Assignment: Describe how a selected organization uses marketing research to contribute to the development of its marketing plans
Primary and secondary research
Marketing research informs businesses, helps them make decisions and understand the changing dynamics of its market. To know all of this you need to research your customers, competitors and the overall marketing environment. With that information you can analyze the data and make conclusions to improve the marketing of your products of services. The assignment tells us to perform a primary research, we need to conduct a survey to get answers to our questions first hand, and this means that the information hasn’t been gathered before. So I’ll be focusing on primary research. Within primary and secondary research the information can either be internal, from inside the organization or external, from another organization or source outside of the organization. So when we hold a questionnaire and ask people questions for our marketing research then the information is primary but external because the information comes outside the business from another source. Qualitative research
Research methods can be qualitative or quantitative or include elements of both. To get a clear picture about your market businesses often use both of them. Qualitative research is subjective and often open ended. It often involves interviews with customers, using this method gives you a wide range of answer which need to be reasoned. A few examples of qualitative questions that I could ask BMW’s customers are what their first expectations and preferences are. Do they want speed, comfort, a nice detailed finish, reliability, status? Or extra gadgets that other cars don’t have. What comes into their minds when they think about a BMW? Knowing this gives you the ability to do something about you brand image. And what they want a car to have. And what drives those people into buying a BMW, what important decisions...