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Unit 10 P2 Market Research in Business BTEC BUSINESS LEVEL 3
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P2 UNIT 10Market research methods
Types of research and how each one is helpful for the coffee industry.
Qualitative- Qualitative research is to do with finding opinions and facts. This data can be found through
surveys and focus groups.
Quantitative- Quantitative research is to do with finding out statistics and numbers. This data can be
found through surveys and observations.
Triangulation- Triangulation is when a marketing agency takes three different approaches to find valuable
information. An example of triangulation could be finding information via surveys, focus groups and
observations.
Strategic- This helps the organization make better marketing decisions to get the best results from their
research.
Technical- This is to do with finding alternative ways to carry our market research. This can involve
tracking how well a certain advertisement is doing and the organization may change their approach to
the advertisement if it isn't helping with promotion.
Databank- This is already existing market research that may include information from old surveys and
observations. It might include information about past campaigns and see how well they did or what
could be done better. This method is inexpensive as the information is already laid out and just needs to
be analyzed.
Continuous- This kind of research method is ideal for business selling perishable goods. Supermarkets
would need to use continuous research because new research on healthy foods are being updated
regularly. Also they need to know how much produce is available foods such as fruit and veg as well as
what time of year they are available the most.
Ad hoc- Ad hoc is to do with the customers point of view on the organization as well as how many
customers are exposed to the brand. MacDonald's knows that they are a household name and everyone
is very aware of them, on the other hand a smaller fast food chain may only be known by locals so have a
smaller chance of being the first choice to go to when a customer wants to eat out.
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