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Marketing research for coca cola

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Introduction

Task 3 Introduction "Describe how marketing research information is used by one of the organisation to understand the behaviour of customer, competitors and marketing environment" Marketing Research A) Marketing research basically aims to help the business, by this it will make sure that the organisation makes successful decisions. They would make good efficient decisions by the information that is provided for the decision- making process. Market Research has three sectors that are called customers, competitors and overall marketing environment that are know as the themes of marketing research. Coca- Cola conducts marketing research by using the themes of marketing. They make sure what the customer wants. For example they do research such as questionnaires to find out what flavours people like and what they don't like. Coca-Cola also have to do their research on their rivals, the reason for this is so they have an idea on the comparison of products, prices, distribution methods and promotional methods. The last research they have to do is on the market environment, Coca-Cola will do this so they know what the market size is for their product. Also they will look at the economic, social, technological influences. B) The difference between qualitative and quantitative data, qualitative data is basically where you are getting customers opinion and looking at their behaviours towards the products to get in-dept information. This can show why people buy the products, what motivates them to buy or why they don't like about the product. ...read more.

Middle

The bad side to this method is the response rate is low, it would also take long for a response back from them and the responses can be on the biased side. Email Surveys: Email surveys are basically the same as postal surveys but just are delivered electronically. They are sent to the participant's inbox as an email. The advantages of this method are that it is cheap compared to other methods; it is also very versatile & quick. The feedback is very quick back from the respondent. The disadvantages of this method are that the mail could go straight into their junk mails and the questions can not be explained to the respondent. Face-to-face Surveys: This method is where the participant and the interviewer are face to face. This method is very popular for home interviews. The advantages of this method are that the response is very detailed; visual aids can also be used as you are face to face. The disadvantages this method is that the cost is very high, it is also time consuming. Panels: Panels is where a number of consumers who have agreed to provide data over an extended time. The advantages of this method are that you will gather information constantly and trends can be spotted. Disadvantages of this method are that it will be expensive and also the results may be biased. ...read more.

Conclusion

Mostly it is secondary data that is available on the web. This is an advantage because then the business has more chances of getting resources and information about their specific topic. I) The different ways that market research finding can be presented such as: one that it could be presented in an oral presentation or a written report. These two ways are really important as they can show the business the entire research they have found, another reason why these two ways are used is because it looks professional. Secondary Research J) The importance of secondary research is because it could answer the organisations research needs quickly and inexpensively. It is also important as it can provide information or data that cannot be collected in any other way for example information on government spending. K) Secondary research can be found from a variety of internal and external sources. Internal Source is records that you will find within an organisation. Every department within an organisation will have its own records, Records such as past sales figures so this can be used to spot trends and forecast future figures. Internal sources should always be considered first because they are usually quickest, cheapest and most convent source of information available. External Source is several sources of existing data available from outside of the organisation that may be of value. Businesses can use external sources such as: Internet, textbooks, market research agencies, government statistics and etc. ?? ?? ?? ?? BTEC National Diploma In Business Unit 3: Introduction to Marketing Danish Rahman ...read more.

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