Full Model Answer for MNM3702 Assignment 01 (Semester 1 2026); University of South Africa (Unisa); Marketing Research Mastery; Action First Funerals Case Study; Updated 2026 Version

Complete Model Answer Set for MNM3702 Assignment 01. This premium, 2026 Semester 1 Version provides expert solutions for the "Action First Funerals" case study. It guides students through the critical transition from a management dilemma to a technical marketing research design, emphasizing data-driven decision-making in the South African funeral service industry. Key Components Covered: Management vs. Research Problem (Question 1a): Clearly distinguishing between the action-oriented management decision (whether to expand into lower-income segments) and the information-oriented research problem (identifying consumer preferences and affordability). Research Objectives & Hypotheses (Question 1b): Developing SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) research objectives and null/alternative hypotheses regarding market demand. Research Design (Question 2): Selection of a Descriptive Research Design using a cross-sectional survey to capture a "snapshot" of the Gauteng funeral market. Sampling Strategy (Question 3): Justifying the use of Non-probability Sampling (specifically Quota or Convenience sampling) given the specific demographic focus and resource constraints. Data Collection & Ethics: Drafting a formal Informed Consent Form and designing a survey instrument that addresses sensitive topics like death and financial constraints with empathy and professionalism. Secondary Data Analysis: Utilizing FinScope 2025 and Stats SA data to contextualize the funeral industry's market share and consumer behavior. The Marketing Research Framework applied: | Step | Application to Action First Funerals | | :--- | :--- | | Problem Definition | Should we launch affordable plans? | | Research Design | Quantitative survey (Questionnaire). | | Sampling | Lower-income segments in Gauteng. | | Data Collection | Field interviews or mobile surveys. | QUESTION 1 a) Identify ONE critical management decision currently facing Action First Funerals. Translate this into ONE management problem (2 marks) and ONE marketing research problem (2 marks). b) Based on the marketing research problem identified in question 1a, develop three research objectives (3 marks) and three corresponding research questions (3 marks). c) Choose a suitable research design that will address the research objectives developed in question 1b (2 marks) and justify your choice (2 marks). d) Identify the target population for the study based on the marketing research problem and research objectives (2 marks). [16] 4 Downloaded by Pied Zulu () lOMoARcPSD| MNM3702/102/1/2026 QUESTION 2 a) Identify TWO real secondary data sources that Action First Funerals can use to achieve the objectives identified in question 1b. For each source, provide a full reference (2 marks), explain the type of data that can be obtained (2 marks), how it will help achieve the objectives (2 marks), and one limitation of the data (2 marks). [8] QUESTION 3 Conduct ONE in-depth interview with a participant who has a funeral or burial plan with any organisation. Develop a question guide with six (6) open-ended questions. The questions must relate to funeral services, affordability or awareness. Submit the following as part of your assessment: ● an interview guide (6 marks) ● a summary of the responses (6 marks) ● a signed consent form including the name and contact details (4 marks) This resource is the definitive guide for Unisa students to master the technicalities of marketing research and achieve an A+ in MNM3702.