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

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

Extracts from this document...

Introduction

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.

Middle

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.

Conclusion

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.

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 Case Studies and Analysis 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 Case Studies and Analysis essays

  1. Marked by a teacher

    Aims of tesco

    5 star(s)

    On a large scale as in Tesco little things like this go a long way and do have an impact on the environment. Tesco are committed to cutting their carbon footprint in every area of their business. From big steps right through to small steps like using one label on

  2. (P4) Describe the Functional Activities and the Independencies of Tesco Plc and Coleraine Borough ...

    * Goods are dispatched on time * Completing delivery documents * Dealing with distribution problems such as; vehicle problems, bad weather etc. * Planning destination routes The main priority of distribution managers is to ensure products/processes run smoothly through Tesco Plc.

  1. Microsoft Case Study. Objectives, structure and marketing.

    (Microsoft have customers who have signed up to email subscription of products and updates). ICT also makes it easier to take payments from customers who are paying over the internet, via credit-card, etc. In addition to this ICT is also helpful to businesses because they can collect feedback from customers over the internet.

  2. Unit 9: Marketing Strategy

    * Market Nicher - a business focusing on specific segments of a market and offering a restricted product mix. I have identified my competitive position to be that of "market challenger" due to the competition in the surrounding area including bakeries in Alford and Mablethorpe.

  1. Market entry strategy of Aldi and Lidl. Plans for expansion.

    Buying goods from the same supplier gave them opportunity to investigate product quality in special test kitchens and improve products quality if it was necessary. Saving money on fancy displays and advertisements helped them reduce goods prices. As from the case study, Aldi realized that by adaptation to local needs

  2. In This unit I am gong analyse the product knowledge required by employees of ...

    A possible way to minimise staffs problems would be to create a staff newsletter which informed the staff on a regular basis the important information they need to know the deliver good product knowledge. Interview Whilst eating lunch at Alton Towers in the Courtyard BBQ located next to Battle Galleons

  1. How external factors can affect the ability of Tesco achieving its aims and objectives

    They must restrict access to this information and use it accordingly. They are also required by law not to pass any recorded details onto third parties without consent from customer. Breach of this law is a serious offence carrying huge penalties for any firm.

  2. Unit 3 M2 explain the limitations of marketing research used to contribute to the ...

    The less money they have, their will be many threats like their competitors because they will be able to obtain the research that you don?t have. An example of this is Tesco PLC, due to their strong finances they have the resources to receive the research the require opposed to

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