Class : Y10 Lesson Topic: Marketing Scheme of Work: Market Research.

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Presentation transcript:

Class : Y10 Lesson Topic: Marketing Scheme of Work: Market Research

Higher thinking Skills P&D Planning and Data Lesson Objectives ALL (KNOWLEDGE) Describe a market and the different aspects of market research MOST (ANALYSIS) Analyse a market research techniques SOME (EVALUATION ) Evaluate the usefulness of market research to the success of a business. Higher thinking Skills

By end of lesson you will Climb the Ladder ATD Apply to demonstrate A-A* (8-12m) 8+ connectives & key words C-B (5-7 m) 5+ connectives & key words E-D (2-4m) 2 + connectives & key words

Market research Primary research Secondary research Desk research Key Words; Before we start can you find these definitions in your textbook Market research Primary research Secondary research Desk research Field research Questionnaire Sample

CONNECTIVES for Analysis CONNECTIVES for Application CONTRASTING Although… Except… Moreover… If… However… Yet… Apart from… Unless… Despite… As long as… COMPARING Equally… As with… Like… In the same way… Similarly… Even so… Likewise… QUALIFYING Despite… Yet… As long as… Unless… Apart from… If… Moreover… Except… However… Although… CAUSE & EFFECT Consequently… Due to… As a result… Therefore.. Because of… Because… ADDING In addition… And… Too… Also… Additionally… As well as… Furthermore… CONNECTIVES for Analysis CONNECTIVES for Application CONNECTIVES for Evaluation CONCLUDING Firstly… After… Secondly… Before… Overall… I believe… Finally… I think … In conclusion… it depends… To conclude… short term… Meanwhile… Long term… EMPHASISING Most importantly… Significantly… Notably… Especially… Above all… In particular… Indeed… ILLUSTRATING For instance… Such as… In the case of… So… For example… As revealed by… As illustrated by…

The Marketing Mix The key elements of a firm’s marketing strategy. Known as the 4Ps. What do you think comes under each P?

Marketing Mix

Prepare for Learning – 5mins PfL VIDEO What data would a supermarket like to know about their customers and what they buy?

Market Research Process of collecting and analysing data about the market; FIND OUT… Customer wants Pricing / Promotions Times of purchases Segmentation Location

Primary v. Secondary Research Primary research Collected by business, original data. Secondary research Collected someone else, second hand data.

Primary Research methods Questionnaires or surveys (open/closed) – Online, phone, direct. Interview – Ask questions from potential customers Focus group – Ask questions from group of people Test marketing – soft launch product in restricted area. Sampling (Random) – Select a portion of the market as a representation. Can’t ask everyone!

Primary research Questionnaire Open questions mostly give more QUALITATIVE DATA Closed questions give QUANTITATIVE answers Create 2 questions of each about school.

Secondary market research Business websites (Published accounts) Competitors website Government agencies (Environment agency) Department for Business Media organizations (newspapers) Financial Times

Qualitative v. Quantitative data Factual information and number analysis is called quantitative data Information collected about opinions and views is called qualitative data

Market research Evaluation Limitations Biased websites Misinformation Customers unpredictable Market changes Depends on Costs Effective questioning Good sample? How data is used.

Writing a questionnaire You work as a Market Researcher for Qatar Tourism They want to know who the tourists are They want to know about peoples holiday habits They want to know how Qatar can be improved for tourists Write a questionnaire which will give them suitable information to help with this It must include open and closed questions There must be a minimum of 15 questions

CONNECTIVES for Analysis CONNECTIVES for Application CONTRASTING Although… Except… Moreover… If… However… Yet… Apart from… Unless… Despite… As long as… COMPARING Equally… As with… Like… In the same way… Similarly… Even so… Likewise… QUALIFYING Despite… Yet… As long as… Unless… Apart from… If… Moreover… Except… However… Although… CAUSE & EFFECT Consequently… Due to… As a result… Therefore.. Because of… Because… ADDING In addition… And… Too… Also… Additionally… As well as… Furthermore… CONNECTIVES for Analysis CONNECTIVES for Application CONNECTIVES for Evaluation CONCLUDING Firstly… After… Secondly… Before… Overall… I believe… Finally… I think … In conclusion… it depends… To conclude… short term… Meanwhile… Long term… EMPHASISING Most importantly… Significantly… Notably… Especially… Above all… In particular… Indeed… ILLUSTRATING For instance… Such as… In the case of… So… For example… As revealed by… As illustrated by…

Higher thinking Skills P&D Planning and Data Lesson Objectives ALL (KNOWLEDGE) Describe a market and the different aspects of market research MOST (ANALYSIS) Analyse a market research techniques SOME (EVALUATION ) Evaluate the usefulness of market research to the success of a business. Higher thinking Skills

By end of lesson you will Climb the Ladder ATD Apply to demonstrate A-A* (8-12m) 8+ connectives & key words C-B (5-7 m) 5+ connectives & key words E-D (2-4m) 2 + connectives & key words

3 pieces of information 2 new things you learnt 1 question you need to ask 2 new things you learnt 3 pieces of information R Review the Learning