How Does Cadburys Use Market Research

D1: Evaluate the market research method used by Cadbury’s
Cadburys use both primary and secondary data in there market research. The primary data they use consists of online questionnaires, surveys and social networking sites to collect relevant data. For example, asking the age of customers so that Cadburys can categorise there buyers and see what the customer needs are. For this they also use market segmentation. Cadburys also use secondary data, such as internet, reports on Cadbury and magazine articles. Cadburys also use their Face book page to promote products, update competitions and overall keep in touch with their customers, sharing opinions, reviews and experiences.

How appropriate or successful the market research methods have been in terms of:
Cost efficiency:
For example, Cadburys have online questionnaires and Face book which are relatively cheap and get sent out to a mass audience thus being a successful technique to use. For example, the cost of having a banner or an ad on another website such as Yahoo would be much more expensive; or the use of getting workers to stand in areas and talk to people. Online questionnaires gather primary data, which can be qualitative and quantitative data, thus being a valid source to draw conclusions upon. Cadburys recently had a campaign called the Gorilla advertisement, which was a television advert and was very popular with the audience and won many awards. I think that this was a successful marketing strategy because it was clever. Although this would have been very expensive, it was a gamble for Cadburys to take as adverts are expensive and do not always pay off. It means that Cadburys have to trust the advertising campaign and the people working on the