1 Write a definition of production orientation here: __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ Write a definition of market orientation here: __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ Market or product orientated: 112 Market Research
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1
Write a definition of production orientation here:
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Write a definition of market orientation here:
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Market or product orientated:
112 Market
Research
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Benefits to business of effective market research:
Benefits to a business of researching their market:
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Write a definition of primary research here:
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What is primary research?
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Primary Research methods:
Questionnaires
(surveys)
Observation
Customer
interviews
Test Marketing
Focus groups
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Write a definition of secondary research here:
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What is secondary research?
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Secondary research methods:
Government Sources
Trade Publications
Market reports
Internet sources
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Qualitative research
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Quantitative research
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Sampling
• Sampling is the process of choosing the _____________________ people
to be part of the research
• For example: ________________________ is a pet food manufacturer, they
would only want to sample __________________ owners in their research
Sample size
• A sample size is the number of people who are
________________________ during the research
• The sample size needs to be _____________________ enough that the
data has statistical ______________________ and can be useful to the
business for _________________________ making
Bias
• Bias is when research __________________________ cannot be
______________________________ because of the way the research has
been carried out. This can be through;
_________________________ bias
Biased _____________________________ e.g. “You really like
shopping at the co-op don’t you?”
________________________ bias e.g. They already use a different
product or work for a marketing company
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Use of ICT to support market research
Websites
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Social networks – twitter
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Business databases
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Write a definition of market segments here:
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Segmentation by location
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Which location segments are these products aimed at?
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Market segment demographics
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Segmentation by lifestyle
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Segmentation by income
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Segmentation by age
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Which age segmentation?
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