Unit 3 Introduction To Marketing P3 M2 D2

For quite a while there has been some discussion around which method of distinctions between Qualitative research and quantitative research. This has been fired in later years with some thinking that a combination of the two is best practice especially in social

Devise and document measures and procedures for measuring the impact of the research information on the marketing decisions

P3: Describe how a selected organisation uses marketing research to continue to the development of its marketing plans

P3: Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans.

P3 describe how a selected organisation uses marketing research to contribute to the development of its marketing plans.

I analyzed two different research studies, one quantitative and one qualitative, to compare and contrast both research methods. Qualitative research refers to an analysis method that collects descriptive (non-numerical) data, such as words, images, and objects, whereas quantitative research is used to test a hypothesis and look at the cause and effect of a prediction. Quantitative research collects numerical data or statistics from questionnaires and surveys, which are used to quantify attitudes, opinions, behaviors, and variables in an attempt to generalize the results.

The marketing research has different elements and could be related with the market size, nature, product, packaging, economic, promotional and sales. Ben Sherman can collect the information of it’s customer and market from either primary source which can be obtain through different techniques or it can be obtain from secondary sources which is already available for access.

Marketing research is a systematic gathering, recording and analyzing data about problems related to marketing for products or services and transforming those information’s into actionable marketing decisions.

The quantitative and qualitative research traditions can be thought of as distinct cultures marked by different values, beliefs, and norms. Qualitative research methods are complex meaningful analyses characterized by processes and meanings that are not measured in terms of mathematical measurements. Quantitative research however, relies and builds on mathematical procedures and methods, such as frequency, quality, amount and statistical procedure. There are unique characteristics which distinguish one research process from the other.

Quantitative and qualitative researches are based on different paradigms. Qualitative research strategy focuses mainly on words, human behaviour in the cultural context, attitudes and life experiences rather than numerical data (IPA Research Strategy. 2010). It focuses on collecting information to confirm how the variables interrelate. It is subjective and always relies on the interpretation of the situation of the individual undertaking the study.

Market research firms usually collect the required information through a market survey. The parameters and areas of research are usually, defined by the customers. The business may be interested in finding out their market reputation. The research helps the client businesses to discover the real present market value of the firm. Often, they decide to redefine or refine their products and services to benefit from the new data and knowledge acquired. In order to maintain or grow in standard, it is important that the business communicates a consistent set of impressions to demonstrate their commitment.

Cadbury 's philosophy is to continue as a driving force in the confectionery market, and thus constantly analyse its offerings for consumers. The

The role of marketing research is to provide management with significant, precise, consistent, valid, and up-to-date information. Marketing research is not a flawless tactic to solve marketing problems, but it does decrease the chance of making irrational decisions. Marketing managers have to make various decisions to satisfy customer needs. “They make decisions about potential opportunities, target market selection, market

One of the most first essential steps when implementing a marketing plan is to identify the research problem. Marketing research helps to identify a series of problems, also known as “research questions” that are crucial for achieving targeted objectives through a marketing plan. The Chicken Coop, however, had two different proposals proposed by McMicheal and Wallace while seeing drops in sales across the firm were identified. McMicheal identified the issue in operation, while Wallace tackled the brand image and marketing activities. Hence the firm needed to establish a new marketing research in order to stay in its competition and decision proposed by two must be decided.

On the overall, marketing entails an evaluation and systematic study of factors that bears upon any operations of business related to selling and acquiring a market (Malhotra, 2004). Marketing research is the initial step that precedes productive activities and it continues as long as business operations