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