Task C And D

Market Research and
Market Planning plus Task 2
Introduction to Marketing

Aims and Objectives
By the end of this lesson you will be able to:
Describe the main types of marketing

research.
Explain how marketing planning helps organisations to set marketing objectives.
Learn the requirements of formative task 2 sections A and B (presentation), C and D
(essay).

What is marketing research?
The purpose of marketing research is to help

organisations make effective decisions by providing information on consumers, competitors and the market.

Different types of research
Primary research: new information is gathered

directly from the source: ex. the customers
Secondary research: gathered from other

sources like the internet, books, magazines, etc. What kind of research is this?
Statistics produced by the government.
A questionnaire in the street.
A person calling you on the phone asking for

information.
A graph in a book.
A newspaper article.
A document you received in the post that you need to fill in.

Different types of primary research
Qualitative research: the views and opinions

of consumers are gathered to learn what people think about the product. Ex. What do you think of…?
Quantitative research: based on numbers that

provide a measurable record that can be analysed. Ex. How many people have seen your advert on TV.

What kind of research is this?
What is your age?
What do you think of our new product?
Have you bought our new product?
How many times have you used our product?
Would you pay £10 for our product?
Say from 1 to 10 how much you like our

product (10 being the highest).
Mark what competitor brands you have tried before: Competitor A, Competitor B, Competitor C

Questioning techniques
Closed questions
Dichotomous: yes/no answers
Likert scale: rated scale (ex. from strongly disagree

to strongly agree OR from 1 to 5)
Multiple choice: a choice of answers is provided
Open-ended questions: allows the respondent to