1. Market Research and Planning
Unit 3- Introduction to Marketing
Assignment 2

2. What you Need to Know Types of Research Analyses of Data
Primary
Secondary
Analyses of Data
Qualitative
Quantitative
Planning Tools
Swot/pestle
Boston matrix
Ansoffs matrix
SMART objectives
Marketing Strategy –
4 P’s

3. Lesson Objectives Identify types and methods of market research
Analyse use of each method for a specific purpose
Evaluate effectiveness of each method

4. Key words Market Research
Questionnaire, Observation, research for preparation and writing of a report, collecting figures/data
People who will /already buy your product
Research which is subjective- designed to gather people views. Produces a wide range of answers. Uses Open Questions
Research which relates to numbers and figures can be analysed mathematically. Can provide a range of answers for person to choose from
Internet, books, journals, company reports, newspapers, census data, existing market research
The number and type of people you ask for information
Can be Random or Quota
Finding out what the customer wants, when they want it and how much they will pay for it
Market research
Target market
Methods of primary research
Methods of Secondary research
Sample
Qualitative
Quantitative
Play – boys v girls!

5. Key words Market Research
Questionnaire, Observation, research for preparation and writing of a report, collecting figures/data
Methods of primary research
Research which relates to numbers and figures can be analysed mathematically. Can provide a range of answers for person to choose from Quantitative
Research which is subjective- designed to gather people views. Produces a wide range of answers. Uses Open Questions Qualitative
People who will /already buy your product
Target market
Internet, books, journals, company reports, newspapers, census data, existing market resear ch Methods of Secondary research
The number and type of people you ask for information
Can be Random or Quota Sample
Finding out what the customer wants, when they want it and how much they will pay for it Market research
Play – boys v girls!

6. Task 2-40 mins
Goto U:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\Assignment 2
What is market research all about
Save into your area
Read through worksheet and answer the questions

7. Task
What do you already know? Working in 3’s discuss and complete worksheet on Market research.

8. Task
Prepare a presentation describing how marketing research is used to create and develop marketing plans for your chosen organisation
For Marketing research you must include reference to the following terms:-
qualitative; quantitative; primary and secondary internal/external research;
their uses (i.e reduce risk in decision making, measure progress over time);
and limitations (cost effectiveness, validity of data collected
For Marketing planning you must include:
marketing planning process models of:-
PESTLE (political, economic, social, technological, legal and environmental external factors);
SWOT (internal strengths and weaknesses, external opportunities and threats);
The setting of SMART (specific, measurable, achievable, resourced, time-bound) objectives;
and how these determine strategy and tactics, help implement changes; and evaluate progress

9. What do you need to do
Prepare a presentation describing how marketing research is used to create and develop marketing plans for your chosen organisation
Describe Market research
What it is, types, formats, purpose
Describe how Tescos use market research to develop market plans
Identify what market plans are
Identify how Tesco’s carry out market research
Methods/types/purpose
Prepare a presentation

10. Starter
Market Planning
What is it?
How is it done
Why is it done

11. Lesson Objectives-l2
P3 identify and describe how a selected organisation uses marketing research to contribute to the development of its marketing plans
M2 explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans
D2 evaluate the validity of the market research methods of a selected organisation and make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans

12. Tools Used to Decide The marketing Plan
PESTLE
SWOT
SMART target
Working on your own complete the work sheet
And say what each letter stands for
What it is used for
How it informs Market planning

13. Consolidate
Pestle
SWOT
SMART
4P’s

14. Next Step Complete the power point template
By finding out what TESCO’s
Marketing strategy is
What are it’s aims
What are it’s objective's
How is it planned
How market research is used to inform planning
Read the title of the PPT to identify what to write about and the red notes to identify what theory you need to find out about and how Tesco interprets and applies it

15. By 10-50am Some: Complete 16 Most: Complete Slide 15
All: Complete Slide 13-14
P3describe how a selected organisation uses marketing research to contribute to the development of its marketing plans

16. By 12.00 am Some: Complete slide 16 hand in work get feedback
Most: Complete Slide 16 proof read and improve
All: Complete Slide upto slide 16
P3describe how a selected organisation uses marketing research to contribute to the development of its marketing plans
M2 explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans

17. By 12.00 Some: Complete upto slide 11
Most: Complete Slide upto slide 9
All: Complete Slide upto slide 7
P3describe how a selected organisation uses marketing research to contribute to the development of its marketing plans
M2 explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans
D2 make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans