What are some marketing strategies?
Content marketing
Social media marketing
Search engine optimisation (SEO)
Email marketing and newsletters
Influencer marketing
Earned media and PR
Landing pages
Advertising
Affiliate marketing
Retargeting
AI marketing
What data does market research collect?
- the market itself (size and make-up – i.e. age,
gender, income, tastes) - customer feedback
- promotional methods
- sales data
- competitors
- effect of price on market
What are the types of market research?
- FIELD / PRIMARY RESEARCH
- DESK / SECONDARY RESEARCH
What is field research?
Field research is information that is first
It has been collected by the business for a specific purpose
What are the advantages of field research?
Only firm that
collects data has
access to it
Collected for a
specific purpose
What are the disadvantages of field research?
Expensive to
collect
Time consuming
What are the advantages of interviews?
Two-way communication
* Researcher can encourage
respondent to answer
* Mistakes and
misunderstandings can be
cleared up right away
What are the disadvantages of face to face interviews?
Personal interviews can be
expensive
* Researchers have to be selected
and trained
* Home interviews unpopular with
consumers
What are the advantages of postal surveys?
- Inexpensive
- No interviewer training needed
What are the advantages of focous groups?
Qualitative information
provided in the form of
opinions, feelings and attitudes
* Topics can be explored in
some depth
What are the advantages of hall tests?
Qualitative information
provided in the form of tasting
or demonstrations
What are the advantages of phone interviews?
Can reach a large
geographical area
* Inexpensive
What are the advantages of online surveys?
Large sample sizes
* Inexpensive
What are the advantages of observation?
- Quantitative information
gathered - Real life and behaviours in
action
What are the disadvantages of observation?
Samples are often random and
not representative of all
customers
* Only shows actions, does not
explain attitudes and feelings
What are the disadvantages of online surveys?
Limited to people with internet
access
What are the disadvantages of telephone interviews?
Response rate may be low as
people may view it as a
“nuisance call”
What are the disadvanages of hall tests?
Respondents may be too positive
as they feel obliged to give
favourable opinion
What are the disadvanages of focous groups?
Can be difficult to analyse
qualitative information
* Expensive
What are the disadvanages of postal surveys?
Questions must be simple and
easy to answer
* Response rate very low,
incentives sometimes needed
What is secondary/desk research?
Desk research is information
that is second-hand. It has
already been collected by
someone else.
What are some methods of desk research?
- Sales figures
- Newspapers
- Websites
- Government publications e.g. Social trends
- Commercial publications e.g. Keynote and Mintel reports
What are the advantages of desk research ?
Saves time
Relatively inexpensive
Widely available
What are the disadvantages of desk research?
Not specificaly gathered for the business
May be out of date
May contain bias
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