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LO1: Understand the main types of market research used to make marketing decisions

LO1: Understand the main types of market research used to make marketing decisions. P1/P2. O bjectives. P1 Describe different types of market research P2 Explain how different market research methods have been used to make a marketing decision within a selected situation or business.

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LO1: Understand the main types of market research used to make marketing decisions

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  1. LO1: Understand the main types of market research used to make marketing decisions P1/P2

  2. Objectives • P1 • Describe different types of market research • P2 • Explain how different market research methods have been used to make a marketing decision within a selected situation or business

  3. Starter • Primary research and secondary Research • What do you think is the difference between the 2? Prepare and answer, random selector to choose someone to feedback.

  4. Paired Task • Work in groups of three or four to complete this activity. Each group will need a large sheet of paper and some marker pens. • 1. Create a mind map that shows the various forms of market research available to organisations. You could use the one below to get you started. • 2. For primary market research, distinguish between quantitative and qualitative research. • 3. For secondary market research, distinguish between internal and external sources.

  5. Surveys Primary Marketresearch Secondary Companyreports

  6. Group Task • In Groups research one of the following methods of research, create a poster which describes the main points about this method and share with the class Observation Experimentation Surveys E-marketing research Focus groups Panels Field trials

  7. Task 1 • The table below shows some examples of market research. For each example, choose from the box the most likely type of primary market research that is being used and add it to the table. Observation Experimentation Surveys E-marketing research Focus groups Panels Field trials

  8. Task 1

  9. Task 2 • The manager of a small local restaurant is planning some market research. Complete the table below by giving one advantage and one disadvantage of the manager using each method of primary market research.

  10. Task 2

  11. Secondary research methods • Task 3 • The table below shows some examples of secondary market research. For each example, state whether it is an internal or external source of research.

  12. Task 4 • You work in the marketing department of a company that operates in the leisure and tourism industry. You have been asked to perform some market research to see which other companies operate in this industry. • Visit the www.londonstockexchange.com website and click on the link to FTSE 100. Choose five companies from the FTSE 100 list and then use the Internet to find out the information below. Then copy and complete the table. Barclays PLC has been given to you as an example.

  13. Task 4

  14. Assignment Tasks • You are working for the marketing department at Beiersdorf (a multinational company that produces Nivea) is one of your clients. You have been asked to produce a guide that explains the different types of market research that you can do. Secondly, you are asked to write a report summarising how the different types of research were used to make decisions about the new deodorant NIVEA Pearl and Beauty (download here)

  15. Assignment Tasks- P1 • Task 1 • Describe different types of primary and secondary research – include • Primary research: • observation • experimentation • surveys, eg face-to-face, postal, email, telephone • e-marketing research • focus groups • panels • field trials • piloting • Secondary research: • Internal sourceseg data records, loyalty schemes, EPOS (electronic point of sale), website monitoring, e-transactions, accounting records, production information, sales figures, sales personnel, Delphi technique • External sources eg internet, Government statistics, libraries, universities, company reports, specialist agencies egMintel, Datastream, Dun & Bradstreet; trade journals • Explain the difference between qualitative and quantitative research including triangulation

  16. Assignment Tasks- P2 • Task 2 • Explain how different market research methods have been used to make the new product development marketing decision at Nivea. Use the case study to explain: • the different types of primary and secondary research that the business used • the qualitative and quantitative research that they carried out • How this helped them to make the marketing decisions about NIVEA Deodorant Pearl and Beauty

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