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For this assignment I will be describing how market research information is used by Blackberry to understand the behaviour of customers, competitors and market environment.

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Introduction

Methods of Marketing Research For this assignment I will be describing how market research information is used by Blackberry to understand the behaviour of customers, competitors and market environment. I will talk about primary market research methods that the company uses such as observing customer/competitors activity, experimenting with new products etc. as well as secondary market research such as newspapers, magazines, statics ( internal/ external) etc. Primary Research Primary research is research that's fit to a company's particular needs. By doing primary research such as focus groups, surveys, field tests, interviews or observation the company can gain information about their target market. For example, the company can investigate an issue specific to their business, get feedback about their Web site, assess demand for a proposed service, determine responses to various packaging options, and find out how much consumers will pay for a new product. Primary research delivers more specific results than secondary research, which is very important when launching a new product or service. Primary research is usually based on statistics that involve sampling as little as 1 percent of a target market. ...read more.

Middle

This helps the company determine what the overall reaction of the customers would be towards that new product if released onto the market and whether people will decide to buy the product or not. Personal Interviews Personal interview and phone interviews allow the company to get an in-depth opinion about the product. This helps in finding out what interest consumers and what they'd like to see in upcoming products. Focus Groups Focus groups can be used to gather information on whether or not the target market is able to accept and use a new or re-launched products or services, reactions to new advertising campaigns or specific advertisements, or to gather consumer opinion and perceptions of a whole product class. They are generally used to gather data that is related to motivation, branding, and attitudes towards a product or service and sometimes to assist in developing a more structured survey. Surveys Surveys are the most widely used set of methods in market research. Surveys can be conducted by mail, face-to-face, telephone, email, Web, observation, focus groups, content analysis, or other methods. ...read more.

Conclusion

Recent activity showed that a new type of screen called 'OLED' has gotten the attention of consumers and is on demand, therefore Blackberry can take this into consideration and integrate it into their future products, meaning that they will attract a large number of consumers. Newspapers and magazines can also be a great way of collecting data based on the users rating of the companies previously released products and can pick out any highlighted faults or problems and correct them in future releases. Statistics Internal Internal statistics can provide a company such as Blackberry with valuable information such as how many people are using a certain network or how many people have purchased a certain product from a certain shop. Although this information is not in depth, it can still be useful and help in determining what consumers buy and what they look for. External External statistics are general information provided by the government or different companies on population size, types of customers, different competitors, market environment etc. This information can be used to determine the best way of marketing and releasing a product. Blackberry for example can produce adverts or aim their products at a different market then those aimed for by competitors resulting in a higher number of sales. ...read more.

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