• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Market Research for Subway sandwich shop

Extracts from this document...

Introduction

Subway MARKET Research Task 3 Primary Research Primary Market Research - Involves collecting information to meet your specific needs (Field Research). Primary Research can be: Qualitative: Gathering descriptive information, usually representing verbal or narrative data through open-ended interviews or focus groups. Open-ended interviews are involved around leading questions. An interview likes this gives you lots of information, but it?s time consuming for both you and interviewee. Benefits are that you will learn a lot about the groups your studying and common trends, emotional motivators, and general likes and dislikes of your primary market. Focus groups is a group discussion lead by a professional who ask questions about e.g. a product to gain their view and likes/dislikes. Quantitative: Gathering numerical information that can be analysed statistically through surveys. Surveys take longer to develop, but are easier to administer than other types of market research. Also since they take less time to complete, people are usually more willing to complete them. Subway Primary Research Pie Chart sourced from - http://www.slideshare.net/Akihosugitatsu/subway-marketing-plan Primary Research Primary Research (also known as field research) is the act of collecting original primary data. Primary Research can be accomplished through various methods, including questionnaires which consist of asking questions to gain insight and information. ...read more.

Middle

the day you most likely spend money on food? This helps Subway find out what time of day people are most likely to eat therefore reaching out to them at those certain time of days to gain more customers. Also they find out what their main customers are by taking in the data if they are students or non-student. I?m guessing they asked the public that to see if there are any correlations. This kind of market research method is appropriate for this marketing situation because it?s easy to understand and straight to the point and it gives you multiple answers. Qualitative & Quantitative Research Market Research can be either qualitative or quantitative or both. It is important to understand the difference between qualitative research and quantitative research since they are so different. Qualitative Research is a that is used when data can be observed and quantitative when data can be measured. Quantitative Research is a research method which is used to collect data, modelling and analyzing customers, markets and competition in the market. When the data is gathered, the results are evaluated. Qualitative methods do not include statistics or measurements at all. Subway market research is quantitative as many of market research are. ...read more.

Conclusion

Data quality can be compromised via a number of potential routes, e.g., leading questions, unrepresentative samples, biased interviewers etc. Efforts to ensure that data is accurate, samples are representative and interviewers are objective will all add to the costs of the research but such costs are necessary if poor decisions and expensive mistakes are to be avoided. Legal & ethical constraints ? the Data Protection Act (1998) is a law that has a number of implications for market researchers collecting and holding personal data. For instance, researchers must ensure that the data they obtain is kept secure, is only used for lawful purposes and is only kept for as long as it is necessary. Cost Effectiveness and Validity of Market Research A questionnaire is cost effective and it?s a good way to do market research because you get a range of answers from people from different ages and different backgrounds. A negative of using a questioner as a marketing tool is that people might lie about their answers so you don?t get a just and real opinion of what people think about your products and from this you cant make a valid decision and your finding wont be valid, but you wont know if they gave false opinions therefore its always best to run a questionnaire twice to increase the validity of your market research. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Marketing Research. Explain how different marketing research methods have been used to make a ...

    People are then randomly chosen from each group. Multi-Stage Sampling This involves a number of stages in selecting a sample and is used to reduce the time and cost of research while at the same time keeping a random approach.

  2. Pestel and Swot analysis for a sandwich shop.

    Environment - Government produces more recycling campaigns to encourage us to recycle more. More Eco-friendly packaging on food products these days. Has made it easier tor recycle like more recycle bins around. Recycling is more popular these days. Also if you see a certain brand having their junk littered everywhere

  1. Unit 3 - Marketing Research And Marketing Mix

    Example being moving picture, i.e. such things as television advert is an expensive medium not only on mainstream channel like ITV and Cartoon Network and the time of which the commercial is placed for example during cartoon movie breaks which was also said in the marketing mix.

  2. Opening a sandwich shop in huddersfield

    2.0 Procedure / Methodology Market research is collecting data that will be relevant to my business. This will be things such as the competitors, the market, price potential customers are prepared to pay and also what sandwich fillings are likely to be the most popular.

  1. Marketing Research

    The order dept prepares invoices and sends copies to various depts. like production, marketing etc. Today's companies need to perform these steps quickly and accurately and in the fastest possible time. Marketing Intelligence System: supplies external data to the firm.

  2. For this assignment I have been asked to produce a new marketing strategy for ...

    The book is |an idea of what general | | |information about what |information inside the |irrelevant to Coca Cola it |marketing is about. | | |secondary research is |book has to be checked |self. The book is also | | | |and what sources I |by several people. |expensive.

  1. I am going to be writing about the concepts of marketing distinctiveness of the ...

    As it says there is an app for just everything. Imagine if the advertising was some plain advert with someone holding an Iphone. Customers get attracted by bright and colourful things. Also the advert needs to have an understandable sound to hear what they are on about.

  2. Describe the types of Market Research

    Face to face interviews = Face to face interviews is the method of managing a questionnaire which involves face to face interaction with a participant. There are several advantages of face to face interviews. Advantages * Allows the interviewer to create a relationship with the interviewee * Allows the interviewer

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work