Market Research at Marks and Spencers

Authors Avatar by trevonmengotgooglemailcom (student)


Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans

In this assignment I will describe the different types of secondary and primary research used by marks and spencer in their marketing plans.

Market research

This is the process of finding out information about a new product or service through techniques like surveys, product testing and focus groups. Market research allows companies to acknowledge who their target market and consumers are and what the consumers think about this product/service before it becomes available to the public. Market research can be done by the company itself or by a company that specializes in market research. They would normally give samples or money to the people who were used for the testing of the product so it’s not seen as a waste of time. 

There are 2 types of market research which are

Qualitative, quantitative, primary, secondary, internal and external research

Quantitative research is a numerical data that marks and spencer needs to collect in order to understand what people think about the products in statistics and figures.

Qualitative research is a descriptive type of research which is important to marks and spencer is they want to find out about their customers point of views and opinions e.g. feedback about a newly introduced product.

Primary research is Experiments, investigations, or tests carried out to acquire data first-hand, rather than being gathered from published sources.

Secondary research involves gathering existing data produced by government, agencies, businesses and trade associations through researching the internet, newspapers and company reports.

Examples of primary and secondary research

Primary research                                                                             secondary research

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-Surveys and questionnaires (external)                                       -intelligence reports (internal)

- Sale records (internal)                                                                  - books and newspaper (external)

-Experimentation (internal)                                                            companies reports ...

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