Unit 10

200290015 Joost Leenders Team 10

Unit 10: Market Research

Hand in date: 9 April 2010

Assed by: Mr. H. Venmans

Table of content

P1………………………………………………... Page 3-5

P2………………………………………………... Page 6-10

P3………………………………………………... Page 11-18

P4………………………………………………... Page 19-27

P1: Introduction:

In this assignment I shall describe main types of marketing research and about marketing decision given a certain situation.

In the theory I shall give some definitions and examples of important terms to with market research.

In the evidence I shall read the case study and make a report and listed the different types of market research and give definitions using my theory.

In the conclusion give overview of what I did in this assignment and I shall explain why marketing research is necessary when make when a marketing decisions.

Theory:

Primary: is a collection of new data that has never collected before. Examples: Surveys, Observation, Field trails, Focus groups and Panels. Advantage that will collect new information hasn’t been used before and also you get more know of your market which allow you to control it more Disadvantage: take more time, can cost a lot of money and start at the begin.

Secondary: Secondary research is when are collecting data that has already been used for other purpose. Examples: Internal: focus group, structured interviews and old related data bases external: Internet and TV. Advantage: take less time, most of information is easy to find. Disadvantage: but information has already been used, so the information less useful.

Internal: is collecting data from within the company. Examples: Customer Data, sales representative and looking at the result in the past.

External: is collecting data outside the company. Examples: Trade magazine, newspaper, company reports.

Qualitative: Is a result that is a description so no numbers. Examples: opinion on company, reaction to a new product, preferences of a...