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

Types of Marketing Research

Extracts from this document...


´╗┐Manual of Marketing Research Task 1 Unit 10 Market Research - The process of gathering, analysing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service; research into the characteristics, spending habits, location and needs of your business's target market, the industry as a whole, and the particular competitors you face. (http://www.entrepreneur.com/encyclopedia/term/82436.html) Primary Research ? collecting data which has been not yet processed. This research contains original information and it is completed for the first time. There are several methods of primary research including: observational, experimental, surveys, e-marketing research, piloting research, field trials, focus groups and panels. Observational: data is collected by observing actions, services or customers. This kind of data has not been yet processed but once completed, it will be processed and analysed. It is a good idea to carry out this type of research if the product is changing or has to be developed - the business is able to identify how the customers are interacting with products or services. Experimental: introducing a new strategy and recording a result of this action. This will probably involve a change in the marketing mix. ...read more.


It can interact with any website applications made by the company. Website monitoring is mainly used to ensure that there are no errors and the website is fully working. This kind of secondary research may also involve simulation of visitors? reaction to certain changes ? this allows the business to observe customers? reaction. E-transactions: transferring money from one person to another over technological sources (devices). This kind of secondary research is usually used to pay for products ordered on the internet. Accounts and production records: these information are kept by all businesses; including any documentation, statements or records of the company which are relevant such as financial records, journals, checks and purchases. Accounts and production records would be really useful when it comes to writing business reports. Sales personnel: a person with good marketing knowledge who offers and sells products to businesses or customers. This person has to have certain skills in order to persuade customers to buy. Sales personnel would usually make a relationship with the customer in order to be more successful. Delphi technique: interactive forecast. This technique involves choosing a panel of experts who are completing questionnaires providing judgements on certain products or services. ...read more.


Marketing mix is all about getting the right product on the right market with a suitable price and having a successful promotion plan. Technical marketing: can be described as taking technology to the market. This would be completed by having a product concept which is developed and promoted. Databank: contains a lot of information on many subjects. It can be organised in rational manner or alphabetically. If there is more than one databank, someone may decide to build a new database. Ad-hoc market research: collecting data from one sample of potential/existing customers which is then used to identify marketing problems. This research would include: product usage survey, new product concept tests, advertising development, corporate image surveys and customer satisfaction surveys. Continuous research: asking the same group of people to get to know their opinions repeatedly. Types of continuous research are: 1. Consumer panels ? recruiting a lot of people who are giving their opinions on buying. These people would usually have common interest. 2. Retails audits ? observing changes in brand loyalty, market share and how effective different retails formats are. This kind of research would involve cooperation with retail outlets. 3. Television viewership/radio listening panels ? measuring number of views or listening. This kind of information would be used to determine programmes strategy. ...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 ...

    They also need to assign this task to different members and set time limits on when the data needs to be collected by. They also need to decide who will create the surveys, focus group research and the other types of research they are conducting.


    They cannot do what they specialize in without a few basic facilities, these are known as needs, and they can do without some other things however a building is very important. They would not be allowed to trade without actually having a business under which their company is licensed there

  1. Unit 3 - Marketing Research And Marketing Mix

    The consumer suggestion is very important to the company as it will indicate what the consumers will want in the product and they improvement on it. As the consumers in the focus group are between the ages 8 and 30 this will be our initial main target market.

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

    If the unemployment rate is high, people have less disposable income. Seeing that Coca Cola is not a luxury good, it might not be greatly affected. The only affect it could have on my product is the fact that customers could switch to cheaper brands.

  1. business planning unit 8

    Before the factory opens up all the staff that are recruited will be provided with the full necessary training. As this will enable the staff to be more comfortable with their job, because they will know exactly how to perform their job.

  2. Thorpe Park Marketing Mix

    a wide range of people has at least two TV's in their homes. Boston Consultancy Group Matrix (BCGM) The Boston Consultancy Matrix was devised by the Boston Consultancy group and show a product develops as a result of market forces.

  1. Business Studies Company Profile

    BMW sponsor two racing teams, that both compete, these are the BMW WilliamsF1 team and the BMW Sauber F1 team. BMW also have websites set up for public use, a good example of this is the BMW films, from the website http://www.bmwfilms.com which features directors short films, making up a series called "The Hire".

  2. Unit 1 Marketing Proposal: A01

    Public relations are also part of the promotional mix and this is when the business tries to make the public see a positive image and show them that they have quality products. Post cards are useful because they provide a very limited surface area to deliver your message, but that can actually work to your advantage.

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