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business level 3- unit 22 market research- assignment 2
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Assignment 2- Unit 22market research
21.5.24
Assignment 2
Market research in action
,Introduction
This report is about the evaluation of my findings of the primary and secondary research I
have conducted. This report will also include recommendations on how the final research
could have been improved, the pilot plan, final plan, sampling plan, questionnaire, interview
questions and the data collected. As well as this, this report will include an analysis of why
have chosen to use my research methods.
P5
Secondary research
P2- The secondary research that I have conducted is looking at websites and online news
articles and this is what it states in reference to my objectives. The websites I used for this
research included Statista, indeed and office for national statistics. Firstly, the market share
of competitors are all different percentages. Costa holds 26% of the market share, Tim
Hortons holds 70% of the market share for its coffee, Starbucks has a market share of 41%
and independent coffee shops hold 27% of the market share in the Uk. More than 57% of
consumers prefer to take their coffee out rather than drinking in and 43% of consumers
prefer to drink in rather than take out. This shows that by an increase of 13%, consumers
prefer to take their coffee out rather than drinking in. A mobile coffee shop will give the
clients a competitive edge as it gives consumers a more personalised customer experience
due to the mobile stall allowing customers to establish a personalised connection with staff.
As well as this, offering a variety of coffee options different to branded shops will support
the mobile coffee stall in creating a loyal customer base. The most popular location for the
mobile coffee stall will be near colleges or university campuses as its convenient for
customers around the age group that is more likely to buy coffee. Coventry has a variety of
coffee shops included branded, independent and non-specialist venues. Although this will
be competitive, there aren't many mobile coffee stalls so the mobile coffee stall should be
placed in a location that does not have many coffee shops around. The 5 most popular
coffee drinks include cappuccino, espresso, black coffee, americano and mocha. The average
price of a small cup of coffee ranges from £2-£3.
Findings
In regard to the research I conducted, the data in both the pilot and final study was fairly
accurate as some answers were different to one another due to personal opinions. The data
found was subjective. This is because the sample size was only 16-19 years old. A
recommendation for this would include increasing the sample size to a wide range of people
and increasing the age limit of the samples. However, some of the data was not very
accurate. This is because the questionnaire and interview were only conducted by 16–19-
year-olds. Because of this, many answers were fairly similar which limited the variety of
answers I would have received if the research was conducted by various age groups such as
age 16-50 including both staff and students.
The process turned out to be effective due to the individuals from other groups answering
the questions. From the marketing objectives, the marketing objectives have been met. The
, data collected allowed us to identify a convenient store location. For example, most
individuals said they would prefer the mobile coffee stall to be located near their
college/university campus. As well as this the data collected allowed us to meet the
marketing objective of determining a price for the drinks which would be of a price range
from £2-£5. However, the last marketing objective was not met through primary research of
gathering information on competitors. This was done through secondary research as I used
statistics off government websites to find the information needed. The data was bias due to
sample size being limited which makes the data not reliable in meeting the objectives.
However, if I had asked a bigger age range such as 16-50, I would have received that was not
bias and which would have helped me in meeting the objectives. If this was done, the
findings would have been more reliable, accurate and not bias. In terms of effectiveness, the
process carried out could have been more effective if it was organised and more students
had turned up. Because of absences I had to ask other individuals in different groups to fill
out the questionnaire and conduct the interviews.
In order to improve the research conducted, it is recommended that a larger sample size
should be chosen for example age 16-50. This would allow a variety of perspectives making
it easier to analyse the data due to responses being different. Having a larger sample size
would make the more accurate and reliable. Another recommendation is having a group of
15/20 already in and prepared for the research. This will allow the process to be more
organised. In reference to the marketing objectives, through conducting the primary
research I was able to meet the objective of determining a price. This is because we
received various answers of price ranges from £2-£4 helping us in choosing the perfect price
for different sizes of coffee. As well as this, the marketing objective of identifying a store
location was met as there was many answers for this question such as near college,
university campus and town. However, the marketing objective that was not met though
primary research was gathering information of competitors. This is because the primary
research consisted of questions about the mobile coffee stall rather than competition.
Because of this, enough information was found out about the competition through
secondary research.
M2
Methods used and why
The research I used included both primary and secondary research. These research methods
included questionnaires, focus groups, online research and news articles. The reason I chose
these research methods is because I was able to receive both qualitative and quantitative
data from all research methods. The questionnaires gave me the quantitative data I needed
in which I did my analysis by analysing the charts and graphs. The focus group gave me the
qualitative data I needed due to me asking the individuals open ended questions. The online
research and news articles gave me both quantitative and qualitative data due to their being
specific information regarding coffee prices, coffee flavours and statistics about competitors.
Advantages and disadvantages of research methods
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