Market Research
In this report, how organisations use market research and market planning will be
explained. The findings will be presented and all the information found.
Quantitative and qualitative market research
Qualitative research is subjective and is often obtained by interviews with customers
or focus groups. Because of this the results vary as the answers are based on
personal preference, opinions and experiences. The questions asked in the
interviews are very specific and detailed to obtain the best results.
Quantitative research is objective and focuses on figures and percentages that can
be analysed mathematically or presented graphically. This data often includes sales
figures, market value and questionnaires.
McDonald's uses quantitative research as they interview their customers to find out
their preference. McDonald’s uses qualitative research such as surveys and
questionnaires in order to find out the choices that their customers prefer. By doing
this, it helps McDonald's improve their service and their goods. They also use old
store data to find out what sells more.
Primary and secondary research
Primary research is data and information that an business has gathered first hand
and never gathered it before. Information gathered can be either internal (inside
organisation) or external (another organisation).
Internal information involves:
Businesses own products sales figures
Customer data
External information involves:
Interviews/focus groups
Questionnaires/surveys
Observation techniques/mystery shoppers
McDonald's uses primary data to measure customer satisfaction through a mystery
shopper which looks at the customer's experiences within the restaurant and they
use feedback provided by our customers.
McDonalds use graphs to see the satisfaction rates and this graph shows how
satisfied the customers are with McDonald’s.
In this report, how organisations use market research and market planning will be
explained. The findings will be presented and all the information found.
Quantitative and qualitative market research
Qualitative research is subjective and is often obtained by interviews with customers
or focus groups. Because of this the results vary as the answers are based on
personal preference, opinions and experiences. The questions asked in the
interviews are very specific and detailed to obtain the best results.
Quantitative research is objective and focuses on figures and percentages that can
be analysed mathematically or presented graphically. This data often includes sales
figures, market value and questionnaires.
McDonald's uses quantitative research as they interview their customers to find out
their preference. McDonald’s uses qualitative research such as surveys and
questionnaires in order to find out the choices that their customers prefer. By doing
this, it helps McDonald's improve their service and their goods. They also use old
store data to find out what sells more.
Primary and secondary research
Primary research is data and information that an business has gathered first hand
and never gathered it before. Information gathered can be either internal (inside
organisation) or external (another organisation).
Internal information involves:
Businesses own products sales figures
Customer data
External information involves:
Interviews/focus groups
Questionnaires/surveys
Observation techniques/mystery shoppers
McDonald's uses primary data to measure customer satisfaction through a mystery
shopper which looks at the customer's experiences within the restaurant and they
use feedback provided by our customers.
McDonalds use graphs to see the satisfaction rates and this graph shows how
satisfied the customers are with McDonald’s.
