The Role of a Marketing Research Sub-System (MRSS) in Problem

Solving: Matoke Micro-processing Project Case Study

Dorothy Nduku Hodson

University of Dar es Salaam Business School, Dar es Salaam, Tanzania

Keywords: Marketing Research, System, New Product, Development.

Abstract: Marketing as a customer centered discipline is challenged to make contributions to global problems. Information on

providing healthy food is one such challenge. Marketing research is tasked with this important role of information

provision. The study uses desk research methodology, reviewing literature to explore how the marketing research

information subsystem (MRSS) can be utilized to provide this information. The Matoke micro-processing project

aims to produce affordable banana flour and pieces to urban consumers. Findings are that while marketing research is

recognized, some challenges in practical application exist. For the Matoke micro-processing project, the specific

information sought is identified as stage six of new product development. This has specific information requirements

that identified models can be adapted to provide. The suggested model would be integrated into the marketing

research system, resident in the product system with specific new product development tasks. Ultimately, it would

provide highly customized reports, specific to the project stage. Further areas to consider are supporting projects with

research workers and optimizing the new product development process.

1 INTRODUCTION

Marketing is customer centric, as pointed out by

management lead-thinker Peter Drucker ‘. the whole

business…from the customer’s point of view.’ (Kotler,

1984). The 1970s presented many challenges in

economic crises, yet opportunities in technology

positioned marketing for an important role in’ launching

a new era of economic activity and raising living

standards’. The current global environment has

significantly more severe economic crises, presenting an

urgent need to accelerate optimization or actualization of

technology benefits. It is not clear if marketing and

marketing research with this specific role met the earlier

global brief, but it is clear now that urgent and effective

solutions are required. This study aims to explore and

present a working proposition for the role of marketing

research in solving current important global problems.

According to the Consultative Group on

Agricultural Research (CGIAR), through the Roots,

Tubers and Bananas (RTB) - program opportunities

for breakthrough research and development were

created. Operating between 2012 to 2021, acquiring

significant financing of $750mn and with over 200

partners in Africa - it is considered a model for

successful collaborative research (Thiele et al,

2022). Research outputs included specific

technologies and innovation such as value addition

and processing. The economic importance of RTBs

is value addition and employment in rural areas,

especially for women. These crops are crucial for

Africa Food Security and include cassava, banana,

plantain, potato, sweet potato and yam. For

consumers, RTBs are vital sources of calories but

have received little investment in research and

development. Program challenges were in low

productivity, diseases, poor storage systems, limited

processing and value addition. Success in R & D

was recorded, for example in food processing with

cassava flour mixed with wheat flour to create

composite flour. Bananas and plantains are grown in

101 countries, production trends indicate high

growth and a contribution of 27.7% to total value in

the RTB category. RTBs represent 25 to 57% of

total food in some countries, global supply and

demand is mostly in Africa with smaller volumes in

Asia and Latin America (Thiele et al 2022).

Hodson, D.

The Role of a Marketing Research Sub-System (MRSS) in Problem Solving: Matoke Micro-processing Project Case Study.

DOI: 10.5220/0011601300003581

In Proceedings of the 2nd International Conference on Finance, Information Technology and Management (ICFITM 2022), pages 14-21

ISBN: 978-989-758-628-6

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

(Source: Thiele et al, 2000, Author Analysis)

Figure 1: Banana and Plantain Trends.

On a smaller, more focused scale The Matoke Micro

processing project is a business concept utilizing a

cottage method of preparing Matoke flour and pieces

for household consumption, storage, consumer and

retails sales. Current value addition to Matoke, (raw

uncooked plantain/ banana) is boiled and mashed,

stewed and chipped (banana crisps). It’s both trendy

and traditional, used as a staple food and also as a

snack. Why add value to bananas? To provide an

affordable and convenient food staple (Hodson,

2018).

2 PROBLEM

Large scale food R & D projects present challenges,

demonstrated by the CGIAR RTB program. Stated

was that extensive transformation of current

processing technology was required to provide these

food crops to urban consumers (Thiele et al, 2022).

In terms of research priorities, banana and plantain

are favorable for poverty reduction although cassava

and potato have higher priority. RTB presented

innovation clusters as opportunities for postharvest

innovation, however no specific banana or plantain

research was selected. The clusters present specific

attributes for value addition. For the RTB program,

the innovation model linked products to the market,

research outcomes and development. (Author note:

bioengineered RTBs or GMO food products

referenced in this and other sections are not

promotion of GMO products in view of current

African regulatory protocols, or lack there-of in this

crop area).

In the African context, a study examining

marketing research practice in Tanzania determined

most Small and Medium sized enterprises (SMEs) in

manufacturing carried out mostly unstructured

marketing research. Further, the study established

empirically there was no significant relationship

between marketing research and business

performance. 66.5% of surveyed SMEs do not

utilize structured marketing research. SMEs that

utilized structured marketing research reported some

positive growth in profits and sales. 69% perceived

marketing research as an important activity. As a

function, marketing research was considered

important for competitive responses in exploiting

opportunities in trade and investment and also seen

to enhance SME growth. The paper postures that

despite tangible benefits strategically – marketing

research has not demonstrated adequate value to

SMEs. Also, existing theory does not accurately

predict how SMEs act. The study recommendations

include a more systematic and coordinated approach

to the application of marketing research strategies

and resources This is the study gap (Nyamanza,

2021).

Within the EAC region, a study report from

Tanzania and Uganda examined the market research

function and identified marketing and selling as

specific problems - namely; limited information on

markets of operations; few market assessments and

analysis due to knowledge and skills gap; few

products and services, limited identification of

opportunities for diversification; inadequate linkages

in agri-food chain; limited feedback to processors

and producers (Dietz et al, 2000) This is a broad

based research problem that the study research

questions will seek to further refine and clarify.

2.1 Working Proposition and Research

Questions (RQs)

Working proposition:

Marketing Research Subsystems have an important

role in project problem solving.

Research questions:

RQ1: What are the marketing research problems in

the Matoke Micro-Processing Project?

RQ2: What marketing research subsystem model

can be developed to address these problems?

RQ3: What is the overall role of the marketing

research subsystem for the project?

2.2 Paper Research Methodology

The research methodology is desk research using

literature review, case study and modelling. Current

thought on context specific studies, such as localized

case studies in producing and obtaining acceptance

are considered and addressed. Context-specific

refers to the limited generalizability to other contexts

and other findings. This can be unique content

and/or limited generalizability of findings.

The Role of a Marketing Research Sub-System (MRSS) in Problem Solving: Matoke Micro-processing Project Case Study

Typically, marketing pursues a scientific approach

hence proposition, hypothesis, findings. Overall, the

study pursues this, with a working proposition and

research questions. Context specific studies can add

value in three ways: higher validity (accuracy &

precision) to specific context, higher importance to

specific context; and higher creativity and

innovation in this area. To broaden generalizability

the paper looks at global research, across industries,

utilizing established texts, widely used journals and

standard accepted modeling. The study adds

accuracy, importance and creativity to the specific

context by immersing in industry-rich publications

in, using an in-depth case specific project, materials

documented, reviewed and published over five (5)

years and adaptive modelling to address case

problem. (Stremerch et al, 2022)

3 LITERATURE REVIEW

3.1 Working Proposition

Marketing research is defined as ‘identification,

collection, analysis and dissemination’. Further,

as ‘a process with opportunities and problems,

actions’. The activities involve ‘information,

methods, data collection, results, findings and

implications/communications’ (Malhotra, 1996).

Implicit in this definition is that marketing research

aims to identify opportunities and problems, then

propose solutions. This is a process utilizing

information resources. Important is communication

of the solution. The importance of research and its

role is therefore as a problem-solving process. Other

definitions of marketing research include ‘search for

knowledge’ or ‘scientific and systematic search for

pertinent information on a specific topic’ and

‘academic process of defining and redefining

problems, formulating hypothesis or suggested

solutions, collecting and evaluating data, making

deductions and reaching conclusions, carefully

testing conclusions to ensure a fit to the

hypothesis/suggested solution’. (Kothari & Garg,

2004). There is a differentiation between market

research and marketing research (CIM, 1994).

Marketing research refers to ‘all elements of the

marketing mix (price, product/service, promotion

etc.’. Market research is in markets (sizes, segments,

trends, market shares). According to Daniel et al

(2021) marketing research is 'providing information

for marketing decision-making'. Also, market

research focuses on markets, marketing research

aligns with marketing processes. Projects are

pre-defined sets of activities with specific

objectives, fixed resources and a time frame.

Due to their nature, marketing research

requirements would inherently be different.

Therefore, marketing research for projects

should be: set to achieve specific project

objectives; designed to utilize allocated project

resources; implemented within project stipulated

time frame.

3.2 RQI: Marketing Research Problems

Sustainability - a popular term is mostly used in

reference to the environment. Marketing

sustainability is concerned with customers and

businesses, creating socially responsible marketing

and practiced in different sectors, including public,

private and non-governmental.

Sousa et al (2003) discuss the role of value

design of for marketing sustainability. Their

marketing definition is ‘assessing information needs,

implementing a research process and communicating

findings, while also useful in monitoring the firm

performance.’ Most researchers insist high

performing businesses use marketing research,

generated internally rather than externally. It is pre-

emptive and practical, not responsive. (Sousa et al,

2003). The importance of sustainability to both

marketing research and products/services outputs is

stated, while clarity of the research process is also

important.

Aligned with this classification of research by

Malhotra, (1996) two main categories are presented:

problem solving research involving segmentation

and correcting marketing principles; and problem

identification research, concerned with market

potential. The above problem is analyzed to

determine classification, approach and focus. The

relevant problem is few products and services with

limited identification of diversification

opportunities. An MRSS that is problem solving in

nature and can; first, identify products and service

options; second, identify diversification

opportunities is therefore the study focus.

For the Matoke Micro-processing project, the

basis of projections as per a conference paper from a

Tanzanian national perspective consider sales value

of app $2600/hectare; gross margins of 50%; retail

margins of 400%. The projects’ current key goal is

development, launch and commercialization of

Matoke flour and pieces, creating a sustained project

for micro-processing, training and sale of end-

consumer products: Project short term objectives are

to secure start-up capital of $3900; set up a pilot

ICFITM 2022 - SECOND INTERNATIONAL CONFERENCE ON FINANCE, INFORMATION TECHNOLOGY AND MANAGEMENT

project; maintain positive project cash flows. Longer

term financial objectives are: achieve payback

within 11 months; achieve a 20% net margin

(Hodson, 2018)

Table 1: NPD Process-Project Stage (Source: Hodson,2018).

3.3 RQ2: Marketing Research

Subsystems

A theory is ‘interrelated concepts that explain facts’,

while a model is a ‘system representation and can be

descriptive, explanative or simulation. (Cooper &

Schindler, 2000). The study examines two

theoretical models. Kotler (2000) defines Marketing

Research System as ‘the systematic design,

collection, analysis and reporting of data and

findings relevant to specific marketing situations

facing the company’.

Figure 2: MRSS Model 1 (Source: Kotler, 2000).

Basandra (1999) defines market research subsystem

as describing firm’s marketing transactions. Types

of data are either on customers or prospects, both

primary and secondary sources, collected by the firm

or other parties.

Figure 3: MRSS Model 2 (Source: Basandra, 2000).

3.4 RQ3: Role of MRSS

Possible generic roles of marketing research, subject

to adjustment for project purposes are: first,

rationale (or why) for example to provide

information. This could be strategic direction (CIM,

1994) due to widening gaps between organizations

and customers caused by complex competition,

technology change, changing consumer markets and

higher marketing costs. This could also be for a

specific purpose. (CIM, 2000). The researcher is

required to set clear objectives then follow a specific

research process: second, for a purpose based on

structure within MKIS of storing specific studies on

marketing problems, opportunities and effectiveness.

It must interact with other MKIS subsystems (CIM,

1994); thirdly, for a purpose based on systematic

process, for example to answer questions by

applying the procedure. This could be to understand

a phenomenon, describe characteristics, to determine

frequency of an occurrence, test the hypothesis of

causal relationships (Kothari & Carg, 2004). In

summary, the overall MRSS role could be to provide

information, to store information or to implement

research.

4 MAIN FINDINGS

4.1 Working Proposition

The problem-solving importance to projects can be

seen by considering a similar product type – sweet

potato. This done in a Ugandan study examining its

health role and impact of processing. Modern

lifestyles have led to an increased consumption of

unhealthy foods and incidence of Non-

Communicable Diseases (NCD): These include:

stroke, cardiovascular disease, inflammatory

conditions, metabolic conditions and diabetes,

chronic respiratory diseases, chronic kidney

diseases, cancer. These are projected to increase

during 2000 to 2030 globally, from 60% to 70% and

in Low Income Countries, from 27% to 50%. Food

The Role of a Marketing Research Sub-System (MRSS) in Problem Solving: Matoke Micro-processing Project Case Study

based approaches are seen as 'cheaper and more

sustainable' than medications in treating NCDs.

Sweet potato is well suited due to its combined

features of high starch in cereals, vitamins and

peptides in fruits and high vitamin and minerals in

vegetables. Overall, it is high in nutritional value, an

important starch staple that is also drought

resistance. It can therefore be used for food and

nutrition security. Further studies on the effect of

food preparation and processing on sweet potato and

access to bio-compounds are suggested. In this case,

MRSS determines a health benefit that can

potentially be delivered, pending research on food

alteration by processing. It therefore provides

important preliminary health information (Amagloh

et al, 2021).

For the Matoke micro-processing project, the

following possible MRSS roles have been

identified. The first role could be to provide

information. This may be in two ways – in strategic

direction to provide a convenient, tasty, affordable

starch food staple product. This could also be

through stating specific objectives in line with the

key goals of development, launch and

commercialization of Matoke flour and pieces.

Second, an MRSS could store marketing data on

problems, opportunities and effectiveness: problems

are inadequate food starch staples; opportunities are

in processing available food products; effectiveness

is in successful launch of the food product. Thirdly,

the project MRSS could answer specific questions

by applying the research procedure. What model

MRSS is required and how can it be used to achieve

project objectives?

4.2 RQ1: MRSS Problems

The research question implies, priority is required in

defining the problem domain. An example is a study

that sought to evaluate food prescriptions as an

intervention (Little et al, 2021). Food prescriptions

are specific interventions for food insecure (FI)

patients at risk of health related diseases. There are

interventions to subsidize or provide healthy foods.

‘Food as medicine’ is an approach gaining

popularity in North America aiming to improve

'access, affordability, convenience and desirability of

safe and healthy foods, including whole grains, fruits

and vegetables. The global context is that

suboptimal diets account for 18% of deaths and 10%

of disability adjusted lifestyles (DALYs) as reported

by the Global Study on Disease Burden Study

(2016). Poor diets are low in whole grains, fruits and

vegetables. Diet behavior and consumption result

from varying factors, among which are 'affordability

and pricing, vendor and product features'. The

research methodology reviewed abstracts and

manuscripts, determining food prescriptions are

promising interventions in improving fruit and

vegetable consumption and reducing food insecurity.

However overall health impact in these studies was

seen as weak. A barrier to implementation was 'poor

quality produce at participating retailers'. More

studies are recommended to further investigate

health impact of the programs (Little et al, 2021).

This implies that while information on interventions

was required, health impact was a priority for

providing adequate research.

The Matoke micro-processing project has

already identified the main problem domain as few

products and services and limited identification of

opportunities for diversification. In identifying

products and service options the following were

product/service options generated: Matoke generic

product type, Matoke product original form, Matoke

processed product forms, Matoke nutritional

analysis and Matoke value addition process. In

identifying diversification opportunities in product

(not market) diversification, the following options

and opportunities were identified: new product

characteristics, new product packaging, new product

pricing and new product placement.

4.3 RQ2: MRSS Models

Soltesz et al (2003) utilize a classic project

management system, whereby successful product

development is seen as a common challenge to both

technical and managerial teams. They state success

factors include: precision regulation and focus on

collaboration; knowledge management and

collaboration within units; defining project success

and utilizing lessons learnt or module information;

improving project processes and utilizing time better

and provide more valuable products to customers.

Project management is about risk and has an impact

on investment and production. Risks are generally

associated with reception of the product in the

market. In a survey design, utilizing a questionnaire

sent to one hundred and twelve (112) experts, a

specific section handled information for the future.

This dealt with three (3) areas: project feedback

meeting and collecting lessons learnt, lessons learnt

database, module database. Findings indicate a high

rating on clarification of project goals with more

importance given to project feedback than databases

(Soltesz, 2003). When applied to the current MRSS

study, projects require a management framework

ICFITM 2022 - SECOND INTERNATIONAL CONFERENCE ON FINANCE, INFORMATION TECHNOLOGY AND MANAGEMENT

with objectives and information is important. The

MRSS is therefore a good focus for project success

as it has both.

Further examination of newly developed

technology models is carried out to develop MRSS

systems specifications. In selecting information

systems, several considerations can be made. Delone

and MacLean Information Systems Success Model

(2003) has dimensions with measures that can be

used in assessment. For the Matoke Micro-

processing project, based on project characteristics

and aligned with the study working propositions -

systems quality is an indicative dimension with the

following measures five (5) measures: systems

features, efficiency, response time, ease of use and

systems accuracy.

Table 2: Two MRSS model options analysis (Sources:

Delone & McLean, 2003 and Author analysis).

Figure 4: Results of Model suitability: (Source: Author).

4.4 RQ3: MRSS Role

Practically, this MRSS study examines research and

the roles assigned to it. In Africa’s biggest economy,

Nigeria – research in a leading growth sector of

SMEs indicates marketing research can provide

needed information and enable SME survival

(Daniel et al, 2021). The problem is that 80% of

SMEs did not have a business plan and most new

products were launched without an enquiry into

customer needs and wants. The role of marketing

research was therefore to assess and provide

information for sound marketing decisions.

Marketing research was seen as a transformational

function - changing the orientation of business 'from

producing what you can sell rather selling what you

produce' implying a market-oriented method of

doing business. An important role of research was to

monitor the environment and avert undue

risks/uncertainty. The specific research problems

identified were lack of proper identification of

research problems in industry. The study conclusion

with recommendations indicate marketing research

is important and should be conducted before and

after production. Its role can enhance and provide

better products and services for increased customer

satisfaction, profitability and sustainability (Daniel

et al, 2021).

For the MRSS study purpose, the overall roles is

to provide information on product/service and

diversification options. Specifically, information on

the current stage of product development is needed.

A complete Marketing Information system (MKIS)

review is a necessary starting point. NPD data and

information are stored in the NPD subsystem with

indicative features according to Kotler (2000) as:

organized to gather, generate and screen new

product ideas; carry out adequate research and

analysis before investing in new ideas; for adequate

product and market testing. At this point, it is

evident that an NPD subsystem is required. This can

only be identified and utilized by evaluating full

Marketing Information Systems (MKISs). For

simplicity and consistency, two MKIS models can

be examined from the same sources/authors. Kotler

(2000) presents an MKIS with MRSS as a core

processing subsystem with no NPD. However, there

is a report output for product decisions. Basandra

(1999) presents an MKIS with MRSS as an input

subsystem featuring a database for processing and

product system as outputs. Within this is a New

Product evaluation model that is quantitative,

presenting rational for introducing new products by

analyzing utilization of manufacturing and

marketing resources. Qualitatively assessing these

two models, neither can be well applied for project

purposes. Following the paper findings, the NPD

process can be adapted to give guidance on specific

research at product development stage. The result is

indicative model for a project MRSS.

The Role of a Marketing Research Sub-System (MRSS) in Problem Solving: Matoke Micro-processing Project Case Study

Figure 5: Integrated MRSS with NPD (Source:Author).

Figure 6: Sample Project Report (Source: Author).

5 CONCLUSIONS, IMPLICATIONS

AND RECOMMENDATIONS

5.1 Conclusions

With regard to the working hypothesis, an MRSS

can be integrated or re-configured to have an

important role in project problem solving. 3 specific

roles could be; to provide information, to store

marketing data and to implement the research

process. The Matoke Micro-processing Project

identifies the most important role for an MRSS is to

provide information.

The Research Questions have been answered as

follows: In RQ1, research can be problem-solving or

problem identification. The Matoke Micro-

processing project is problem solving research,

related to product. For RQ2, two (2) MRSS models

are presented for review, a Kotler model with seven

(7) sequential processes, and a technique-based

model by Basandra with three (3) specific research

activities. Upon evaluation with the famous Delone

and McLean Information Success System model,

five (5) dimensions of systems quality relevant to

the project are reviewed namely; systems features,

efficiency, response time, ese of use and accuracy.

Model 1 scores 70/100, while Model 2 scores

50/100. RQ3 finds that in determining the role of

MRSS in providing information, an integrated

MRSS model can be developed with features of a

core MRSS subsystem, linked to a product system

with a New Product Development Subsystem

(NPDS). Linked to these are external and internal

databases with decision points and New Product

report outputs which are clear and

implementable. This will provide a complete

input, processing and output systems as per the

Information Systems concept.

5.2 Implications

In projects, a complete MRSS should be an

important consideration. The MRSS should have

clear research objectives aligned to overall project

objectives. Modelling MRSS is complex and

requires integration within the complete,

documented and functioning MKIS. The benefits of

an MRSS are derived from specification or

customization as projects tend to have complex

research needs. This supports MIS research that

suggests flexible systems are needed. The MRSS

requires high user knowledge of both project areas

and research as a function. These should be

considered in project teams structures.

5.3 Recommendations

A complete and documented NPD Subsystem would

be advantageous. This would complete all the

defined NPD process stages. The MRSS models can

be further assessed to ensure efficient integration

with emerging project specific needs.

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The Role of a Marketing Research Sub-System (MRSS) in Problem Solving: Matoke Micro-processing Project Case Study