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

Introduction to Marketing Research.

Extracts from this document...


Introduction to Marketing Research Market research and marketing research are often confused. 'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions: Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyses, and communicates the findings and their implications. American Marketing association - Official Definition of Marketing Research Obviously, this is a very long and involved definition of marketing research. Marketing research is about researching the whole of a company's marketing process Palmer (2000) This explanation is far more straightforward i.e. marketing research into the elements of the marketing mix, competitors, markets, and everything to do with the customers. The Marketing research Process Marketing research is gathered using a systematic approach. An example of one follows: 1. Define the problem. ...read more.


2.0 Mystery Shopping Companies will set up mystery shopping campaigns on an organizations behalf. Often used in banking, retailing, travel, cafes and restaurants, and many other customer focused organizations, mystery shoppers will enter, posing as real customers. They collect data on customer service and the customer experience. Findings are reported back to the commissioning organization. There are many issues surrounding the ethics of such an approach to research. 3.0 Focus Groups Focus groups are made up from a number of selected respondents based together in the same room. Highly experienced researchers work with the focus group to gather in depth qualitative feedback. Groups tend to be made up from 10 to 18 participants. Discussion, opinion, and beliefs are encouraged, and the research will probe into specific areas that are of interest to the company commissioning the research. Advantages of focus groups * Commissioning marketers often observe the group from behind a one-way screen * Visual aids and tangible products can be circulated and opinions taken * All participants and the research interact * Areas of specific interest can be covered in greater depth Disadvantages of focus groups * Highly experienced researchers are needed. They are rare. * Complex to organize * Can be very expensive in comparison to other methods 4.0 Projective techniques Projective techniques are borrowed from the field of psychology. ...read more.


This means increasing our revenue by, for example, promoting the product, repositioning the brand, and so on. However, the product is not altered and we do not seek any new customers. Market Development Here we market our existing product range in a new market. This means that the product remains the same, but it is marketed to a new audience. Exporting the product, or marketing it in a new region, are examples of market development. Product Development This is a new product to be marketed to our existing customers. Here we develop and innovate new product offerings to replace existing ones. Such products are then marketed to our existing customers. This often happens with the auto markets where existing models are updated or replaced and then marketed to existing customers. Diversification This is where we market completely new products to new customers. There are two types of diversification, namely related and unrelated diversification. Related diversification means that we remain in a market or industry with which we are familiar. For example, a soup manufacturer diversifies into cake manufacture (i.e. the food industry). Unrelated diversification is where we have neither previous industry nor market experience. For example a soup manufacturer invests in the rail business. Ansoff's matrix is one of the most well know frameworks for deciding upon strategies for growth. Business studies GCSE Marketing Coursework information ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets 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 GCSE Marketing and Markets essays

  1. Sullivan Ford Auto World Report - Discussing Marketing in the Service Industry

    The "cramped room with peeling paint" where customers wait, could simply be redecorated and maintained. The servicing building "looked old and greasy" so improving this and maintaining a cleaning system to keep its state would be advisable. I also recommend a staff uniform to further improve the appearance of the

  2. Strategic Marketing Report - Virgin Trains

    Dog Generate little profits Virgin is now bordering this because of the rail incidents they have had a significant decrease in sales. So a new market strategy is needed to boost sales, with the aid of increased investment to take it back to a question mark.

  1. Business GCSE Unit 1, A1

    Thorntons specialize in making boxes of chocolate and are popular with Easter eggs. Wrigley's are also competitors of Cadburys, because they make a well known brand of chewing gum, which competes with Cadburys chewing gum brand, Trident. I think Nestle do better than Cadbury in some areas because they sell

  2. Business Studies Coursework

    a) Lakeside b) Blue Water c) Brent Cross d) Vicarage Fields e) Others 7) What time of the day do you go usually go shopping? a) Morning b) Afternoon c) Evenings 8) On which days do you usually go shopping? a) Weekdays b) Weekends c) Holidays d) Other 9)

  1. Business Studies Assignment Marketing

    alley because of the lack of public transport, this plays a vital role in how many consumers go to XS Superbowl. This is what the popularity of the bowling alley relies on. Also, it shows what type of people will being going to the bowling alley- families- this is where the USP comes in to contol.

  2. Marketing coursework

    I think this is so that there are specialised restaurants that the public would go to. The reasons that i found why they said only one cuisine were 3 main ones. Although most people didn't give me a reason, some of the people did.

  1. Produce a marketing strategy for a new or existing product

    This basically means that Cosmopolitan can change their product to suit these peoples needs. Lets just say Muslim's were targeted by Cosmopolitan to attract Muslim's by the magazine, Cosmopolitan will need to change and tone down the magazine on the sexual side.

  2. This coursework entitled "Marketing" is about creating a marketing strategy for a new or ...

    Weaknesses * Have to charge a high price for A6 to cover costs (but potential customers will realise this). Opportunities * None of main competitors have released a similar price car recently so chance to gain market share. * In high growth market.

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