Marketing students and Tuks FM team up for research

The third-year Marketing Management students are involved in a research project for Tuks FM as part of their Marketing Research module.

 

Dr Tinashe Chuchu, lecturer for the module, developed the project to expose students to an actual marketing research project involving a client. The project was launched when Mrs Leanne Kunz, Tuks FM’s manager, delivered a guest lecture to the third-year students in February 2019, explaining Tuks FM’s background as well as its current activities. After the lecture, students were able to engage with Mrs Kunz to learn more about the radio station’s research goals.

 

To complete the project, students have to draw from the information provided in Mrs Kunz’ guest lecture, as well as from the theory and concepts in their Marketing Research textbook and lectures. This project will help students to understand and practically execute questionnaire design, ethical considerations, as well as what it entails to collect data. Research methodology aspects such as data collection were discussed in terms of the kind of questions Tuks FM would wish to ask and obtain insights from. The final research report will include information on Tuks FM, the data collection procedure followed, data analysis techniques, interpretation of the results and insights obtained from the research.

 

The purpose of the research project is twofold: first, to gain an informed and objective understanding of the lifestyle profiles of Tuks FM’s listeners, but more importantly, to also enhance students’ comprehension of the research process by getting exposure on how to practically apply research concepts and principles.

 

Both Tuks FM and the Department of Marketing Management are looking forward to the final research report to be submitted.

 

Good luck to all the Marketing Research students!

 

Centre: Dr Tinashe Chuchu (Marketing Research lecturer) and Mrs Leanne Kunz (Tuks FM manager) with the students