Marketing research boundaries

The-Living-Generations-And-Their-Peculiar-Traits-01.pngIn this week’s lecture, we took a closer look a setting up our surveys to conduct for our final project and which questions we are going to ask our survey takers. While thinking about relevant questions for our survey that would lead us in the right direction and would actually give us some valuable information about our topic, which is the WVWC MBA Program, we found that there are some boundaries and limitations to our research project.

In chapter 16 of his book, McQuarrie (2016) provides the reader with two types of boundaries that could occur while doing market research. The first boundary focusses on true uncertainty, which means that we can’t predict how something will be in the future. In the case of our study this can be seen as a boundary as well. For our research project, we are only limited to conducting surveys among WVWC students and staff. The problem is that our research topic looks at how WVWC can reach professionals already out in the business world and convince them into getting their MBA degree at WVWC. This is one example of a boundary in market research, because when we have students take our survey, we need them to place themselves within a situation where they are a professional. We have to ask them if they would consider participating in the WVWC MBA Program in the future.
It is a little easier for WVWC staff, because they have already spent some time within the business world and are able to explain why they would need an MBA degree and what the benefits for that employee would be.

The second boundary, discussed in McQuarrie’s (2016) book, takes a deeper look at the ratio of research costs to business payoff. This simply means that market research is possible, but that the cost of doing the research outweighs the benefits of the research. This is not a problem that we will have, because our market research is solely based on the input from WVWC students and staff, which is free information. The only cost we’ll have to counts towards our project is the cost for setting up a relevant survey that will provide us with all the information we need.

Besides these two boundaries as described by McQuarrie, there are a couple other factors that will end up limiting the precision of a research. As discussed we can only target WVWC students and staff, where we’ll be able to gather a lot more information from students because there are more students than staff members on this campus. In regards to this we also have to keep in mind that current WVWC students are from a different generation than some of the professionals in the field. At the moment, we have Generation X and Generation Y. These two generations have most likely different thoughts towards how to learn new information. Where people from Generation Y will probably favor online tools of education because they feel more comfortable using these tools, some professionals who below to Generation Y might still prefer face-to-face interactions with professors when it comes down to learning new information. This could skew our results towards a preference for the use of online platforms and interfaces, because we are only able to target current WVWC students and staff (of which the students represent the majority of the researched population).

These boundaries don’t mean that we can’t conduct effective qualitative or quantitative research about our topic, but it definitely complicates it. We’ll have to draw two different conclusions from the results of our surveys based on WVWC students and WVWC staff. The results that we’ll get from WVWC staff will be the most accurate data and could help us directly in guiding our research project in the right direction, while the results from WVWC students will be more helpful towards the future. The main reason for this is again the fact that we are looking at two different generations that could possibly have two different points of view when it comes down to learning new material, like for example getting their MBA degree from WVWC online or through face-to-face interactions with professors.


Wesleyan’s Annie Merner Pfeiffer Library, more than just a library

wvwc-libraryThe Annie Merner Pfeiffer Library at West Virginia Wesleyan College is WVWC’s greatest sources of resources, ranging from books to movies, newspapers, databases, and more.
Their mission, as stated on their website, says: “We are committed to providing high quality resources and services that empower students for advanced learning. We affirm the American Library Association Code of Ethics as the model for high standards in professional librarianship, and we seek to encourage the appropriate and ethical use of information resources and intellectual property in teaching and learning.” They definitely manage to stick by their mission statement through the many resources they provide to all students that attend West Virginia Wesleyan College.

The Annie Merner Pfeiffer Library is built up in two different floors. The first floor is more of a social floor, where students have access to computers to do online research and have the opportunity to sit in group and work on group projects. This is also where the staff members of the library are located.
reading_room_muralAn interesting fact about the mural that can be found on the main floor on the wall in the back is that this was part of some art students’ final project as they tried to create a visual map of the library that allows students to find certain sections in the library back. For example, on the mural you can see Albert Einstein in the top right corner. This means that the physics section is located on the second floor in the right corner of the library. The second floor of the library is also called the silent floor. Student who like to do their homework or studying in silence can go up here to get their work done.

For our Marketing Research and Strategy’s class on Wednesday, January 25, 2017, we got to meet with one of the staff members, Beth Rogers, who is a Reference, Instruction, and Outreach Librarian for WVWC. She introduced us to the Annie Merner Pfeiffer Library’s website and focused on the online databases that are particularly interesting when studying Marketing Research and Strategy or doing research projects that revolve around marketing. These databases included academic research databases (Communication Source or Sage Premier Journals) and commercial databases (Mintel, Statista, and BrowZine).

Of these five databases, Communication Source (which directs you to the EBSCO database) is probably my favorite one, because I’ve been using this one for other business and economics classes in the past. Although, it is a smaller database, it always allowed me to find the information that I needed in order to complete my research projects by making very accurate searches through the filters that they provide. My second favorite one, which is one of the databases that has only recently been added to the list of our library’s databases, is Mintel. This was initially a database primarily used by businesses in order to conduct business research, but has now been made available to all Wesleyan students. This database holds tons of research done by various analysts about topics that are trending in today’s society as well as topics that were trending in the past. This database also allows you to filter your results until you get the information you really need for your own research.

Throughout my college career here at WVWC, I have been using the library’s online database almost every semester in order to complete research projects for different classes. Therefore, I’ve had attended more than one of Beth’s classes before. But even though most of the databases are pretty similar to use, attending these sessions have always helped me to not only getting to know new databases that could be very helpful for me to use in a course that I’m taking that semester, but also to make it easier and faster for me to access the right articles or research reports. I’m not losing lots of time anymore trying to find articles or research reports that are relevant to my own research compared to the beginning of my college career here at WVWC. mintel-logoIf you’re conducting research yourself, for school or the business you’re working for, I definitely advise you to take a look at Mintel as it has helped me a lot throughout a couple of courses I took in the past.

The Man Behind The Blog

The Man Behind The Blog


Hello, my name is Jens Demul. I’m a twenty-two-year-old international student athlete
from Belgium at West Virginia Wesleyan College. I studied Economics and Modern Languages, with a focus on Dutch, French, English, and German, throughout high school. After high school, I completed my first year of college in SME-Management at Karel de Grote University College in Antwerp, in June 2013.
After playing soccer for the past eighteen years in Belgium on different kind of levels, I decided to take on a new adventure. Also, SME-Management didn’t really turn out to be as interesting to me as I expected it to be, so I thought it was time for something new. This turned into an entire college career switch. In the summer of 2013, I started my journey across the ocean, here at West Virginia Wesleyan College as a student athlete playing soccer for the WVWC Men’s Soccer Team. I came in as a Business Management major, but quickly changed to a Business Administration & Economics major. This is my final semester here at West Virginia Wesleyan College as I will be graduating in May. I’m hoping the experience of finishing my bachelor’s degree abroad will result in a lot of career opportunities once I get out of college, so I can start building on my own future.

I started this blog as part of my Marketing Research & Strategy class. This is the first blog I have ever created, so I’m pretty excited to get to know more about this side of social media. Since this blog is in function of my Marketing Research & Strategy class, the majority (if not all) of my blog posts will be related to course specific topics that I researched throughout this semester. Almost every week of this semester, I will be posting reflections/ discussions on different topics related to marketing research and marketing strategy that have been discussed during that week’s class period. In order to gain an even better understanding of these topics, I would love to get more information and/ or thoughts from anyone reading my blog posts. It would be a fun experience to not only be able to learn more about marketing research and marketing strategies through what we learn in the class, but also from opinions of other people with the same marketing interests or even from people who are already active in the marketing field.

Feel free to also follow me on Facebook, Twitter, and LinkedIn. You can find links referring to my profile pages in the side bar and on the bottom of my blog site.


Galarneau, P. (2016). [Profile picture]. Retrieved January 12, 2017, from http://bobcatsoccer.com/bobcatsoccer/index.asp
How to Promote Your E Commerce Business with Social Media Marketing [Digital image]. (2016). Retrieved January 12, 2017, from http://iteamthinks.com/