3 Marketing Research List information needed Identify sources (secondary and primary) Choose most appropriate method Time Cost Effectiveness Action Plan (W3)
4 Market Research Desk Research Field or Primary Research Observation Consultation Focus Groups Delphi Technique Information Needed Customer Needs & Wants PEST Trends Competition Best practice Funding required Performance History Income Generated Variable Costs Fixed Costs Surplus/Deficit per Service Activity Levels Income per Employee Environmental Issues Marketing Spend Marketing Effectiveness
5 Market Research ISSUES/ELEMENTS DEMOGRAPHY 'Population 'Age structure 'Distribution and Settlement Patterns 'Changes/immigration SOURCES OF INFORMATION 'NI Census 1991 and 2001 'NISRA (www.nisra.gov.uk) ECONOMY 'Sector Information 'Labour Forced/Unemployment/Skills 'Invest NI 'DCAL/Arts Council SOCIAL/COMMUNITY 'Planning 'Housing 'Education 'Health and Social Services 'Deprivation 'Office for National Statistics 'www.detini.gov.uk 'www.economicstatistics-ni.gov.uk 'www.dardni.gov.uk 'www.nitb.com/tourismfacts/Default.htm 'www.dcalni.gov.uk 'www.artscouncil-ni.org/ 'Trade Bodies/Institutes 'Noble Index 'District Housing Plan (NIHE) 'House Condition Survey (NIHE) 'HPSS Trust Strategy and Annual Report 'Director of Public Health Annual Report (HSSB) 'www.deni.gov.uk/facts_figures/index.htm
6 Make Assumptions… Facts and figures but…make assumptions Restrict to the critical few Use Best Guess/Guestimate Necessary for informed decisions
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