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Unit 10 Market Research in Business - P1, P2, M1
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Unit 10 Market Research in Business - Case Study - P1, P2, M1 - Market research, methods.
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By: deets125 • 4 year ago
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Newsletter Market ResearchIn this newsletter, I will be talking about the following:
1. P1: Describe the main types of market research
2. P2: Explain how diferent market research methods could be used to
make a marketing decision, and search what methods KLM already
uses for their marketing problems.
3. M1: Explain with examples, how the diferent research methods that
you have identifed are appropriate to assist diferent marketing
situations.
I hope this information will help you all to understand how you can use
market research and how to choose the right method for researching the
market.
Enjoy reading!
Kind regards,
Anne Uiterdijk
Marketing & Communication
, There are two methods that can be used research a market
Primary research: this is a method where a business gets his own
information for a specifc purpose. The research is therefore ‘primary’. The
business uses its own efort to research. For example, all the Starbucks
stores must observe their customers’ behaviour for the next three months
to see what the diference and the similarities are between the
customer’s.
1. Observation: when you use this method, you basically observe
your customer’s behaviour. Instead of asking what they would do in
a specifc situation, it is better to observe what they do. The results
will be way more accurate. For example, the observer can identify
how long customers spend time in a store, which aisle they go frst
or stay the longest, what products they found interesting etc. But
you also have the ‘mystery’ shopper, this is somebody who actually
works at the shop but then at a diferent location. The mystery
shopper will observe how the employees work and how they assist
their customers. A disadvantage of observation is that it takes a lot
of time and expensive.
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