Market Research

  • Created by: Rita Ora
  • Created on: 14-11-17 11:36
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  • Primary
    • Market Research
      • Qualitative Market Research
        • Collection of information about the market based on subjective factors such as opinions and reasons.
      • Quantitative Market Research
        • Collection of information about the market based on numbers.
      • Market Mapping
        • Benefits
          • helps identify a firms closest rivals in order to plan competitive strategies
          • helps to identify gaps that a firm can fill
          • can help a firm understand the public's perception of an organisation as a business or brand
        • Drawbacks
          • expensive to gather this type of info as it requires skilled personnel to interpret
          • Difficult to tabulate the data and compare it with other data as opinions are often unstructured.
      • Secondary
        • information that has already been collected for a different purpose
    • actually comes second.
    • types:
      • experiment
        • observation
  • surveys
    • focus groups
      • test marketing
    • observation
    • personal interviews
      • postal surveys
        • telephone interviews
          • internet surveys
  • Secondary
    • information that has already been collected for a different purpose

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