Transcript Marketing Research P3 M2 D2

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Marketing Research (P3/M2/D2)
Unit 3: Introduction to Marketing
BTEC National Level 3 Award in Business
Yr11
Miss Vincent
Learning Objectives
By the end of today’s lesson, you should be able to…
LO1) Define the term marketing research (Guided- Regular)
LO2) Explain the different methods of primary and
secondary research using researched examples for
one particular organisation (Regular - Strong)
LO3) Using your own independent research, compare and
contrast (uses & limitations) each marketing research
method and comment on the suitability of each for a
named organisation, commenting on how businesses
should collect and store data in an ethical way
(Strong –Advanced)
What do you think the
competencies for today’s
lesson are?
Competency Focus
Morals and Ethics (C1): to understand the ethical
implications of collecting and storing market
research data. To recall on prior knowledge to
understand which law affects the way in which data
should be stored and collected.
Research (I1): pupils are required to conduct their
own independent primary and secondary research
on the different marketing research methods an
organisation uses in order to help them develop their
marketing plans.
I understand the different ways research can be collected and what
the moral and ethical implications are when collecting and storing
data:
Competence level
Descriptor
Autonomous
I can delve deeper into what research methods exist in which a company can use to
help market a product/service. I will then question the viability of each method and
make my own reasoned judgements as to which is the most suitable and more
accurate methods that a business should use. I will then apply these to my focus
organisation and question the research methods that they have implemented.
I can differentiate between the terms primary and secondary research and I can
identify at least 10 different ways of collecting research under these categories. I am
now starting to question how successful each one might be in helping an
organisation to market a product.
Advanced
Strong
I can differentiate between the terms primary and secondary research and I can
identify at least 10 different ways of collecting research under these categories.
Regular
I can recognise at least 6 different ways of collecting research.
Guided
I can recognise at least 3 different ways of collecting research.
Starter
www.polleverywhere.com
What I Have Found Out…
How many people prefer my brand of
chocolate (sales predictions)
How many people prefer the brand compared
to the competition (determine market share)
What I Have Found Out…
Who my potential customers are (age/gender)
Strengths & weaknesses of competitor
products (product/price/packaging)
Know what you think about my product
compared to other brands (quality)
Know what value you place on my product
(value for money)
Market Research is …
Market Research…
Gathering, recording and analysis of
data about a particular target market,
competition and/or environment.
Marketing is all about
responding to customers’
wants/needs. Market
research is about finding out
what those needs/wants are!
Marketing Research…
Marketing research is the analysis of
marketing strategies such as how
effective advertising has been or a
particular promotion.
In other words, finding out
how successful marketing
campaigns have been!
Scenario
The iPad 3 is due to be launched in 2013.
Apple have joined forces with Microsoft to
now offer Microsoft packages included in the
product. The new launch is expected to cost
£1m therefore they need to get it right!
How will the company know who to target this
product at?
Your Task!
In pairs, work through the ‘marketing research
challenge’ sheet and then produce a marketing
research strategy for the company.
You will present this to the rest of the class..
Peer-assessment
Copy the grid in to your books…
GROUP NAME
WWW
EBI
LO1) Primary Research
Primary Research (field research):
Data/info that has been gathered first-hand.
This is information that did not exist before the
research began.
Methods include: questionnaires, postal surveys,
telephone surveys, online surveys, telephone
interviews, focus groups, test marketing
LO1) Secondary Research
Secondary Research (desk research):
Data that is already in existence in some form
and has been produced by someone else.
Internal-
External-
sales figures, existing market
research reports, annual
reports & accounts.
Competitor info I.e. brochures,
books, journals, newspapers,
marketing journals, websites,
census data, public records.
LO2) Qualitative Vs Quantitative
Quantitative:
Information/data that you can measure
(statistical data) such as “how many cans of
lemonade do you buy each week?”
Qualitative:
Information about peoples’ attitudes, beliefs,
feelings and opinions. E.g. “What do you think
of pepperoni pizza?”
LO3) Advantages & Limitations
ADVANTAGES
LIMITATIONS
Finding out what customer’s
want/need and developing a
product/service to match that needs
reduces the risk of product failure!
Relying on people’s opinions (human
behaviour) that can change over time
(or as fashions change!).
Businesses are not just relying on
guesswork.
Costly (might have to employ a
market research agency to collect the
primary research on your behalf).
Measure effectiveness over time.
Time-consuming!
Measure success of a
marketing/promotional campaign.
Reliability?
Validity (how accurate is your data?)
Sampling and bias (can not ask the
whole population!!!)
I understand the different ways research can be collected and what
the moral and ethical implications are when collecting and storing
data:
Competence level
Descriptor
Autonomous
I can delve deeper into what research methods exist in which a company can use to
help market a product/service. I will then question the viability of each method and
make my own reasoned judgements as to which is the most suitable and more
accurate methods that a business should use. I will then apply these to my focus
organisation and question the research methods that they have implemented.
I can differentiate between the terms primary and secondary research and I can
identify at least 10 different ways of collecting research under these categories. I am
now starting to question how successful each one might be in helping an
organisation to market a product.
Advanced
Strong
I can differentiate between the terms primary and secondary research and I can
identify at least 10 different ways of collecting research under these categories.
Regular
I can recognise at least 6 different ways of collecting research.
Guided
I can recognise at least 3 different ways of collecting research.
Self-assessment
What type of learner am I?
Re-visit competency ladder and assess progress.
At the end of the lesson, I am a …………………..
learner because I have……………………
Key Terms
Market Research
Marketing
Research
Primary Research
Qualitative
Research
Quantitative
Research
Validity
Secondary
Research