Marketing Research: Agency Review

Marketing Research Questions

Question 1

            a)

One of the reasons why marketing research will continue to play a significant role in all types of organizations globally is because it guarantees the success of any marketing campaign which in turn translates to high sales.

The global business world is very competitive and it is only through marketing research that we can keep tabs on ones competitors.

In addition to that, marketing research helps in understanding the needs of the clients which will help the business adapt in response.

Marketing research further helps in making well-informed market decisions about ones services and develop effective strategies.

Another benefit is that it helps you in deciding which advertising medium works best for your business in the global market.

Through market research one is able to recognize new areas for expansion, and increase your customer base

Detailed market research can help you in lowering risk. It shows you where the opportunities that will produce results are and keeps you focused on them.

Just to add on to that, marketing research help in setting up achievable targets for business growth, sales, and latest product developments.

b)

SBO Research is a Market and Social Research company based in Nairobi, Kenya, with branches and affiliate partners in several other countries. Some of the services that it offers include online questioners, Computer Aided Telephone Interviews, Mobile Assisted Personal Interviews and Mystery shopping/ Immersions.

Sagaci Research is another company based in Kenya that does market intelligence across Africa. Their main areas of operation include market research, data analysis, industry understanding, desk research and route to market.

Consumer research is perhaps the most well-known firm engaging in market research in Kenya. It uses Qualitative and Quantitative techniques including Computer Assisted Telephone Interviews (CATI), Computer assisted Personal Interviews (CAPI), paper interview, mobile and online data collection, in-depth interviews and focus group discussions..

Consumer Trends is a professional services firm specializing in Research services and business advisory specifically focusing on planning, strategy and training. 

Strategic Africa Ltd  was founded in 1996 with a mission of providing cutting edge research and communication services to a growing local and international clientele.  Strategic Africa Ltd  has grown to be a market leader in market research, socio-economic surveys, public opinions surveys and media research.

Last but not least is consumer options. Consumer Options is a full service market research company. It delivers insights by combining research outcomes; real time data and smart thinking to enable one make insightful decisions.

Question 2

Question 3

Question 4

Tangibles: This is the physical appearance of a product or the way a service is delivered.

Reliability: This is the ability to perform the promised service dependently and accurately.

Responsiveness: This is the willingness of the product or service provider to help the customer and provide the help promptly.

Assurance: Assurance is the knowledge and courtesy of the employees or service providers involved to convey trust and confidence especially in the product.

Empathy: This is the caring and individualized attention the firm provides its customers.

References

Arnett, D. B., & Wittmann, C. M. (2014). Improving marketing success: The role of tacit knowledge exchange between sales and marketing. Journal of Business Research, 67(3), 324-331.

Dabholkar, P. A. (2015). How to improve perceived service quality by increasing customer participation. In Proceedings of the 1990 academy of marketing science (AMS) annual conference (pp. 483-487). Springer, Cham.

Esomar. (n.d.). Esomar. Retrieved March 5, 2018, from Esomar Website: https://directory.esomar.org/country94_Kenya/

McQuarrie, E. F. (2015). The market research toolbox: a concise guide for beginners. Sage Publications.

Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of marketing research, 29(3), 314.