Unit 10

Topics: Kellogg Company, Quantitative research, Focus group Pages: 4 (1088 words) Published: January 21, 2013
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BTEC LEVEL 3 EXTENDED DIPLOMA IN BUSINESS|
UNIT 10: MARKET RESEARCH IN BUSINESS |
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P1:Describe types of market research |
teetoy|
21/092012|
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Contents
INTROUDCTION TO MARKET RESEARCH2
INTRODUCTION TO THE COMPANY2
TYPE OF RESEARCH I WOULD USE FIRST2
SECONDARY RESEARCH2
Internal research2
External research3
PRIMARY RESEARCH3
Questionnaires3
Focus group3
Survey3
QUANLITATIVE RESEARCH4
QUANTITATIVE RESEARCH4
Source list5

INTROUDCTION TO MARKET RESEARCH
Market research can be referred to as the process of gathering information about a market, product or services or customers. Market research is a specific area of marketing that informs businesses like Kellogg’s about the things consumers need, how best to design products to answer those needs and how to advertise those products to consumers. Market research helps Kellogg’s to plan ahead, for example looking at what products or extensions it should develop and for whom. INTRODUCTION TO THE COMPANY

Kellogg Company is a producer of cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods. The company's brands include the following Corn Flakes, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Bear Naked, Morningstar Farms, Famous Amos, Special K, All-Bran, Frosted Mini-Wheats, Club Crackers and Kashi. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries around the world. TYPE OF RESEARCH I WOULD USE FIRST

It is more cost-effective for Kellogg’s to conduct secondary research before they start conducting primary research because it allows them to build an understanding of the market and identify any major barriers before committing to expensive research, it also allows them to develop some assumptions, which means Kellogg’s can use the primary research to test its assumptions. SECONDARY RESEARCH...
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