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graphicarts This page contains my Notes and slides for the classes, I am and will taking in Graphic Arts Institute . Just right click and then click save as and save into your drive.   PowerPoint PowerPoint...

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7 Functions of Human Resource Management This is broadly defined as any part of the management structure relating to people at work. It involves everything from recruitment to training to performance appraisal and overall employee welfare. HRM...

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Special Topics in Training and Development Orientation A formal process of familiarizing new employees with the organization, their jobs, and their work units. Benefits: 1.Lower turnover 2.Increased productivity 3.Improved employee...

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Foreign Bribery -- bribery condemned and illegal in many countries, yet practiced widely -- is it ethical to give into demands of bribery? ("when in Rome, do asthe Romans do?") ∙  What is bribery?...

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Briefly explain the two types of informal communication... Three main characteristics of a grapevine: First, it is not controlled by management. Second, it is perceived by most employees as being more believable and reliable than formal communiqués....

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Evolution of HRM

Category : Educational Notes

The evolution of HRM can be traced back to Kautilya Artha Shastra where he recommends that government must take active interest in public and private enterprise. He says that government must provide a proper procedure for regulating employee and employee relation

In the medieval times there were examples of kings like Allaudin Khilji who regulated the market and charged fixed prices and provided fixed salaries to their people. This was done to fight inflation and provide a decent standard of living

During the pre independence period of 1920 the trade union emerged. Many authors who have given the history of HRM say that HRM started because of trade union and the First World War.

The Royal commission in 1931 recommended the appointment of a labour welfare officer to look into the grievances of workers. The factory act of 1942 made it compulsory to appoint a labour welfare officer if the factory had 500 or more than 500 workers.

The international institute of personnel management and national institute of labour management were set up to look into problems faced by workers to provide solutions to them. The Second World War created awareness regarding workers rights and 1940’s to 1960’s saw the introduction of new technology to help workers.

The 1960’s extended the scope of human resource beyond welfare. Now it was a combination of welfare, industrial relation, administration together it was called personnel management.

With the second 5 year plan, heavy industries started and professional management became important. In the 70’s the focus was on efficiency of labour wile in the 80’s the focus was on new technology, making it necessary for new rules and regulations. In the 90’s the emphasis was on human values and development of people and with liberalization and changing type of working people became more and more important there by leading to HRM which is an advancement of personnel management.

Features of HRM or characteristics or nature

Category : Educational Notes, My Notes

1. HRM involves management functions like planning, organizing, directing and controlling

2. It involves procurement, development, maintenance of human resource

3. It helps to achieve individual, organizational and social objectives

4. HRM is a mighty disciplinary subject. It includes the study of management psychology communication, economics and sociology.

5. It involves team spirit and team work.

Definition of marketing

Category : Educational Notes

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution (4 Ps) of ideas, goods and services to create exchanges (with customers) that satisfy individual and organizational objectives.

Meeting Skills

Category : Educational Notes

1. What do we use meetings for?

Meetings are very important for the work of any organisation. Good meetings are important for collective decision-making, planning and follow-up, accountability, democracy, and other practices that will help you to build a good organisation. If meetings are used in the correct way, they can help an organisation to be efficient. However, like all organising tools, meetings can be used badly and end up not serving the purpose that they are supposed to. Sometimes we seem to attend too many long meetings, which discuss the same thing over and over again without seeming to move forward. Meetings can become places where conflict is played out. Some people can also see attending meetings as working for the organisation instead of seeing it as a tool for getting work done. We should try to make our meetings places where we get democratic and constructive participation and involvement from our members.

2. Important things to know about meetings

The purpose of meetings

Most people do not like attending meetings – especially if they are not sure what the purpose of the meeting is, or if it goes on too long and achieves too little. Meetings must not be too frequent or held just for the sake of it. There must be a need for a meeting. There should be decisions about the different types of meetings needed. For example, some meetings could be to discuss policy and others to discuss organisation (practical work).

Wherever possible the members must know what type of meeting they are going to and what the meeting is for – in other words, the PURPOSE of the meeting. Sometimes an organisation might call a special or extraordinary meeting.

There are different types of meetings and planning and it should take account of this.

Different types of meetings

Most organisations will hold the following types of meetings:

1. The general members meeting:
This is the most common meeting, which usually happens once a month or once every two weeks. The general members meeting should be the place where members are informed of developments, involved in decisions and given education and information that will help them to become more active in the organisation. General meetings are usually the places where decisions are made and where the executive reports on work they and other sub-committees have done.

2. Special meetings:
These can be called to discuss specific issues, for example preparing for a national conference or work on planning activities for the year. Any members who are interested should be invited to attend special meetings. They should not be run like general members meetings (with minutes, reports etc) but should only focus on the issues they’ve been called to discuss.

3. Executive meetings:
The executive should meet more regularly than the general members, and executive meetings should have a more business-like focus. The executive has to plan implementation for the organisation, monitor the work that has been done, deal with problems, and often (if you’re part of a larger organisation) relate to other levels of the organisation. They should discuss correspondence in detail and address problems as they come up. The executive should also keep an eye on the finances of the organisation and monitor income and expenditure. Every executive meeting should have an item on the agenda that plans for the next general members meeting. They should provide both leadership and administration to the organisation.

4. Annual General Meeting:
Most organisations have an Annual General Meeting laid down in their constitution. The AGM is the place where the executive accounts to all members about the activities of the year as well as the finances of the organisation. The AGM is also the place where new leaders are elected and are given a mandate to run the organisation for another year. Most AGM’s need at least the following two detailed reports to the members:

· The secretary’s report that lists plans of the organisation, the actual activities that took place that year, the achievements of the year, and the problems experienced.

· The treasurer’s report: a detailed financial report that lists all income from subscriptions, grants, donations, fundraising; and all expenditure. This report should also clearly state what the balance is and where that balance is held. It is important to have a written financial report at your AGM but very often members find financial reports difficult to understand and you should try and make it simpler by putting the main headings on news-prints and explaining it to people in less financial language.

3. Planning a meeting

Planning should improve participation by ensuring that discussion is on a single topic and that the members are well prepared for the meeting. This is the responsibility of the Chairperson, Secretary and Executive, depending on the type of organisation.

Planning does not mean controlling and directing the meeting in such a way that it restricts participation

Planning should include the following:

Notification: It is the executive’s responsibility to ensure that everyone has been notified of the date, time and venue of the meeting, as well as the main issues to be discussed. For many organisations it is a useful practice to always have their meetings on the same day at the same time in the same place – for example on the first Saturday of every month at the local church hall. If you do not money to always inform your members of meetings then over time this will help you to cut costs, and to make sure that everyone knows where they can find the meeting.

Preparing the agenda: The agenda is a list of the most important issues for the members to discuss. It is drawn from the Matters Arising from the previous meeting and from the discussions of the Executive or Secretariat.

The agenda is the responsibility of the Chairperson and the Secretary. The chairperson should read the minutes of the previous meeting to familiarise him/herself with the issues. This will for the basis of a list of matter arising from these minutes.

Matters arising include:

Tasks – a report back must be given
Matters for which further information was required for discussion
Matters that were deferred to this meeting

There are standard items for any agenda. These items should be arranged in order of priority and time should be allocated for each discussion. Where possible, try to familiarise yourself with each area of discussion.

An agenda should include a last item known as General or Any Other Business to allow individuals to raise short items not included on the agenda.

4. How to run a meeting

a. The agenda

Open the meeting and welcome everyone. Then go through the agenda step by step.

Those present and apologies: The apologies of those members not able to attend the meeting are recorded as part of the minutes. Send round an attendance register if there are too many people to just record it in the minutes. Ask if there are any apologies from people who are not there.

Minutes: Minutes are accurate notes of what is discussed and decided on at meetings. Make sure that the minutes of the previous meeting are circulated to everyone or at least read at the beginning of the meeting. (See section on writing minutes) Minutes must be adopted at the beginning of a meeting. Give people a chance to read the minutes or read them out aloud. Everyone must agree that they are an accurate record of the last meeting. Members must be given the chance to add where item/points might have been left out.

Matters arising from the minutes: This covers points that were discussed at the last meeting, when perhaps someone was asked to do some work or there have been subsequent developments, which now need discussion. A list of these points is drawn from the previous meeting’s minutes.

Correspondence: This means all the letters that have been received by the organisation since the last meeting. They can be dealt with in different ways. If your group does not receive many letters, they could be read out and then discussed. Another way is for the secretary to list them with a brief explanation. The chairperson then goes through the list and suggests action. If the issue raised in the letter needs decisive action it can be more fully discussed.

Other items on the agenda: Someone must introduce each item on the agenda. The item introduced could be either a discussion or a report.

If it is a discussion someone is given the job of leading the discussion and making proposals on that particular item.

If it is a report, the person who is reporting should comment on the following:

Was it a task that was completed, what were the problems and what still needs to be done? (issue, facts, options, proposal – see guide on inputs and verbal reports)

Discussion should be to examine a problem or discuss an issue in more detail – get everyone’s ideas and points of view on it, arrive at a decision, delegate responsibility for the completion of the task, and follow-up to ensure that it is completed.

b. Meeting Procedures

All members should know meeting procedures. There are a number of points that people use in meetings to ensure that the meetings run smoothly. Often members use these points to assist the chairperson.

The following are procedural points most used in meetings:

Point of Order:
It should be used when a member feels that the meeting procedure is not being stuck to and s/he wants the meeting to return to the correct procedure or order. For example, when an individual is speaking totally off the point, another member might ask on a point of order for the speaker to stick to the agenda.

Point of Information:
A member may raise their hand and ask to make point of information (or request information) when it is not his or her turn to speak. This can enable a member to speak (by putting up his/her hand and asking to speak) when it is not his/her turn to request more information on the matter being discussed, or to give more information on a point being discussed.

Out of Order:
When an individual is not sticking to meeting procedure, being rude, interjecting or misbehaving in some way, the chairperson might rule him/her out of order.

Protection: 
A speaker who is being harassed when he/she is speaking can ask for the protection of the Chairperson.

Quorums:
This is the minimum number of people who must be present for the meeting to conduct business and take decisions. This minimum number is stated in the organisations constitution. The meeting cannot start until there is a quorum. Always ensure that you have this minimum number of people at a meeting, especially when decisions must be taken. If you do not, and decisions are taken, members who were not present can request that it is re-discussed, meaning that time was wasted.

All these points are called meeting rules or procedures, which are there to try to make meetings more efficient and effective. They should not be over-used just for the sake of it.

c. How to take decisions in meetings

Decisions are usually reached through two main ways:

· Consensus

This means reaching decisions by discussion and general agreement.

· Voting

People vote for a particular proposal. Usually one person will put forward a proposal, someone else will second it and then people will vote. If the majority of people accept the proposal, it then becomes binding on the organisation.

Voting can either be done by a show of hands or secret ballot.

Show of hand

The Chairperson would call for a show of hand when there is a difference of opinion amongst members when a decision needs to be reached. S/he will call on members to raise their hands to show their support for or against a proposal.

These votes are then counted – majority would then ensure that the proposal stands or falls away.

Secret ballot

Each person would be given a piece of paper where s/he would write whether s/he supports a particular proposal or not. The votes would be counted and the majority would ensure that the proposal stands or falls away.

It is usually better to reach consensus than to vote. Reaching consensus often means that there are compromises from everyone but it ensures that most people feel part of the decision. Sometimes a vote does need to be taken, for example in elections or when the meeting cannot reach a decision through consensus.

Resolutions

These are formal proposals put forward to the meeting, for people to agree or disagree with. If some disagree, they are voted on. If passed, they become resolutions and therefore policy of the organisation. There should be a proposer and seconder of each resolution.

Resolutions are a clear way to set out the policies and decisions of an organisation. Usually a resolution has three parts to it:

We start the resolution by saying that, eg: "The AGM of the Natalspruit Women’s Organisation, meeting on (give date) notes that: and then you list the main issues that you are concerned about, for example:

Noting:

1. the rapid increase in crime in this area,

2. the devastating effects it has on the lives of people in this area,

3. etc.

The second part of the resolution will then list the points that show your understanding of the issue and its causes, for example:

Believing:

1. that the increase in crime is due to the failure of police to effectively service our community

2. that the high unemployment rate is forcing many of our young people to take up crime as a way of life

3. etc

The third part lists exactly what your organisation has decided to do or what its policy should be on the issue, for example:

Therefore resolves:

1. to actively participate in the community police forum

2. to use all means possible to pressurise the police to perform their duty

3. to work with the local council to ensure that facilities and clubs are supplied to keep our youth off the street

4. etc

Amendments may need to be made to resolutions, and these should be accepted by everyone present. If there is not total agreement on an amendment, a vote should be held and the chairperson should record the votes of those for, and those against, the amendment, as well as those abstaining. If the majority support the amendment it stands and the original section of the resolution falls away.

The Chairperson and members must study the constitution of the organisation to make sure they know and understand all these procedures.

d. How to chair the meeting

The chairperson is the most important person in the meeting. He or she will set the pace for the meeting, make sure that people stick to the topics, ensure that democratic decisions are taken, and that everyone is on board with these decisions. Chairing is a great skill and it is important to teach members to chair meetings and rotate the job where possible so that more people can practise this skill. However, it is always good to have an experienced chairperson for important meetings.

A good chairperson is an active chairperson; it is not the chairperson’s job to simply keep a list of speakers and to let them speak one after the other. The chairperson should introduce the topic clearly and guide the discussion especially when people start repeating points. When a discussion throws up opposing views, the chairperson should also try to summarise the different positions and where possible, propose a way forward. The way forward can involve taking a vote on an issue, having a further discussion at another date, or making a compromise that most people may agree with. The chairperson should ask for agreement from the meeting on the way forward, and apologise to those who still wanted to speak.

Here are the basic steps for chairing a meeting:

The Chairperson opens the meeting and presents the agenda.
S/he should start a meeting by setting a cut-off time when everyone agrees that the meeting should end. This helps to encourage people to be brief.
S/he calls on individuals to introduce or lead the discussion of points on the agenda and gives everyone a chance to speak.
S/he also ensures that no one dominates discussion.
S/he should try to summarise the discussion clearly restating ideas and proposals put forward. However, there is no need to repeat everything that has been said.
S/he must be able to get agreement on what the decision is – s/he must ensure that everyone understands the decision, delegates to someone the duty of carrying out the decision, ensures that the person given the responsibility knows what s/he has to do and when it should be done and reported on.
S/he ensures that everyone takes part in the discussions and decision-making.
S/he ensures that the date for the next meeting is always set at the meeting.

d. How to write minutes in the meeting

It is essential that minutes are recorded accurately. This not only serves as a reminder of issues that need to be followed up but also prevents arguments about previous decisions. Minutes are also a guide for the secretary and chairperson when drawing up the agenda for the next meeting.

Minutes help the organisation to learn from its past failures and successes. This is done when the secretary reflects on the minutes of the past year when drawing up an annual report.

There are three aspects to taking good minutes:

1. Listening

This is a very important skill to develop. You must not only listen to what is being said but you have to ensure that you understand as well.

2. Taking notes

Write down only the main points and the decisions taken. It is impossible to write down everything that is being said.

· Always try to identify the main points

What is the main aim of the discussion?
What information is important?
Use your own words. If you do this you will find that your minutes are more accurate and complete than if you try to jot down everything a speaker says.

· Pay special attention to decisions. If necessary, ask for the decisions to be repeated.

· Ask for clarification. Do not hesitate to stop the meeting if you are not clear about any decisions or issues being discussed.

3. Writing the minutes

The following information should be included:

· Nature of meeting, date, time, venue

· Names of those present

· Names of visitors

· Apologies

· Summaries of decisions and discussions

This includes work to be followed up and who have taken responsibility for certain tasks. The minutes should be written neatly in a special minute book or file; avoid jotting down minutes on scraps of paper. The book or file should be kept safely and always available for consultation at any time.

What is marketing environment?

Category : Educational Notes

The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.

1. Microenvironment

The actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.

2. Microenvironment

The larger societal forces that affect the microenvironment-demographic, economic, natural, technological, political, and cultural forces

How is the Organization Structured?

Category : Educational Notes

Functional Form

When an organization grows beyond the affairs that can be handled by a single group and one boss, it usually adopts a functional structure. This creates an initial division of labor in terms of functions that need to be performed by the organization such as production, sales, engineering, finance, etc

In a functional structure, activities are grouped together by common function, from the bottom to the top of the organization. All engineers are in engineering department which is headed by VP of Engineering. Activities are coordinated vertically within the function by hierarchical supervision, rules and plans. Planning and Budgeting is by function.

Employees in each department get differentiated, adopting similar values, goals, and orientations. Similarity encourages collaboration, efficiency, and quality within the function but makes coordination, cooperation or integration with other departments more difficult.

This form requires a good deal of information processes among the functions. This is usually coordinated by a General Manager.

Strengths of Functional Structure:

  • Works best when the dominant competitive issues and goals of the organization stress functional expertise, efficiency and quality.
  • Promotes economies of scale.
  • Promotes in-depth skill development of employees by providing a well-defined functional career ladder that allows employees’ exposure to many activities in their own functional expertise.

Weakness of Functional Structure:

  • Inability to respond to environmental changes that require coordination between departments.
  • Each employee has a restricted view of the overall goals of the organization.
  • Dispersed accountability.

Best Suited for small to Medium sized organizations where the firm’s strategy calls for a single or closely related set of products/services to be produced efficiently.

Divisional Form

  • Groups diverse functions into divisions.
  • Organized according to the various outputs of the organization (marketing, manufacturing, and R and D are in same division).
  • May have one product, region, or market-segment.
  • Cross Functional Coordination is maximized.
  • Employees identify with division rather than function.
  • Budgeting and Planning on profit basis because each division can run as separate business (thus accountable for profit/loss).
  • Promotions based on management and integration skills rather than functional expertise.
  • Very autonomous.
  • Excellent when environmental uncertainty is moderate to high and dominant competitive issue and goal of organization is innovate, satisfy clients, or maintain market segment.
  • Adapts quickly to changes in client/market needs.

Disadvantages:

  • Lose economies of scale.
  • Coordination across divisions can be difficult.
  • In-depth competence and technical specialization may be weakened because employees invest in division rather than functional specialty.

Works best in: Medium to Large sized firms that operate in heterogeneous environments and produce multiple products, operate in different businesses and markets, serve different clients, and / or sell products in different geographical regions.

Hybrid Forms

Most large companies don’t have pure functional or divisional structure. They combine the two to form hybrid structures.

Two hybrid types:

  1. Project or product groups may be overlaid on the functional structure so that these groups facilitate coordination across functions.
  2. Some key functions such as manufacturing or sales that require economies of scale and specialization may be centralized and located at headquarters, thus superimposing a functional structure on a divisional one.

Matrix Form

This form provides benefits of both the functional (technical expertise) and divisional (horizontal coordination) structures. It simultaneously implements both functional and divisional structures. Example: Engineer assigned to engineering department and to specific project. He reports to both project and department manager.

Strength is that it enables the organization to meet multiple demands from the environment. Organization can adapt to changing external environments and provides an opportunity for employees to acquire either functional or general management skills.
Problem is determining responsibility and authority. Spend a great deal of time in meetings. Dual reporting and assignments can cause role ambiguity, hamper career development, and weaken ties with professional reference groups and employees.

Fails usually because one side of the authority structure dominates, or employees have not learned to work in a collaborative fashion.

Network Structure

  • Division of labor is realized in terms of different types of “knowledge workers” who may act as individual contributors or be a part of a cluster defined in terms of the expertise it provides.
  • Coordination takes place primarily through cross-functional teams. These teams bring together different combinations of knowledge workers and operate under little formal supervision.
  • Decision rights are pushed as far down as possible.
  • A flatter organization means no need for middle managers.
  • Informal structure.

Advantage: Adaptability (fast and responsive to environmental demands).
Disadvantage: Resources are often duplicated and accountability is diffuse and poorly defined.
Best Suited for: Volatile (unstable) environments that change rapidly and dramatically and when innovation is the primary basis for strategic advantage.

Summary: “An organization’s structure is not an end in itself. It merely sets the context for managerial action. The most wonderfully designed structure provides no guarantee that the desired actions will follow. … Structure is just one useful tool that managers can employ to achieve this objective.”

Notes on Organization Structure

Organizations exist to enable people to coordinate efforts and get things done. The structure of an organization serves the following functions:

  1. The specialization, standardization, and departmentalization of tasks and functions
  2. Coordinates activities through hierarchical supervision, formal rules and procedures, and training and specialization
  3. Defines boundaries and interfaces with the environment

Organization Structure

Things to think about when designing an organization’s structure:

  1. Division of Labor – how various tasks should be divided
    • the extent of horizontal and vertical specialization
    • the grouping of activities
    • key trade-offs: highly specialized jobs focus attention and develop skills, but extreme specialization increases coordination costs and leads to monotonous jobs.
  2. Coordination Mechanisms – the need to coordinate the independent activities of the members. Examples of vertical and horizontal coordination: direct supervision, rules, procedures, plans, budgets, meetings, and task forces.
  3. Distribution of Decision Rights – how information flows and who should make what decisions. Ideally, decision rights should go to the people with the best information, typically people working on the front line.
  4. Organizational Boundaries – deciding what to do inside and outside the boundaries of the firm. This includes making decisions about horizontal and vertical integration, make-versus-buy, and strategic alliances.
  5. Informal Structure – managers should be aware of the informal relationships in an organization and know how changes in an organization will affect those relationships.
  6. Political Structure – there are political coalitions inside organizations that have competing agendas and viewpoints. A manager needs to assess the political landscape in the organization.
  7. Legitimate Basis of Authority – Rank, title, expertise, charisma, and social status are all sources of authority that define legitimate authority.

Basic Forms

  • Functional
  • The functional form groups activities by common function, from the bottom to the top of the organization. Similarity within each department encourages collaboration, efficiency, and quality but makes coordination and cooperation with other departments difficult. The general manager is responsible for setting procedures that cut across functions and for mediating conflicts between departments.

    The functional form works when the competitive issues and goals of the organization stress functional expertise, efficiency, and quality because it promotes economies of scale. This form is best suited for small to medium-sized firms where the strategy calls for a closely related set of products and services to be produced efficiently. The weakness of functional form is its inability to respond to environmental changes that require coordination between departments. Another weakness is that each employee has a restricted view of the overall goals of the organization.

  • Divisional
  • The divisional form is organized according to the various outputs that enable an organization to produce goods and services. All the necessary resources such as manufacturing, R & D, and marketing are contained within each division. Coordination across functions within each division is maximized. Employees identify with their division rather than their function. A corporate headquarters oversees the divisions but the divisions are given the freedom to make their own decisions.

    The divisional form works in an uncertain environment. The division can respond to the requirements of individual products, customers, or regions and adapt quickly to changes. A disadvantage is that the division loses economies of scale. Another problem is that coordination across divisions can be difficult and in pursuing their own goals, divisions may work at odds with each other.

  • Hybrid
  • Most large corporations do not have either a pure functional or a pure divisional structure, but some combination of both. Two hybrid structures exist, in one form, project or product groups may be overlaid on the functional structure so that these groups facilitate coordination across functions. In the other form, some key functions that require economies of scale are centralized. By combining characteristics hybrid structures can take advantage of both forms of structure and avoid some of their weaknesses.

  • Matrix
  • This form is applied when the organization needs both technological expertise within functions and horizontal coordination across functions. Both the functional and divisional structures are implemented simultaneously. Employees report to two managers with equal authority.

    The strength of the matrix is that it enables the organization to meet multiple demands form the environment. Resources can be flexibly allocated and the organization can adapt to changing external environments. A basic problem is determining the responsibility and authority relationships between functional and project managers. Also, people spend a lot of time in meetings.

Emerging organizational structures

Labor is divided among specialists who act as the building blocks of the organization. Coordination takes place through cross-functional teams that are more or less permanent. Teams have varying responsibilities and operate under little supervision. Decision rights are pushed down as far as possible and middle management layers are reduced. The boundaries between the organization and its environment become blurred as partnerships and strategic alliances are formed. A dynamic, informal structure dominates. The formal structure is meaningless. Authority is based on expertise and the resources one possesses.

The main advantage of this structure is its adaptability, however resources are often duplicated and accountability can be scattered and poorly defined.

Marketing research

Category : Educational Notes

Marketing research (also called consumer research) is a form of business research. The field of marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.

Marketing research is a systematic and objective study of problems pertaining to the marketing of goods and services. It is applicable to any area of marketing. Research is the only tool an organization has to keep in contact with its external operating environment. In order to be proactive and change with the environment simple questions need to be asked:

  • What are the customer needs and how are they changing? How to meet these changing needs? What do the customers think about existing products or services? What more are they looking at?
  • What are the competitors doing to retain customers in this environment? Are their strategies exceeding or influencing yours? What should you do to be more competitive?
  • How are macro and micro environmental factors influencing your organization? How will you react to this environment?

Authors have defined Marketing Research in many ways:

  • Kotler (1999) defines marketing research as ‘systematic problem analysis, model-building and fact-finding for the purpose of improved decision-making and control in the marketing of goods and services’.
  • The American Marketing Association (AMA, 1961) defines it as ‘the systematic gathering, recording and analyzing of data relating to the marketing of goods and services’.
  • Green and Tull have defined marketing research as the systematic and objective search for and analysis of information relevant to the identification and solution of any problem in the field of marketing.

The aim of marketing management is to satisfy the needs of the consumer. Marketing research helps in achieving this. Marketing research is a systematic and logical way of assessing ways of satisfying customer needs.

According to all the above definitions, Marketing Research starts by stating the problem or the issue to be investigated; indicate what kind of information is required to resolve the problem; identify where and how to get it; specify the methodology for analyzing the research findings; sum up the research findings and then suggest the best solution for marketing decision making.

Scope of marketing research:

Marketing research can be used in:

· Product Management: One of the major scope of marketing research is to manage the current products and new products. In product management Marketing Research is helpful in

  • Competitive Intelligence – To understand the competitive product strategy.
  • Prelaunch strategy for new products
  • Test Marketing – To monitor the performance of the brand by launching in a select area and then taking it across the country. In other words it is a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market.
  • Concept testing - to test the acceptance of a concept by target consumers.

· Sales analysis: Marketing research is used to study the sales trend and make suitable strategies when required. It is used to

  • Assess market potential
  • Estimation of demand for a product
  • Market share estimation
  • Study seasonal variation for a product
  • Market segmentation studies
  • Estimate size of the market
  • Need analysis to find out where the product fits in

· Corporate Research: Marketing Research is used to analyze the corporate effectiveness. Some examples are:

  • Assessing the image of the company
  • Knowledge of the company activities

· Advertising Research: Advertising is an arena in which Marketing Research is extensively used. Some scope are:

  • Readership feedbacks – Mainly carried out for newspapers and magazines
  • Advertising Recall – To assess the recall of television or other advertising and thereby assess its effectiveness.

· Syndicated Research: This is compiled by agencies on a regular basis and sold to organizations on subscription basis.

All of these forms of marketing research can be classified as either problemidentification

research or as problem-solving research.

A similar distinction exists between exploratory research and conclusive research.

  • Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution.
  • Conclusive research draws conclusions: the results of the study can be generalized to the whole population.

Research can also be:

  • Primary Marketing Research: It is research conducted by an organization for its own purpose which addresses its requirements. It is generally expensive but is specific and objective to the organization’s requirement.
  • Secondary Marketing Research: This is used if the organization is considering extending its business into new markets or adding new services or product lines. This type of research is based on informationobtained from studies previously performed by government agencies, chambers of commerce, trade associations and other organizations. This also includes Census Bureau information.

In other terms this is research published previously and usually by someone else. Secondary research costs less than primary research, but seldom comes in a form that exactly meets the needs of the researcher. It can cater to anyone who wishes to use the data.

This data can be found in local libraries or on the Web, but books and business publications, as well as magazines and newspapers, are also great sources.

Hence, Primary research delivers more specific results than secondary research, which is an especially important while launching a new product or service. In addition, primary research is usually based on statistical methodologies that involve sampling as small as 1 percent of a target market. This tiny representative sample can give an accurate representation of a particular market.

With the advance in technology a lot of software have been developed which help in primary market research online and offline thereby making analysis and interpretation easier.

The ideal way to conduct Marketing Research is to do secondary research first and then do the primary research for the data not available form secondary sources.

Hence, secondary research lays the groundwork and primary research helps fill in the gaps. By using both types of market research, organizations get a better picture of their market and have the information they need to make important business decisions.

Research

Category : Educational Notes

Research always starts with a question to which we seek an answer using scientific methods. We define the question as a ‘Problem”.

Research is often described as an active, diligent, and systematic process of inquiry aimed at discovering, interpreting and revising facts.

The word research is derived from the French language; its literal meaning is ‘to investigate thoroughly’.

Undertaking research is basically applying scientific methods to find solution to a problem. It is a systematic and explorative study carried out to analyse and apply various solutions to a defined problem.

Research can be classified into two broad categories:

  1. Basic Research and
  2. Applied Research

Basic research

Basic research is also called fundamental or pure research. As the name itself refers, Basic Research is of basic nature which is not carried out in response to a problem. It is more educative, towards understanding the fundamentals and aim at expanding the knowledge base of an individual or organization. It does not have any commercial potential.

Applied research

Applied Research on the other hand is carried out to seek alternate solutions for a problem at hand. Applied research is done to solve specific, practical questions; its primary aim is not to gain knowledge. It specifies possible outcomes of each of the alternatives and its commercial implications.

Applied research can be carried out by academic or industrial institutions. Often, an academic institution such as a university will have a specific applied research program funded by an industrial partner interested in that program. Electronics, informatics, computer science, process engineering and drug design are some of the common areas of applied research.

Applied research can further be divided into:

  1. Problem-solving research: It involves research oriented towards a crucial problem facing the organization which may be issue specific.
  2. Problem-oriented research: The research is oriented towards a crucial problem facing the organization. It is undertaken inside the organization or by an external consultant on its behalf. This research is conceptual in nature and newer innovative techniques of problem-solving are applied.