iv) Face
- Threading
i) Eyebrows
ii) Upper lip
iii) Full face
- Facial
i) Ayurvedic
ii)Herbal
d) Thai massage
- Half body
- Full body
4. Is there a demand for a beautician service?
Yes No
5. Would you prefer the beautician service to be mobile?
Yes No
6. What times would most suit you?
9.00am-12.00 12.00-15.00 16.00-18.00
7. What days would be most suitable to complete the service?
7 days a week 5 days Weekends
8. What is the most suitable name for this beautician service?
Simren’s beauty care Beauty haven Beauty on wheels
9. Is it suitable to have a beautician service in Slough?
Yes No other please state
10. What would encourage you to use my service?
Training Qualifications Reputation work environment
11. What offers would encourage you to use my service?
Buy one get one free Discount Vouchers Free gift
Market research
Primary research is “first hand information. It is expensive to collect, analyze and evaluate.” Primary research is information that doesn’t exist and has not yet been collected. Primary research involves collecting and receiving original data directly about the product and market. “It is designed to answer specific questions of interest to the business - for example:
What proportion of customers believes the level of customer service provided by the business is rated good or excellent.
Source: and Business studies class notes, marketing, Mrs Sahota, head of business and I.T, St, Davids, Ashford
“Primary data is collected through direct investigation usually in one of 3 ways. These are observation, experiments and surveys.
Observation is examining and recording what people do and how they behave. Experiments are when manufacturers test products whilst the are being developed to check they have the most chances of succeeding. Test marketed which is were the product is sold in a specific area before being launched. If th product ha poor sales, it can be withdrawn.” The main methods of primary or field research are:
Face to face interviews, these are when interviewers ask people a series of questions whilst the respondant is directly in front of them. Telephone interviews are a method of field research. This is completed on the phone, The questions however are similar to the face to face interviews although they are often shorter. Online surveys these are completed using email or the Internet. This is an extremely popular way of obtaining primary data and much less costly than face-to-face or telephone interviews. Questionnaires are sent in the post (for example a customer feedback form is sent to people who have recently bought a product or service). Source: Business studies class notes,marketing, Mrs Sahota, head of business and I.T, St, Davids, Ashford
Secondary research is data that already exists and is available, both within and outside the business. Sources of secondary data that come from within the firm itself are known as internal secondary data these include sales, invoices, reports and accounts. External secondary data, on the other hand, is data that has been published by other organizations. An example of secondary data is trade publications, the government, the media, trade associations and research organisations. The government publishes “data like statistics e.g. consumer spending figures, reports from competition commission reports.” The media provides information like “newspaper reports, magazines and television reports. Trade associations supply “statistics or reports published by national organisation such as the TUC, the CBI or chambers of commerce, or industry associations such as the Engineering employers federation or the national farmers union.” Lastly Research organisations offer “reports prepared by specialist market research organisations such as Mintel or Mori; articles published in academic journals such as university journals” Source: Business studies class notes,marketing, Mrs Sahota, head of business and I.T, St, Davids, Ashford
Primary research has many advantages:
Firstly Primary market research involves direct contact, through a survey or interview, with certain markets or customers. This type of research can be adapted to meet the needs of an organisation and provide information specific to the purpose. Source:
Secondly in primary research the information which has been collected can not be accessible by any other business meaning the results will be confidential. This will increase the chances of a successful product.
Finally data can be found quickly when using online surveys and telephone interviews. As …….
However, there are also disadvantages to primary research:
Firstly this method is time-consuming and expensive, as most organisations rely on secondary market research, this is collecting and analyzing existing data such as technical reports, newspaper articles etc. The disadvantage is that that it takes longer, and costs more.
Secondly the data can be difficult to obtain. This is because you have to find and collect the information unlike secondary research where you can get the information required from the internet or other existing resources.
Thirdly primary research “may provide mis-leading results if the sample is not large enough or chosen with care; or if the questionnaire questions are not worded properly.” – Source:
Secondary research has a few advantages:
Firstly using secondary data saves time and money as the steps taken in order to collect the data have already been done.” This lets the researcher avoid problems with the data collection process.”
Source:
Secondly using someone else's data can also facilitate a comparison with other data samples and allow multiple sets of data to be combined. There is also the chance that other variables could be included, resulting in a more diverse sample than would have been feasible before.
Thirdly……..
There are many disadvantages to secondary research:
Firstly the research may not be exactly what the marketers require
Secondly the results may be out of date therefore the results would be inaccurate
Thirdly “the research design maybe poorly constructed”
Source:
There are several things to take into consideration when using preexisting data. Secondary data does not permit the progression from formulating a research question to designing methods to answer that question. It is also not feasible for a secondary data analyst to engage in the habitual process of making observations and developing concepts. These limitations hinder the ability of the researcher to focus on the original research question. Data quality is always a concern because it's source may not be trusted. Even data from official records may be bad because the data is only as good as the records themselves. There are six questions that a secondary analyst should be able to answer about the data they wish to analyze.
1.What were the agency's or researcher's goals when collecting the data?
2.What data was collected and what is it supposed to measure?
3.When was the data collected?
4.What methods were used? Who was responsible and are they available for questions?
5.How is the data organized?
6.What information is known about the success of that data collection? How consistent is the data with data from other sources?
Questionnaire
I will be carrying out market research using a questionnaire. This will take place on the 23rd of June 2007 between 12.00-6.30pm in the high street, Slough Berkshire.
I have now conducted a questionnaire and have asked 50 female interviewees in Slough to fill it in. I have conducted my questionnaire on the Slough area because I live in this area.
The questionnaire will give me the following information
- If there is a demand for beautician service
- What’s the age segment I am targeting
- the kind of service required
- The suitable prices charged
- the opening hours
- the kinds of promotion needed
- location of my business
The copy of my questionnaire or shown in Appendix1 whilst justification for each question is asked is shown in the questionnaire analysis section. I had to consider various factors when drawing up my questionnaire
Sampling.
“A sample is a small group out of a population which is selected to take part in a survey” Source: - AQA Business studies, A. Anderston, p.128.129, causeway press limited, 1998
Four different types of sampling are:
Random sampling- This is were every respondent has an equal chance of being chosen. To do this names could be picked out of a hat at a random or random numbers could be used. Although it is difficult to construct an absolutely accurate random sample. On the other hand a cheaper and quicker method of sampling is systematic sampling.
Source: - AQA Business studies, A. Anderston, p.128.129, causeway press limited, 1998
Systematic sampling- this is done systematically it is where every n th person on a list like a telephone directory is chosen. “You have to make sure that each member of the population is arranged randomly. If they are grouped together before the sample is taken, then the sample could become biased.” Source:
Quota sample-“is a stratified sample. Example Cadbury wanted to target 16-24 year olds in particular and 16-34 year olds more generally with its fuse bar. A problem with this sample is that any people can be asked to the description can be asked to complete the survey.” Source: - AQA Business studies, A. Anderston, p.128.129, causeway press limited, 1998
Stratified sample- “is a quota sample where all the Respondents, the people being interviews, must be chosen at random. For the sample to be random, example Cadbury would have to find some way of selecting 70 people aged 16-34 through pure chance.” AQA Business studies, A. Anderston, p.128.129, causeway press limited, 1998
The questionnaire could not possibly due to time & cost ask everyone who chooses or may choose not to use my beautician service therefore, a cross-section representation known as a sample has been identified and questioned. I have chosen to use a random sample because it will give me fair results as they have been chosen randomly they won’t be biased.
As well as the type of sample, the sample size must also be considered because “Any assumptions about the overall population based on the results of a sample will have an attached margin of error. To lower the margin of error usually requires a larger sample size. The amount of variability in the population (i.e. the range of values or opinions) will also affect accuracy and therefore the size of sample.”
The design of the question
When carrying out the questionnaire it will be important for me to follow certain guidelines in both drawing this up and carrying out the questionnaire.
These are:
- Make sure each question has a purpose because this will help me achieve an accurate outcome by focusing on the objective itself. It will also help me understand the full aspect within the question, so it will be easier for the participants to answer it.
- I will need to avoid asking leading questions because otherwise I might get an answer which may not be needed
-
I will also avoid too many open questions because I won’t be able to gain as much out of an open question e.g. graphs. These questions can also go on for too long as there is no fixed answer to them e.g. if the question stated, “what do you think of this shop”, it would result in an answer which might only be an own opinion.
- Before the questionnaire is carried out, the respondents must be told the purpose of the questionnaire because the respondents must be fully aware of what they are answering and the reason for answering it. This would also help the respondents as they will understand the questions more accurately and provide useful answers which will help me to decide how to set up my business and what services to provide.
- I will need to ensure that I ask a good balance of questions and that the questionnaire is not too long because the respondent might get bored and lose interest in filling in the questionnaire.
- I will avoid jargon because this may confuse them.
Competition
I will examine competition to determine my marketing mix because by doing so I will know what services are in demand and what is already provided by my competitors.. I order to achieve this, I will examine primary and secondary research in the Slough area. Primary research will be in the form of the questionnaire in Appendix 1 and 2. Secondary research will involve using the internet, periodicals, local newspapers, personal bills and directories including the local borough council for statistics..
Market for beautician service
I will be examining the population mix in the Slough area to identify if there is a market for a beautician service. I will conduct an analysis of the population in the relevant age group to see the supply of services offered in the region. I hope to start my business in.
Cost and revenue
I will have to identify what costs are likely to be incurred in setting up this business and the revenue generated to see if it is financially visible to become a beautician. To work out these forecast costs and revenues, I will calculate costs such as rent, utilities, tax, staffing including equipment and materials. I will produce a forecast of how much to charge each customer for services such as waxing, threading, facials and massage. To produce a more accurate forecast, I will compare my price to what my competitiors are charging.
Questionnaire Analysis
A copy of the questionnaire is shown in appendix 2. Justifications for the questions asked are as follows:
1. Are you male or female
Purpose:
The purpose of this question is to see if a mixed gender of respondants are interested in my service or to see if one gender is more popular than the other.
Result: _
A table to show the people who are Male or Female
Analysis:
83% of the respondents are female. Which means I will be targeting female customers.
Therefore I will only be targeting female customers.
2. How old are you?
Purpose:
The purpose of this question is to identify the age groups and compare the different choices that each of the age groups have made.
Result:
A table to show the age range of people
Analysis:
Most of the respondants were between the ages of 21-30. As you can see in the graph the number of respondants ages increase and then decrease, mainly young and middle aged adults are interested in the beautician service. This can be seen in the graph above.
Therefore, I will target customers between the 15-50 years age range.
3. What services do you require?
Purpose:
The purpose of this question is to distinguish which service the customers would like to have the most, by doing this questionnaire this also helps me to identify which is the most popular service. By knowing this we can make sure we have the service, and include it amongst the other services we offer. This also gives me an estimate of the equipment I will have to purchase.
Result:
A table to show the services offered and to categorize how many customers are interested in each service.
Analysis:
Clearly 30 out of the 50 people asked stated that they would like me to offer all services. This is 60 percent of the people asked. The second most asked for service, is threading, which people asked for (20 percent 0f the respondants)
Therefore, I will make sure I offer all services when running my mobile beautician business.
4. What prices are you prepared to pay up to for?
a) Waxing- i) Full leg
Purpose:
The purpose of this question is to identify what price range is suitable for the type of therapy.
Result:
A table to show the different price ranges of full leg waxing
Analysis:
Clearly the Majority of respondants, 50 percent, were in the price range of £15-£25. 18 of my respondants, 36 were in the 26-35 price range. The Minority of the respondants,14 percent, were in the price range £37-£45
Therefore, for this particular therapy I will price this service between £15-£20. I will keep my cost as low as possible however when my service is established I will then increase my prices.
a) Waxing- ii) Arms
Purpose:
The purpose of this question is to identify what price range is suitable for the type of therapy.
Result:
A table to show the different price ranges of Arm waxing
Analysis:
Most of the respondants, 32, were in the price range of £10-£15. 10 of my respondants were in the price range of £16-£20 and 5, were in the price range of £21-£25. The minority was £26-£30.Clearly in the graph shown above the respondants choice decreases
Therefore, for this particular therapy I will price this service between £10-£15. I will keep my cost as low as possible however when my service is established I will then increase my prices.
a)Waxing- iii) Underarms
Purpose:
The purpose of this question is to identify what price range is suitable for the type of therapy.
Result:
A table to show the different price ranges of Underarm waxing
Analysis:
Most of the respondants, 46 percents, were in the price range of £3-£5. 36 percent of my respondants were in the price range of £6-£10and 14 percent, were in the price range of £11-£15. The minority at 4 percent was £16-£20.Clearly in the graph shown above the respondants choice decreases
Therefore, for this particular therapy I will price this service between £3-£5. I will keep my cost as low as possible however when my service is established I will then increase my prices.
- Waxing -iv) Face
Purpose:
The purpose of this question is to identify what price range is suitable for the type of therapy.
Result:
A table to show the different price ranges of facial waxing
Analysis:
Most of the respondants were in the price range of £3-£5. No respondants chose the price £16-£20 , this might have been because the respondants thought this was too expensive.
Therefore, for this particular therapy I will price this service between £3-£5.
b) Threading- i) Eyebrows
Purpose:
The purpose of this question is to identify what price range is suitable for the type of therapy.
Result:
A table to show the different price ranges of Eyebrow Threading
Analysis:
b) Threading- ii)Upper lip
Purpose:
The purpose of this question is to identify what price range is suitable for the type of therapy.
Result:
A table to show the different price ranges of Upper lip Threading
Analysis:
b) Threading- iii) Full face
Purpose:
The purpose of this question is to identify what price range is suitable for the type of therapy.
Result:
A table to show the different price ranges of Full face Threading
Analysis:
b) Facial- i) Ayurvedic
Purpose:
The purpose of this question is to identify what price range is suitable for the type of therapy.
Result:
A table to show the different price ranges of Full face Threading
Analysis:
b) Facial- ii) Herbal
Purpose:
Result:
A table to show the different price ranges of a Herbal Facial
Analysis:
- Thai massage- Half body
Purpose:
The purpose of this question is to identify what price range is suitable for the type of therapy.
Result:
A table to show the different price ranges of a Half body massage
Analysis:
- Thai massage- full body
Purpose:
The purpose of this question is to identify what price range is suitable for the type of therapy.
Result:
A table to show the different price ranges of a full body massage
Analysis:
4. Is there a demand for a beautician service?
Purpose:
The purpose of this question is to identify if there is potential demand for a beautician service in slough.
Result:
A table to show whether there is or isn’t demand for a beautician service in slough
5. Would you prefer the beautician service to be mobile?
Purpose:
The purpose of this question is to identify
Result:
A table to show whether the respondants would or wouldn’t prefer the service to be mobile
6. What times would most suit you?
Purpose:
The purpose of this question is to identify
Result:
A table to show
7.What days would be most suitable to complete the service?
Purpose:
The purpose of this question is to identify
Result:
A table to show which days suit the respondants
8. What is the most suitable name for this beautician service?
Purpose:
The purpose of this question is to identify
Result:
A table to show a suited name for the service
9. Is it suitable to have a beautician service in Slough?
Purpose:
The purpose of this question is to identify
Result:
A table to show if it is suitable to have a beautician service in slough
10. What would encourage you to use my service?
Purpose:
The purpose of this question is to identify
Result:
A table to show which of the below would encourage my customers to use my service
11. What offers would encourage you to use my service?
Purpose:
The purpose of this question is to identify
Result:
A table to show what sort of promotion would motivate my customers the most
