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Marketing Research (P3/M2/D2)

Unit 3: Introduction to MarketingBTEC National Level 3 Award in Business

Yr11Miss Vincent

Learning ObjectivesBy the end of today’s lesson, you should be able to…LO1) Define the term marketing research (Guided- Regular)LO2) Explain the different methods of primary and

secondary research using researched examples for one particular organisation (Regular - Strong)

LO3) Using your own independent research, compare and contrast (uses & limitations) each marketing research method and comment on the suitability of each for a named organisation, commenting on how businesses

should collect and store data in an ethical way (Strong –Advanced)What do you think the

competencies for today’s lesson are?

Competency Focus

Morals and Ethics (C1): to understand the ethical implications of collecting and storing market research data. To recall on prior knowledge to understand which law affects the way in which data should be stored and collected. Research (I1): pupils are required to conduct their own independent primary and secondary research on the different marketing research methods an organisation uses in order to help them develop their marketing plans.

Competence level Descriptor

Autonomous I can delve deeper into what research methods exist in which a company can use to help market a product/service. I will then question the viability of each method and make my own reasoned judgements as to which is the most suitable and more accurate methods that a business should use. I will then apply these to my focus organisation and question the research methods that they have implemented.

Advanced I can differentiate between the terms primary and secondary research and I can identify at least 10 different ways of collecting research under these categories. I am now starting to question how successful each one might be in helping an organisation to market a product.

Strong I can differentiate between the terms primary and secondary research and I can identify at least 10 different ways of collecting research under these categories.

Regular I can recognise at least 6 different ways of collecting research.

Guided I can recognise at least 3 different ways of collecting research.

I understand the different ways research can be collected and what the moral and ethical implications are when collecting and storing

data:

Starter

www.polleverywhere.com

What I Have Found Out…

How many people prefer my brand of chocolate (sales predictions)

How many people prefer the brand compared to the competition (determine market share)

What I Have Found Out…

Who my potential customers are (age/gender)Strengths & weaknesses of competitor

products (product/price/packaging)Know what you think about my product

compared to other brands (quality)Know what value you place on my product

(value for money)

Market Research is …

Market Research…

Gathering, recording and analysis of data about a particular target market, competition and/or environment.

Marketing is all about responding to customers’

wants/needs. Market research is about finding

out what those needs/wants are!

Marketing Research…

Marketing research is the analysis of marketing strategies such as how effective advertising has been or a particular promotion.

In other words, finding out how successful marketing

campaigns have been!

Scenario

The iPad 3 is due to be launched in 2013. Apple have joined forces with Microsoft to now offer Microsoft packages included in the product. The new launch is expected to cost £1m therefore they need to get it right!

How will the company know who to target this product at?

Your Task!

In pairs, work through the ‘marketing research challenge’ sheet and then produce a marketing research strategy for the company.

You will present this to the rest of the class..

Peer-assessment

Copy the grid in to your books…

GROUP NAME WWW EBI

LO1) Primary ResearchPrimary Research (field research):

Data/info that has been gathered first-hand. This is information that did not exist before the research began.

Methods include: questionnaires, postal surveys, telephone surveys, online surveys, telephone interviews, focus groups, test marketing

LO1) Secondary ResearchSecondary Research (desk research): Data that is already in existence in some form and has been produced by someone else.

Internal- sales figures, existing market research reports, annual reports & accounts.

External- Competitor info I.e. brochures, books, journals, newspapers, marketing journals, websites, census data, public records.

LO2) Qualitative Vs Quantitative

Quantitative: Information/data that you can measure (statistical data) such as “how many cans of lemonade do you buy each week?”

Qualitative:Information about peoples’ attitudes, beliefs, feelings and opinions. E.g. “What do you think of pepperoni pizza?”

LO3) Advantages & LimitationsADVANTAGES LIMITATIONS

Finding out what customer’s want/need and developing a product/service to match that needs reduces the risk of product failure!

Relying on people’s opinions (human behaviour) that can change over time (or as fashions change!).

Businesses are not just relying on guesswork.

Costly (might have to employ a market research agency to collect the primary research on your behalf).

Measure effectiveness over time. Time-consuming!Measure success of a marketing/promotional campaign.

Reliability?

Validity (how accurate is your data?)Sampling and bias (can not ask the whole population!!!)

Competence level Descriptor

Autonomous I can delve deeper into what research methods exist in which a company can use to help market a product/service. I will then question the viability of each method and make my own reasoned judgements as to which is the most suitable and more accurate methods that a business should use. I will then apply these to my focus organisation and question the research methods that they have implemented.

Advanced I can differentiate between the terms primary and secondary research and I can identify at least 10 different ways of collecting research under these categories. I am now starting to question how successful each one might be in helping an organisation to market a product.

Strong I can differentiate between the terms primary and secondary research and I can identify at least 10 different ways of collecting research under these categories.

Regular I can recognise at least 6 different ways of collecting research.

Guided I can recognise at least 3 different ways of collecting research.

I understand the different ways research can be collected and what the moral and ethical implications are when collecting and storing

data:

Self-assessment

What type of learner am I?

Re-visit competency ladder and assess progress.

At the end of the lesson, I am a ………………….. learner because I have……………………

Key TermsMarket Research Marketing

ResearchPrimary Research Secondary

ResearchQualitative Research

Quantitative Research

Validity