1. P4 use marketing research for marketing planning
Market research
P3 describe how a selected organisation uses marketing research to contribute to the development of its marketing plans
P4 use marketing research for marketing planning

2. Starter
Brainstorm all the facts/keywords you know about market research
5mins

3. Market research What is it? Why do businesses carry it out?
How do they carry it out?
How do they evaluate their findings?

4. Market research
New businesses need to conduct market research to find out if a business idea is viable in a market. They also need to confirm all the details of how, where, and what they sell. They should look at the demand and supply side of the market.

5. Two definitions: Primary research (field research); research that has not been carried out before and has a specific purpose Secondary research (desk research); research that has previously been carried out or published for another body or purpose We tend to use secondary research first then ‘fill in the gaps’ with primary.

6. Methods of Research
Primary- questionnaire, survey, customer comments feedback, testing, observation
Secondary-newspapers, company reports, internet, books,
Methods can be :-
Qualitative-subjective and open ended questions resulting in a wide range of answers
Quantitative-numbers and figures or questions with choice of a few answers, which can be analysed mathematically or presented graphically
Or combination of both-gives a more complete overview of the market.

7. Uses of Market Research
Decision making
Saving costs
Feedback
Evaluation of aims and objectives
Limitations of Market research
Choosing correct method(s)
Carrying it out correctly
Reliability
Validity
estimates the degree to which an instrument measures the same way each time
degree of accuracy of your measurment

8. Marketing Planning
For the campaign to be successful it is important to plan what you will do and understand why you are doing it. Planning includes:-
PEST
SWOT
Set SMART OBJECTIVES
Determine strategy and tactics
Implementing strategy and tactics
Evaluating effectiveness

9. Task
Open up MS word
Goto Open>MyComputer> U:\Business Studies\Students\BTEC Level 3 Sept 2010 onwards\Unit 3 Introduction to Marketing\Assignment 2\what_is_market_research_all_about
Save into you’re my documents