Introduction for Market research

First Session

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Knowledge

1. K01: Role of research in business

   • The role of research in consumer products and public policy is emphasized, directly linking to this knowledge area.

2. K02: Addressing business/customer/policy questions

   • Examples like pandemic decision-making and product development fit this description.

3. K03: Quantitative research principles

   • Use of surveys and polls connects to quantitative research methods like sampling.

4. K04: Qualitative research principles

   • Social research and analyzing social media data are examples of qualitative research.

5. K05: Research methodologies

   • The discussion on primary research and surveys demonstrates methodological knowledge.

6. K06: Primary research approaches

   • Conducting consumer surveys is a clear example of primary research.

7. K07: Secondary research approaches

   • Analyzing existing data (e.g., social media or hospital stats) reflects secondary research knowledge.

8. K08: Research project management

   • The process from problem definition to application highlights project management skills.

9. K09: Regulatory requirements

   • Ethical practices from MRS and ESOMAR align with GDPR and ethical standards.

10. K10 & K11: Technologies, tools for data visualization

• Reference to predictive analytics and processing data connects to the use of tools for research and visualization.

Skills

1. S02 & S03: Data collection, analysis, and presentation

   • The conversion of raw data into insights and actionable findings fits these skills.

2. S04: Making evidence-based recommendations

   • Applied research in public health and consumer products involves evidence-based recommendations.

3. S06: Translating objectives into research design

   • Designing research for specific objectives, like tracking virus spread or understanding preferences, is evident.

4. S07 & S08: Using relevant IT tools and research software

   • Mention of analytics tools demonstrates skills in this area.

5. S09: Selecting research design techniques

   • The content discusses using surveys and predictive analytics, reflecting appropriate technique selection.

6. S10: Evaluating research findings to derive insights

   • Deriving insights from public policy or product research showcases evaluation skills.

Behaviours

1. B1: Works without bias

   • Ethical guidelines from MRS and ESOMAR ensure unbiased research.

2. B4: Works ethically, respecting data privacy

   • Examples of social media analysis highlight privacy-respecting practices.

3. B5: Adapts flexibly to circumstances

   • Examples like pandemic research demonstrate adaptability.

4. B6: Takes responsibility, shows initiative, and is organised

   • End-to-end research management aligns with this behavior.

KSBs Achieved from the Provided Content

Knowledge:

1. K01: Role of research in business

   • Highlighted through examples of using research to guide marketing processes, improve customer satisfaction, and enhance stakeholder relationships across sectors.

2. K02: How research addresses business/customer/policy questions

   • Evident in applying research to evaluate social policies, marketing strategies, and resource allocation.

3. K03: Quantitative research principles

   • Suggested in measuring customer satisfaction, tracking market trends, and evaluating program delivery through data collection and analysis.

4. K04: Qualitative research principles

   • Seen in understanding customer behavior, attitudes, and stakeholder beliefs to influence decision-making.

5. K05: Research methodologies

   • Demonstrated through examples of marketing audits, SWOT analysis, and the application of the four Ps in strategy development.

6. K06: Primary research approaches

   • Evident in collecting firsthand data for purposes like testing advertising concepts, evaluating stakeholder satisfaction, and understanding societal attitudes.

7. K07: Secondary research approaches

   • Implied in analyzing competitor activity, monitoring trends, and building long-term knowledge.

8. K08: Research project management

   • Reflected in organizing marketing audits, managing international research coordination, and planning strategies.

9. K09: Regulatory requirements

   • Implicitly addressed in conducting research that respects stakeholder privacy, particularly in sensitive areas like social policy.

Skills:

1. S01: Liaising with clients, stakeholders, and suppliers

   • Inferred from the need to manage relationships with stakeholders in social research and marketing processes.

2. S02: Data collection, analysis, presentation, and storage

   • Evident in examples of data-driven decision-making (DDD) and the role of research in evaluating programs and marketing strategies.

3. S03: Interpreting and presenting research findings

   • Achieved by converting raw data into actionable insights for improved resource use and stakeholder engagement.

4. S06: Translating objectives into research design

   • Demonstrated in setting marketing objectives based on SWOT analysis and environmental audits.

5. S09: Selecting appropriate research design techniques

   • Evident in adapting methods to meet the needs of diverse research contexts (e.g., marketing mix, social research focus).

6. S10: Evaluating research findings to derive insights

   • Seen in examples of understanding customer needs and improving decision-making based on credible evidence.

Behaviours:

1. B1: Works without bias

   • Demonstrated through research's role in objective decision-making and addressing diverse societal and customer needs.

2. B4: Works ethically, respecting data privacy

   • Implied in the ethical handling of sensitive data, particularly in social research contexts.

3. B5: Adapts flexibly to circumstances

   • Evident in modifying strategies based on SWOT analysis and changing market trends.

4. B6: Takes responsibility, shows initiative, and is organised

   • Achieved through the detailed planning and implementation of marketing processes and research projects.

Summary

This content demonstrates a comprehensive application of Knowledge (K01–K09), Skills (S01, S02, S03, S06, S09, S10), and Behaviours (B1, B4, B5, B6). It aligns with the Level 4 Market Research Executive standards by emphasizing the strategic role of research in marketing, stakeholder engagement, and policy development.

Knowledge (K)

• K01: Role of research in business: The content emphasizes how understanding both internal resources and external factors helps a business like the NHS to position itself strategically in the market, enhancing decision-making and resource management.
• K02: How research addresses business/customer/policy questions: The marketing audit process is used to analyze and answer questions regarding the organization’s market position, industry trends, and competitive actions, ensuring that the NHS’s services align with patient needs and healthcare demands.
• K03: Quantitative research principles: The use of data for strategic planning and market analysis (e.g., understanding market conditions, competitors, and customer behavior) likely draws on quantitative research principles, particularly when evaluating external trends and setting measurable goals.
• K04: Qualitative research principles: The audit and SWOT analysis components likely involve qualitative insights, such as understanding patient needs, preferences, and perceptions, which are essential for forming the marketing strategy and objectives.
• K05: Research methodologies: The process of conducting a marketing audit and SWOT analysis involves various research methodologies, such as industry trend analysis and competitor research, which are essential to informing strategic decisions.
• K06: Primary research approaches: Methods like surveys, focus groups, and stakeholder interviews (e.g., with patients, staff, or healthcare providers) would be part of gathering insights for the audit and SWOT analysis.
• K07: Secondary research approaches: External research from industry reports, market data, and competitor analysis would be part of assessing the external environment in the audit.
• K09: Regulatory requirements: When assessing industry trends, especially in the context of healthcare, regulatory changes such as healthcare policies or privacy laws would be a key factor, impacting both external opportunities and threats.

Skills (S)

• S01: Liaising with clients, stakeholders, and suppliers: The content demonstrates how engaging with various stakeholders (e.g., patients, staff, and regulatory bodies) is vital in gathering insights for the audit and forming marketing strategies.
• S02: Data collection, analysis, presentation, and storage: The entire marketing audit process involves the collection and analysis of both internal and external data, which is essential for understanding market conditions, competitor actions, and organizational capabilities.
• S03: Interpreting and presenting research findings: The process described in the content involves interpreting the results of audits and SWOT analyses to guide decision-making and strategic planning, ensuring that insights are presented clearly to key stakeholders.
• S06: Translating objectives into research design: The marketing objectives (e.g., increasing awareness of mental health services) are translated into actionable plans, where research insights help shape the overall strategy and inform specific initiatives.
• S09: Selecting appropriate research design techniques: The choice of methods, such as SWOT analysis or market trend analysis, involves selecting the most suitable research techniques to address specific business questions.

Behaviours (B)

• B1: Works without bias: The process of conducting a marketing audit and SWOT analysis requires objective assessment of both internal strengths and weaknesses, as well as external opportunities and threats, to ensure that decisions are based on factual insights rather than biases.
• B3: Works collaboratively: The marketing audit process involves collaboration among various departments (e.g., marketing, healthcare providers, and IT), ensuring that insights and strategies are aligned with the organization’s goals.
• B4: Works ethically, respecting data privacy: In the healthcare sector, ensuring patient confidentiality and compliance with privacy regulations (e.g., GDPR) is a core ethical consideration, particularly when collecting and analyzing patient or market data.
• B5: Adapts flexibly to circumstances: The content reflects how organizations like the NHS must adapt to changing market conditions, industry trends, and patient needs, adjusting strategies as necessary for long-term growth and patient satisfaction.
• B6: Takes responsibility, shows initiative, and is organised: The marketing audit and strategy formulation process involves taking responsibility for both the analysis and implementation of findings, ensuring that resources are allocated effectively and objectives are met.

By aligning the marketing audit, SWOT analysis, and strategy formulation with these K.S.B., the NHS (or any organization) can enhance its decision-making, improve its competitive positioning, and create a clear, actionable path for growth.

Knowledge (K)

• K01: Role of research in business: The content highlights how marketing helps organizations (like the NHS) understand customer needs and use research to improve service offerings. The focus on patient-centered care and using feedback to predict future service needs aligns with research's role in informing business strategies.
• K02: How research addresses business/customer/policy questions: The NHS examples of identifying gaps (like mental health services) and launching virtual GP consultations demonstrate how research addresses real-world challenges and business needs, answering key questions about how to meet customer demands.
• K03: Quantitative research principles: The content indirectly references quantitative approaches, such as measuring the effectiveness of health campaigns or monitoring improvements (e.g., reducing waiting times), which would be based on data collection and statistical analysis.
• K04: Qualitative research principles: The NHS example also involves understanding patient feedback and demographic insights, often gathered through qualitative methods such as focus groups and interviews, which help refine service offerings.
• K05: Research methodologies: Developing marketing plans, assessing customer needs, and setting objectives involve employing both qualitative and quantitative research methods to evaluate market conditions and customer preferences.
• K06: Primary research approaches: The examples of patient feedback, virtual GP consultations, and health campaigns would involve primary research (e.g., surveys, interviews) to gather direct insights from patients and healthcare professionals.
• K07: Secondary research approaches: The content mentions evaluating market trends, patient demographics, and public health statistics, which rely on secondary research sources such as industry reports, governmental health data, and academic studies.
• K09: Regulatory requirements: The NHS's focus on patient-centered care and reducing waiting times would require adherence to healthcare regulations and privacy laws (e.g., GDPR) when collecting and managing patient data.

Skills (S)

• S01: Liaising with clients, stakeholders, and suppliers: The content emphasizes how marketers at the NHS must collaborate with clinical staff, IT, patient services, and external partners to implement initiatives such as mental health campaigns or virtual consultations.
• S02: Data collection, analysis, presentation, and storage: The process of creating marketing plans, such as launching public health campaigns or improving patient access, involves gathering and analyzing data (e.g., patient feedback, service usage patterns) to measure the effectiveness of these initiatives.
• S03: Interpreting and presenting research findings: The ability to present marketing objectives (such as reducing waiting times or promoting preventive care) based on research findings ensures the marketing plans align with organizational goals. This involves presenting data-driven insights to stakeholders.
• S06: Translating objectives into research design: The marketing objectives (e.g., reducing waiting times or increasing participation in health screenings) are directly tied to actionable research designs that help guide the development of marketing strategies.
• S09: Selecting appropriate research design techniques: In crafting a marketing plan, choosing appropriate methods (e.g., surveys, focus groups, trend analysis) is essential to aligning research techniques with the identified marketing goals.

Behaviours (B)

• B1: Works without bias: The focus on patient-centered care and responding to patient feedback demonstrates the NHS’s commitment to objective, unbiased decision-making. Marketers ensure that all patients' needs are considered in healthcare service offerings.
• B2: Seeks continuous professional development: The ongoing nature of marketing, especially in adapting to emerging trends like the rise in diabetes or mental health concerns, highlights how marketers stay informed about healthcare changes and continuously refine strategies.
• B3: Works collaboratively: As shown in the NHS examples, collaboration is key to successfully implementing marketing initiatives. Working with clinical teams, IT, and communications ensures cohesive and effective campaigns.
• B4: Works ethically, respecting data privacy: Patient data is handled with care to maintain confidentiality and comply with regulations. Marketers must consider ethical implications when collecting and using data, especially in sensitive healthcare contexts.
• B5: Adapts flexibly to circumstances: The content emphasizes the need for continuous adaptation in marketing efforts to meet changing patient needs and respond to emerging health concerns. The NHS must be flexible in adjusting its strategies based on new health trends or patient feedback.
• B6: Takes responsibility, shows initiative, and is organised: The process of identifying new opportunities (like virtual GP consultations) and crafting strategic marketing plans reflects a proactive, organized approach to marketing. Marketers take ownership of their initiatives and follow through on objectives to ensure success.