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(D2) Make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisat£4.48
(D2) Make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisatation
(D2) Make justified recommendations for improving the validity of the marketing research
used to contribute to the development of a selected organisation’s marketing plans.
Marketing research is used by many organisations and is a very useful tool; however the
data collected can sometimes not be as valid for various reasons, resulting in a business
making the wrong decision and highly affecting its marketing plans; therefore in this
assignment I will make justified recommendations for improving the validity of the
marketing research used to contribute to the development of Tesco’s marketing plans.
The first recommendation I would make for improving the validity of the marketing research
is for an organisation such as Tesco to choose the right amount of people to question.
Tesco’s main objective is to improve customer service and in order to do that they would
have to carry out a research to find out areas requiring improvement, however if the
amount of people questioned is too small the results will be invalid therefore Tesco should
make the sample of sufficient size as it will increase the chances of gathering accurate
information and therefore making the right decision. If Tesco carries out a research to find
out how satisfied its customers are with the customer service and questions only 10%
percent of its customers they might say that they are highly satisfied with the service,
however the other 90% might not be which will result in Tesco making the wrong decision
and losing customers because the amount of people questioned is too small and therefore
the information gather would be invalid. I would therefore suggest for Tesco to interview at
least 20% of its customers which is nearly a quarter and therefore the result will be more or
less accurate. It is physically impossible to question a 100% of Tesco’s customers as not
everybody will be willing to participate and it will consume too much time and money,
therefore in my opinion around 20% is a sufficient amount of customers to be questioned.
‘To provide affordable goods’ is yet another objective Tesco aims to achieve. If Tesco’s
marketing plan was to increase prices of certain goods, it would have to carry out a research
to find out whether the sales of the good would decrease due to an increase in prices or if
sales would not be affected. In order for the information gathered to be as valid as possible I
would recommend for Tesco to target different groups of customers e.g. Tesco could use
quantitative type of research to find out how many customers will be effected by the
increase in prices and question small groups of; students, young workers, professionals and
elderly citizens so that the research focuses on all types of groups and not just one; reason
being is because let’s say, professionals might not be affected by the rise in prices but
students, young workers and elderly citizens will be therefore questioning different groups
will bring out the most accurate overall result and Tesco can then make the right decision
based on those results e.g. if the overall result shows that 45% of customers will not buy the
product if the price increases, which is relatively a high amount of customers, Tesco will
then make a decision that will benefit both the customers and the organisation, however if
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