D1 Unit 3
Unit 10 Introduction to marketing research
D1-Evaluate the market research method used by Coke Zone.
Is the use of research effective, modern, costly, tailored to the needs of the business?
The choice of market research that Coke Zone has chosen is a good way of approaching their needs. Having the survey online and actually integrated within their site means not having to pay large fees to survey companies that charge to get results for a company’s survey. It is effective because the survey is there to be taken after the user has finished with the site giving more accurate results than someone who has just filled the survey out without experiencing the “Coke Zone”. Also, the survey is there at the time and give the incentive for the customer to quickly leave feedback on what they thought was good, what could be improved and other tips. The online way of doing the survey is definitely modern as the number of people logging onto the web is increasing every day. The survey created is tailored exactly to Coke Zone’s …show more content…
needs as they address a lot of valuable topics such as; the process of getting the code from the actual Coke bottle, how easy it is to navigate the site and if the colour scheme and animations go well. All of this is vitally important information as if the consumers can’t get around their website and if the code is too hard to read from the bottle they will more than likely not return.
Should Coke Zone continue this form of market research or should it find a new method instead?
Coke Zone should definitely look to continue this form of market research. It is modern, with the times and, other than technical costs, it is cheaper than other methods of market research. Doing the old format of printed surveys on the street is costly, takes time and requires more staff to be used up on a working day.
That said, they could still do other types of market research. Maybe go to super markets and take a quantitative survey of how many people take what product, at what time, in what weather and what month. These factors of the outside world cannot be recorded on the online survey as the consumer is answering their questions in general. Alternatively they could contact the company and ask for their sales figures, which would be a lot cheaper and would provide Coke Zone with information about the seasonal trends of their
product.
Was the research method used efficient enough for Coke Zone to extract valuable data for their business?
Overall, the research method that Coke Zone have decided to take, which is an online survey, is definitely efficient and effective enough for them to take their business further and improve or change certain things.
An example of how efficient and effective their method of research is that Coke Zone can find out how often their consumers drink the product and look at it on an average. This will enable the management to make a decision on the rate of production in order to meet the overall demand of the product.
They can decide on what the most effective way of advertising the company is as the questionnaire tells them where the consumers came from to get to the site. This is enables the management to be effective in their advertising efforts of the company and to be efficient with money invested.
They obtained this valuable information because of their clever use of questioning. This is not only the questions asked but also the options they gave the consumer to fill out. Some are multiple choice and others are open-ended questions. This gives the consumer more chance to express their feelings and helps Coke Zone get a larger base of feedback.
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Example of multiple choice and open ended questions together
D1-Evaluate the market research method used by Coke Zone.
Is the use of research effective, modern, costly, tailored to the needs of the business?
The choice of market research that Coke Zone has chosen is a good way of approaching their needs. Having the survey online and actually integrated within their site means not having to pay large fees to survey companies that charge to get results for a company’s survey. It is effective because the survey is there to be taken after the user has finished with the site giving more accurate results than someone who has just filled the survey out without experiencing the “Coke Zone”. Also, the survey is there at the time and give the incentive for the customer to quickly leave feedback on what they thought was good, what could be improved and other tips. The online way of doing the survey is definitely modern as the number of people logging onto the web is increasing every day. The survey created is tailored exactly to Coke Zone’s …show more content…
needs as they address a lot of valuable topics such as; the process of getting the code from the actual Coke bottle, how easy it is to navigate the site and if the colour scheme and animations go well. All of this is vitally important information as if the consumers can’t get around their website and if the code is too hard to read from the bottle they will more than likely not return.
Should Coke Zone continue this form of market research or should it find a new method instead?
Coke Zone should definitely look to continue this form of market research. It is modern, with the times and, other than technical costs, it is cheaper than other methods of market research. Doing the old format of printed surveys on the street is costly, takes time and requires more staff to be used up on a working day.
That said, they could still do other types of market research. Maybe go to super markets and take a quantitative survey of how many people take what product, at what time, in what weather and what month. These factors of the outside world cannot be recorded on the online survey as the consumer is answering their questions in general. Alternatively they could contact the company and ask for their sales figures, which would be a lot cheaper and would provide Coke Zone with information about the seasonal trends of their
product.
Was the research method used efficient enough for Coke Zone to extract valuable data for their business?
Overall, the research method that Coke Zone have decided to take, which is an online survey, is definitely efficient and effective enough for them to take their business further and improve or change certain things.
An example of how efficient and effective their method of research is that Coke Zone can find out how often their consumers drink the product and look at it on an average. This will enable the management to make a decision on the rate of production in order to meet the overall demand of the product.
They can decide on what the most effective way of advertising the company is as the questionnaire tells them where the consumers came from to get to the site. This is enables the management to be effective in their advertising efforts of the company and to be efficient with money invested.
They obtained this valuable information because of their clever use of questioning. This is not only the questions asked but also the options they gave the consumer to fill out. Some are multiple choice and others are open-ended questions. This gives the consumer more chance to express their feelings and helps Coke Zone get a larger base of feedback.
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Example of multiple choice and open ended questions together