Distinction graded work
Includes:
- Overview of Kelloggs brand
- what qualitative and quantitative data is
- Primary research methods that Kelloggs use
- Secondary research methods that Kelloggs use
1 - Provide an overview of the organisation that you ● Kellogg’s is the organisation that I am using as a case study to look at their market
are using – what the organisation sells, where they research methods.
are located and who their target market is. ● The business mainly sell cereal products such as cornflakes and rice krispies, however
they also sell other products like cereal bars, bowls and healthier options like special K.
Kellogg’s also sell special K protein shakes which are suitable for new markets. Kellogg’s
also acquire other businesses such as Pringles.
● Kellogg’s headquarters are based in America however the brand markets in 180 different
countries and is known almost worldwide.
● The target market for kellogg’s varies from children to adults. Kellogg’s made cereal bars
for on-the-go and busy markets, certain cereals like coco pops are targeted at children,
bran flakes are targeted at the older market, Special K is aimed at healthy eating markets
and Special K protein shakes are aimed at the fitness market.
2. Explain the meaning of qualitative research and ● Qualitative data is recorded using language so it often takes longer to record date
quantitative research. because it involves gathering views and opinions which could be written or spoken. Most
of the qualitative data is gathered from detailed interviews with a respondent or through
focus group discussion.
● Quantitative data is recorded using numbers, these provide a record that can be
measured or a collection of values which can then be analysed. For example, quantitative
data might be produced showing what sorts of people and how many watch TV on a
Friday between 7pm and 9pm.
, Assignment 2 P3 & P4 Alannah Vyse Unit 3
3. Explain the meaning of primary research and why Primary research is research that is collected by Kellogg’s first hand. Examples of primary
a business might conduct such research. research that Kellogg’s used to get customer feedback are: focus groups, surveys and sampling.
Kellogg’s conducted primary research because it allowed them to gather qualitative and
quantitative data in the early stages of their research method.
Businesses might conduct primary research to: validate any product ideas that they have,
identifying any potential customers that are willing to buy their products, explore new markets,
recognize any expansion opportunities, set business goals, targets and objectives.
4. Explain each of the primary research methods The focus groups that Kellogg’s used were useful because it allowed the business to gather
that your chosen organisation feedback from different segments of the market such as age, race and religion.
has or could use – including questionnaires, Kellogg’s used quantitative surveys which was useful because it helped them establish what
observation, experimentation, percentage of people liked the new product enough to buy it and it also helped identify the
focus groups, pilot testing, field trials and panels. product ideas that had the best or least sales potentials. Kellogg’s also used representative
5. Explain which of the primary research methods groups which produce quantitative data.
are qualitative and/or Qualitative surveys was another form of primary research that Kellogg’s used and it helped them
quantitative. to explore the new product in more detail. This is essential for Kellogg’s to do because it will help
them to find out how to develop the product in more detail. Kellogg’s used focus groups as a form
of primary research which is qualitative because it requires the potential consumers to discuss
and to give qualitative opinions and to answer open-ended questions.
6. Explain the meaning of secondary research and Secondary research is collecting data that is not researched by yourself. For example, libraries
why your chosen business and universities are a form of secondary research because it is not research that you found out
might conduct such research. yourself. Kellogg’s might conduct secondary research to try and find trends within the market.
Secondary research is useful for business to use because it is cost effective and also it is not time
consuming so a business will be able to analyse data quickly.
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