• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13
  14. 14
    14
  15. 15
    15
  16. 16
    16
  17. 17
    17
  18. 18
    18
  19. 19
    19
  20. 20
    20
  21. 21
    21
  22. 22
    22
  23. 23
    23
  24. 24
    24
  25. 25
    25
  26. 26
    26

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

Extracts from this document...

Introduction

This assignment will cover the following: Pass criteria * Describe types of market research * Explain how different marketing research methods have been used to make a marketing decision * Plan marketing research for a selected product/service using appropriate data collection * Conduct primary and secondary research for a selected product/service making use of identifiable sampling techniques * Interpret findings from research presenting them clearly in an appropriate format Merit criteria * Explain with examples, how different market research methods are appropriate to assist different marketing situations * Explain the reasons for choosing the particular method of data collection for a selected product/service * Analyse own research and findings and make recommendations on how marketing strategies could be adapted or implemented Distinction criteria * Evaluate the market research method used by a selected organisation * Evaluate the findings from the research undertaken P1 Describe types of market research Scenario 'A simple definition of market research that is easy to remember is: 'keeping those who provide goods and services in touch with the requirements of those who buy them.'1 There many types of marketing research techniques, primary, secondary. Primary research involves getting original data directly about the product and market. Primary research data is data that did not exist before. It is designed to answer specific questions of interest to the business2 Primary sources enable the researcher to get as close as possible to what actually happened and is hands on. Primary methods include observation, interviews, and using pilot studies. Observation watches the behaviour first hand instead of asking someone what they might do in a situation. Observation is more accurate then asking people, because people do not always know what they would do or they may not answer honestly. Observation can be watching people in a shop; this can help provide information on the best layout and displays. It shows where people look, and how long they spend in particular aisles. ...read more.

Middle

IEE=Young adults probably want to purchase more accessories, but can't afford it so they are restricted. Young adults are just starting their lives and only have enough money for just getting by. Older people have money to spend, but they won't waste it on car accessories, not unless it's a birthday present or for a special occasion. IER-Thank you for your time 3) Male client aged 17 IER-Thank you for giving us your time to answer some questions for our survey IEE-No problem IER-Do you drive a car? IEE-Yes I drive a Vauxhall Astra IER-How often do you drive your car? IEE-Everyday IER-Do you have any accessories for your car? If so, how often do you purchase accessories? IEE-I have tinted windows and larger exhaust. I would purchase something to kit up my car every couple of months like new polishing and cleaning equipment, bigger rims and possibly new sound system. IER-How much do you spend on your car accessories? IEE-I spend about 1500 pounds IER-Would you fit them yourself or professionally? IEE-I fit everything myself. I struggled at first to fit my rimps, but I got the hang of it and I had some mates show me how to do it. It costs a lot to get anything done professionally so I do it myself. IER-What other accessories would you like to buy for your car? IEE-A spoiler IER-Do you like making your car look good on the outside alone, or both in and out? IEE-I want my car to be comfortable and smooth inside so leather sits and CD & speaker player is a must have for my car. I probably spend more time and money on making the outside look at its best though. IER-Do you think that your car is big part of your life? IEE-Yes because it's what I like, my friends like and something we like showing to each other in our spare time. ...read more.

Conclusion

For the first time, bosses at Tesco could see what was being bought by which customer. Assumptions about the way people shopped- notably that they bought everything from the same store - were shattered. What became clear was a more complex picture of modern-day retail habits and the Clubcard, with its offer of personalized incentives to persuade people to fill these troubling gaps in their shopping baskets, proved both an eye-opener and a massive money-spinner.14 Consumer data has helped shape the products they offer, Tesco have a better understanding of consumer segments and shopping profiles which has helped them to market themselves and form relationships with customers and build loyalty in customers and target particular groups with their marketing. This level of sophistication has made sure that Tesco remain the leaders within the market.15 Tesco and Asda have both introduced products in selected stores to suit the needs of the customers living in those areas, for example in some stores they sell halal or kosher products. I think this is a very clever way of finding out a lot of information about your customers and means they are able to advertise particular products, services and offers to specific people who are more likely to be interested in these items. For example Tesco would not want to waste money in advertising make up to men, MP3 players to elderly people and furniture to an 18 year old who still lives with their parents. Tesco also use observation within their stores to see how people shop, it can show where people look what aisles they visit and how long they spend looking. This can help them to understand how their different customers shop and can give them the information to lay out their stores in a friendly inviting way that encourages customers to look at products they may not usually buy and may be interested in. Their stores are set up to encourage people to spend more money and they have managed to achieve this by using the information they have obtained through observation. ...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. Jollibee Foods Coporation case study. there are some alternative strategies that JFC can ...

    Come to agreement Sign contract 5.6.2009 5.9.2009 Find locations Come to agreement Sign contract 5.9.2009 1.10.2009 Communicate local authorities 20.9.2009 5.10.2009 Build 1st store Decorate 10.10.2009 10.12.2009 Build 2nd store Decorate 10.10.2010 10.12.2011 Finish Marketing plan 6.2009 8.2009 Marketing activities - Advertisement (TV, magazines, logo)

  2. Marketing Travel and Tourism products and services

    The companies within this sector needs to be aware of the external constrains when they run their business factors that comes outside of their direct control for example PEST which stands for Political, Economic, Social and Technological factors. Political Political factor is important in travel and tourism industry and it

  1. S.W.O.T. Analysis, P.E.S.T.L.E Analysis, Product life cycle and Porters Competitors Analysis for Sainsburys.

    What is the government's arrangement on marketing ethics * What is the government's policy on the economy * Does the government have a view on culture and religion Political factors will always have a major influence on a company's operations.

  2. From a marketing point of view, what were the main objectives or the Hovis ...

    The conventional new product development screening approach is a 7-stage process that companies can use when developing new products. The process allows the company to predict as early as possible whether a product will flop and allow the company to either make changes or give up on it.

  1. M1-Compare marketing techniques used in marketing products in two organisations

    Later Sony corporation started to offer new product to his customers; computers, laptops, robots and more. Sony introduced new product as time were changing, new technologies were coming out, Sony wanted to follow the trends and also satisfy customers? needs.

  2. Marketing Assignment - examples Tesco and Coca Cola

    As Tesco are the number 1 supermarket in the UK, mean that they have the most loyal customer, that trust them to provide them with great quality goods and service. This mean the customer wants and needs are being satisfy which are increasing their trust within the company.

  1. Compare marketing techniques used in marketing products in two organisations. For your chosen organisation, ...

    The card was promoted in store through leaflets, application form and by check out staff. It was also part of an advertising campaign which saw Prunella Scales collect points and swap them for treats. The Club Card enables Tesco to use relationship marketing more effectively and allow them to build

  2. Unit 11 M1 Analyse the ways in which relationship marketing activities can be used ...

    each customer without judgment, where they have a compliment and complaint section on their website where they take every customers thought in consideration because nobody would like to be ignored so that is why Tesco listens to their customer like any relationship the two people listen to each other.

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