1. Market Research ...
Before you do anything in marketing you first have to do Market Research – the gathering, recording, analysing, and presenting information relevant to the marketing process – there are two main types
Primary Research
- First hand, collected yourself
Questionnaires
Surveys
Interviews
Secondary Research
– uses data that already exists
Web-sites
Magazines
Leaflets
Catalogues

2. So, how should you construct your questionnaire?
Must be quick and easy to fill out
Questions must be suitable for the user
Questions must be clear and avoid confusion
You must firstly consider the info’ you want to find out – the questions must be designed to get this info’
You should use a mixture of open (no fixed answer) and closed questions (specific answer required)
Closed questions are easier to analyse and should be used when possible
Use tick boxes etc – easier to fill in.

3. Examples of good practice
What age are you?
Under 
18 – 
26 –  
Over 
Please indicate your top three preferred choices, using 1,2,3 - from the list below
Ford …..
Fiat …..
Volvo …..
BMW …..
VW …..
I love marmite
Strongly agree …..
agree …..
Neither agree or disagree …..
Disagree …..
Strongly disagree …..

4. Examples of bad practice
What age are you? 
18 – 
25 –   
What is your favourite car make?
…………………..
What’s wrong about asking for an “open” response like this?
What’s wrong here?

5. TASK ... Pg 131 Advantages and Disadvantages for Research METHODS

6. Who will buy these products?

7. Socio-Economic grouping – Occupation/ earning bracket etc
Throughout the whole process you must consider the characteristics of your target customers – Market Segmentation
Male/Female
Age group
Socio-Economic grouping – Occupation/ earning bracket etc
Life style habits
Geographical location
Ethnic Group

8. homework
Provide 2 advantages and 2 disadvantages for each of the following types of Primary research:
Method
Adv
Disadv
Interviews 1 2
Questionnaires
Observation