UNIT 3 P3 M2
Unit 3
P3: Describe how a selected organisation uses marketing research to contribute to the development of its marketing plan.
My selected organisation is Virgin Media; I am going to talk about the types of market research they do to contribute to their development plans. I will cover the following:
Primary research
Secondary research
Qualitative research
Quantitative research
Virgin Media:
Primary Research
Primary Research is a business finding out a piece of information first-hand. The information is gathered directly from people through surveys, questionnaires, forms and potentially by observation. One disadvantage of this research is that it is time consuming, I.e the organisation has to organise data into graphs or figures and also interpret the research collected. Primary Research could also possibly cost a lot of money; however the new information found out helps Virgin Media improve developments. For instance, if Virgin Media found that a vast majority of their customers were not satisfied with the broadband provided, Virgin would then have to develop their broadband making sure it satisfies their customers. This would be carried out based on research. I’m now going to write about two types of primary research methods Virgin Media could carry out and how they contribute in the development plans.
Surveys
This method of primary research is mostly done out of most primary research methods as the organisation can ask the questions in relation to the areas they think need development.
Observation
This method of primary research is where the data is gathered by the observer within the organisation without any questions. This type of method gives the organisation an understanding of what the customer is really after or what the customer isn’t really interested in. Within Virgin Media this research method could help them gather information on a customer’s favourite mobile phone; consequently, Virgin Media would add the phone to stock.
Secondary
P3: Describe how a selected organisation uses marketing research to contribute to the development of its marketing plan.
My selected organisation is Virgin Media; I am going to talk about the types of market research they do to contribute to their development plans. I will cover the following:
Primary research
Secondary research
Qualitative research
Quantitative research
Virgin Media:
Primary Research
Primary Research is a business finding out a piece of information first-hand. The information is gathered directly from people through surveys, questionnaires, forms and potentially by observation. One disadvantage of this research is that it is time consuming, I.e the organisation has to organise data into graphs or figures and also interpret the research collected. Primary Research could also possibly cost a lot of money; however the new information found out helps Virgin Media improve developments. For instance, if Virgin Media found that a vast majority of their customers were not satisfied with the broadband provided, Virgin would then have to develop their broadband making sure it satisfies their customers. This would be carried out based on research. I’m now going to write about two types of primary research methods Virgin Media could carry out and how they contribute in the development plans.
Surveys
This method of primary research is mostly done out of most primary research methods as the organisation can ask the questions in relation to the areas they think need development.
Observation
This method of primary research is where the data is gathered by the observer within the organisation without any questions. This type of method gives the organisation an understanding of what the customer is really after or what the customer isn’t really interested in. Within Virgin Media this research method could help them gather information on a customer’s favourite mobile phone; consequently, Virgin Media would add the phone to stock.
Secondary