Task 1 – Produce a briefing sheet – types of market research
P1) Describe types of market research.
1) Primary research
Primary research – is when you collect new data, which has never been collected before. As an
example you can use interviews of people in a focus group or watching customers in the shop.
Interview of a random person.
(Link for the picture)
(http://www.bbc.co.uk/staticarchive/6da19e640a51866a0e9e9a499f8b4aead1263f89.jpg)
Primary research methods
Observation – is an action of closely monitoring something or someone. An observer can
watch someone behaviour first hand and monitor everything.
Experimentation – is when you do something and you try to find out what happens as a
result of particular action. For example, in 2008, Oxo changed their gravity cubes from
square shape to an x – shape. Oxo wanted to find out if x – shape would be easier to break.
Surveys – is when you do a careful study of a particular topic such as consumer opinion.
Surveys could be done by face to face, using telephone, e-mail or e – market research.
E – Marketing research – is a process of marketing a brand using the internet. An example of
E – marketing would be a questionnaire received by email and then it is sent back.
Focus group – is a data collection method using a semi structured interviews. An example of
focus group would be a data collection on a specific topic Focus group will be made out of a
customers, to test specific thing.
Panels – is a survey that is conducted over an extended period of time. For example same
group asked over an extended period of time often includes expert.
Field trials – is the test on the quality of the product under the surroundings in which it will
be used. To test the product on the quality you would normally test it in a specific
conditions. From the field trials you can find out how real clients feel about the product.
P1) Describe types of market research.
1) Primary research
Primary research – is when you collect new data, which has never been collected before. As an
example you can use interviews of people in a focus group or watching customers in the shop.
Interview of a random person.
(Link for the picture)
(http://www.bbc.co.uk/staticarchive/6da19e640a51866a0e9e9a499f8b4aead1263f89.jpg)
Primary research methods
Observation – is an action of closely monitoring something or someone. An observer can
watch someone behaviour first hand and monitor everything.
Experimentation – is when you do something and you try to find out what happens as a
result of particular action. For example, in 2008, Oxo changed their gravity cubes from
square shape to an x – shape. Oxo wanted to find out if x – shape would be easier to break.
Surveys – is when you do a careful study of a particular topic such as consumer opinion.
Surveys could be done by face to face, using telephone, e-mail or e – market research.
E – Marketing research – is a process of marketing a brand using the internet. An example of
E – marketing would be a questionnaire received by email and then it is sent back.
Focus group – is a data collection method using a semi structured interviews. An example of
focus group would be a data collection on a specific topic Focus group will be made out of a
customers, to test specific thing.
Panels – is a survey that is conducted over an extended period of time. For example same
group asked over an extended period of time often includes expert.
Field trials – is the test on the quality of the product under the surroundings in which it will
be used. To test the product on the quality you would normally test it in a specific
conditions. From the field trials you can find out how real clients feel about the product.
