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Primary Research

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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.

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