Sophie Truman                                                                                           Coursework 4

Market Research

Marketing is the process used to make it as easy as possible to get the potential customer to buy your product or use their service. Market research is researching what people think about products and services. Market research is researching what e.g sells the best. You benefit from the research. Market research is either primary or secondary. Primary research is finding information that doesn’t exist already. An example of primary research is questionnaires, telephone surveys, product resting and working with consumer groups. Advantages are that it provides data that is up to date, relevant and specific to you products. Secondary research is useful for looking at the whole market, and analysing past trends to predict the future. It’s research on information that already exists. It involves looking at things like market research reports, or magazines and newspapers. Advantages are that it’s cheaper than primary research, the data is found easily and it’s instantly available. I will be using primary research as I will be looking for original information. I have rejected secondary because the information I would gather would be of existing cafes, so there would be no point because I would be basing my café on other cafes. I want to see what their opinions are on cafes today to see if I can make changes and improvements to attract customers to my café. For my research, I have written a questionnaire. Normallu, questionnaires are designed to find out what customers want from a service or product. My aim is to ask people who often eat in cafes or coffee bars. I have taken into account the disadvantages of using this method. These include:

  • The information may be inaccurate.
  • You don’t know whom you could be asking.
  • People may not want to give up their time and may not take it seriously.

I have put together a questionnaire to which I shall ask about 10-20 people. From this questionnaire, I will be able to analyse the public’s opinion and apply it to my service. I shall take into account what they have said, and what they would like to see changed. I start off the questionnaire by using more specific questions about the person to know if they are the sorts of people I’d like to ask. The questions then go into more detail.

Questionnaire

  1. Have you ever been to a café?

Yes….. No……

I asked this question to know if the information this person has is useful or not.

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  1. What do you look for in a café?

……………………………………………………………………………………………………………………………………………………………………………………

I asked this to get a general idea of what is important to this person.

  1. Do you work in the centre of town?

Yes…..   No….

As I am looking to run my business in the centre of town, this question will tell me if this person is the kind I would be selling my service to.

  1. Do you make lunch from home?

Yes….. No…..

As I’m aiming for my café to be used as a place where working people can come to buy their ...

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