Download Planning and Conducting Market Research

Marketing Principles
- Understanding Consumer
Needs
- Keeping Ahead of
Competition
- Communicating
Effectively with
Consumers
- Utilising New Technology.
E.g. Internet marketing
and sales.
What is Market Research?
• Market Research can be defined as the
collection, examination and data relating to
marketing and consumption of goods and
services.
• A Business will carry out Market Research to
find out about Markets, Customers and
Competitors.
Types of Market Research
• Primary (Field) Research
Methods include:
• Interviews
• Questionnaires
• Focus Groups
• Analysing purchase records
• Secondary (Desk) Research
Methods include:
• Electoral Rolls
• Yellow Pages
• Internet research
• Journals.
Quantitative Research
• Quantitative Research looks at WHY
customers’ buy.
In particular:
• Customer Behaviour,
• Motivation,
• Tastes and Preferences.
Qualitative Research
• Qualitative Research is made up of “WHO”
and “WHAT” type of Questions
Qualitative Research examines the:
1. Attitudes
2. Feelings
3. Motivations of product users
Task 1 – Planning and Conducting
Market Research
• The first task requires you to describe the
marketing activities of a selected sports
business; Gloucester Rugby Club, drawing
upon, and using specific examples (P5).
• How Gloucester Rugby Club markets now
compared to earlier years?
• Consider all the Heritage items you have
just been looking at.
Task 2 – Planning and
Conducting Market Research
• Plan (P3) and conduct (P4 / M3) market
research for a Gloucester Rugby Club.
The research should involve both primary
research and secondary research, to allow
you to draw specific conclusions.
• You may like to focus it around shirt sales.
Areas to consider
• Reasons for Conducting the research
• What you want to find out, e.g., Price
range, facility, opening Times
• Secondary Methods to be used – Internet
research etc.
• Primary Methods to be used, e.g.,
Questionnaires?
• Size of Sample group that you will conduct
the research with (P4 / M3)
What is Marketing all about…?
• Fundamentally, marketing is all about
identifying and meeting customer needs.
• Another way to understand marketing is
through the marketing mix.
Task 3
• You have been appointed head of marketing
for the following products
2009/10 Gloucester Rugby Shirt
• Apply the following marketing principles to
your product. Consider the current market,
financial climate, and where your product
already exists.
The Marketing Mix
The 4 Ps
Product
• Product – Who are our
customers and what do they
want to buy? How are you
going to find out this
information? What new
products are we planning to
offer?
Price
• Price? How much should we charge?
Should we reduce the price at the start to
attract interest? Can we charge different
prices to different customers?
Promotion
• Promotion – How can we
tell people about our
products? Where should
we advertise to attract the
attention of our key
customers. Should we give
free samples or run a
competition?
Place
• Place – How can we distribute our
products? Should we sell direct to our
customers or through retailers? How can
the internet help us to sell more? Where is
the best location for us to set up our
business?
Task 3 Recap – Planning and Conducting
Market Research
• Your task is to produce a marketing plan, using the ‘4 Ps’ (Price,
Place, Product, Promotion and People. Your plan should be
presented through a PowerPoint presentation, which you will
present to the module leader.
• Areas to consider
• Using the research that you have already conducted, you must
decide on how this will shape the following (P5), justifying each
section (M4).
• Price
• Place
• Product
• Promotion
• Once completed, you may include a concluding slide to evaluate the
marketing plan, identifying possible areas for improvement (D2)