Professional Documents
Culture Documents
Marketing
Marketing
Topic
2 MARKETING
What is marketing?
Start-up
market
research Lack of
experience
Identifies
potential
demand Helps assess
feasibility
Question time
1.What is meant by ‘market research’? (2 marks)
2.Explain 2 reasons why Jasmine should carry out market research
before opening her shop. (4 marks)
3.Explain 1 reason why Jasmine should look at her competitors in the
2.1 MARKET RESEARCH market. (2 marks)
STARTER
Telephone Surveys
A survey is a set of predetermined questions to be answered by
the respondent.
Normally questions are short and closed.
Surveys can be:
Postal
Telephone
Face–to-face
On-line
Questionnaires
A questionnaire, like a survey, is a set of predetermined questions
to be answered by the respondent.
May include open and closed questions, but primarily closed.
A relatively easy way to collect consumer opinions.
2.1 MARKET RESEARCH
METHODS OF MARKET RESEARCH
ON A LIMITED BUDGET
Focus Groups
Groups of consumers who share their views and opinions in a
focussed discussion.
Provides qualitative data.
Allows for follow up questions.
Internet Research
Using information that already has been collected and is
available on the internet (secondary research).
Wide range of information freely available.
Can carry out research independently.
Examples of internet research:
www.statistics.gov.uk
www.yell.com
www.upmystreet.com
Jasmine has decided to take her Dad’s advice and carry out some
market research. She spoke to her Dad in more detail and he
suggested she used secondary market research due to her limited
budget. However, Jasmine is also keen to speak to potential
customers to find out their views on her designs, location and pricing.
Question time
1 What is meant by ‘secondary research’? (2 marks)
2 Explain 2 benefits to Jasmine of using secondary market research.
(4 marks)
3 Suggest a suitable market research method for Jasmine to find out
about consumers’ opinions. Justify your answer. (6 marks)