Unit 10 Introduction to marketing research M1
Unit 10 Introduction to marketing research M1
Explain the context in which different marketing research methods are appropriate.
Customer Behaviour
In order to effectively undertake market research on customer behaviour; such as expected prices, how they react to certain methods of research and what kind of care do the customers expect after the purchase is made, it would be best to use observation along with focus groups. Surveys, if used, should be done face to face by door knocking as it is more convenient and has a high response rate. The survey should include quantitative and qualitative type’s questions in order to get a `broader view of the customers’ behaviour. Questions could include “What do you think affects your behaviour within store?” for open ended qualitative questions and for quantitative they could be something like “How long do you expect to wait on hold for customer services?” which will give more precise data.
Buying Patterns
Online shopping would be more appropriate and easy for investigating the buying patterns of registered customers. Whatever they have bought over their time spent registered with the website it will be recorded and can then be transferred into graphs for easy analysis of what can be done on certain product lines. Data would include, when they bought it, who bought it and how much it cost. This can help them see what product lines are more suited to higher income people and vice versa.
In addition to this method of researching buying patterns, businesses could also produce surveys and loyalty schemes which prove to be helpful in market research. A lot of businesses invest large amounts of money into survey and loyalty schemes so that they can find out more about their target audience.
Consumer Preferences
For this kind of research a survey would be more appropriate. I would make sure that the survey was either done in store when the customers receive the bill at a restaurant, which they do in Gourmet Burger Kitchen, or
Explain the context in which different marketing research methods are appropriate.
Customer Behaviour
In order to effectively undertake market research on customer behaviour; such as expected prices, how they react to certain methods of research and what kind of care do the customers expect after the purchase is made, it would be best to use observation along with focus groups. Surveys, if used, should be done face to face by door knocking as it is more convenient and has a high response rate. The survey should include quantitative and qualitative type’s questions in order to get a `broader view of the customers’ behaviour. Questions could include “What do you think affects your behaviour within store?” for open ended qualitative questions and for quantitative they could be something like “How long do you expect to wait on hold for customer services?” which will give more precise data.
Buying Patterns
Online shopping would be more appropriate and easy for investigating the buying patterns of registered customers. Whatever they have bought over their time spent registered with the website it will be recorded and can then be transferred into graphs for easy analysis of what can be done on certain product lines. Data would include, when they bought it, who bought it and how much it cost. This can help them see what product lines are more suited to higher income people and vice versa.
In addition to this method of researching buying patterns, businesses could also produce surveys and loyalty schemes which prove to be helpful in market research. A lot of businesses invest large amounts of money into survey and loyalty schemes so that they can find out more about their target audience.
Consumer Preferences
For this kind of research a survey would be more appropriate. I would make sure that the survey was either done in store when the customers receive the bill at a restaurant, which they do in Gourmet Burger Kitchen, or