M1: Explain, with examples, how different market research methods are appropriate to assist different marketing situations.
M2: Explain the reasons for selecting the particular method of data research.
Market Research Method Marketing Situation/Reasons for choosing this Example
Method
1 Survey Using a Questionnaire is the most common market research Pinewood Hotel would love to know what the
Questionnaire method used by various businesses as it is the customers think about their services, so they will
cheapest and the easiest way to gather information produce a set of questions asking customers about their
and also the easiest way to analyse the results. stay at the hotel, were they happy or not, and ask them
how they can improve.
2 Focus Group Focus group will help the company to acquire multiple Pinewood Hotel can able to get multiple perspectives of
viewpoints of certain individuals in a collaborating their service at the hotel by maybe asking a whole
group setting, getting the members brainstorming family, who’s on vacation and staying at their hotel. The
their opinion. This gets the business to know on the interviewer can able to ask them question and get
improvement they can make in the future. multiple answers from each members of the family.
3 Mystery Shoppers The disadvantage with Mystery Shopping is that it is The market researcher will be disguising himself or
costly, but the most effective market research herself as a tourist, who will be planning to stay at
method available. This benefits the business to Pinewood Hotel, and investigate how the staff are
distinguish on how they are working towards their treating their customer and how efficiently they are
customers. doing their job.
4 Observation Observation allows the researchers to study The observer will be looking at customers face
individuals in their natural set, without the expression and their behaviour toward the service they
interference of their behaviour by the appearance of a get, do they sound happy, or are they complaining for
market researcher. lack of service. The research will take note of every
situation occurring at the hotel, they will submit their
findings and let Pinewood know where they can
improve.
M2: Explain the reasons for selecting the particular method of data research.
Market Research Method Marketing Situation/Reasons for choosing this Example
Method
1 Survey Using a Questionnaire is the most common market research Pinewood Hotel would love to know what the
Questionnaire method used by various businesses as it is the customers think about their services, so they will
cheapest and the easiest way to gather information produce a set of questions asking customers about their
and also the easiest way to analyse the results. stay at the hotel, were they happy or not, and ask them
how they can improve.
2 Focus Group Focus group will help the company to acquire multiple Pinewood Hotel can able to get multiple perspectives of
viewpoints of certain individuals in a collaborating their service at the hotel by maybe asking a whole
group setting, getting the members brainstorming family, who’s on vacation and staying at their hotel. The
their opinion. This gets the business to know on the interviewer can able to ask them question and get
improvement they can make in the future. multiple answers from each members of the family.
3 Mystery Shoppers The disadvantage with Mystery Shopping is that it is The market researcher will be disguising himself or
costly, but the most effective market research herself as a tourist, who will be planning to stay at
method available. This benefits the business to Pinewood Hotel, and investigate how the staff are
distinguish on how they are working towards their treating their customer and how efficiently they are
customers. doing their job.
4 Observation Observation allows the researchers to study The observer will be looking at customers face
individuals in their natural set, without the expression and their behaviour toward the service they
interference of their behaviour by the appearance of a get, do they sound happy, or are they complaining for
market researcher. lack of service. The research will take note of every
situation occurring at the hotel, they will submit their
findings and let Pinewood know where they can
improve.
