Download - How nestlé use marketing
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How Nestlé Use Marketing
by Joel
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Qualitative Research
Less participants
Used to gather peoples opinions
Use mainly words Can be told from focus groups or interviews
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Quantitative Research
More participants
More number based
Involves questionnaires, polls, surveys etc
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Primary Research
Internal Research you find
out yourself All within business Interview with
employees
External• Conducted by
yourself• Outside the business• Customers
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Secondary Research
Internal Data gathered from
an outside source. gathered for
different reasons
External• Far less time
consuming to obtain• More cost effective• May not always be
as useful
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Uses of Marketing Research
Gathering information
Changes in the marketplace
Improving as a business
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Uses of Market Research
Reduces the risk of making important decisions
Market research does not always give the best outcome
Coca cola’s marketing disaster in 1980’s
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Measuring progress over time
Brand awareness trends
Day-to-day sales
Altering trends within a particular industry
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Limitations of market research
There are two main issues when considering marketing:
Cost effectiveness
Validity of the data collected
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SWOT Analysis
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SMART Analysis
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PESTLE
Political Economic Social Technology Legal Environmental