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Unit 3 D2 Make justified recommendations for improving the validity of marketing research used to contribute to the development of a selected organisations marketing plans

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D2- Make justified recommendations for improving the validity of marketing research used to contribute to the development of a selected organisation?s marketing plans - Introduction: In the report it will state the justified recommendations for improving the validity of marketing research used to contribute to the development of Tesco PLC marketing planning Sales figures and facts: Sales facts and figures of market research are found through using methods such as questionnaires, they are given the organisations customers in order to get an overview of the popular and non-popular products amongst their customers. The figures and facts that are found from the questionnaires may not be very valid as they can be filled in by somebody else than the person who should fill it in. the information that is found from the questionnaires can also be invalid because they could be copying somebody. Another way in getting information on paper base from customers is through allowing customers to just right down their likes and dislikes because there is a chance that the questionnaire may have set answers which are different from the answer they want to right down An organisation that uses such techniques for their marketing research is Tesco PLC. The way that Tesco PLC could improve the validity of information that they receive from the questionnaires is through comparing them from the previous year and from the different areas to see which product is creating profit and which product is creating a loss for the organisation. ...read more.


As the organisation will begin to know the customers buying behaviour they will then be able to change their marketing planning in order to change their weaknesses to their strengths and also maintain their strengths in order to achieve maximum profit Focus groups: If Tesco PLC wants to increase the validity of information that they receive from they?re focus groups they will have to make changes which will minimise domination and other objects that affect the validity of the information. In order for Tesco PLC to expand their information validity they will have to use more than under 20 age group to stand for the majority of the population as they have different mind-sets and also they are different generations. By making such changes Tesco PLC would be able to see and determine what the wide range of customers require and what marketing techniques can be used to change the customers perception of the product. By creating focus groups around a large geographical area Tesco PLC will be able to see the different trends and differences from customers behaviour opposed to other areas, they could also use different culture and set up focus groups in order to see the products they prefer and regularly use, they would do this in order to attract the different culture to shop at their organisation. ...read more.


Manu people are very annoyed when they are called by the companies about such surveys so the organisations try to keep the questions very simple, clear and brief. Tesco PLC uses the telephone interview in order to acquire information from their consumers about the repapered surveys that convers the organisation objectives, they also use the telephone survey because it?s easy to conduct and is inexpensive to the organisation. Tesco PLC also use this type of interview technique to acquire important information about their products e.g. Tesco PLC ask their consumers what products they like and dislike Direct mail interviews: When an organisation wants to cover a large geographical area they would regularly use direct mail to conduct this kind of research. Normally the organisation would set no more than 20 questions with either a yes or no answer. Something that is quick and simple to answer. Tesco PLC use this kind of technique when they are conducting their research in order to acquire information about their objectives, they would place no more than 10 questions with either a yes or no or agree or disagree as the options the customers can chose. The disadvantage of this kind of interview technique is that the amount of returned interviews is very small amount so this would not stand for the majority of the public?s belief on the objective ...read more.

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