nqbm marketing JW & EC Jan 2009 1

The systematic gathering, recording and analysing of data

about an organisation’s products and services and its

target marketLearn this definition!

nqbm marketing JW & EC Jan 2009 2

DESK RESEARCH Collecting data from secondary sources Eg, govt reports, trade journals Information originally produced by

someone else

ADVANTAGES Cheap Quicker as data

already exists

DISADVANTAGES Data may be out of

date Data available to

competitors

nqbm marketing JW & EC Jan 2009 3

FIELD RESEARCH Information obtained first hand (primary

data) by a researcher ‘in the field’ Surveys/questionnaires (face-to-face, telephone, post) Consumer panels Test marketing EPOS

ADVANTAGES First hand Meets the needs of

the organisation

DISADVANTAGES Costly Time consuming

nqbm marketing JW & EC Jan 2009 4

Task Desk Research is sometimes known as Secondary Research.

Field Research is sometimes known as Primary Research.

1. Discuss the advantages and disadvantages of both types of research.

(6 marks)

nqbm marketing JW & EC Jan 2009 5

SAMPLING It is not practical to question every

potential consumer therefore market researchers question people chosen at random. A sample is a small group which is thought to represent the market as a whole. A quota sample is when a firm samples a specific number of a target market

A good questionnaire must: have an easy-to-use layout be short, to the point and relevant have questions in logical order

nqbm marketing JW & EC Jan 2009 6

QUESTIONS

1. Identify and explain 2 methods which a firm which is about to launch a new range of clothing might use to research the market.

2. Describe the term random sample and suggest 2 reasons why market researchers would choose to question only this group rather than the whole market?

3. Suggest 3 factors that should be considered when making up a questionnaire to use in market research?

FOR YOUR JOTTER