Introduction For Market

• Market research is a way of gathering information about customer’s

ideas and needs. Market research is good as it is a sufficient way to
collect data from potential customers and make a final type of
product. There two type of research, primary research and secondary
research. Primary research is a type of research you gather yourself
for example focus groups, surveys and questionnaires. Secondary
Research is when you gather information from research that already
exists. This is good because they can carry out more research
Example of Primary research
• A type of market research is Primary Research. Primary research is raw data
taken out by yourself or by someone you hired. An example of primary
research is surveys. Surveys is when you have a set of questions that you
give to someone. Surveys are good as they are accurate and relevant with
low cost. It has a high level of general capability that makes it a good way to
get research. It’s also a low cost and easy to implement which makes it quick
and does not take that much money you have making it quicker to make
profit. However, the disadvantages is that it is time consuming to get people
to do it and the questions might not be bias or honest. This will cause fake
answers and give you the wrong information which overall creates bad
research. There could also be possible inappropriate questions that will not
be good for the business and waste of time.
Examples of Primary Research
• Another way of market research is focus groups. Focus Group is a
when you gather 6-10 people to give out information about a
product, service and concept. This is good because there is easily
measure customer reaction. It also saves time and not make you have
to find different type of people. Although the disadvantage for Focus
Groups are that it is not as in depth as the other types of market
research you can use. It also is expensive with the possibility of
moderator being biased. Focus groups can save time by not having to
go find different people but it is time consuming to get all the
information in detail, which can be a disadvantage.
Example of Primary Research
• In addition, a market research is questionnaires, questionnaires is a
popular way to collect primary research as it can be sent directly to
people. They are sent out in the post and a pack of printed questions,
or given to people directly which are used to collect information. The
advantages of questionnaires is that it will accurate and can take
place in many places. It is relatively cheap to produce which means it
will not come out your revenue. However many people will take
questionnaires as junk mail meaning they will not actually read it
making it a waste of time. They may answer some questions that
makes them look good which is false answers. This will give the wrong
market research and therefore will not help the product
Secondary Research
• Secondary research is a research method that contains using already
obtainable information. Obtainable data is shortened and collected to
increase the effectiveness of research. Secondary research includes
research material published in research reports and similar
documents, newspapers, magazines and books. This is good because
secondary research is good because it is cost efficient and isn’t time
consuming as it is research from someone's previous data
Example of Secondary Research
• The second part of market research is Secondary Research. A type of
secondary research is Magazines, Newsletters and Books. These are
books with information that have been gathered from other sources.
An advantage of this is that it is easy to access and does cost that
much to acquire. It also doesn’t cost you time to collect information
as much than primary research. However the disadvantages of this is
that there is incomplete information and doesn’t meet your specific
needs making it not clear for people who are looking for something
specific. It could also be out of date and wont be relevant to the
information they are gathering at the point of time
Example of Secondary Research
Another source of secondary research is Social Media. Social Media is a
apps and websites that allow users to share and make content or to talk to
people about information they have. Social Media is a good way of
gathering Secondary Research as most of the population is on it. Advantages
of Social Media is that you can get information that’s already there or you
can ask for information and get an answer. There is also fast responses so
you will get an answer quickly and not have to waste time trying to find
people and wait for an response for a long time. However an disadvantage
of social media is that there might be biased interoperations and be fake
information that will then make your research bad. I will use online research
for my product because it has a vast number of information and it is reliable
Sampling Methods
• Sampling is a type of process that is used in numerical study in which
a fixed number of observations are taken from a large population. The
practice used to sample from a larger population depends on the type
of analysis being performed but may include simple random sampling.
Sampling Methods are good because they aren’t time consuming and
are relatively fast and aren’t as expensive as other methods.
Example of Quota Sampling

Quota Sampling is a type of sampling method in which market researcher can form a sample involving people that represent a inhabitants and are chosen
according to qualities. For example they would ask 100 males or 100 people aged 10-20 if they are there target audience. An advantage of Quota sampling is
that its fast way of getting information. It also has a reflection of the wider population and gives out more detail on what people think. An disadvantage quota
sampling is a non-random sampling method, it is impossible to find the sampling error

on them
Stratified Sampling
Stratified sampling is dividing the population into fewer groups which is then
called strata. They are ordered into groups that have shared characteristics.
The random sample from the strata is then compared to the population. For
example a sample of people into subgroups by ethnic groups so Asians,
British, Africans, Black, Caribbean. Advantages of stratified sampling is that it
is less biased which means it can give reliable data on a certain representation
of the population. Since the people included in the research are chosen using
probabilistic methods that makes it more valid and less biased. An
disadvantage is that it isn’t useful when there isn’t that many groups to
distribute into. So if there isn’t that many groups in the population to divide
into it wont be useful. Compared to simple random sampling it isn’t that easy
to do and to analyse it will be more difficult.
Convenience Sampling
Convenience sampling is gathering data that is convenient to the
researcher only for his purposes. An example for this is going to school
to see how many people wear laces or Velcro shoes. An advantage of
this is that its easy and cheap to gain the data because you have an
specific way to gain you the information which is going to be coinvent
to you. An disadvantage of convenience sampling is that the results you
have gained could possibly not represent the population entirely
Random Sampling
Random sampling is when people are picked out of random or chance
to provide a certain amount of information for the researcher. For
example if someone stood outside a Shopping centre picking out
people at random and asking them questions. An advantage of random
sampling it isn’t biased since it picks people out chance this means it
can give valid information. An disadvantage is that it could be time
consuming to wait for people to come and it depends if people want to
actually stop to do the survey. That could also lead to spending money
to persuade people to stop.
Which one I will use
• The sampling method I will use is convenient sampling because it will
apply to me best. Convenient sampling is best for me because its an
easy way to gain information that will be best for my research. It is
also cheap to perform as I don’t have to put money into getting the
people to come.
This shows hats aren’t
something that are
regularly bought and aren’t
in high demand. Out of 20
people 16 people say they
don’t buy hats regularly and
on the question where it
says when was the last time
you bought hats 9 people
picked other and said more
than a year or never. This
research shows hats aren’t
bought.
Most people prefer wool as out of 20 people 8 people
chose wool. This research shows that wool is mostly
liked upon people and they would like it if there hat
was made out of it. For example a beanie hat is
normally made out of wool meaning it is good to sell
that. The hat has to attract young people because this
is mainly targeted at young people
The research shows that hats aren’t that high in demand
as money isn’t spent as much on hats. This means it is
better to have a hat that is quality and is cheap and
efficient and this will bring more customers. Meaning we
have to make a stylish hat which doesn’t cost that much
Black is a colour which was preferred mostly
out of all the 20 people meaning most hats
should be sold as black hats. The logo is mainly
on peoples hats and is the most attractive.
With this research you will be able to know
what is trending nowadays and what catches
peoples eye. This will make it that you will have
to make a simple hat with a logo
This hat has a logo from the
brand under armour and is the
main design on the hat. It is
coated with polyester and
designed with micro thread
fabric that makes its more
stretched and breathable. The
price is £5 and has quality with
a good design
This is a Tommy Hilfiger classical baseball hat which
is made by Tommy Hilfiger. It is a blue hat with the
logo imprinted on the front for everyone to see. It
has a plain shape and pattern and is 100% cotton. It
has a medium price of £18 which could be seen as
expensive for this type of hat but most people like it
cause of the way it is plain and simple and the
brand itself.
This a hat produced by DSquared and targeted at high-
earning men. The design has a word written over it that
usually is used by the brand. It is exclusively used by it so
that people will know its made by Dsquared. It is made out
of 100% cotton and is black. Its design like most hats helps
include ventilation so that the customer is kept cool. The
price of it is £113 which for most people isn’t a reasonable
price. It is this price as it is a designer brand is aimed for
people who want to show off they have money or want to
wear it because of the brand not the design
This is a Polo Ralph Lauren baseball cap.
This is a cap that is made out of fine
cotton twill. It has a classical baseball
cap design and is the logo as the main
design. The price of the cap is £35
which isn’t the normal price of a cap as
they aren’t seen as something that
should be that price but isn’t that bad.
The brand Ralph Lauren is seen as posh
and meant for people with high status
and normal bought in summer time
Comparing To My Own Design
These hats compared to my hat is quite similar. My hat will have a logo
imprinted as the main design and a baseball cap design it will be
medium price from £10-£20 as most people will think it is a reasonable
price. I wont go for a price like Dsquared because it is too high and only
is bought if seen as a designer brand and respected. However my
design will be mainly like Tommy Hilfiger as it is plan and fashionable
making something that will be bought a lot. Mine will also have a black
colour and made out of wool as it is simple and in my market research
50% of people said they would want it made out of wool and 70% said
they like the colour black as a hat. This show it that design would
attract most people.