THE MARKETING RESEARCH PROCESS: A CASE STUDY OF BARLOWORLD-EQUIPMENT OPERATIONS

Abstract

This article explores the marketing research process as it functions in a free-market economy, within an environment of partial state intervention and with particular reference to a case study of Barloworld-Equipment operations. A case study approach is adopted by using Barloworld-Equipment operations with reference to marketing research for marketing of heavy earthmoving equipment in South and Southern Africa, other African territories, Iberia and Russia. Initially, after the introduction, the broad concept of marketing research is explained, followed by an explanation of methods of exploring the market, design choices in market description, a focus on sampling, data collection, market segmentation, experimentation, and communications research via a message, as well as media selection, various experiments in the field, evaluating performance and predicting, concluding with examples of statistical tests. Barloworld-Equipment is used as a case example in selected areas of the marketing research process.