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Unit 10 M2 Market Research in Business BTEC BUSINESS LEVEL 3
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UNIT 10 M2My reasons for choice in my market research
For my market research regarding the coffee shop I chose three different methods to find
information. My choices were well made and helped me get the answers that I need although
there a few places for improvements if I was to carry this out again.
Target market
The target market I used was males and females 16 plus living or working in or near chelsea. We
also focused on people that go to work/ college or university as they are likely to use an internet
café.
Questionnaire
I chose to have questionnaires as one source of data because I can get a variety of both
qualitative and quantitative research. Also they are easy for people to fill them out as the
questions and instructions were clear. Also, because of the simple layout, the questionnaire is
easy to evaluate. One thing that we could have done better is made the questionnaire shorter.
One thing that is a problem with questionnaires in general is that it is difficult to tell how
truthful the respondent is being. I would also make the questionnaire shorter to encourage
more people to fill them in.
The main challenge faced for the questionnaire is that when we made it initially it was up to
four pages long. My group and I knew that no one would fill in the survey if it was that along so
we shortened it down, however it was still quite lengthy. Also when shortening the survey it was
difficult to pick out the questions to remove to help make the questionnaire shorter.
Focus group
The focus group was a good choice as it meant that ideas could be shared and we could get
strong qualitative data as people would add on to what other members have said. This was very
helpful because it was easy to tell who gave genuine answers as they would have a lot to say.
One thing that could be changed is restricted age range of the group as we got a lot of similar
answers as a result. Also some members weren't too enthusiastic and contributed very little so
next time I would choose people that would be more interested.
The main challenge faced was finding a room and time to hold the focus group as well as finding
friends that that were free at the same time. This took quite a bit of working out but it worked
out eventually.
Observation
This was a good source for quantitative data as I was able to record how many people entered
the café in a 30 minute time slot as well as how many people ate in or out and who had a device
to use. This is helpful because it means that I could get an idea of how many customers to
expect in one time if the internet café in Old Coulsdon was to open. One thing that could be
done differently is I could have stayed for a whole hour to get more information out of it. I could
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