nqbm marketingJW & EC Jan The systematic gathering, recording and analysing of data about an organisation’s products and services and its target market Learn this definition!

nqbm marketingJW & EC Jan DESK RESEARCH  Collecting data from secondary sources  Eg, govt reports, trade journals  Information originally produced by someone else ADVANTAGES  Cheap  Quicker as data already exists DISADVANTAGES  Data may be out of date  Data available to competitors

nqbm marketingJW & EC Jan FIELD RESEARCH  Information obtained first hand (primary data) by a researcher ‘in the field’  Surveys/questionnaires (face-to-face, telephone, post)  Consumer panels  Test marketing  EPOS ADVANTAGES  First hand  Meets the needs of the organisation DISADVANTAGES  Costly  Time consuming

nqbm marketingJW & EC Jan Task Desk Research is sometimes known as Secondary Research. Field Research is sometimes known as Primary Research. 1.Discuss the advantages and disadvantages of both types of research. (6 marks)

nqbm marketingJW & EC Jan SAMPLING  It is not practical to question every potential consumer therefore market researchers question people chosen at random. A sample is a small group which is thought to represent the market as a whole. A quota sample is when a firm samples a specific number of a target market  A good questionnaire must:  have an easy-to-use layout  be short, to the point and relevant  have questions in logical order

nqbm marketingJW & EC Jan QUESTIONS 1.Identify and explain 2 methods which a firm which is about to launch a new range of clothing might use to research the market. 2.Describe the term random sample and suggest 2 reasons why market researchers would choose to question only this group rather than the whole market? 3.Suggest 3 factors that should be considered when making up a questionnaire to use in market research? FOR YOUR JOTTER