Marketing

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  • Created by: Isaac7978
  • Created on: 06-12-23 10:48
Primary research methods
Focus groups
Interviews (online & in-person)
Surveys & questionnairesMystery shoppers
Product testing and product trial
Advantages and Drawbacks of primary research Directly focused on research objectives
Tends to be more up to date than secondary research
Drawbacks

Time-consuming and often costly to obtain
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What are internal sources of secondary data?

Internal sources of data should always be considered as a first line of enquiry for any investigation because they are usually the quickest, cheapest and most convenient source of information available.
In suc
What are external sources of secondary data?
The Government
Competitors
Commercial market research organisations
Trade Publication
The general media
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Marketing research Limitations and constraints
Budgetary constraints

Gathering and processing data can be very expensive
Reliability of the data

Reliability of the data

The value of any research findings depend critically on the accuracy of the data co
Time constraints Organisations are often forced to balance the need to build up as detailed a picture as possible regarding customer needs etc. against the desire to make decisions as quickly as possible, in order to maintain or improve their position in
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Primary Market Research

Postal surveys Sent to the address of potential customers who complete the form and send back in a pre-paid envelope.
Online surveys

Increasingly popular and relatively low cost, online surveys are widely used by small businesse
Face to face surveys

Personal interviews conducted face to face. A costly, but good way to get detailed insights from an individual
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Secondary market research
What are internal sources of secondary data
For instance, records of past advertising campaigns within the marketing department can be compared with copies of invoices held in the sales department in order to judge their effectiv
The increasing availability and use of loyalty cards and big data has given businesses the chance to gather a wide range of valuable information on customer buying habits, allowing them to target promotional campaigns more effectively.
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Other cards in this set

Card 2

Front

What are external sources of secondary data?
The Government
Competitors
Commercial market research organisations
Trade Publication
The general media

Back

What are internal sources of secondary data?

Internal sources of data should always be considered as a first line of enquiry for any investigation because they are usually the quickest, cheapest and most convenient source of information available.
In suc

Card 3

Front

Time constraints Organisations are often forced to balance the need to build up as detailed a picture as possible regarding customer needs etc. against the desire to make decisions as quickly as possible, in order to maintain or improve their position in

Back

Preview of the back of card 3

Card 4

Front

Face to face surveys

Personal interviews conducted face to face. A costly, but good way to get detailed insights from an individual

Back

Preview of the back of card 4

Card 5

Front

The increasing availability and use of loyalty cards and big data has given businesses the chance to gather a wide range of valuable information on customer buying habits, allowing them to target promotional campaigns more effectively.

Back

Preview of the back of card 5

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