2. Lesson Objectives
• Market research: how to collect and
interpret quantitative/ qualitative research
data to help decide on issues such as the
marketing mix
3. What is the importance of
market research?
• It allows a company to get information
about how to be successful in its own
particular market
8. Primary and Secondary Research
• The advantages of primary research is that it allows a
company to create a very detailed picture of its
customers wants and needs. The information is very
reliable.
– The disadvantages are that it is very time consuming to
collect and people are often reluctant to sacrifice that much
time.
• The advantages of secondary research is that the
masses of information collected allow for statistical
analysis to be carried out on the data and people are
more likely to give a short space of time to answer
the questions
– The disadvantages are that the information may not be
specific to every aspect of the business or they my be too
simplistic.
9. Small groups
Sort market research types into two
categories.
• Questionnaire
• Focus Group
• Product Testing
10. Interpret why and when a business might use
the following types of market research,
describing their positives and negatives
a. Quantitative
12. Quantitative / Qualitative
• Highlight the questions on the survey
which are Quantitative
• Highlight in a different colour the questions
which are Qualitative
13. Task: Actimel
• If you were employed by Actimel. What
research would you do to ensure your
market share increased?
You will need to evaluate these methods.
Use the table to help you get started.
14. ACTIMEL
• Interpret why and when
ACTIMEL might use the
following types of market
research, describing their
positives and negatives
– Quantitative
– Qualitative
– Primary
– Secondary
