The sales manager of a potato chip manufacturing company ltd noticed that the sales of a winning brand have been declining two months in a row. He interpreted the problem as ineffective advertising. He instructed the marketing researcher to investigate the efficiency of the advertising campaign. The researcher conducted an exploratory research and discovered that the retailer support had declined because of new competitive quality products which provided higher value and profit margins on sales. Retailers are therefore making more profit by selling the competitive quality product. This information made it clear to the researcher that an investigation of advertising effectiveness would not solve the problem instead re-definition of the problem was necessary. Subsequently, it was defined in conjunction with the sales manager as competitive pricing based on quality and profit margins. Furthermore, the researcher realized that there are many factors that contribute to the success of the company on the market place, aimed at satisfying the needs and wants of customers which are met by creating the quality products and adequate services. He, therefore concluded that marketing operates in a dynamic environment and is facing new challenges brought about by players new or old.

Source: Donald et al, (2006), Business research methods,

1. With regards to Potato chip manufacturer, why should there be any question about the definition of research? [5 Marks]
2. You are the departmental head- Marketing Manager- of Potato Chip manufacturing company ltd and have the Sales manager and the marketing researcher reporting to you as your subordinates. You have received the research report on the findings done by the researcher. What are the six key qualities you will be looking for in the report?

[12 Marks]

3. Define the distinction between primary, secondary and tertiary sources in a secondary research. [8 Marks]