Teaching and Learning Activity:

Solution

Module: Research Methods (HRMM330-1)

Week number (Date): 2 (7 March 2024)
Unit covered: Unit 3 (Chapters 3 & 4)

Instructions:
Last week’s activity was based on Unit 3 of the prescribed courseware for this
module.

Below are the suggested solutions for that activity.

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Question 1 (15 marks)
Read the extract from the website below and answer the questions that follow.
RADIO: Shocking Truth About Empty Stadiums

…The Absa Premiership has a reputation for being one of the best leagues on the
African continent, yet is plagued by the problem of poor stadium attendance. In this
episode of The Big Issue, we investigate why Mzansi football fans no longer attend
matches. We speak to Botha Msila, Dumisa Ngobe and Mduduzi Mdantsane to get
various perspectives on the matter. ...

Soccer Laduma. [website]. RADIO: Shocking Truth About Empty Stadiums. Retrieved
from
https://www.soccerladuma.co.za/sl-radio/news/articles/categories/sl-radio/the-big-
issue-shocking-truth-about-empty-stadiums/650237 [Accessed 03 August 2023].

Required:
Based on the extract from the article above and a marketing perspective, identify the
first three (3) stages in the marketing research process, and list four (4) typical
questions in each marketing research process which the market researcher must
consider.

Suggested Solution: Unit 3, Chapter 3, p. 52

Note: A total of four (4) marks are to be awarded for the typical questions identified in
each stage of the marketing research process.

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Formulate problem: √
Typical questions-
• What is the purpose of the study (problem-solving or opportunity identification)?
√
• Is more background information required? √
• What information is required to make the decision? √
• How will information be used? √
• Should the research be conducted?

Determine research design: √

Typical questions-
• How much is already known about the problem? √
• Can a hypothesis be formulated? √
• What types of questions need to be answered? √
• What type of study will best address the identified research questions? √

Determine data collection method and forms: √

Typical questions-
• Can existing data be beneficially used? √
• What is to be measured? √
• How? √
• Are there any cultural factors that need to be considered when designing the data
collection method? √
• Are there any legal restrictions that need to be considered? √
• Can objective answers be obtained to the identified questions? √
• How should people be questioned? √
• Should questionnaires be administered personally, telephonically or through the
mail? √
• If using observation, should this be done using electronic or mechanical means?
√

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 • What specific behaviours should be observed? √
• Should data collection follow a structured or unstructured approach? √
• Should the purpose of the study be known or hidden from the respondents? √
• Should rating scaled be used in questionnaires? √

Question 2 (6 marks)
Differentiate between a problem and an opportunity. In your opinion, state whether
the extract from the article represents an opportunity or a problem.

Suggested solution: Unit 3 (Chapter 4) p 58-59

A problem indicates that something is wrong and needs attention. It refers to those
independent variables that prevent conformity between the enterprise's performance
standards and planned objectives. A problem results from an ineffective marketing
strategy, a change in situational factors, or a combination of the two. √√
An opportunity refers to an existing situation where performance can be improved by
undertaking new activities. An opportunity is a situation that contains potential
advantages for the enterprise, which, if identified and utilised, could be profitable. While
unrealised objectives characterise problems, no formal method exists for monitoring
opportunities. √√
In my opinion, the article does represent a problem of non-spectator support at live
soccer matches at stadiums, possibly through ineffective marketing strategies, but the
problem also presents new marketing opportunities if the symptoms of the problem have
been correctly diagnosed through adequate research. √√

To enhance your learning experience, watch the following YouTube video titled
‘Marketing research process’.

The Personify Growth. 2022. Marketing research process YouTube. [Video]. Retrieved
from https://www.youtube.com/watch?v=-2chPsyU8Vc. [Accessed 19 February 2024]

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