Unit 22 market research
assignment 2-
Learning aim B – To plan and implement a market
research activity to meet a specific marketing
objective(part 1)
Learning aim C – To analyse and present market
research findings and recommend process
recommendations (part 2)
Overall Marketing objective – To identify a range of
different drinks to sell in the mobile coffee market
Learning aim B – To plan and implement a market research activity to meet a specific marketing
objective(part 1)....................................................................................................................................1
Learning aim C – To analyse and present market research findings and recommend process
recommendations (part 2).....................................................................................................................1
Overall Marketing objective – To identify a range of different drinks to sell in the mobile coffee
market...................................................................................................................................................1
Part 1-....................................................................................................................................................5
Introduction-..........................................................................................................................................5
P2- Undertake secondary research for a selected marketing objective what's the type and the
findings that I have found from my secondary data?............................................................................5
P3-Undertake pilot primary market research and collect sample data.................................................8
create a pilot questionnaire? Explain the sampling technique to be convenience? Explain the
different types of sampling techniques?................................................................................................8
What’s my pilot questionnaire?.........................................................................................................8
Explain the different sampling techniques for my report?....................................................................9
The different types of probability sampling-......................................................................................9
Random-............................................................................................................................................9
Define what it is?...............................................................................................................................9
State the advantages of using random?............................................................................................9
State the disadvantages of using random?......................................................................................10
Systematic........................................................................................................................................10
, Define what it is?.............................................................................................................................10
State the advantages of using it?.....................................................................................................10
State the disadvantages of using it?................................................................................................10
Stratified..........................................................................................................................................11
Define what it is?.............................................................................................................................11
State the advantages of using it?.....................................................................................................11
State the disadvantages of using it?................................................................................................11
Cluster..............................................................................................................................................12
Define what it is?.............................................................................................................................12
State the advantages of using it?.....................................................................................................12
State the disadvantages of using it?................................................................................................12
The different types of non-probability sampling-............................................................................12
Quota-..............................................................................................................................................12
Define what it is?.............................................................................................................................12
State the advantages of using it?.....................................................................................................12
State the disadvantages of using it?................................................................................................13
Observation-....................................................................................................................................13
Define what it is?.............................................................................................................................13
State the advantages of using it?.....................................................................................................13
State the disadvantages of using it?................................................................................................13
What sampling technique have I used for my report? Convenience? Why?...................................14
Convenience-...................................................................................................................................14
Define what it is?.............................................................................................................................14
State the advantages of using it?.....................................................................................................14
State the disadvantages of using it?................................................................................................14
M2- Analyse the reasons for choosing a particular research method, the type of data to be collected
and the sampling plan.........................................................................................................................14
Primary research methods that I could use for my investigation-...................................................14
1) Interviews....................................................................................................................................14
Advantages-.....................................................................................................................................14
Disadvantages-.................................................................................................................................15
2) Questionnaire-.............................................................................................................................15
Advantages-.....................................................................................................................................15
Disadvantages-.................................................................................................................................15
3) Observations-..............................................................................................................................15
Advantages-.....................................................................................................................................16
, Disadvantages-.................................................................................................................................16
Focus groups....................................................................................................................................16
Advantages......................................................................................................................................16
Disadvantages..................................................................................................................................16
Why I chose to do the questionnaire as my primary research method...........................................16
D2- Evaluate the effectiveness of the pilot research, recommending changes be made to the final
market research activity......................................................................................................................16
Evaluate the effectiveness of the pilot research..............................................................................17
My findings for my primary research methods-...............................................................................17
What did I find out from my primary data collection?.....................................................................17
How does my findings help to achieve the marketing objective?....................................................17
What would I change about the question to improve it?................................................................18
What did I find out from my primary data collection?.....................................................................18
How does my findings help to achieve the marketing objective?....................................................19
What would I change about the question to improve it?................................................................19
What did I find out from my primary data collection?.....................................................................20
How does my findings help to achieve the marketing objective?....................................................20
What would I change about the question to improve it?................................................................20
What did I find out from my primary data collection?.....................................................................21
How does my findings help to achieve the marketing objective?....................................................21
What would I change about the question to improve it?................................................................21
What did I find out from my primary data collection?.....................................................................22
How does my findings help to achieve the marketing objective?....................................................22
What would I change about the question to improve it?................................................................23
What did I find out from my primary data collection?.....................................................................23
How does my findings help to achieve the marketing objective?....................................................23
What would I change about the question to improve it?................................................................24
What did I find out from my primary data collection?.....................................................................24
What would I change about the question to improve it?................................................................25
What did I find out from my primary data collection?.....................................................................25
How does my findings help to achieve the marketing objective?....................................................25
What would I change about the question to improve it?................................................................26
What did I find out from my primary data collection?.....................................................................26
What would I change about the question to improve it?................................................................27
What did I find out from my primary data collection?.....................................................................28
How does my findings help to achieve the marketing objective?....................................................28
, What would I change about the question to improve it?................................................................28
What would I recommend would be better instead of using the Convenience Sample?/ Would a
different method would be better?.................................................................................................28
Conclusion for part 1-......................................................................................................................29
Introduction part 2-.............................................................................................................................29
P4- Undertake the final market research activity using a detailed sampling plan to obtain a range of
secondary and primary data................................................................................................................29
My second questionnaire exemplar-...............................................................................................29
P5- Interpret findings from the market research undertaken, presenting them in a range of different
formats................................................................................................................................................31
M3- Analyse the findings of the market research using a wide range of statistical techniques and
comment on confidence levels............................................................................................................31
What my findings look like from my primary research methods for the questionnaire 2?..............31
D3- Assess the limitations of the data collected and justify research planning process improvements
in light of the work undertaken...........................................................................................................42
Assess the limitations of the data collected through sufficiency, accuracy, bias , subjectivity and
reliability of the sample; justify why............................................................................................42
Sufficiency....................................................................................................................................43
“Is the data set large enough for the intended purpose?”......................................................43
“Was the response rate high enough?”...................................................................................43
“Was enough time spent observing the subject of the research?”..........................................43
Accuracy......................................................................................................................................43
Has the correct sample been used to complete the research?................................................43
Has the data that’s being used been entered into the software correctly?.............................44
“Has the data that’s being used been entered into the software correctly?”..........................44
“What are the potential consequences of inaccurate data?”..................................................44
Bias..............................................................................................................................................44
“Does the selected sample fairly represent the target population?”.......................................44
“Are there any leading questions within the questionnaire 2?”..............................................45
“Are the questions ordered in a fair way?”..............................................................................45
“Did the interviewer brief and debrief the respondents correctly?”.......................................45
Subjectivity..................................................................................................................................45
“Explain the subjectivity that was found in my investigation?”...............................................45
Reliability.....................................................................................................................................46
“Does the sample consist of the correct individuals?”.............................................................46
“Have the questions been asked in the correct way?”............................................................46
“Has the questioning been consistent? No new questions asked?”........................................46
assignment 2-
Learning aim B – To plan and implement a market
research activity to meet a specific marketing
objective(part 1)
Learning aim C – To analyse and present market
research findings and recommend process
recommendations (part 2)
Overall Marketing objective – To identify a range of
different drinks to sell in the mobile coffee market
Learning aim B – To plan and implement a market research activity to meet a specific marketing
objective(part 1)....................................................................................................................................1
Learning aim C – To analyse and present market research findings and recommend process
recommendations (part 2).....................................................................................................................1
Overall Marketing objective – To identify a range of different drinks to sell in the mobile coffee
market...................................................................................................................................................1
Part 1-....................................................................................................................................................5
Introduction-..........................................................................................................................................5
P2- Undertake secondary research for a selected marketing objective what's the type and the
findings that I have found from my secondary data?............................................................................5
P3-Undertake pilot primary market research and collect sample data.................................................8
create a pilot questionnaire? Explain the sampling technique to be convenience? Explain the
different types of sampling techniques?................................................................................................8
What’s my pilot questionnaire?.........................................................................................................8
Explain the different sampling techniques for my report?....................................................................9
The different types of probability sampling-......................................................................................9
Random-............................................................................................................................................9
Define what it is?...............................................................................................................................9
State the advantages of using random?............................................................................................9
State the disadvantages of using random?......................................................................................10
Systematic........................................................................................................................................10
, Define what it is?.............................................................................................................................10
State the advantages of using it?.....................................................................................................10
State the disadvantages of using it?................................................................................................10
Stratified..........................................................................................................................................11
Define what it is?.............................................................................................................................11
State the advantages of using it?.....................................................................................................11
State the disadvantages of using it?................................................................................................11
Cluster..............................................................................................................................................12
Define what it is?.............................................................................................................................12
State the advantages of using it?.....................................................................................................12
State the disadvantages of using it?................................................................................................12
The different types of non-probability sampling-............................................................................12
Quota-..............................................................................................................................................12
Define what it is?.............................................................................................................................12
State the advantages of using it?.....................................................................................................12
State the disadvantages of using it?................................................................................................13
Observation-....................................................................................................................................13
Define what it is?.............................................................................................................................13
State the advantages of using it?.....................................................................................................13
State the disadvantages of using it?................................................................................................13
What sampling technique have I used for my report? Convenience? Why?...................................14
Convenience-...................................................................................................................................14
Define what it is?.............................................................................................................................14
State the advantages of using it?.....................................................................................................14
State the disadvantages of using it?................................................................................................14
M2- Analyse the reasons for choosing a particular research method, the type of data to be collected
and the sampling plan.........................................................................................................................14
Primary research methods that I could use for my investigation-...................................................14
1) Interviews....................................................................................................................................14
Advantages-.....................................................................................................................................14
Disadvantages-.................................................................................................................................15
2) Questionnaire-.............................................................................................................................15
Advantages-.....................................................................................................................................15
Disadvantages-.................................................................................................................................15
3) Observations-..............................................................................................................................15
Advantages-.....................................................................................................................................16
, Disadvantages-.................................................................................................................................16
Focus groups....................................................................................................................................16
Advantages......................................................................................................................................16
Disadvantages..................................................................................................................................16
Why I chose to do the questionnaire as my primary research method...........................................16
D2- Evaluate the effectiveness of the pilot research, recommending changes be made to the final
market research activity......................................................................................................................16
Evaluate the effectiveness of the pilot research..............................................................................17
My findings for my primary research methods-...............................................................................17
What did I find out from my primary data collection?.....................................................................17
How does my findings help to achieve the marketing objective?....................................................17
What would I change about the question to improve it?................................................................18
What did I find out from my primary data collection?.....................................................................18
How does my findings help to achieve the marketing objective?....................................................19
What would I change about the question to improve it?................................................................19
What did I find out from my primary data collection?.....................................................................20
How does my findings help to achieve the marketing objective?....................................................20
What would I change about the question to improve it?................................................................20
What did I find out from my primary data collection?.....................................................................21
How does my findings help to achieve the marketing objective?....................................................21
What would I change about the question to improve it?................................................................21
What did I find out from my primary data collection?.....................................................................22
How does my findings help to achieve the marketing objective?....................................................22
What would I change about the question to improve it?................................................................23
What did I find out from my primary data collection?.....................................................................23
How does my findings help to achieve the marketing objective?....................................................23
What would I change about the question to improve it?................................................................24
What did I find out from my primary data collection?.....................................................................24
What would I change about the question to improve it?................................................................25
What did I find out from my primary data collection?.....................................................................25
How does my findings help to achieve the marketing objective?....................................................25
What would I change about the question to improve it?................................................................26
What did I find out from my primary data collection?.....................................................................26
What would I change about the question to improve it?................................................................27
What did I find out from my primary data collection?.....................................................................28
How does my findings help to achieve the marketing objective?....................................................28
, What would I change about the question to improve it?................................................................28
What would I recommend would be better instead of using the Convenience Sample?/ Would a
different method would be better?.................................................................................................28
Conclusion for part 1-......................................................................................................................29
Introduction part 2-.............................................................................................................................29
P4- Undertake the final market research activity using a detailed sampling plan to obtain a range of
secondary and primary data................................................................................................................29
My second questionnaire exemplar-...............................................................................................29
P5- Interpret findings from the market research undertaken, presenting them in a range of different
formats................................................................................................................................................31
M3- Analyse the findings of the market research using a wide range of statistical techniques and
comment on confidence levels............................................................................................................31
What my findings look like from my primary research methods for the questionnaire 2?..............31
D3- Assess the limitations of the data collected and justify research planning process improvements
in light of the work undertaken...........................................................................................................42
Assess the limitations of the data collected through sufficiency, accuracy, bias , subjectivity and
reliability of the sample; justify why............................................................................................42
Sufficiency....................................................................................................................................43
“Is the data set large enough for the intended purpose?”......................................................43
“Was the response rate high enough?”...................................................................................43
“Was enough time spent observing the subject of the research?”..........................................43
Accuracy......................................................................................................................................43
Has the correct sample been used to complete the research?................................................43
Has the data that’s being used been entered into the software correctly?.............................44
“Has the data that’s being used been entered into the software correctly?”..........................44
“What are the potential consequences of inaccurate data?”..................................................44
Bias..............................................................................................................................................44
“Does the selected sample fairly represent the target population?”.......................................44
“Are there any leading questions within the questionnaire 2?”..............................................45
“Are the questions ordered in a fair way?”..............................................................................45
“Did the interviewer brief and debrief the respondents correctly?”.......................................45
Subjectivity..................................................................................................................................45
“Explain the subjectivity that was found in my investigation?”...............................................45
Reliability.....................................................................................................................................46
“Does the sample consist of the correct individuals?”.............................................................46
“Have the questions been asked in the correct way?”............................................................46
“Has the questioning been consistent? No new questions asked?”........................................46
