1. M2-Limitations of Market Research
D2 Make recommendations to improve the validity of market research

2. Starter What is market research What are marketing plans
How is market research used to help develop marketing plans

3. Lesson Objectives
Explain the limitations of market research used to contribute to the development of marketing plans for Tesco
Outcome
Carry out some market research to identify the limitations of market research
Write up findings of research , explain how these limitations will effect Tesco marketing plans

4. Task
Get into groups of 4
Allocate roles- market researcher, data collector, question designer,sample
Read the task
Identify what you have to do
Prepare market research
Carry out research
Analyse findings

5. Questions
Using the amrket research you carried out answer the following questions
Which brand was most popular
Which brand was least popular
Which brand was preferred by women
Which brand was preferred by people over 20

6. Findings Were you able to answer all the questions?
Which ones weren’t you able to answer?
Why

7. Limitations of Market Research are
Reliability of data collected- were the same questions asked of each person, was the sample big enough and reflective of the people who will use/buy the product would the same results be obtained from a different set of people
Validity of data collected- does it measure what it claims to measure, is it accurate.
Cost effective- are the costs of carrying out the research going to be worth while

8. Task Write up your findings in the powerpoint
What are the limitations of market research
What are the limitations for Tesco of using market research to inform it’s marketing plans

9. Plenary

10. Starter Think for a minute what is the meaning of the following words
Validity is
Reliability is
Cost effectiveness is
The research measure what it is supposed to
Estimates the degree to which an instrument measures the same way each time
Worth spending the amount to get the information

11. Lesson Objectives
Make recommendations for improving the validity of marketing research used to contribute to the development of marketing plans
Outcome
Carry out research to find out how to improve the validity and reliability of Market research

12. Working in groups of 3 to 4 carry out research to find out how the :-
Validity
Reliability
Costs of
Market research can be improved
Make notes of your findings
In a group decide the 3 most important ways for each area then write them on the flip charts

13. Writing Up Your Research
In your power point make recommendations for how Tesco can improve the validity of the market research used in forming market plans.

14. Plenary Write down 3 things you have learn’t today.
2 things you don’t quite understand
1 thing you will use again