Qualification Pearson BTEC Level 3 National Extended Diploma in Business
Unit number and title
Unit 22: Market Research
Learning aim(s) A: Examine the types of market research used in business
Assignment title What is market research?
You wo...
In this report I will be explaining to a specialist marketing agency for ‘Rebellion Games’ whether
utilising their services will benefit the company or if it will the harm the company in any way. I will
also gather original market research to help them meet their objectives for an upcoming product
P1. Explain the range of market research methods used by a selected business.
Market research methods help a business in many ways, some of which may include revenue,
understanding target market, audience and customers a lot better. If a company focuses on
customer loyalty this immediately puts them ahead, because this increases the amount of money a
customer spends which not only increases revenue but also generates a positive word of mouth
when people talk about your business. Rebellion Games use a number of different market research
methods however, Rebellion Games use to which is shown to be very effective in terms of getting
insight into product features. Market Research not only offers awareness of the condition of the
industry but it can also be used to predict potential consumer demands. Therefore, businesses may
make the requisite changes to their product ranges and production rates to stay effective.
Rebellion Games use Surveys and Focus Groups. Surveys are a great way to find out what people
think of what you are promoting or selling. In Rebellion Games’ case, surveys are a perfect way to
find out if gamers aged (12-40) will be interested in shooting games or more adventure games for
example. Surveys also determine what the business could do to be more unique whilst finding out
what competitors are doing. The anonymity of surveys allows candidates who participate in your
survey to give more honest answers as they will not be judged. There are many ways you could go
about distributing surveys, many businesses manage their surveys online and make a bit of money
off them as well. On the other hand, companies mainly hire employees (as a part time job) to
distribute leaflets on high streets and places near a high number of people daily. When Rebellion
Games write up surveys it is important to know that structuring a survey correctly is crucial not only
for the customer but also for the business. Rebellion Games often avoid using jargon and non-biased
questions which are not prejudiced towards people, they also avoid being unfair. Surveys should also
have at lease one open question so customers can give their opinions and speak their mind on
questions so they do not feel locked in or forced into a question they might not relate to.
Rebellion Games also use Focus Groups to their advantage as they obtain detailed information about
personal and group feelings, perceptions and opinions. Businesses using focus groups make it easier
to measure customer reaction (for the person leading the focus group). On the other hand, focus
groups are there so people can have an open opinion on the businesses product or service they may
or may not be promoting. For Rebellion Games focus groups would be brilliant for people who don’t
really game and people who do game, they can assess whether a game is too violent and why this
may be. From the results of the focus groups Rebellion Games can tweak their products to gain a
higher consumer demand. Alternatively, focus groups are far more difficult to conduct as opposed to
surveys and questionnaires. Often the participants give their services for free; some have to be paid
in cash. However, much of the expense is done behind the scenes. The questionnaires and product
, Jovan Belkhu 04.03.2020
presentations need to be specifically crafted to pose the right questions and to produce the sort of
answers that would be helpful for Rebellion Games.
Rebellion Games also use a range of secondary research methods to help define which type of
customers the company wants to target and why. Secondary research method also help appeal to
new customers as well as retain existing customers. Rebellion Games are using the internet and
social media to gain information about the target market which they have chosen. They are currently
working on a new line of games, and the way they are finding out what consumers want is by
researching what consumers want in their games, and why. Research gained from the internet
showed that teenagers aged from (13-20) prefer games which include guns and action rather than
games based on sports and athletics. This helps Rebellion Games for when they make their next line
of games, furthermore research which they have consumed from the internet will not only attract
new customers but will also help increase revenue for the business.
Rebellion Games also use magazines and newspapers as another method for secondary research,
within the gaming industry magazines are a highly grossing trend, many businesses consume
information from magazines, with an appealing front cover which has the biggest headline trending
These external methods are also very reliable as the information being used is up to date, using
magazines and the internet effectively also helps Rebellion Games’ time a lot more efficiently and
can also cut down the amount of money spent.
M1. Assess, using suitable examples, how different market research methods are appropriate in
helping to meet marketing objectives and inform decision making.
Businesses often use focus groups as well as other marketing methods to receive qualitive data on
the company’s customer experience which then allows them to improve and cultivate products to
meet customer requirements. Consumer expectations are a vital part of marketing objectives.
Marketing objectives must be S.M.A.R.T (Specific, Measurable, Achievable, Realistic and Timed),
furthermore they must make the growth of the company sustainable whilst keeping track of the
market to ensure the company’s future presence. Some examples of a marketing objectives may be
Increase Profit
Increase Sales and Revenue
Target New Customers
Promote New Products or Services
Develop Brand Loyalty
Rebellion Games are focusing on targeting new customers as they are currently working on a new
line of games which may not be easy to promote if they are not clear who their target audience is.
This is the main reason they are using Focus Groups and Surveys to help meet marketing objectives.
Surveys help Rebellion Games as they help discover what the public and existing customers think
about their business. Customer surveys can help to find exactly what their customers do and do not
like. The first step for this business to become successful is knowing their clients and customers, if a
company can’t have a decent relationship with their customers, this makes them exposed to losing
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