• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17
  18. 18
  19. 19
  20. 20
  21. 21
  22. 22
  23. 23
  24. 24
  25. 25
  26. 26
  27. 27
  28. 28
  29. 29
  30. 30
  31. 31
  32. 32

Marketing Research

Extracts from this document...


By: Michaela Louise Burnett Tutor: Barry Forrester Marketing BTEC NATIONAL DIPLOMA Submission Date: March 2008 Terms of Reference * Set By: Barry Forrester * Was produced by BTEC National to help us understand the different aspects of setting up your own business and the different aspects of Marketing and how this affects businesses and their overall marketing decisions. So in the future I will have the knowledge to be able to set up my own business if I wish to and understand the external factors out side of the business and the different research methods that are available. * Date Due In: March 2008 Procedures I produced this assignment by researching a selected business and the different methods involved in collecting data. From this I produced a marketing report for my chosen organisation. I did this by researching a number of companies within the same market to get an overall view of the business activity and their performance figures. This report is word processed using Microsoft word. Contents * Section 1: Main types of marketing research, (P1) * Section 2: Plans of market research/most appropriate (P2) * Section 3: Market research conducted, (P3) * Section 4: interpreted findings (P4) * Section 5 : Research analyses of methods, (M1) * Section 6: Explanation for selecting data collection methods (M2) * Section 7; Analyses of own research findings/recommendations (M3) * Section 8: Evaluation of the applicability of selected research methods, (D1) * Section 9: Evaluation of the finding from the research undertaken. (D2) * Section 10: Bibliography * Section 11: Completed questionnaires. Michaela Louise Burnett ******************** Section 1: Task 1. (P1) Describe the main types of marketing research and how they have been used to make a marketing decision in a given situation. Date: 20 February 2008 Report on: How the main types of marketing research have been used to make marketing decisions. Introduction I have recently been appointed as a marketing research assistant at a local agency, Morris Qader Robertshaw Associates (MQR). ...read more.


This is most appropriate for statistical analysis and obtaining specific information from an respodent, such as age, s*x etc. It is a cheap source to use and may help obtain the desired information. This is quantitative marketing research Interviews This is the technique most associated with marketing research. Interviews can be telephone, face-to-face, or over the Internet. Telephone Interviews Telephone ownership is very common in developed countries. It is ideal for collecting data from a geographically dispersed sample. The interviews tend to be very structured and tend to lack depth. Telephone interviews are cheaper to conduct than face-to-face interviews (on a per person basis). Advantages of telephone interviews Can be geographically spread Can be set up and conducted relatively cheaply Random samples can be selected Cheaper than face-to-face interviews Disadvantages of telephone interviews Respondents can simply hang up Interviews tend to be a lot shorter Visual aids cannot be used Researchers cannot behaviour or body language Face-to-face Interviews Face-to face interviews are conducted between a market researcher and a respondent. Data is collected on a survey. Some surveys are very rigid or 'structured' and use closed questions. Data is easily compared. Other face-to-face interviews are more 'in depth,' and depend upon more open forms of questioning. The research will probe and develop points of interest. Advantages of face-to-face interviews They allow more 'depth' Physical prompts such as products and pictures can be used Body language can emphasize responses Respondents can be 'observed' at the same time Disadvantages of face-to-face interviews Interviews can be expensive It can take a long period of time to arrange and conduct. Some respondents will give biased responses when face-to-face with a researcher. The Internet The Internet can be used in a number of ways to collect primary data. Visitors to sites can be asked to complete electronic questionnaires. However responses will increase if an incentive is offered such as a free newsletter, or free membership. ...read more.


Whether this happens depends upon the effect it is currently having on the canteens sales to determine if drastic action needs to be taken. However because the data collection carried out was a questionnaire survey, this method can be used again to enhance on the data collected by asking different questions to help support the accuracy and reliability of the information. In the short term the information can be very useful in helping set objectives to meet new targets of strategies the canteen may have to help boost sales; however in the long term this information used as a stand alone will not be enough to increase the sales of the canteen. However the internet and questionnaires are two effective techniques, the canteen should use these again to obtain other relevant data to further their knowledge on people's attitudes and opinions in regards to the topic. However do extensive research like ad-hoc which is continuous research to help compare figures and date at a later period on a much larger sample to obtain more accurate information, as well as focus groups to help identify and produce what its customers want. Overall the most important issue is to use the data already obtained to make a starting point on the development of their product range, other wise it may lose customers because of the poor quality and range available. This could lead to even poorer sales. The research campaign wasn't as successful as I had hoped as its findings were not as in-depth due to the questioning structure, however was very effective in providing statistical data for the canteen to work from, it has helped identify some of the weak areas and can build to improve from their. The canteen can now produce more specific questionnaires to meet there precise needs as this research has informed them of what they need to know. The research used did meet its purpose as to why it was been carried out in section 6, however the results from the questionnaire was not as qualitative as I had hoped. ...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 Marketing & Research 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 Marketing & Research essays

  1. Marked by a teacher

    McDonalds Marketing Analysis. Explain the marketing techniques used by a given organisation and analyse ...

    5 star(s)

    of the economy as the government has decide to increase national minimum wage and therefore McDonalds have to comply. McDonalds also uses the economy factor to them notify what products are lowering in terms of demand and what marketing strategies could they use to bring that product back into the market.

  2. Marketing research for coca cola

    Focus Groups: This method is where an interview is conducted with a researcher and a small group of people. The aim of this is to get opinions and find out attitudes from the group. The advantages of this method are that different ideas are going to be shared and Relationships will be built.

  1. Jollibee Foods Coporation case study. there are some alternative strategies that JFC can ...

    Lotteria is around 25.000VND; hence, Jollibee can think of the suitable price for the products. Sometimes, to company can combine the marketing activities with the pricing programmes by creating the coupon for sale in an appropriate day in a week.

  2. From a marketing point of view, what were the main objectives or the Hovis ...

    We then found that clarity of purpose increases but plenty of uncertainties persist, which resulted in cliques and factions form and there was power struggles. Our team needed to be focused on its goals to avoid becoming distracted by relationships and emotional issues and compromises were required to enable progress.

  1. Impact on Automobile Industry Due To Recession in India

    In the two-wheeler segment, according to the report, the motorcycles would clock 11.5 per cent rise during 2004-2007 over its siblings-scooters and mopeds. Scooters sales would decelerate and mopeds would also see the same. Overseas market would present huge opportunities for the two-wheeler makers.

  2. This assignment will be evaluating the contribution of relationship marketing activities and will also ...

    Also, it can also provide an outline on how certain products will be introduced to the market and whether they can influence new products to a current market. The negative aspect of a gap analysis is that it can put more pressure on the employees when the organisation tends to aim higher in a short period of time.

  1. Describe the Social Implications of Business Ethics Facing A Selected Business In

    Apple have released a new and improved model of the iphone annually since the launch of their first iphone and released the iphone 4 on the 24th of June 2010. The fourth instalment of the apple iphone was now fully equipped to do everything users could ask for ranging from

  2. Marketing Assignment - examples Tesco and Coca Cola

    Advertising, selling and promotional costs are reduced. There are economies of scale as advertising for core brand and its extension reinforces each other. For Coca Cola to select the correct growth strategies for the organization, it is necessary to analyse the organization's current market share. Coca Cola can do so by using the Ansoff Matrix, this will

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