• 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. BTEC BUSINESS UNIT 2

    The advantage of store visits is that it makes sure that all of the other stores are running as well as each other. This could also be bad as the colleagues may be behaving the way they do because they know that they are being inspected and any other times they would behave in any way they want.

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

    the interviewer is told how many people to interview but is not told how to locate the respondents. This approach is often used in shopping centres. It is quick and uncomplicated. This method is not random though because the interviewer is only interviewing people that are at the shopping centre

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

    In order to make my deliveries on time I will send my delivery vans the same day as I receive demand for my new strategy. PROMOTION Promotion consists of number of techniques, which create awareness of the products and persuade the potential customer to make the buying decision.

  2. Business Studies Company Profile

    Following the foundation-laying ceremony in 1984 in the neighbouring municipality of Obertraubling, the Regensburg plant was opened in 1987; it has since been gradually expanded. 1989 The site of an old barracks in north Munich acquired by BMW in the early 1980s became the home to the Research and Innovation

  1. Opening a sandwich shop in huddersfield

    I think I can gain market share of this if I can keep a good lead times of delivering the sandwiches and over the counter sandwiches. Tally �0-1 2 �1-2 30 �2+ 18 This shows me that the majority of people are prepared to pay �1+ for a sandwich.

  2. Marketing Research

    Companies motivate distributors, retailers, and other middlemen to pass along important intelligence. C) Some companies send "ghost shoppers" to monitor the presentations of dealer/branches. Also ghost shoppers help the company in getting valuable information like what brands the dealer is recommending, what the dealer is saying about company brand etc.

  1. marketing innocent drinks

    this stands for Specific, Measurable, Agreed, Realistic and Time. S.M.A.R.T helps Innocent set their annual objectives and this technique also helps all the functional areas in a business decide changes together and even communicate internally throughout the business. One example of Innocent being affected by this technique is that if

  2. How the NHS and Tesco Use Market Research

    People exaggerate so all data might not be 100% correct so you will have to ask different people so you can get answer from different people which will make the results more stable so the business can use them, Tesco and the NHS must ask a large number of people

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