Describe how a selected organisation uses marketing
research to contribute the development of its
marketing plan
Market research is the information that business collect through different techniques such as
surveys, product testing, internal research and identifying focus groups. For this task, I will be
describing how the organisation Mercedes, uses market research to develop their organisation.
Quantitative
Quantitative market research is the research of using numbers and figures to identify trends and
other research on charts and graphs. An example of a way Mercedes can collect numerical data by
giving out surveys that don’t have the opportunity for customers to give their opinion. For example,
having a question on the survey ‘on a scale from 1 to 10, how satisfied are you with our product?’ –
this can be used to put in adverts that show their products was satisfied by 8 out of 10 customers to
draw the attention of other customers to gain Mercedes sales.
Qualitative
Qualitative market research is the research of using subjective research to make developments in
the departments of Mercedes and for them to make more sales. An example of collecting qualitative
data would be from giving out surveys to customers to complete allowing them to give an answer
where it is their opinion. This can be collected and identify which opinion is the most common.
Mercedes can use that information can they can improve their business. For example, if many
customer’s opinions were to have a sunroof on all car the Mercedes sell. Mercedes must respond as
it is a trigger that will allow them to gain sales as this is what customers want from qualitative
market research. Another example of collecting qualitative research will be from allowing customers
to have direct contact through telephone with staff at Mercedes. This will allow customers to explain
what the customer's enquiry are and will be able to explain it better.
Primary
Primary research is the information businesses gather first hand and not been collect by anyone else
ever before. For example, this information can be collected by external businesses if the business
pays them to. Otherwise, the business will collect it itself. Another example, of a way Mercedes
collects primary research is by hiring a market research team to carry out primary research like
surveys, questionnaires. Mercedes can do this by asking those they want to ask. The type of
questions that may be asked are, ‘How much do you thing a luxury car is worth?’, ‘do you intend to
buy a car leter this year?’. They can gain all the information they want for specific things, as if they
took secondary information, it may not have everything they need to for their research. This
information tends to be information about pricing strategies. This information will be the most
recent information collected as it would not be collected by anyone else before. Whereas this
research is very time-consuming and costs valuable money, so what many businesses tend to do is
look for the most recent information that has the information they need for their success.
Secondary
Secondary research is the information collected by businesses from external sources that have been
created by other businesses, individuals, or he government. This research is easier to collect as it
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research to contribute the development of its
marketing plan
Market research is the information that business collect through different techniques such as
surveys, product testing, internal research and identifying focus groups. For this task, I will be
describing how the organisation Mercedes, uses market research to develop their organisation.
Quantitative
Quantitative market research is the research of using numbers and figures to identify trends and
other research on charts and graphs. An example of a way Mercedes can collect numerical data by
giving out surveys that don’t have the opportunity for customers to give their opinion. For example,
having a question on the survey ‘on a scale from 1 to 10, how satisfied are you with our product?’ –
this can be used to put in adverts that show their products was satisfied by 8 out of 10 customers to
draw the attention of other customers to gain Mercedes sales.
Qualitative
Qualitative market research is the research of using subjective research to make developments in
the departments of Mercedes and for them to make more sales. An example of collecting qualitative
data would be from giving out surveys to customers to complete allowing them to give an answer
where it is their opinion. This can be collected and identify which opinion is the most common.
Mercedes can use that information can they can improve their business. For example, if many
customer’s opinions were to have a sunroof on all car the Mercedes sell. Mercedes must respond as
it is a trigger that will allow them to gain sales as this is what customers want from qualitative
market research. Another example of collecting qualitative research will be from allowing customers
to have direct contact through telephone with staff at Mercedes. This will allow customers to explain
what the customer's enquiry are and will be able to explain it better.
Primary
Primary research is the information businesses gather first hand and not been collect by anyone else
ever before. For example, this information can be collected by external businesses if the business
pays them to. Otherwise, the business will collect it itself. Another example, of a way Mercedes
collects primary research is by hiring a market research team to carry out primary research like
surveys, questionnaires. Mercedes can do this by asking those they want to ask. The type of
questions that may be asked are, ‘How much do you thing a luxury car is worth?’, ‘do you intend to
buy a car leter this year?’. They can gain all the information they want for specific things, as if they
took secondary information, it may not have everything they need to for their research. This
information tends to be information about pricing strategies. This information will be the most
recent information collected as it would not be collected by anyone else before. Whereas this
research is very time-consuming and costs valuable money, so what many businesses tend to do is
look for the most recent information that has the information they need for their success.
Secondary
Secondary research is the information collected by businesses from external sources that have been
created by other businesses, individuals, or he government. This research is easier to collect as it
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