unit 22 assignment 1 market research completed p1 and m1. passed this unit and it’s about the types of market research used by businesses with definitions examples and explanations. also includes customer behaviours, trends and advertising uses by businesses including tesco as one example
Market research is reviewing potential consumers wants and needs and getting to know them.
Business should do market research as it helps them gather information and get an accurate
perspective on the market and business already succeeding within the market. There are many
benefits to market research such as understanding consumer behaviour. Businesses need to
understand the type of people that will be attracted to their product or service, business can figure
this out by testing their product or service with different groups of people including age, gender,
religion, culture, race, and many others and examine different behaviours. Another benefit is the
ability to determine buying trends. Many people have different motifs to purchase a product or
service if a business understands them, they will be able to make different marketing budgets
creating a positive outcome for their business.
There are 4 main types of market research:
Primary research- research gathered by companies themselves for a sole purpose of defining a
problem usually via surveys, questionnaires and focus groups.
Secondary research- data taken from other company’s research usually via the internet, many
companies use secondary research as its quick and cheap.
Quantitative research- data taken from customers surveys, which are usually closed end questions,
the data is then used for statistics to be analysed
Qualitative research- data accumulated via opinions, behaviour, and feelings usually through face-to-
face meetings to help develop ideas and identify problems.
Tesco’s is a well-known supermarket in the UK they sell a variety of products from food to cosmetics
and clothes. They also offer a mobile phone service.
Tesco successfully use primary research some examples being:
Surveys
Tesco uses a guest satisfaction survey to give customers the chance to give feedback on their recent
shopping experience. Tesco then later uses the information to help improve the negatives raised in
customer feedback to ensure every customer has a positive experience at Tesco. Surveys are useful
as more people are likely to fill them out as they are short and simple and usually offer a prize for
completing.
Pilot research
Tesco are always looking to make customers visits quicker and easier. Previously Tesco started
testing a conveyor belt in one of its stores which scans items as they are placed onto the belt,
enabling customers to pay and pack at the same time. Creating this system in one store allows Tesco
to see it in day-to-day action and if it becomes successful, they will open it in many other stores.
Pilot research is helpful as it allows you to test new ideas to assess if it will be successful and
determine if improvements can be made before rolling this out throughout the entire chain of
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