There are different forms of research that can be used in order to obtain the best results to use for the purpose of the study.
Primary- this is the collection of new or original data and so this would involve Kelloggs actively getting involved and finding the information for themselves this includes using methods such as questionnaires, interviews, mystery shoppers, consumer panels and just pure observation of the market by seeing what other competitor are coming out with so that they can respond quickly and effectively to it.
Secondary- this is the use of existing data that would either be collected by Kelloggs previously in the past or another way to retrieve this data would be from another organisation. Ways to obtain this information includes reports from sales and regional representatives, trade journals and websites, industry reports/government statistics and also census data and public records.
Qualitative- another way to gain information can be to use qualitative research this is includes, opinions or judgements on the product, subjective information and but can wide ranging and often difficult to analyse.
Quantitative- the last way we are going to mention is quantitative research this is more numerically based and can be more factual and easy to analyse, but just because there are a certain number of people that could possibly purchase the potential product that Kelloggs have to offer it doesn’t necessarily mean they will.
Marketing for Tomorrow
In order for us at Marketing for Tomorrow to show you what marketing entails we decided to set up a questionnaire and have pupils from St. Bernard’s Catholic School in High Wycombe answer it here is the scenario.
A local secondary school have received a letter from Kelloggs who are offering to sponsor them with £1 000 worth of free products each month. The school, however, now need to find out which products would be most suitable for their students. The idea is that the products will be sold in the school canteen.
So the purpose of my research was to find out, what sort of products do the pupils want? How much do pupils currently spend in the canteen? And see if there were trends within what certain year groups or ages and even genders were asking for. But the underlying objective was to establish which products would sell in the school canteen.
Primary research that was used, questionnaires to ask various questions of the students to find out what their preferences were (turn overleaf for questions),
Secondary research that was used, was to ask canteen staff about certain trends etc that happen in the canteen.
Quantitative research that was used included figures on how many pupils there were in the school, and how many possibly use in the canteen.
The sample group decided was to be 6 pupils from each year 3 boys and 3 girls up to year 10 (as year 11s were on study leave)
Results:
Girls: 50% of girls selected snack bites that Kelloggs offer such as Special K, 45% selected cereal bars and 5% selected cereal boxes.
Boys: 10% of boys selected cereal boxes, 5% selected snack bites and a massive 85% selected Kelloggs cereal bars.
Average amount spent: 45% of pupils asked spent a weekly amount of between £1-3 pounds, 15% spent £3-5. The remaining 30% spent between £5-10 pounds weekly.
How often was the canteen used? 42.5% used the canteen every day, 1.5% used the canteen once a week, 1.5% used the canteen once or twice daily and 54.5% used the canteen a couple of times weekly.
The most popular product was…… you guessed it Cereal Bars!
So from these results it is clear to see that with the £1000 worth of free products from Kelloggs, St. Bernard’s should spend it on cereal bars as that was the most popular product from the questionnaire.
Marketing for Tomorrow
The purpose of this questionnaire is to find out which Kelloggs products would be most suitable for students as these items will be sold on their canteen.
Gender
Male Female
Your Age?
11 12 13 14 15 16
How often to you use the canteen?
Everyday
Once or twice daily
A couple of times weekley
Once a week
How much do you spend on average in the canteen weekly?
£1-3
£3-5
£5-10
Do you currently purchase any Kelloggs products in the canteen?
Yes No
What sort of Kelloggs Products would you most want to purchase?
Cereal boxes
Cereal bars
Snack bites e.g. Special K
Marketing for Tomorrow
Information box
