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Unit 3 Introduction to Marketing Task 3
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Unit 3 Introduction to Marketing Task 3
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Colchester Zoo’s Marketing ResearchDefinition of Primary Research
This is where someone collects data and information that has not been collected before.
Examples of methods that someone could use would be questionnaires, mystery
shoppers, surveys and focus groups.
How does Colchester Zoo use Primary Research?
An example of the Zoo using primary research would be allowing a ‘mystery shopper’ to
come into the business just like any other shopper would, and the end result would be
them forming a report based on the service given. This would be a qualitative data due to
the company wanting in depth, quality answers that will help them in the future. The
report that comes from a mystery shopper shows the type of service that have received
and how they could improve upon this. This can help Colchester Zoo’s marketing plans
because it means that they know in what they need to improve on.
Another example of a method of Primary Research is questionnaires. Colchester Zoo
would use these to find out information from customers that can help them in the future.
Because of the Zoo wanting as many answers as possible and not worried about the
quality of these answers, this would make it quantitive. The main goal when handing out
questionnaires is to form a quick judgement on what customers think. This can help
within Colchester Zoo’s marketing plans as it means that they know what they are
looking for and how to attract their target market.
The last example of a Primary Research method would be focus groups. This means that
a group of people are set to discuss and feedback on a specific topic. Colchester Zoo
would use this to get feedback from any future products or services that may be
launched. This gives them the ability to look at what future customers may say about this
and whether it will have a positive or negative impact. This can help Colchester Zoo’s
marketing plans because it helps develop their marketing plans and making awareness
better.
Definition of Secondary Research
This involves gathering and using data that has already been produced. An example of
this could be researching newspapers, reports or the internet.
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