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Unit 22 Market Research Assignment 1 (DISTINCTION*) Learning Aim A £11.49
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Unit 22 Market Research Assignment 1 (DISTINCTION*) Learning Aim A

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Unit 22 Btec Business Learning Aim A ( Distinction* work) Market research 2023 BTEC BUSINESS EXTENDED DIPLOMA STUDENTS (YEAR 12 AND YEAR 13 )

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  • January 22, 2023
  • January 22, 2023
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  • 2022/2023
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Unit 22 Learning Aim A



Introduction of “Maybelline”

Maybelline is a famous American multinational
cosmetics, fragrance, skincare, and personal care
company established in New York City and
founded in Chicago in 1914 by Thomas Lyle
Williams and controlled by a french cosmetics
company L'Oréal in 1996. William noticed his
older sister Mable applying the mixture of vaseline
and the dust of coal onto her lashes to make them
look darker, then William produced a product that
was sold locally called lash-brow-line. William
renamed his eye embellish Maybelline in the
honour of her older sister. The slogan of the
Maybelline was “Maybe she’s born with it”.One of the companies produced Maybelline cake
mascara in 1917.

Maybelline did a collaboration with Puma within a German fashion brand and for edition, they
collaborated on the name Mabellyine x Puma. Maybelline also moved to many countries e.g,
Chicago to Memphis over one week then moved to Little Rock. Maybelline started doing
promotions and posters through televisions and the company got a boost when they hired the
model Lynda Carter as a fashion company coordinator. Now Maybelline is successful because of
its initial authorization to buy in the global market.

The target audience of the Maybelline brand is young girls between the ages of 13-24, also K-pop
who are known as global brands are the ambassadors of Maybelline New york. It can be attributed
to various other factors like marketing strategies of brand advertising. Maybelline marketing
strategies include collaborations, digital promotions, sponsorships, and brand ambassadors.
Maybelline performed a very attractive role in the industry by personalising and delivering people’s
favourite products, this created a great relationship of loyalty and trust between Maybelline and
consumers.

, Unit 22 Learning Aim A


Market research is when an organisation gathers information about target markets, competitors,
and the industry as a whole, interpreting data about what are the needs of consumers and the
preferences needed for them. Market research is all about the research taken from the internet
and resolve the proposition to take, analysis, data and the generation of reports for example if you
are working on a specific business so you research the particular topic about what the recent
update published on that particular topic you are researching, making notes, listening and better
understanding about their customers in advance and their success and keep the customer
satisfied. The techniques Maybelline could use for market research; interviews, customer's
thoughts, and surveys which helps to establish in which market position Maybelline brand is at the
particular part of the time, it also helps to monitor Maybelline progress. The purpose of Maybelline
to do market research is it helps to achieve objectives such as understanding customer behaviour,
determining buying trends, investigating the feasibility of entry into new markets and aiding new
product development. Market research also helps Maybelline to plan their brand more effectively.
In addition, market research can help every brand to keep track of market trends and what your
competitors are up to. The benefits of Maybelline are to do market research which enables
Maybelline to discover not just what their consumers desire, but also how well Maybelline reaches
and connects with their consumers.


Quantitative data and qualitative data
Quantitative data is described as data in the form of counts or numbers, with each data set having
a unique numerical value. This data is any measurable information that can be utilised for
mathematical computations and statistical analysis, allowing for real-world decisions to make
based on these calculations. Quantitative data is used to know information like "How many
products of Maybelline have been sold in?" "How often people buy Maybelline cosmetics and
why?" and "How much Maybelline customers would like to spend on their favourite products?
Maybelline finds this method beneficial because it helps them to determine what their customers
are demanding and what they are disliking. One of the negative impacts of quantitative data is
Limited data: Because quantitative data is not descriptive, it is difficult for makers to analyse
judgments based only on the information gathered. It is dependent on the sort of question: Bias in
outcomes is determined by the sorts of questions used to collect quantitative data methods.
Sometimes secondary data is unavailable, or access to existing data is impossible and a
phenomenon's context is difficult to understand.

Qualitative data is the illustrative and conceptual findings collected through interviews,
questionnaires, or opinions. Analysing qualitative data allows Maybelline to explore ideas and
further explain quantitative results. Qualitative data help Maybelline to describe the quality of its
products. For example, the type of lipsticks in the packet, the colours in the eyeshadow palette of
Maybelline. Qualitative data can be analysed for patterns or significance. Data visualisation
technologies such as word clouds, idea maps, graph databases, timelines, and infographics are
used to collect data from text, audio, and pictures. Benefits of carrying qualitative data is to create
an in-depth analysis and to find out specific research on different themes. The limitation of
Maybelline using qualitative data collecting might take a long time and It is harder to evaluate

, Unit 22 Learning Aim A


because qualitative data don’t fit easily into any of the standard categories. I would carry
qualitative research by doing interviews and surveys about Maybelline for example

Primary research is the data that you gather by yourself rather than depending on someone
else's data. Primary research such as questionnaires, surveys, and interviews, etc have
importance because it always comes up with exclusive and relevant data which is beneficial for the
researchers. It is important for Maybelline because it demands first-hand data which is relevant to
Maybelline. The purpose of primary research is to collect all the answers and questions with
appropriate information that has not been asked before. Examples of primary research are
posters, focus groups, interviews, questionnaires, surveys, newspaper clippings, film footage of
models, and photographs. These are the primary researches that Maybelline does which drives
Maybelline to success. Maybelline could do focus groups , which is beneficial to the firm as it
allows them to see how many people have purchased their products and services, as well as
where the items have been purchased most frequently. Maybelline is able to strengthen their
discounts to attract more consumers by conducting primary research, which expands their client
base and might possibly result in more profit for the firm, leading in a rise in revenue,
demonstrating their degree of success.by doing primary research you are more likely to have
similar data, and it guarantees that the information that is gathered is up to date, it helps
Maybelline to organise and control ownership of the data. However, It is most likely to be
time-consuming, can be expensive, and can take a long time if it demands face-to-face contact
with consumers.

Secondary data is a type of data that is collected through the internet, that is already existing by
someone else. Secondary research is a popular method of conducting a systematic study in which
the researchers focus only on previously collected material. Data gathering via the internet,
websites, trials, census data, magazines, ons data, books, internal data, schools and
organisational reports are all common secondary research examples. Maybelline uses secondary
research to get information about their rivals, such as how they place in marketing rankings. The
company can also investigate and evaluate new innovative goods that its competitors produce.
They may also get useful information on their competition and get consumer feedback, such as
what they will have to improve on and what they like about the products and services they have
purchased. However, if the corporation wants to build a store in a new location, they can conduct
secondary research, such as using the internet, to learn more about the region in which they want
to move. For example, if Maybelline wants to open a store in the United Kingdom, they'll need to
make sure the area isn't overtaken by other makeup stores like huda beauty. This is because it is
essential for the business to attract more customers, they'll need to make sure there aren't any
competitors nearby so that their brand is much more visible.

Conclusion
In conclusion, both primary and secondary research are the most successful methods for
Maybelline while conducting market research. Because a combination of both kinds of research
will offer Maybelline with all of the knowledge they require to reach their goal, I feel both are
essential and neither sort of research is advantageous for Maybelline to achieve their goal if
performed individually. Using primary research is really not useful in individuals for Maybelline

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