Vache Zohrabyan
Unit 10
Market Research in Business
New Café nearby Černý Most
Task A
Introduction- In this task I am going to describe the types of market
research, suggest the best methods that can be used in Karel’s marketing
research and explain the context in which different market research methods
are appropriate. At the end of this task I am going to evaluate the market
research methods used in the Coca-Cola Zero.
Primary and secondary research
Primary and secondary research relate to the way you gather information.
Primary research
Primary research (or field research) gathers original information directly for
your purpose, rather than being gathered from published sources. Primary
research includes:
Surveys
Direct observations
Interviews and focus groups that are developed and conducted by you
or your researcher.
Primary research gives you control over the type of questions you ask and
information you gather. Primary research results can be extremely valuable;
however, they can also be much more time-consuming and costly to gather
than secondary research.
You may choose to use primary research methods once you have conducted
secondary research to determine what information already exists.
1
, Secondary research
Secondary research gathers existing information through available sources.
Secondary research examples include:
Information on the internet
Existing market research results
Existing data from your own stock lists and customer database
Information from agencies such as industry bodies, government
agencies, libraries and local councils.
Secondary research allows you to make the most of existing information about
your market. However, it can be a challenge to find the information you really
need.
You may use secondary research to get an initial understanding of your
market. It is often faster to analyse than primary data because, in many cases,
someone else may have already started analysing it.
2
Unit 10
Market Research in Business
New Café nearby Černý Most
Task A
Introduction- In this task I am going to describe the types of market
research, suggest the best methods that can be used in Karel’s marketing
research and explain the context in which different market research methods
are appropriate. At the end of this task I am going to evaluate the market
research methods used in the Coca-Cola Zero.
Primary and secondary research
Primary and secondary research relate to the way you gather information.
Primary research
Primary research (or field research) gathers original information directly for
your purpose, rather than being gathered from published sources. Primary
research includes:
Surveys
Direct observations
Interviews and focus groups that are developed and conducted by you
or your researcher.
Primary research gives you control over the type of questions you ask and
information you gather. Primary research results can be extremely valuable;
however, they can also be much more time-consuming and costly to gather
than secondary research.
You may choose to use primary research methods once you have conducted
secondary research to determine what information already exists.
1
, Secondary research
Secondary research gathers existing information through available sources.
Secondary research examples include:
Information on the internet
Existing market research results
Existing data from your own stock lists and customer database
Information from agencies such as industry bodies, government
agencies, libraries and local councils.
Secondary research allows you to make the most of existing information about
your market. However, it can be a challenge to find the information you really
need.
You may use secondary research to get an initial understanding of your
market. It is often faster to analyse than primary data because, in many cases,
someone else may have already started analysing it.
2
