Market research information is either quantitative or qualitative. Quantitative research is essentially numerical, providing data for example on how many people buys a product and how often do they buy it. Qualitative data relates to consumer attitudes such as their goals inspirations and interests.
In order to develop a marketing strategy for the new KitKat I will have to consider the needs of the customer and are the needs from the existing KitKat being offered, also the activities of the customer and of competitors by conducting research in a number of areas which are:
- Product development and distribution
- Promotion
- Consumer behaviour
- The market and the competitors
The rapid growth of information technology has made research data much more accessible and easier to analyse. This is due to broadband technology, which has enabled us to receive information at a much greater speed, no longer do we have to wait for the post for printed versions. ICT has also contributed to the developments of marketing databases. These are organised collections on comprehensive data, which are held on computer, covering profiles, products, suppliers and retailers.
Primary research methods
Using secondary research methods is economical and relatively quick. It has the advantages that it can be conducted in complete confidence and without competitors finding out on the other hand it is not purposely generated for the organisation using it and may not be sufficiently relevant. Many organisations need fresh knowledge, which is where primary research steps in to help. Primary research methods enable organisations to make direct contact with potential or actual customers and ask them specific questions to the organisations needs. Below are some research methods use to undertake primary research.
Surveys
Surveys may be based on a questionnaire that is conducted as part of an interview, through a discussion group, by post or even the telephone. Generally, it is too expensive to contact every potential customer, so only a sample of customers is included in the survey and the sample has to be carefully selected. One key test of the usefulness of the survey is reliability. Surveys are usually carried out using only a sample of the population to which the findings will only apply. Having decided on the size of the sample the interviewer needs to find methods of selecting people. Surveys can be done using one of the following methods:
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Street surveys sometimes referred to as clipboard surveys. People are stopped in the streets and asked to complete a survey immediately. This can be a problem if the respondent is busy or in a hurry, as a result it important the surveys are short and do not take up to much time.
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Shop surveys, these take place in a shop often in the entrance and shoppers are asked to take park in a survey as they leave he shop.
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Household surveys, this involves going door to door and may not be convenient so the survey would have to be brief.
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Hall surveys, these involve booking a hall and inviting respondents to attend ore bringing them in the street. Respondents are often offered a free gift or food and drink when in the hall to encourage them to take part. This can be useful if the company wants to offer product information and samples or use displays or presentations.
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Home interviews, these are usually prearranged with appointment time set because they take pat in the respondent’s home. This can be effective because the respondent is on their own premises and feel more comfortable and be prepared to answer more questions and give more information.
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Business surveys, these are the business version of the home interviews. They are prearranged and will take place on the business premises.
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Telephone interviews, surveys conducted over the telephone are increasingly popular because it convenient for both parties. The interviewer can conduct the interview without leaving the office or from home and the respondent can similarly reply from an armchair. There are lots of respondents to choice from because all you need is a telephone directory. It is possible to conduct research on a wide basis national or international relatively easy. However people are becoming tired of being called at home because more and more companies are using this method. This method is very cost effective way of reaching people and answers are likely to be trustful.
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Postal interviews are a cheap way of conducting primary research, which is why almost a quarter of surveys are carried out in this way. They do however have a low return rate. Often fewer that 10% of questionnaire are returned, usually because people simply put them in the bin with all their other mail they regard as junk mail. The improvement rate can be improved when organisation offer incentives of shopping vouchers or free pen maybe a promise that the respondent will be placed in a prize draw with a chance of winning a great price.
Focus Groups
Focus groups are a relatively cheap way of finding out qualitative information from consumers. Participants in a focus group might be members of the public who have opinions on certain products or services. They may also be drawn from a particular market segment or from particular industries. The main benefits of such groups are that new ideas can be put forward.
Questionnaires
The success of a sample survey depends to a large extent upon the quality of the questionnaire. Questions should be designed so that the answers allow respondents to be classified into a set subgroup. Initial questions usually seen to find out personal facts about the respondent, such as marital status, age group and occupation. Questions of a more deeply personal nature required identifying subgroups in terms of income and spending habits, could follow later when the respondent is felt more relaxed.
I decided to use a questionnaire method because of the small sample I was able to do with the time available. Other methods would have cost money, which was not available. It also felt the most appropriate at the time of my research.
Checking research reliability
I would check my research questionnaires by analysis of the questions. I would look at one question and check it with a question further on in the questionnaire for example if one person said they eat five bars of chocolate each week but said they only spend £1 on chocolate per week then this information from that questionnaire would become suspect and could no be reliable. The other way I could check the primary research is by collecting the names and telephone number on each person I survey and contacting them a day later asking them the same questions and if I get two different answers this information would then become suspect.
