Essay
UNIT 10 - MARKET RESEARCH IN BUSINESS - P4
- Institution
- Pearson (PEARSON)
P4 conduct primary and secondary research for a selected product/service making use of identifiable sampling techniques
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In this assignment I will conduct primary and secondary research for a diet product introduced onthe market in 1982 by Coca-Cola Company.
At the moment, the company’s sales for Diet Coke are struggling and their sales figures are dropping
every year. The company’s manager asked me to conduct both primary and secondary research
regarding their product and find out what’s the reason for dropping sales in their Company.
Primary Market Research Method: Questionnaire
Primary research requires asking people directly about the product and getting information
from them in terms of how they find the Diet Coke and when are they buying it the most.
In order to conduct primary research for Coca-Cola I’ve chosen to gather information
through questionnaires.
I have chosen to interview people through a systematic sampling method within Tesco
shops. This method consists of 10 to 15 people aged between 17 and 45 who buy any type
of the Coca-Cola products within the shop. Systematic sampling method is one of the most
expensive methods of collecting data, but it gives the most accurate results.
The main questions found in my questionnaire were:
- How often in a week are do you buy Coca-Cola products?
- Have you tried Diet Coke? If not, why?
- How do you find Diet Coke?
- On a scale from 1 to 10 how would you rate Diet Coke?
For the first question, 56% of the customers said that they buy at least one drink in day,
whether they are on their way to work/university or they are going out with friends. The
other 44 percent of the customers replied that they only buy fizzy drinks for
anniversary/parties or special occasions and they prefer any other natural drinks.
Only 5% haven’t tried Diet Coke, with most of them saying that they have heard from
friends/relatives that the drink is not healthy at all as it contains sweeteners such as
Aspartame, Acesulfame K, etc. The rest have tried the product at least once.
Only 95% of the customers answered the third question. They explained that Diet Coke
doesn’t seem to have any flavour or taste, but it definitely hasn’t got any sugar in it.60% of
them, whether they were women or men, said that they only buy it when they are on diet.
For the fourth question, we only received 95% of the opinions and most of them very
different. 60% rate the Diet Coke with a grade between 5 and 7, 30% between 8 and 9 and
only 10% with the grade 10. None of the customers rated the Diet Soda with less than grade
5.
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