In order for Tesco PLC to see if the data that they have acquired is valid is through seeing comparing the customer’s beliefs against the stats of the products and if they are reliable to use then the organisation should use the information to make changes to the marketing planning’s that are already in place. Another way that Tesco PLC can validate the information is though doing regular updates on the data collected, in order for the organisation to see the changes in the trends, instead of doing the research every year they could do it every month to see the changes that are occurring. By doing this research Tesco PLC will know that the information is valid and they will have enough information to base their marketing planning to base upon. By using such ways Tesco PLC will be able to use such validity setups to improve all the information that they receive in the future which will then allow the organisation to increase profit and understand their customers 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. By doing the focus groups the organisation will be able to determine the customer’s likes and dislikes and also they will be able to get valid and reliable information because they will be able to get reliable feedback. Tesco PLC will tend to conduct regular focus groups in order to improve the results they receive and also improve the marketing planning.
By conducting focus groups it is very costly as it would require training of staff and also paying them for the time spent conducting focus groups, but it will allow Tesco PLC to acquire honest views from their customers. By Tesco PLC doing regular focus groups it will allow them to acquire good quality information and also it will allow the organisation to use the information for marketing planning, they will not have to conduct researches as this has been conducted by trained internal personnel and so they will know that the information gained is valid and also honest.by this Tesco PLC will be able to see the changes in customers like and opinions of the product. By conducting such focus groups Tesco PLC will be able to have access to a wide range of samples and so they will then be able to start the changes to the marketing planning fresh in the new year knowing that this year they will be able to maximise their profits because they have honest and valid information about the customers buying trends in the different quarters
Surveys:
Surveys is when the organisation personnel or a hire organisation speak to their target audience (Tesco PLC), to get a better idea of the needs of the target audience and this will also allow Tesco PLC to acquire information that they might have to gleaned without the hired organisation.
They are many ways in which to conduct surveys such as telephone surveys and direct mail interviews.
Telephone interviews:
Interviews that are conducted on telephone are inexpensive and a very fast way to receive information from the consumers. They way that this occurs is through the following, the organisation prepares a script that they will use to cover all their objectives when calling the consumers. 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
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