Unit 22 P2 P3 P4 M2 D2 Todd O’Toole
Unit 22 – Susan’s Bakery and Café
P2 - Undertake secondary research for a selected marketing objective.
P3 - Undertake pilot primary market research and collect sample data.
P4 - Undertake the final market research activity using a detailed sampling plan to obtain a
range of secondary and primary data.
M2 -Undertake the final market research activity using a detailed sampling plan to obtain a
range of secondary and analyse the reasons for choosing particular research methods, the
type of data to be collected and the sampling plan.
D2 - Evaluate the effectiveness of the pilot research, recommending changes that should
be made to the final market research activity.
Secondary research
There are a variety of diferent ways in which the business Susan’s Baaeery and Café is able to
improve their services that they oferr I got this informaton from secondary researchr an
example of a way in which they could improve upon is the prices of the products being sold
with two reviews of of Google statng thisr one of which statng how they felt that the
business is an: ‘Absolute Rip-off this place robs you blindf they charge a lot more than the
Tesco next door anyway and then some more on top of that in which there is absolutely no
need to do so.’ With the review being rated with a 1/5 starsr and posted within the last six
months showing that this partcular customer has been so dissatssed by their experience
with the business that they’d leave such an unfavourable review for others to see.
Furthermorer another customer has lef an equally unfavourable reviewr with them that
shows that they too also feel as though that the prices of the product is too highr especially
for a small businessr they said that their experience was: ‘What a woeful experience that
wasr hard bacon and outrageous prices. Do go there though.....Tesco is next door’ lieewise
leaving the review with only a 1/5 stars same as the previousr and this one was posted at
least four years agor showing how this issue of the price has been a persistent problem for
some customers for the last few years and that the opinion hasn’t been limited to just an
isolated case. Also both of the reviews had made reference to Tesco being the preferable
alternatve to Susan’s businessr meaning that not only is price an issue but locaton is toor
customers clearly feel as though there is a beter and cheaper alternatve only next door.
From these two reviews alone it is clear that an area in which they can improve upon is the
prices they setr if they do lower prices it can be said that customers’ satsfacton will rise as a
result and more fatering reviews may be lef for them. Due to the fact that the business is
a small and local business the amount of secondary research that I can carry out that points
to ways in which the business would be able to improve their services has been limitedr with
only a few examples available with the rest statng how well the business is doing and how
much they had enjoyed their experience. I had conducted my secondary research online as
a means of gaining informaton regarding previous customers’ experiencer what they
thought so that I would be able to gain qualitatve data as well as what they would rane
their experience out ofr how many stars available this way I enow how that there are
customers whom have had negatve experiences and how they prefer Tesco. Furthermorer
Unit 22 – Susan’s Bakery and Café
P2 - Undertake secondary research for a selected marketing objective.
P3 - Undertake pilot primary market research and collect sample data.
P4 - Undertake the final market research activity using a detailed sampling plan to obtain a
range of secondary and primary data.
M2 -Undertake the final market research activity using a detailed sampling plan to obtain a
range of secondary and analyse the reasons for choosing particular research methods, the
type of data to be collected and the sampling plan.
D2 - Evaluate the effectiveness of the pilot research, recommending changes that should
be made to the final market research activity.
Secondary research
There are a variety of diferent ways in which the business Susan’s Baaeery and Café is able to
improve their services that they oferr I got this informaton from secondary researchr an
example of a way in which they could improve upon is the prices of the products being sold
with two reviews of of Google statng thisr one of which statng how they felt that the
business is an: ‘Absolute Rip-off this place robs you blindf they charge a lot more than the
Tesco next door anyway and then some more on top of that in which there is absolutely no
need to do so.’ With the review being rated with a 1/5 starsr and posted within the last six
months showing that this partcular customer has been so dissatssed by their experience
with the business that they’d leave such an unfavourable review for others to see.
Furthermorer another customer has lef an equally unfavourable reviewr with them that
shows that they too also feel as though that the prices of the product is too highr especially
for a small businessr they said that their experience was: ‘What a woeful experience that
wasr hard bacon and outrageous prices. Do go there though.....Tesco is next door’ lieewise
leaving the review with only a 1/5 stars same as the previousr and this one was posted at
least four years agor showing how this issue of the price has been a persistent problem for
some customers for the last few years and that the opinion hasn’t been limited to just an
isolated case. Also both of the reviews had made reference to Tesco being the preferable
alternatve to Susan’s businessr meaning that not only is price an issue but locaton is toor
customers clearly feel as though there is a beter and cheaper alternatve only next door.
From these two reviews alone it is clear that an area in which they can improve upon is the
prices they setr if they do lower prices it can be said that customers’ satsfacton will rise as a
result and more fatering reviews may be lef for them. Due to the fact that the business is
a small and local business the amount of secondary research that I can carry out that points
to ways in which the business would be able to improve their services has been limitedr with
only a few examples available with the rest statng how well the business is doing and how
much they had enjoyed their experience. I had conducted my secondary research online as
a means of gaining informaton regarding previous customers’ experiencer what they
thought so that I would be able to gain qualitatve data as well as what they would rane
their experience out ofr how many stars available this way I enow how that there are
customers whom have had negatve experiences and how they prefer Tesco. Furthermorer
