spending. The large export surplus has enabled the country to build up its already substantial financial reserves, to $31 billion at yearend 1999. This stable macroeconomic environment, in which both inflation and unemployment stand at 3% or less, has made possible the relaxation of most of the capital controls imposed by the government in 1998 to counter the impact of the Asian financial crisis Government and private forecasters expect Malaysia to continue this trend in 2000 predicting GDP to grow another 5% to 6%. While Malaysia's immed iate economic horizon looks bright, its long-term prospects are clouded by the lack of reforms in the corporate sector, particularly those dealing with competitiveness and high corporate debt Ethnic groups: Malay and other indigenous 58%, Chinese 26%, Ind ian 7%, others Religions: Islam, Buddhism, Daoism, Hinduism, Christianity, Sikhism; note-in add ition, Shamanism is practiced in East Malaysia Languages: Bahasa Melayu (official), English, Chinese dialects (Cantonese, Mandarin, Hokkien, Hakka, Hainan, Foochow ) Tamil, Telugu, Malayalam, Panjabi Thai; note-in addition, in East Malaysia several indigenous languages are spoken, the largest of which are iban and Kadazan Literacy: definition: age 15 and over can read and write total population: 83.5% male 89.1% female:78.1%(1995est) Telephones: main lines in use: 4.4 million(1998) Telephones- mobile cellular: 2.1 nillion(1998) Telephone system: international serv ice good domestic: good intercity 11
Marketing Management: Brief edition 11 nonelected upper house and an elected lower house; Peninsular Malaysian states - hereditary rulers in all but Melaka, Penang, Sabah, and Sarawak, where governors are appointed by the Malaysian Government; powers of state governments are limited by the federal constitution; under terms of the federation, Sabah and Sarawak retain certain constitutional prerogatives (e.g., the right to maintain their own immigration controls); Sabah - holds 20 seats in House of Representatives, with foreign affairs, defense, internal security, and other powers delegated to federal government; Sarawak - holds 28 seats in House of Representatives, with foreign affairs, defense, internal security, and other powers delegated to federal government Economy - overview: Malaysia made a quick economic recovery in 1999 from its worst recession since independence in 1957. GDP grew 5%, responding to a dynamic export sector, which grew over 10% and fiscal stimulus from higher government spending. The large export surplus has enabled the country to build up its already substantial financial reserves, to $31 billion at yearend 1999. This stable macroeconomic environment, in which both inflation and unemployment stand at 3% or less, has made possible the relaxation of most of the capital controls imposed by the government in 1998 to counter the impact of the Asian financial crisis. Government and private forecasters expect Malaysia to continue this trend in 2000, predicting GDP to grow another 5% to 6%. While Malaysia's immediate economic horizon looks bright, its long-term prospects are clouded by the lack of reforms in the corporate sector, particularly those dealing with competitiveness and high corporate debt. Ethnic groups: Malay and other indigenous 58%, Chinese 26%, Indian 7%, others 9% Religions: Islam, Buddhism, Daoism, Hinduism, Christianity, Sikhism; note - in addition, Shamanism is practiced in East Malaysia Languages: Bahasa Melayu (official), English, Chinese dialects (Cantonese, Mandarin, Hokkien, Hakka, Hainan, Foochow), Tamil, Telugu, Malayalam, Panjabi, Thai; note - in addition, in East Malaysia several indigenous languages are spoken, the largest of which are Iban and Kadazan Literacy: definition: age 15 and over can read and write total population: 83.5% male: 89.1% female: 78.1% (1995 est.) Telephones: main lines in use: 4.4 million (1998) Telephones - mobile cellular: 2.17 million (1998) Telephone system: international service good domestic: good intercity
Marketing Management: Brief edition service provided on Peninsular Malay sia mainly by microwave radio relay; adequate intercity microwave radio relay network between Sabah and Sarawak via Brunei; domestic satellite system with 2 earth stations international submarine cables to India Hong Kong, and Singapore; satellite earth stations-2 Intelsat (1 Indian Ocean and 1 Pacific Ocean) Radio broadcast stations: AM 56, FM 31(plus 13 repeater stations), shortwave 5 (1999)Radios: 9. 1 million (1997) Television broadcast stations: 27(plus 15 high-power repeaters)(1999) Televisions: 3.6 million (1997) Internet Servic Providers(Isps): 8(1999)Merchant marine: total: 361 ships(1,000 GRT or over) totaling 5,000, 706 GRT/7, 393, 915 DWT ships by type: bulk 61, cargo 119, chemical tanker 34, container 55, liquified gas 19, livestock carrier 1, passenger 2, petroleum tanker 57, refrigerated cargo 1, roll-on/roll-off 6, specialized tanker 1, vehicle carrier 5(1999 est. )Airports: 115(1999 est. Airports- with paved runways: total: 32 01 3047m:52,438to3,047m:41,524to2,437m:ll914tol,523m:6 under914m:6 (1999st) 2.5 Marketing Research Market research and marketing re search are often confused. Marker' research is simply research into a specific market. It is a very narrow concept. Marketing research is much broader. It not only includes'market'research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions American Marketing association -Official Definition of Marketing Research Marketing research is the function that links the consumer; customer: and public to the marketer through information- information used to identify and define marke ting opportunities and problems, generate, refine, and evaluate marketing actions and improve unders tanding of mark process. Marke ting research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications Obviously, this is a very long and involved definition of marketing research
Marketing Management: Brief edition 12 service provided on Peninsular Malaysia mainly by microwave radio relay; adequate intercity microwave radio relay network between Sabah and Sarawak via Brunei; domestic satellite system with 2 earth stations international: submarine cables to India, Hong Kong, and Singapore; satellite earth stations - 2 Intelsat (1 Indian Ocean and 1 Pacific Ocean) Radio broadcast stations: AM 56, FM 31 (plus 13 repeater stations), shortwave 5 (1999) Radios: 9.1 million (1997) Television broadcast stations: 27 (plus 15 high-power repeaters) (1999) Televisions: 3.6 million (1997) Internet Service Providers (ISPs): 8 (1999) Merchant marine: total: 361 ships (1,000 GRT or over) totaling 5,000,706 GRT/7,393,915 DWT ships by type: bulk 61, cargo 119, chemical tanker 34, container 55, liquified gas 19, livestock carrier 1, passenger 2, petroleum tanker 57, refrigerated cargo 1, roll-on/roll-off 6, specialized tanker 1, vehicle carrier 5 (1999 est.) Airports: 115 (1999 est.) Airports - with paved runways: total: 32 over 3,047 m: 5 2,438 to 3,047 m: 4 1,524 to 2,437 m: 11 914 to 1,523 m: 6 under 914 m: 6 (1999 est.) 2.5 Marketing Research Market research and marketing research are often confused. 'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions: American Marketing association - Official Definition of Marketing Research: Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications. Obviously, this is a very long and involved definition of marketing research
Marketing Management: Brief edition Palmer(2000 ) Marke ting research is about researching the whole of a company marketing proces This explanation is far more straightforward i.e. marketing research into the elements of the marketing mix, competitors, markets, and everything to do with the customers 2.5.1 the marketing research process Marketing research is gathered using a systematic approach. An example of one follows 1. Define the problem. Never conduct research for things that you would 'liketo know. Make sure that you really 'need to know something. The problem then becomes the focus of the research. For example, why are sales falling in New Zealand? 2. How will you collect the data that you will analyze to solve your problem? Do we conduct a telephone survey, or do we arrange a focus group? The methods of data collection will be discussed in more detail later 3. Select a sampling method. Do we us a random sample, stratified sample, or cluster 4. How will we analyze any data collected? What software will we use? What degree of accuracy is required? 5. Decide upon a budget and a timeframe 6. Go back and speak to the managers or clients requesting the research. Make sure that you agree on the problem! If you gain approval, then move on to step seven. 7 Go ahead and collect the data 8. Conduct the analysis of the data 9. Check for errors. It is not uncommon to find errors in sampl ing, data collection method, or analytic mistake 10. Write your final report. This will contain charts, tables, and diagrams that will ommunicate the results of the research, and hopefully lead to a solution to your problem. Watch out for errors in interpretation 2.5. 2 sources of data primary and secondary There are two main sources of data- primary and secondary. Primary research is conducted from scratch. It is original and collected to solve the problem in hand
Marketing Management: Brief edition 13 Palmer (2000): Marketing research is about researching the whole of a company's marketing process This explanation is far more straightforward i.e. marketing research into the elements of the marketing mix, competitors, markets, and everything to do with the customers. 2.5.1 the marketing research process Marketing research is gathered using a systematic approach. An example of one follows: 1. Define the problem. Never conduct research for things that you would 'like' to know. Make sure that you really 'need' to know something. The problem then becomes the focus of the research. For example, why are sales falling in New Zealand? 2. How will you collect the data that you will analyze to solve your problem? Do we conduct a telephone survey, or do we arrange a focus group? The methods of data collection will be discussed in more detail later. 3. Select a sampling method. Do we us a random sample, stratified sample, or cluster sample? 4. How will we analyze any data collected? What software will we use? What degree of accuracy is required? 5. Decide upon a budget and a timeframe. 6. Go back and speak to the managers or clients requesting the research. Make sure that you agree on the problem! If you gain approval, then move on to step seven. 7. Go ahead and collect the data. 8. Conduct the analysis of the data. 9. Check for errors. It is not uncommon to find errors in sampling, data collection method, or analytic mistakes. 10. Write your final report. This will contain charts, tables, and diagrams that will communicate the results of the research, and hopefully lead to a solution to your problem. Watch out for errors in interpretation. 2.5.2 sources of data - primary and secondary There are two main sources of data - primary and secondary. Primary research is conducted from scratch. It is original and collected to solve the problem in hand
Marketing Management: Brief edition Secondary research, also known as desk research, already exists since it has been collected for other purposes 2.5.3 primary research There are many was to conduct primary research. We consider some of them 1. Interviews 2. Mystery shopping 3. Focus groups 4. Projective techniques 5. Product tests 6. Diaries 7. Omnibus studies 2.5.3.1 Interviews This is the technique most associated with marketing research. Interviews can be telephone, face-to-face, or over the Internet 2.5.3. 1.1 Telephone Interviews Telephone ownership is very common in developed countries. It is ideal for collecting data from a geographically dispersed sample. The interviews tend to be very structured and tend to lack depth telephone interviews are cheaper to conduct than face-to-face interviews(on a per person basis) Advantages of telephone interviews Can be geographically spread Can be set up and conducted relatively cheaply Random samples can be selected Cheaper than face-to-face interviews Disadvantages of telephone interviews Respondents can simply hang up Interviews tend to be a lot shorter Visual aids cannot be used Researchers cannot behavior or body language 2.5.3. 1.2 Face-to-face Interviews
Marketing Management: Brief edition 14 Secondary research, also known as desk research, already exists since it has been collected for other purposes. 2.5.3 primary research There are many was to conduct primary research. We consider some of them: 1. Interviews 2. Mystery shopping 3. Focus groups 4. Projective techniques 5. Product tests 6. Diaries 7. Omnibus Studies 2.5.3.1 Interviews This is the technique most associated with marketing research. Interviews can be telephone, face-to-face, or over the Internet. 2.5.3.1.1 Telephone Interviews Telephone ownership is very common in developed countries. It is ideal for collecting data from a geographically dispersed sample. The interviews tend to be very structured and tend to lack depth. Telephone interviews are cheaper to conduct than face-to-face interviews (on a per person basis). Advantages of telephone interviews Can be geographically spread Can be set up and conducted relatively cheaply Random samples can be selected Cheaper than face-to-face interviews Disadvantages of telephone interviews Respondents can simply hang up Interviews tend to be a lot shorter Visual aids cannot be used Researchers cannot behavior or body language 2.5.3.1.2 Face-to-face Interviews
Marketing Management: Brief edition Face-to face interviews are conducted between a market researcher and a respondent Data is collected on a survey. Some surveys are very rigid or'structured' and use ily compared. Other face-to-face depth, and depend upon more open forms of questioning. The research will probe and develop points of interest Advantages offace-to-face interviews They allow more ' depth Physical prompts such as products and pictures can be used Body language can emphasize responses Respondents can be 'observed at the same time Disadvantages of face-to-face interviews Interviews can be expensive It can take a long period of time to arrange and conduct Some respondents will give biased responses when face-to-face with a researcher. 2.5.3.1.3 The Internet The Internet can be used in a number of ways to collect primary data. Visitors to sites can be asked to complete electronic questionnaires. However responses will increase if an incentive is offered such as a free newsletter, or free membership. Other important data is collected when visitors sign up for membership Advantages of the Internet Relatively inexpensive Uses graphics and visual aids Random samples can be selected Visitors tend to be loyal to particular sites and are willing to give up time to complete the forms Disadvantages of the Internet Only surveys current, not potential customers Needs knowled ge of software to set up questionnaires and methods of processing data May deter visitors from your website 2.5.3. 1.4 Mail survey In many countries, the mail survey is the most appropriate way to gather primary data Lists are collated, or purchased, and a predesigned questionnaire is mailed to a sample of respondents. Mail surveys do not tend to generate more than a 5-10% response rate
Marketing Management: Brief edition 15 Face-to face interviews are conducted between a market researcher and a respondent. Data is collected on a survey. Some surveys are very rigid or 'structured' and use closed questions. Data is easily compared. Other face-to-face interviews are more 'in depth,' and depend upon more open forms of questioning. The research will probe and develop points of interest. Advantages of face-to-face interviews They allow more 'depth' Physical prompts such as products and pictures can be used Body language can emphasize responses Respondents can be 'observed' at the same time Disadvantages of face-to-face interviews Interviews can be expensive It can take a long period of time to arrange and conduct. Some respondents will give biased responses when face-to-face with a researcher. 2.5.3.1.3 The Internet The Internet can be used in a number of ways to collect primary data. Visitors to sites can be asked to complete electronic questionnaires. However responses will increase if an incentive is offered such as a free newsletter, or free membership. Other important data is collected when visitors sign up for membership. Advantages of the Internet Relatively inexpensive Uses graphics and visual aids Random samples can be selected Visitors tend to be loyal to particular sites and are willing to give up time to complete the forms Disadvantages of the Internet Only surveys current, not potential customers. Needs knowledge of software to set up questionnaires and methods of processing data May deter visitors from your website. 2.5.3.1.4 Mail Survey In many countries, the mail survey is the most appropriate way to gather primary data. Lists are collated, or purchased, and a predesigned questionnaire is mailed to a sample of respondents. Mail surveys do not tend to generate more than a 5-10% response rate