How to Write an Introduction of a Marketing Research?

The introduction of a marketing thesis serves as a roadmap for the reader, providing an overview of the research study and setting the context for the research. A good introduction should capture the reader's attention, establish the significance of the research, and provide an overview of the research objectives, methodology, and key findings.

The introduction typically begins with a general statement or observation about the research topic, followed by a brief review of the relevant literature. This review should highlight the key theories, concepts, and research studies that have been conducted in the field of marketing, and identify the gaps or limitations in the existing literature that the research study aims to address.

After the literature review, the introduction should provide a clear statement of the research problem, research questions, and objectives. This statement should clearly explain why the research is important, what the research aims to achieve, and how the research will be conducted.

The introduction should also provide an overview of the research methodology. This includes a description of the research design, data collection methods, data analysis techniques, and any ethical considerations that were taken into account during the research study.

The introduction should highlight the significance of the research findings. This includes an explanation of how the research contributes to the field of marketing, and how it can be used to inform marketing practice.

The introduction of a marketing thesis should provide a clear and concise overview of the research study, including the research problem, research questions, objectives, methodology, and key findings. It should also establish the significance of the research and highlight its contributions to the field of marketing.

The introduction of a marketing thesis is important for several reasons:

1. Sets the tone: The introduction sets the tone for the entire thesis. It introduces the topic, provides background information, and establishes the context for the research.
2. Captures the reader's attention: The introduction is the first thing that the reader will see. It needs to be engaging and interesting to capture the reader's attention and encourage them to continue reading.
3. Provides background information: The introduction provides important background information on the topic. This includes a review of the relevant literature, a summary of the current state of research, and an explanation of the research problem and objectives.
4. Establishes the research gap: The introduction should identify the research gap or problem that the thesis aims to address. This helps to justify the importance of the research and explain why it is needed.
5. Outlines the research methodology: The introduction should provide an overview of the research methodology. This includes the research design, data collection methods, and data analysis techniques.
6. Highlights the significance of the research: The introduction should highlight the significance of the research. This includes explaining how the research contributes to the field of marketing, and how it can be used to inform marketing practice.

In summary, the introduction of a marketing thesis is important because it sets the tone for the entire thesis, captures the reader's attention, provides background information, establishes the research gap, outlines the research methodology, and highlights the significance of the research. A well-written introduction is essential for engaging the reader and setting the stage for the rest of the thesis.

The steps involved in writing the introduction of a marketing thesis typically include:

1. Identify the research topic: The first step is to identify the research topic, which should be relevant to the field of marketing and aligned with your research interests.
2. Conduct a literature review: The second step is to conduct a literature review, which involves reviewing the relevant literature on the research topic. This will help to identify the key theories, concepts, and research studies that have been conducted in the field of marketing, and identify the gaps or limitations in the existing literature that the research study aims to address.
3. Define the research problem: The third step is to clearly define the research problem, which should be framed as a question or statement that highlights the gap or limitation in the existing literature that the research study aims to address.
4. State the research objectives: The fourth step is to state the research objectives, which should be specific, measurable, achievable, relevant, and time-bound. The research objectives should be aligned with the research problem and should guide the data collection and analysis.
5. Explain the research methodology: The fifth step is to explain the research methodology, which should include a description of the research design, data collection methods, data analysis techniques, and any ethical considerations that were taken into account during the research study.
6. Highlight the significance of the research: The sixth step is to highlight the significance of the research, which should include an explanation of how the research contributes to the field of marketing, and how it can be used to inform marketing practice.

In summary, the steps involved in writing the introduction of a marketing thesis include identifying the research topic, conducting a literature review, defining the research problem, stating the research objectives, explaining the research methodology, and highlighting the significance of the research. A well-written introduction should provide a clear and concise overview of the research study, establish the context for the research, and highlight its contributions to the field of marketing.

Example of an Introduction:

Marketing research plays a crucial role in the success of any business. It involves gathering and analyzing information about customer needs, preferences, and behaviors, as well as the market trends and competition. This information is then used to make informed decisions and develop effective marketing strategies that can drive business growth and profitability.

In this research study, we aim to explore the consumer behavior and preferences towards a new product that our client plans to launch in the market. Specifically, we will investigate the target market's demographics, psychographics, and buying habits to gain insights into their motivations and purchasing behaviors.

The findings from this study will help our client make informed decisions regarding the product's positioning, pricing, and promotional strategies. It will also provide valuable insights into the competition and market trends, allowing our client to gain a competitive edge in the market.

In this paper, we will outline the research methodology, data analysis techniques, and present the findings and recommendations based on our research. We hope that our research study will provide valuable insights to our client and contribute to their success in the market.