1. Unit 3 Assignment 2
P3, P4, M2, D2
BTEC Business Level 3

2. What is Market Research?
Define Market Research.
Marketing research – the systematic gathering, recording and analysis of data about issues relating to marketing products and services.

3. Market Research
Organisations should undertake secondary research first as this research is already available, cheaper and quicker to obtain than primary research.
Both types of research can be internal and external.

4. Primary and Secondary Research
Primary research is carried out to answer questions that are beyond the scope of secondary research.
Secondary research uses data and information that has been collected before either by the organisation or another organisation.

5. Primary Research Observations Experimentation Surveys E-marketing
Focus Groups
Panels
Field Trials

6. Secondary Research Secondary research is important because:
It may answer questions quickly and cheaply
Could assist in designing primary research
Should enable research to interpret primary research more accurately
Could be used as comparative data
May provide evidence that cannot be collected by primary research

7. Secondary Research
Secondary research can be obtained in a variety of ways.
Internal data is produced on a day-to-day basis including;
EPOS
Loyalty schemes
Sales
Website statistics
E-transaction records
Accounting records
Reports from sales staff

8. Secondary Research External Methods include: News reports
Trade journals
Market analysis
Government statistics

9. Qualitative and Quantitative Research
Qualitative research is subjective and often open ended.
Quantitative research relates to numbers and figures and can be analysed and put into graphs. This information often includes sales data, market values, but can include responses from customers.

10. Quantitative
Quantitative research produces numbers and figures such as the number or percentage of customer who use a service.
Quantitative research can be used to:
Measure products and sales week by week
Track prices across a variety of retailers and brands
Estimate market share of competing brands
Estimate market and segment size

11. Qualitative
Provides data on why people buy- what motivates them to buy – or their impression of products, services or advertisements.
Qualitative research can be used to;
Investigate consumer attitudes towards an organisation
Ascertain consumer reactions to change in price
Ascertain information about consumer preferences lifestyles and aspirations.

12. Quantitative Qualitative
Objective
Subjective
Research questions: How Many? What percentage?
Research questions: What? Why?
Tests theory
Develops theory
Focus is concise and narrow
Focus is complex and broad
Measurable
Interpretive
Basic element of analysis is numbers
Basic element of analysis is wording/ideas
Reasoning is logical and deductive (makes conclusions)
Reasoning is dialectic (involving opinions) and inductive (leading)
Establishes relationships, causation
Describes meaning and discovery
Highly controlled setting: experimental setting (outcome oriented)
Flexible approach: natural setting (process orientated)

13. Activity: Quantitative or qualitative
he following statements quantitative or qualitative
Quantitative
Qualitative
Both
Ninety-five per cent of teenagers use the internet.
The older generation worry about their retirement, as they perceive a lower income will have a detrimental effect on their lifestyle.
Research shows that the police believe CCTV is an excellent deterrent against street crime because they find that it discourages potential criminals. Eighty-five per cent do believe it is a useful tool when used responsibly.
One in three people in the UK own a pet.

14. Uses of Market Research
Market Research can be used for a variety of reasons, the business will decide on the most appropriate method of research based upon the information they wish to find out.
Research can;
Effectively measure progress
Measure the awareness of a product
Inform marketing for the future
Identify strong or weak sales

15. Limitations of market research
Cost - will it be cost effective?
Effectiveness - is it the most appropriate method?
Validity – was a large enough sample taken?
Reliability – was the research conducted in similar conditions?

16. P3- M2- Task Introduction- what is market research?
Describe the following key terms: primary research (give examples), secondary research (give examples) , quantitative data, qualitative data.
Choose from one of the case studies- JD sport, Kelloggs,, Tesco (on the shared area)
Describe the methods of market research that your chosen business uses, what they use it for and the advantages and limitations of these methods. (use the table on the next slide)
Explain how the methods chosen help the business to plan their development. e.g. McDonalds use sales figures (primary research) to identify trends in products sold, this can then help the business to develop the product or decide when to advertise.
E.g. McFlurrys sell more in the summer therefore McDonalds should focus their advertising fro McFlurrys in the summer.

17. JD Sport Market Research
Method and use
Primary/Secondary
Qualitative/Quantitative
Limitations
Exit Surveys
Shopping Bag
On-site field research
Focus Groups
Depth Interviews
Government Census
Geo-demographic data
Commercial market research reports

18. Kelloggs Market Research
Method and use
Primary/Secondary
Qualitative/Quantitative
Limitations
Mintel and Datamonitor (S1)
Focus Groups (S2)
Survey (S3)
Home Usage Test (S4)
Questionnaire (s4)

19. Coca Cola Market Research
Method and use
Primary/Secondary
Qualitative/Quantitative
Limitations
Focus Groups
In Depth interviews
Face to face interviews
Telephone interviews
Internet Interviews
Test sample
EPOS data

20. D2- Make recommendations
For each method of research used, make three justified recommendations for improving the validity of research.
For your chosen business you need to be critical of the market research the business carries out. Consider how the business can improve the validity of the research including; sample size, more specific questioning.