Marketing Objectives Increase sales revenue Increase / maintain market share Improve image of company Target a new segment of the market.

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Presentation transcript:

Marketing Objectives Increase sales revenue Increase / maintain market share Improve image of company Target a new segment of the market

Market research Quantitative Qualitative

Market research Primary research Observation Questionnaire Interview Consumer panel / focus groups Secondary research Internet Newspapers Text books

Activity Sampling Random sampleQuota sample Randomly choose people, everybody has an equal chance of being selected. People are selected on the basis of a characteristic, such as age or gender.

What is your Marketing Objective? Increase sales Introduce a new product Increase profit

Think... What do I want to find out? Who do I need to ask (age/gender/how many people) Where will I do my questionnaire?

In your books... Write in your books... 1.What is your marketing objective... Why have you chosen this objective? 2.What sample are you going to use why? 3.What sample size are you going to use, why? 4.Now design you questionnaire.

Making your questionnaire Read page 270 In your group, make a questionnaire, no more than 10 questions. Each person is to draw the questionnaire in to their books. Make sure you have a mixture of closed and open questions, quantitative and qualitative questions

Presenting data Collate all of your responses. Input all of your data in to a spreadsheet in Excel. From the data, make: Pie charts Bar charts Line graph

Presenting your findings Put together a power point, you can use the following structure if you think it will help. 1.What is your shop? (what is it called / what do you sell / why do you run the shop) 2.What is marketing? 3.What is market research? 4.What was your marketing objective? Why did you choose to have this objective? 5.What secondary research did you do? 6.What did you find out from your secondary research 7.What primary research did you do? 8.Graphs / tables / charts & analysis of data. 9.Conclusion (what action are you going to take / are you going to introduce a new product?)