Task 1-
Primary research, otherwise known as field research,
is data collected for the first time and a specific
purpose. This kind of research can be carried put by
either the business itself or by a specialist market
research organisation. Primary research can be
expensive to obtain but is up-to-date and exclusive.
Primary research is obtained through covert/overt
observation, focus groups, experiments and surveys
(Ref 1). Kelloggs uses primary research in the form of
focus groups when introducing brand extensions. Once ideas for new products and product lines
are brainstormed, they are tested by members of the public selected by Kelloggs. This ensures that
developments are in-line with consumer expectations (Ref 4).
Secondary research is data gathered and recorded by
someone else before and for a purpose other than
the current project. Secondary research results in less
cost, time and effort than primary data; the data that
is reused usually was initially for a different purpose,
applied in a new context. Secondary research can
come from internal sources such as sales records and
marketing activity, and external sources such as
journals, books and magazines (Ref 1). Kelloggs tend
to use their research from previous market research as secondary research. Regarding brand
extension, Kelloggs will use the previous statistics such as which products appeal to what age
range and so forth.
Qualitative research focuses on the quality and depth of the data
obtained. The data is usually gathered through unstructured and
semi-structured techniques such as focus groups, individual
interviews, observation. Answers gathered tend to be lengthy but
hold a cornucopia of information, therefore, holding more validity
(Ref 3).
Quantitative research generates numerical data which
can, therefore, be turned into usable statistics.
Quantitive data is measurable and is used to formulate
facts and uncover patterns. Collection methods are much
more structures than with qualitative research. These
methods include various forms of surveys, face-to-face
interviews, telephone interviews and longitudinal studies
(Ref 3).
Task 2-
, Different marketing methods are appropriate for different situations. If Kelloggs wants to
determine who their competitors are, the most suitable market research methods to implement
regarding consumer opinion are closed question surveys, questionnaires and observation. The
company would also use potential competitor companies annual reports as a form of secondary
research. All of these research types are quantitation, meaning they are numerical and be turned
into statistics. (Ref 1)
When developing new products, there are many different stages of research. Quantitative
research would first be used in order to find out what consumers want in terms of a new product.
This could be in the form of, again, closed question surveys and questionnaires. During the
development stage, Kelloggs wants to know what consumers like and dislike about the potential
products. The most useful research to be carried out here is group interviews and focus groups. In
these scenarios, consumers can test the products in person and give real-time feedback. (Ref 1)
Market segmentation can also only be successfully carried out through numerical and statistical
data and therefore, quantitive data. This can be both primary and secondary research, usually a
combination of closed-question surveys and Census. Census can show a company how many
people of what age, ethnicity, race, religion and financial situation live in any particular area. This
can come of aid when defining consumer base. (Ref 1)
Task 3-
When Coca-Cola launch coke vanilla in the US, it was very successful,
and so the company decided to launch in the UK as well. Before doing
this, however, Coca-Cola needed to make sure the beverage would do
just as well over here. Focus groups were used not only during the
testing of the drink's formula for consumer palets in Great Britain but
also the graphic design of the product's packaging to differentiate the
