1. Learning objectives

2. What is Marketing?
Marketing is the management process that is responsible for anticipating, identifying and satisfying customer needs profitably
Words you may want to use: customers, understanding, products, process, satisfying
How might this be done?

3. What is the Role of market research?
To identify consumers’ needs
Reduces risk of producing products consumers do not want.

4. Two main types of Market research
PRIMARY OR FIELD RESEARCH
SECONDARY OR DESK RESEARCH
Desk research is about looking at information that has already been collected. It has not though been collected by you so BEWARE!!!
Field research is carried out by your own business and is specific to your needs. No one else has this information.
More useful and up-to-date but is more expensive and time consuming to collect than secondary research
Usually carried out first as it is readily available and cheaper to collect than primary research. Could be out of date and not relevant to your needs

5. Methods of secondary research
TASK
Draw the following diagrams into your books and list as the different ways primary and secondary data can be collected.
Methods of secondary research
Methods of primary
research

7. Sort the activities into the correct order for carrying out market research

8. True or false?

10. Secondary data

11. Respondent

12. Marketing

13. Target market

14. Quantitative data

15. Marketing mix

16. Market research

17. Primary data

18. Focus group

19. Branding

20. Qualitative data

21. USP

22. Survey