David Newton Unit 36 P2
Methods used to identify the target market
Primary research
Questionnaires
Questionnaires allow the questions asked to be both open and closed but also asking the
customers what they want/demand. In the case of my business I will be asking them what types
of flavours they like on their chicken and how they prefer their chicken to be cooked. I also must
take into consideration that the customers come first and if I don’t please them my business
cannot succeed.
Focus groups
Focus groups is when you gather people in one room. In my case I would need to but a range of
my products out for the group to taste and test out and then it will mean that they could give
me feedback and decide which one they enjoy the most. And this will mean that I can take into
consideration when it comes to what products I release.
Secondary research
Sales figures
This is the profits made to form sales and statistics and are shown for progression. In the case of
my business I will need to be looking at the competitors that are offering the same products and
services depending on how well they did this will give me an idea of how well my product may
do.
Internet research
This is research that is taken from the internet and in my case I could online to a competitor’s
website and observe their products and the feedback they are getting back. However, the
problem with this research is that it is very unreliable as it is second hand data. I will have to use
secondary data to research and find the price, product, and services of my competitors. The
companies that I will be looking at will be Nando’s and KFC as they are market leaders.
Identifying the target market
Primary research
I have carried out primary research by creating a questionnaire for my business which will be used to
identify my target market. I gave this questionnaire out to 40 people and received 40 replies. I had
20 males and 20 females.
Methods used to identify the target market
Primary research
Questionnaires
Questionnaires allow the questions asked to be both open and closed but also asking the
customers what they want/demand. In the case of my business I will be asking them what types
of flavours they like on their chicken and how they prefer their chicken to be cooked. I also must
take into consideration that the customers come first and if I don’t please them my business
cannot succeed.
Focus groups
Focus groups is when you gather people in one room. In my case I would need to but a range of
my products out for the group to taste and test out and then it will mean that they could give
me feedback and decide which one they enjoy the most. And this will mean that I can take into
consideration when it comes to what products I release.
Secondary research
Sales figures
This is the profits made to form sales and statistics and are shown for progression. In the case of
my business I will need to be looking at the competitors that are offering the same products and
services depending on how well they did this will give me an idea of how well my product may
do.
Internet research
This is research that is taken from the internet and in my case I could online to a competitor’s
website and observe their products and the feedback they are getting back. However, the
problem with this research is that it is very unreliable as it is second hand data. I will have to use
secondary data to research and find the price, product, and services of my competitors. The
companies that I will be looking at will be Nando’s and KFC as they are market leaders.
Identifying the target market
Primary research
I have carried out primary research by creating a questionnaire for my business which will be used to
identify my target market. I gave this questionnaire out to 40 people and received 40 replies. I had
20 males and 20 females.
