This lesson we will be putting theory into practice Task 2a - Questionnaire

NO IDEA I NEED HELP NEVER HEARD OF IT OK I CAN DO THIS WITH SUPPORT SOME GUIDANCE NEEDED NEARLY AT MY TARGET GOT IT! VERY CONFIDENT WILL HIT MY TARGET GRADE EXCEED TARGET Success Criteria < C Define Primary Market Research and its uses. Create a tool which will enable you to collect data efficiently. C > Be able to demonstrate how your chosen data collection method has been successful to our project. B > Analysis - How this will inform your campaign A >Recommendations + Great Teamwork (STAR STUDENTS) LEARNING OBJECTIVES Explore primary market research methods and the advantages. Produce data collection sheets to assess our target Market

AO1 - Explains the main objectives of the promotion campaign, the range of promotional activities available to the business and the characteristics of the targeted customers.

Primary market research Task 2 a,b Before we embark on our project, we need to find out more about the business we are studying and about its customers. You will need to create 2 data collection forms. Task 2a – An informal interview containing open and closed questions for Vicky Hunter, within this you must find out about her business, what she hopes to achieve and her needs. For example – her budget, the types of people she wants to targets and where for example, in addition what methods she has used before – what has worked and what does not work. Task 2b – We will also need to talk to customers, and ask them what attracts them to fitness classes and other similar events. What would make them? Try a similar class Keep attending classes Put them off attending or trying out a class

What do we need to find out from Vicky?

Suggestions Where When How much Minimum price she can charge Zumba numbers now – how many she would like to see (SMART TARGETS) Her goals – mission i.e. Health/fun etc Funding and capital What methods used now, methods in the future. What works, what doesn’t Current target market

What do we need to find out from the Public / Customers? (potential Zumba goers)

Suggestions Attracts people Offers they use Offers they don’t What magazines they buy What TV programs they watch (interests) Websites they visit Where they hang out Prices, pay/income Reactions to others

Task 2a You may do this in pairs or as a small group. This would save multiple questions being asked to Vicky in the interview. DEADLINE ________________________

Task 2b – To the Public You may do this in pairs or as a small group. You NEED to complete at least 10 of these, and they will be analysed using data mining. DEADLINE ________________________ An example of one can be found on S:\