Unit 3
P3, describe how a selected organisation uses marketing research to
contribute to the development of its marketing plans.
For P3, learners should investigate the marketing research used by one
organisation and link this to the development of the organisation’s marketing
plans. This could be based on the school or colleges own marketing research
and plans, as this would provide a good opportunity to obtain the information
required for P4.
The organisation I will be using to analyse is Villiers High School which is a non-
profit government owned organisation. Villiers High School provides an
educational service to students aged between 12 and 18. Villiers High School is
a state school and is government funded.
Market Research allows businesses such as Villiers High School to acknowledge
the needs and wants of their target audience, it is important for businesses to
do this as they need to keep their customers happy. Market research can be
carried out by the business itself or it can be obtained a quicker way.
There are different ways businesses such as Villiers High School can obtain
information in order to put it to their use.
Primary Research; this is when experiments, investigations or tests are carried
out by individuals to gather first-hand information. It would involve employees
within Villiers to carry out market research by using methods such as
questionnaires, interviews or even observations. Collecting primary research
may be useful for Villiers as it would be up to date and also more trustworthy,
they also receive data/information that they are specifically looking for.
Secondary research; this involves gathering existing data that has already been
collected, they can be viewed on the internet, newspapers and company
reports. In order for Villiers to obtain secondary research, they must have a
variety of resources. Secondary research is cheaper to obtain than primary
research, however it cannot be trust worthy and may be out of date.
Primary or Secondary data/information can be qualitative or quantitative, data
is in different formats for different purposes;
Qualitative Data; Qualitative research is when information is gathered but not
in numerical form. It is useful to understand someone’s opinion, however it is
P3, describe how a selected organisation uses marketing research to
contribute to the development of its marketing plans.
For P3, learners should investigate the marketing research used by one
organisation and link this to the development of the organisation’s marketing
plans. This could be based on the school or colleges own marketing research
and plans, as this would provide a good opportunity to obtain the information
required for P4.
The organisation I will be using to analyse is Villiers High School which is a non-
profit government owned organisation. Villiers High School provides an
educational service to students aged between 12 and 18. Villiers High School is
a state school and is government funded.
Market Research allows businesses such as Villiers High School to acknowledge
the needs and wants of their target audience, it is important for businesses to
do this as they need to keep their customers happy. Market research can be
carried out by the business itself or it can be obtained a quicker way.
There are different ways businesses such as Villiers High School can obtain
information in order to put it to their use.
Primary Research; this is when experiments, investigations or tests are carried
out by individuals to gather first-hand information. It would involve employees
within Villiers to carry out market research by using methods such as
questionnaires, interviews or even observations. Collecting primary research
may be useful for Villiers as it would be up to date and also more trustworthy,
they also receive data/information that they are specifically looking for.
Secondary research; this involves gathering existing data that has already been
collected, they can be viewed on the internet, newspapers and company
reports. In order for Villiers to obtain secondary research, they must have a
variety of resources. Secondary research is cheaper to obtain than primary
research, however it cannot be trust worthy and may be out of date.
Primary or Secondary data/information can be qualitative or quantitative, data
is in different formats for different purposes;
Qualitative Data; Qualitative research is when information is gathered but not
in numerical form. It is useful to understand someone’s opinion, however it is
