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Unit 22- Market research Task 2 (part 1 and 2) (Distinction)
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I made this document for my Unit 22 Task 2, this documents includes both part os the assignment and received a D when marked.
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UNIT 22- TASK 2.1:MARKET RESEARCH
MC Café
NOVEMBER 24, 2021
,Table of Contents
Introduction to MC (Manga Café).......................................................................................3
Purpose........................................................................................................................................3
Competition.................................................................................................................................4
Unique Selling Point (USP)............................................................................................................5
Planning Stage...................................................................................................................6
The problems MC faces:...............................................................................................................6
Retaining customers/ Repeat customers.......................................................................................................6
Location...........................................................................................................................................................6
Awareness.......................................................................................................................................................6
Cost.................................................................................................................................................................7
Objectives of MC:.........................................................................................................................7
Increase customers.........................................................................................................................................7
Environmentally Friendly................................................................................................................................7
Expansion and growth....................................................................................................................................7
Budget..........................................................................................................................................8
Data..............................................................................................................................................8
Pilot Primary Research.......................................................................................................9
Pilot Research Meaning................................................................................................................9
Primary researched used:.............................................................................................................9
Surveys (face to face, postal and online surveys)...........................................................................................9
Questionaries..................................................................................................................................................9
Focus groups...................................................................................................................................................9
Observations.................................................................................................................................................10
Structure....................................................................................................................................10
Choice of Methods........................................................................................................................................10
Questionnaire Design...................................................................................................................................10
Different types of questions.........................................................................................................................10
Pilot observation........................................................................................................................12
Pilot Survey................................................................................................................................13
Probability Sampling........................................................................................................14
Probability Sampling...................................................................................................................14
4 ways to sample data................................................................................................................14
Random sampling.........................................................................................................................................14
Systematic sampling.....................................................................................................................................15
Stratified sampling........................................................................................................................................15
Cluster sampling...........................................................................................................................................16
Non-probability Sampling...........................................................................................................17
3 Ways to sample data.................................................................................................................................17
1
,Implementation Stage......................................................................................................19
Final Survey................................................................................................................................19
Final Observation:......................................................................................................................20
Final Mood Board.......................................................................................................................22
Final Market Report....................................................................................................................23
Analysing Data.................................................................................................................25
Data Analysis and Interpretation.....................................................................................25
Mean, Median, Mode and Tables...............................................................................................25
Mean of total of tap-in customers:...............................................................................................................25
The total amount of people that entered the businesses:...........................................................................26
The most expensive product on the different businesses:..........................................................................27
Range/ Interquartile Range........................................................................................................28
Time Series.................................................................................................................................28
Pie Graph....................................................................................................................................30
Bar Graph...................................................................................................................................31
Scatter Graph..............................................................................................................................32
Value of Findings Collected..............................................................................................33
Limitations of research...............................................................................................................33
Improvements............................................................................................................................33
Recommendation Improvement.................................................................................................33
2
, Introduction to MC (Manga Café)
Purpose
Dental Vision has been hired as the market research agency deployed to assist. The
purpose is to help the owner Daniel on his new business. He interested in starting a
coffee business in Borough Market. Daniel (the owner) has always been interested in
‘anime’. Anime is an animated work created by hand or by computer that originates
from Japan. It is used to describe all animated works, regardless of their style or
origin. Anime/manga appeal to all ages and social groups, and they can be classified
into many genres, including science fiction, action adventure, romance, historical
drama, erotica, literary, information, humour, and sports. Daniel took inspiration from
coffee businesses in Japan, Japan even has their own city based on anime, they
have shops where they have selling electronics and other anime related goods and
have coffee places. ‘Manga café’ in this place people will be able to read manga,
people will have to pay more depending on how much time they would like to stay in
the place. Daniel thinks his business will be successful since he hasn’t seen places
like this in London, this will attract a lot of people because it will be unique, and he
wants people to find this as their comfort place. The purpose of MC is that this place
will where people may meet, work, drink or read mangas. This aesthetics might help
the business not only attract more clients, but also create a setting where they can
enjoy both their coffee, their visit to the business and be able to relax whilst reading.
The focus is for the business to grow and satisfy the customers.
MC is business that offers a comfortable place to stay and read ‘manga’. People now
adays are getting more and more interested in manga/ anime, this could make the
company succeed. People pay for time they stay in the café. Manga cafés and
internet cafés are usually interchangeable terms in Japan. Manga cafés typically
offer internet access and vice versa like an internet café. Additional services include
video games, television, snacks and beverages vending machines and more. If
someone is to buy manga, it will be quite pricy since manga translated to English
could cost £7 to £11 for each. The coffee place will offer every kind of manga, they
will also sell pastry that is commonly showed in animes/ mangas.
3
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