Market Research and Planning
Unit 3- Introduction to Marketing
Assignment 2
What you Need to Know
Types of Research
– Primary
– Secondary
Analyses of Data
– Qualitative
– Quantitative
Planning Tools
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Swot/pestle
Boston matrix
Ansoffs matrix
SMART objectives
Marketing Strategy –
– 4 P’s
Lesson Objectives
• Identify types and methods of market
research
• Analyse use of each method for a specific
purpose
• Evaluate effectiveness of each method
Key words
Market Research
Questionnaire, Observation,
research for preparation and
writing of a report, collecting
figures/data
People who will /already buy
your product
Research which is subjectivedesigned to gather people
views. Produces a wide range
of answers. Uses Open
Questions
Research which relates to
numbers and figures can be
analysed mathematically. Can
provide a range of answers for
person to choose from
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Internet, books, journals,
company reports, newspapers,
census data, existing market
research
The number and type of people
you ask for information
Can be Random or Quota
Finding out what the customer wants, when they want it and
how much they will pay for it
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Market research
Target market
Methods of
primary
research
Methods of
Secondary
research
Sample
Qualitative
Quantitative
Key words
Market Research
Questionnaire, Observation,
research for preparation and
writing of a report, collecting
figures/data
Methods of primary research
Research which relates to
numbers and figures can be
analysed mathematically. Can
provide a range of answers for
person to choose from
Quantitative
Research which is subjectivedesigned to gather people
views. Produces a wide range
of answers. Uses Open
Questions Qualitative
People who will /already buy
your product
Internet, books, journals,
company reports, newspapers,
census data, existing market
resear ch Methods of
Secondary research
The number and type of people
you ask for information
Target market
Can be Random or Quota
Sample
Finding out what the customer wants, when they want it and
how much they will pay for it Market research
Task 2-40 mins
• Goto U:\Business Studies\Students\BTEC Level
3 Sept 2010 onwards\Unit 3 Introduction to
Marketing\Assignment 2
• What is market research all about
• Save into your area
• Read through worksheet and answer the
questions
Task
What do you already know?
Working in 3’s discuss and complete worksheet
on Market research.
Task
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Prepare a presentation describing how marketing research is used to create and
develop marketing plans for your chosen organisation
For Marketing research you must include reference to the following terms:qualitative; quantitative; primary and secondary internal/external research;
their uses (i.e reduce risk in decision making, measure progress over time);
and limitations (cost effectiveness, validity of data collected
For Marketing planning you must include:
marketing planning process models of:PESTLE (political, economic, social, technological, legal and environmental external
factors);
SWOT (internal strengths and weaknesses, external opportunities and threats);
The setting of SMART (specific, measurable, achievable, resourced, time-bound)
objectives;
and how these determine strategy and tactics, help implement changes; and
evaluate progress
What do you need to do
Prepare a presentation describing how marketing
research is used to create and develop marketing
plans for your chosen organisation
• Describe Market research
– What it is, types, formats, purpose
• Describe how Tescos use market research to
develop market plans
– Identify what market plans are
– Identify how Tesco’s carry out market research
– Methods/types/purpose
• Prepare a presentation
Starter
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Market Planning
What is it?
How is it done
Why is it done
Lesson Objectives-l2
• P3 identify and describe how a selected organisation
uses marketing research to contribute to the
development of its marketing plans
• M2 explain the limitations of marketing research used
to contribute to the development of a selected
organisation’s marketing plans
• D2 evaluate the validity of the market research
methods of a selected organisation and make justified
recommendations for improving the validity of the
marketing research used to contribute to the
development of a selected organisation’s marketing
plans
Tools Used to Decide The marketing
Plan
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PESTLE
SWOT
SMART target
Working on your own complete the work
sheet
• And say what each letter stands for
• What it is used for
• How it informs Market planning
Consolidate
• Pestle
• SWOT
• SMART
• 4P’s
Next Step
• Complete the power point template
• By finding out what TESCO’s
• Marketing strategy is
• What are it’s aims
• What are it’s objective's
• How is it planned
• How market research is used to inform planning
Read the title of the PPT to identify what to write about
and the red notes to identify what theory you need to
find out about and how Tesco interprets and applies it
By 10-50am
• Some: Complete 16
• Most: Complete Slide 15
• All: Complete Slide 13-14
• P3describe how a selected organisation uses
marketing research to contribute to the
development of its marketing plans
By 12.00 am
• Some: Complete slide 16 hand in work get feedback
• Most: Complete Slide 16 proof read and improve
• All: Complete Slide upto slide 16
• P3describe how a selected organisation uses marketing
research to contribute to the development of its
marketing plans
• M2 explain the limitations of marketing research used
to contribute to the development of a selected
organisation’s marketing plans
By 12.00
• Some: Complete upto slide 11
• Most: Complete Slide upto slide 9
• All: Complete Slide upto slide 7
• P3describe how a selected organisation uses marketing research to
contribute to the development of its marketing plans
• M2 explain the limitations of marketing research used to
contribute to the development of a selected organisation’s
marketing plans
• D2 make justified recommendations for improving the validity of
the marketing research used to contribute to the development of a
selected organisation’s marketing plans