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

Primary Research

Extracts from this document...

Introduction

Describe how marketing research is used by one of the organisation to understand the behaviour of customers, competitors and market environment. Marketing research: - Marketing research aims to help organisations to find out the information that can inform the decision making process. Marketing research is to find out about the specific needs what the firm is offering to the targeted customer. Marketing research is then further divided up into two main subheadings called primary research and secondary research. Marketing research also includes customer behaviour, competitor behaviour and marketing environment. Customer Behaviour: - Customer behaviour is based on consumer buying behaviour. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one to one marketing. Viola drinks customers would like to buy a healthy drinks because people are being afraid by their future health. Parents would prefer to buy drinks such as innocent or other smoothies because they are they care about their own health and their kids health. Customers buy smoothies because they believe that they loose weight with start eat health foods and drinks. The following link research shows that peoples had start measuring their weights which shows are real decreasing in their body weight. Reference: http://www.bukisa.com/articles/13979_how-to-benefit-from-green-smoothies Customers include both male and female and from age 14 to 30 Viola drinks Ltd trying to target its new product towards them. ...read more.

Middle

It is part of researcher role to make sure that all individuals within the group have an opportunity to contribute. Panels: Panel's research consists of a number of consumers who have agreed to provide data in some extended period of time. These consumers are chosen by business experts and are very careful so that consumer can bring some good ideas and opinions based on relevant or previous experience. Panel research is very useful for obtaining overall market environment data that includes market share of major brands. Field trials Field trails are when a firm test their new products and services. The field trials are carried out under actual market conditions. Business does field trials in order to gain information about product and services. For example in a proper store, they tend to be used when a long time period is required (Such as assessing consumer views on a washing machine after a prolonged period of use). Secondary Research: - Secondary research uses data that has been collected for other objectives than the companies own or the data already exists. There are number of such sources available to the marketer that are following. Importance: * Secondary research is important because information could be found out quickly. ...read more.

Conclusion

Although these reports are quiet expansive to buy but companies have to buy it in order to research on market. Companies such as Mintel, Dun & Bradstreet, DataStream, and Thomson Financial are also available online. Some of these companies are national and other is international. Government Statistics: - Government produces a huge range of statistics from the survey. The information is about different industries. The data is well researched and collected from different resources by the government. The main organisations or departments that offer this data are, The Statistical office of the European Union and the OCED (Organisation for Economic Co-operation and Development). Quantitative research: - Quantitative research involves large number of consumers who are aware of particular service. The research is used to measure product sales week by week and how many people feel or think in that particular way. Track prices across a variety of retailers and brands. Estimate market shares of competing brands and estimate market and segment size. This quantitative research is usually based on survey which includes related questions to marketing. E.g. Quantitative research could find the percentage of buyers who use credit cards when they buy petrol. Qualitative research: - Qualitative research involves small number of people which deals about exploring the issues; understand the fact and answering questions. Qualitative research provides data on why people buy what motivates them to buy or their impression of products, services or advertisements. ...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 ...

    Questions should be clear to avoid confusion, influence and misunderstandings. The questions should be easy, and not misleading, if there are lots of questions, they rely upon the memory of respondents especially to events that happened many years ago, or ask intimate questions many people may not want to respond and it is useful to have a high response rate.

  2. BTEC BUSINESS UNIT 2

    needs to be said to the colleagues they will have to post a report up on the intranet site. The advantages of having a report on an intranet site are that it is easy for the person that wants to tell everyone about the news.

  1. Marketing Aims and Objectives - with examples from major companies.

    Businesses such as Lex Transfleet will have the objectives to understand and stay ahead of their competition because they are a vehicle hire service. This objective is essential because Lex Transfleet has many competitors e.g. Ryder, T.N.T etc. these are all huge international organisations which offer similar services to Lex Transfleet.

  2. Opening a sandwich shop in huddersfield

    Kuram: The sandwiches are prepared in front of you. Its prepared daily and everything is fresh. Me: Is there a lot of choice? Kuram: Yes they have sub of the days which is different everyday. This is a change and its kind of a surprise when you go in subway.

  1. Mcdonalds. For this unit I will need to produce a portfolio of work investigating ...

    Once the electric coupon has been sent back to their phone they can then simply visit their local McDonalds restaurant to purchase their McFlurry. They will be promoting the coupon by advertising on buses and billboards in California. Place- The Big Mac is sold in all the McDonalds restaurants and in every country.

  2. Marketing Research

    Marketing Intelligence System: supplies external data to the firm. Marketing Intelligence system is " A set of procedures and sources used by managers to obtain their everyday information about pertinent developments in the marketing environment." Managers scan the environment in four ways: * Undirected viewing: General exposure to information where the manager has no specific purpose in mind.

  1. Investigating business

    Income statement Retailing sales (Inc VAT) increased by 4.7 per cent to 1/29,998 million (2006/07: 1/29, 549 million). Underlying profit before tax was up 27.0 per cent at 1/2240 million (2006/07: 1/2189 million). Profit before tax was 1/2232 million (2006/07: 1/2194 million)

  2. How the NHS and Tesco Use Market Research

    NHS and Tesco are paid a lot of money to do this job, therefore there are more costs. Huge costs when you have to pay for the focus groups they involve loads of professionals who have to be paid at least £30 a hour which has to be paid by

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