D2; make justified recommendations for improving the validity of the
marketing research used to contribute to the development of a selected
organisation’s marketing plans.
To achieve D2, learners should make, and justify, recommendations for
improving the validity of the marketing research used in the selected
organisation. Three sound recommendations with justifications would be
sufficient to achieve the criterion.
In this report I will state recommendations that can be justified for improving
the validity of marketing research used to contribute to the development of
Tesco PLC market planning.
One source of market research is not adequate for any business including
Villiers, they need to have several sources of research as it allows them to make
more accurate assumptions about what is happening in their market and what
will happen in the future. Therefore, I recommend all businesses to use
primary and secondary research as it increases the number of sources available
to them, however they must be aware of the limitations for using secondary
data. They could collect primary research using cost effective methods if money
is an issue (free online surveys) or use the Government Statistics website for
secondary research.
If primary research is used, Villiers High School needs to delegate this task to a
reliable team that are knowledgeable and are able to design a survey that is
not misleading in any way. I strongly recommend the Market and Development
team at Villiers to ensure no leading or biased questions are asked in the
survey. A leading question usually consists of the phrase “Do you agree…”, this
should be removed as it will provide the market team with invalid results as
students have almost been pressurised to agree with the School. I also
recommend Villiers to simplify the questionnaire as much as possible to ensure
all students understand the questions, if questions aren’t understandable,
students may ignore questions and VHS won’t receive sufficient enough
answers. With more answers, VHS will be able to make a judgement more
easily.
They should have a range of questions, for e.g. Quantitative/ Qualitative and
open/closed questions in order to make results easier to collect and represent.
marketing research used to contribute to the development of a selected
organisation’s marketing plans.
To achieve D2, learners should make, and justify, recommendations for
improving the validity of the marketing research used in the selected
organisation. Three sound recommendations with justifications would be
sufficient to achieve the criterion.
In this report I will state recommendations that can be justified for improving
the validity of marketing research used to contribute to the development of
Tesco PLC market planning.
One source of market research is not adequate for any business including
Villiers, they need to have several sources of research as it allows them to make
more accurate assumptions about what is happening in their market and what
will happen in the future. Therefore, I recommend all businesses to use
primary and secondary research as it increases the number of sources available
to them, however they must be aware of the limitations for using secondary
data. They could collect primary research using cost effective methods if money
is an issue (free online surveys) or use the Government Statistics website for
secondary research.
If primary research is used, Villiers High School needs to delegate this task to a
reliable team that are knowledgeable and are able to design a survey that is
not misleading in any way. I strongly recommend the Market and Development
team at Villiers to ensure no leading or biased questions are asked in the
survey. A leading question usually consists of the phrase “Do you agree…”, this
should be removed as it will provide the market team with invalid results as
students have almost been pressurised to agree with the School. I also
recommend Villiers to simplify the questionnaire as much as possible to ensure
all students understand the questions, if questions aren’t understandable,
students may ignore questions and VHS won’t receive sufficient enough
answers. With more answers, VHS will be able to make a judgement more
easily.
They should have a range of questions, for e.g. Quantitative/ Qualitative and
open/closed questions in order to make results easier to collect and represent.
