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How Nestlé Use Marketing
by Joel
Qualitative Research
Less participants
Used to gather peoples opinions
Use mainly words Can be told from focus groups or interviews
Quantitative Research
More participants
More number based
Involves questionnaires, polls, surveys etc
Primary Research
Internal Research you find
out yourself All within business Interview with
employees
External• Conducted by
yourself• Outside the business• Customers
Secondary Research
Internal Data gathered from
an outside source. gathered for
different reasons
External• Far less time
consuming to obtain• More cost effective• May not always be
as useful
Uses of Marketing Research
Gathering information
Changes in the marketplace
Improving as a business
Uses of Market Research
Reduces the risk of making important decisions
Market research does not always give the best outcome
Coca cola’s marketing disaster in 1980’s
Measuring progress over time
Brand awareness trends
Day-to-day sales
Altering trends within a particular industry
Limitations of market research
There are two main issues when considering marketing:
Cost effectiveness
Validity of the data collected
SWOT Analysis
SMART Analysis
PESTLE
Political Economic Social Technology Legal Environmental
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