Embed Size (px)
Citation preview
BTEC L3 Extended Diploma in Business
Unit 10: Market Research in Business
Assignment 1 – Research Methods Learner Name:
Start date: w/c 19 September 2011
Initial Briefing: w/c 19 September 2011
Review Dates: Various – see below
All FINAL work for assignment 1 must be handed in by: Friday 25 November 2011
Purpose:
In this unit the learners’ knowledge of the main types and sources of market research will be developed from coverage of this topic in the core unit. They will learn about the main methods used to collect data and how to decide on the most appropriate method of research for a given situation. Then learners will have the opportunity to plan and carry out some simple market
research activities, and to interpret their findings:
1 Understand the main types of market research and how it is used to make marketing decisions 2 Be able to plan research 3 Be able to carry out research
4 Be able to interpret research findings.
SPECIFIC INFORMATION ON THE COMPLETION OF THIS ASSIGNMENT For each task, you will have the opportunity to improve your work to meet the performance criteria. Class verbal feedback will be available and tasks submitted to deadlines will provide you with written formative assessment.
Task No
To achieve the criteria the evidence must show that the learner is able to:
BTEC Criteria ref
Assessment Method
Deadline for submission of written work
1a P1 describe types of market
research
P1 A3 Poster w/c 26 Sep2011
1b P2 explain how different market
research methods have been used
to make a marketing decision
within a selected situation or
business
P2 Factsheet (Beiersdorf)
w/c 26 Sep2011
1c M1 explain, with examples, how
different market research
methods are appropriate to assist
different marketing situations
M1 Discussion (& preparation notes) (Beiersdorf)
w/c 3 Oct 2011
2 P3 plan market research for a
selected product/service using
appropriate methods of data
collection
P2 In Class Test. Complete Plan (Research Plan)
w/c 10 Oct 2011
3 M2 explain the reasons for
choosing the particular method of
data collection for a selected
product/service
M2 Market Research Role Play: ( 3 perspectives); Market researcher & client notes required.
w/c 17 Oct 2011
4 D1 evaluate the market research
method used by a selected
organisation
D1 Memo (Beiersdorf)
w/c 31 Oct 2011
BTEC National Business
LEARNER INSTRUCTIONS Unit No: 10 Unit Title: Market Research in Business Assignment 1 – Research Methods Prepared July 2011
Unit Assessment There are two assignments covering the grading criteria for this unit. When the assignments have been completed, the unit will be graded as follows:
Grading criteria: To gain a Pass in this unit, all Pass criteria must be achieved. To gain a Merit in this unit, all Pass and all Merit criteria must be achieved. To gain a Distinction, this unit, all Pass, all Merit and all Distinction criteria must be achieved.
Assignment Overview
Market Research and the UK music industry
Marketing Research is research which can be conducted into any aspect
of Marketing, throughout the 4Ps and throughout the 7 Ps for service
industries; (including physical environment, process & people). Market
research is more specifically to do with the group of consumers in a
certain industry, total numbers in the market, needs of consumers &
trends.
Traditionally in the UK music industry there was a large emphasis on
market research with market research agencies Gallup and BMRM both
involved in the calculation of the top 40, which looked at the sales of
records in a one-week period. However, over recent years, physical sales
of singles and albums have more or less disappeared due to the rise of
consumers downloading individual tracks rather than sticking to
traditional formats. The CD single disappeared in the mid noughties. And
although vinyl records are still sold as a niche sector sales are way down
on the peak of sales in the 1960s. CDs were launched in March 1983 into
the UK market, but CD singles were generally phased out in the US and
UK markets between 2004 and 2007. The sales of physical singles
according to the Official Charts Company on average account for only 2%
of the UK total in 2009.
Assignment Focus Options
In this assignment you will have a choice of musical artists to concentrate
on in your research. You should select ONE of the following artists:
1, James Woon
e.g. ‘Spirits’ & ‘Night Air’
Dub-step artist nominated as an NME major act for 2011 & also
features in MTV brand new for 2011.
http://www.myspace.com/jamiewoon
2, Wretch 32
Grime artist, e.g. ‘Unorthodox’ & ‘Don’t Go’ Featuring Josh Kumra-
out 14 August 2011.
Featured in MTV Brand New for 2011, and engaged in a lot of
festival activity in summer 2011.
http://www.wretch32.com/
3, Big Deal
Singer song writing duo from London.
e.g., ‘Homework’ & ‘Locked up’; nominated as a NME as a major act
for 2011. Part of May's Emerge NME Radar Tour line-up
http://www.myspace.com/weareabigdeal
4, Claire Maguire
MTV Brand New featured artist for 2011 (singer songwriter);
e.g. ‘The shield & the sword’; involvement in a lot of the summer
festivals in 2011.
http://www.claremaguire.com/
5, Ruff Diamondz
MTV Brand New for 2011 featured artists,
e.g. ‘Do it like me’
http://www.rdofficial.com/
6, Jessie J
Singer songwriter from Essex; MTV Brand New for 2011 featured
artist. Appeared on Capital FM- Summertime Ball,.
e.g. ‘Nobody’s Perfect’; ‘‘Do it like a Dude’ hit
http://www.jessiejofficial.com/index.php
7, Labrinth
e.g. ‘Let the sunshine’ – has had big hits on his own, has worked
with Tinie Tempah. There is a lot of interesting content on his
website.
http://www.labrinth.co.uk/
Or, 8, The musical artist of your choice (to qualify you must
discuss this choice with your tutor & ideally the artist must have
yet to breakthrough to major mainstream success, his/her/their
career may still be in the embryonic stage of development or is still
in the growth stage.)
The Marketing of Music
In terms of the marketing Ps, as far as the product goes it is the artist
and the music that he/she/they generate.
As far as promotion is concerned this is to do with the methods that
he/she/they use to promote their music, which typically will include
advertising, tours, concerts, festivals, website, use of social media, media
relations e.g. TV appearances, radio appearances, interviews via the mass
media, and media coverage etc.
With place, in terms of the experiencing their sound, the artist needs to
try and generate air time on radio stations with their music, they may
also use a website to promote the band and their music, they will also be
able to offer downloads of their tracks e.g. via i-tunes. Live performances
are also a key way for fans to hear the music.
Place is all about availability of the music that they create, and where
interested listeners can get hold of the music, this could be online, via
social media or through stores, and then there will be different types of
retail outlets which could potentially sell the music.
Potential formats in which music is presented vary e.g. CD, vinyl, MP3,
streaming, website, you tube, napster, i-tunes, radio plays etc.
Price- may be dictated by intermediaries such as online retailers such as
I-tunes and Amazon, as well as more traditional retailers of music such as
HMV. Although illegal free file sharing is an issue which can affect money
coming into performers, online subscriptions and concert prices are also
important factors generating revenue, as well as all merchandise
associated with performers.
The Marketing situation the artists are facing & the need for
research (for your ONE selected artist)
Important- base your answers on the given scenario below & not on any real-life information which you may come across which may conflict with this scenario. Firstly, you must choose one of the artists.
It is now September 2011 and your artist is considering the launch of a
cover songs album to be released in Spring 2012. Studio time has been
booked for early in January in the new year. This album will be
particularly released for the UK market.
Therefore, your research needs to come up with ideas for a
suggested tracklist for the new album, which could include 10-12
tracks. These tracks must be suitable for the UK market.
Your artist is also interested in finding out a breakdown of the music
market in the UK, e.g. the different sectors, segments and niche markets,
and potential buyers of the artist’s music. Obviously the emphasis they
would like is to predict how many potential buyers/listeners of their
music that exist in the UK. So here they would like to identify: the
size, structure and market segmentation that exists within the UK
music industry.
Your artist is also interested to know the preferred method that the
target audience wish to access the music. This could be from a range of
the following formats- purchasing online e.g. from i-tunes, lastfm,
napster; viewing on you tube, viewing via website, viewing via social media
e.g. Facbook, online subscription, CD, vinyl, mp3, streaming videos & live
broadcast feeds etc.
So to recap your marketing research plan will need to address the
following areas:
1, How the UK music industry is broken down, investigating the size,
structure and market segmentation that exists within the UK music
industry; with an estimate of the number of listeners who would be
potentially interested in your artist’s music.
2, A possible tracklist of 10-12 cover songs for your artist’s new spring
album.
3, An analysis of the preferences of UK music consumers regarding the
format that they prefer to enjoy the music. E.g. CD, streaming videos- on
facebook, myspace, online purchase etc.
ASSESSMENT TASK 1A
Title Describe types of market research
Deadline: w/c: 26 September 2011 – A3 Poster
Before we investigate your musical artist you will firstly look at the
power of market research for a selected organisation, as a way to
introduce the subject.
TASK 1a -
Devise a poster to describe the different types of market research, this
should include the following:
types of primary and secondary research
types of qualitative and quantitative research
other forms of research
This task provides evidence for P1
ASSESSMENT TASK 1b
Title Use of marketing research by
Beiersdorf helping them to develop and
improve their product range
Deadline: w/c: 26 September 2011 – Factsheet
Here you will look at the power of market research for a selected
organisation, as a way to introduce the subject.
TASK 1b -
Write a factsheet to explain how different market research methods
have been used to make a marketing decision within a business. The
selected business is Beiersdorf and the decision is to introduce a new
deodorant for women. Explain how the different types of marketing
research have been used by Beirersdorf, this should include:
main types of primary and secondary research
the value of qualitative and quantitative research
the purpose of research objectives
Tips
These points must be related to the marketing situation faced by Beiersdorf as they try to improve their range of products.
e.g. how did primary and secondary research help Beiersdorf in the
development of new NIVEA products?
How was quantitative and qualitative research beneficial to them?
Why would Beiersdorf have needed research objectives for their
marketing research into the development of their products?
(see the following website for help- Times 100- 12th Edition
http://www.thetimes100.co.uk/case-study--how-market-research-
supports-new-product-development-process--68-276-1.php
This task provides evidence for P2
ASSESSMENT TASK 1c
Title Appropriateness of different market research methods used by Beiersdorf in the development of their products
Deadline: w/c 3 October 2011 – Discussion & preparation notes
To secure this criteria you will need to take part in a discussion, whereby
you will have to explain the appropriateness of different research
methods used by Beiersdorf in the development of the new deodorant.
You should also explain which methods in particular would have been
suitable and effective in their situation, as well as perhaps the ones which
are least suitable in this situation.
You will need to prepare notes for the discussion, and these should cover
primary and secondary techniques, quantitative and qualitative
techniques, as well as reference to the research objectives for the
development of the new deodorant.
This task provides evidence for M1
ASSESSMENT TASK 2
Title Appropriate data collection methods. Drawing up marketing research plan.
Deadline: w/c 10 October 2011 – In-Class Assessment
In class you will need to select appropriate methods of data collection
and plan research for your artist in dealing with the 3 key areas of:
i) How the UK music industry is broken down, investigating the size,
structure and market segmentation that exists within the UK music
industry; with an estimate of the number of listeners who would be
potentially interested in their music.
ii) A possible tracklist of 10-12 cover songs for your artist’s new
album
iii) An analysis of the preferences of UK music consumers regarding
the format that they prefer to enjoy the music. E.g. CD, streaming
videos- on myspace, online purchase etc.
(NB*The research plan should also give an appropriate sampling method. )
This task provides evidence for P3
ASSESSMENT TASK 3
Title Explaining the reasons for choosing particular methods of data collection
Deadline: w/c 17 October 2011– Market Research Role Play (3 perspectives)
You will need to participate in a Market Research Role Play. The three key
roles being 1, Market researcher- providing an explanation, 2-Client (e.g.
from musical artist’s record company), 3, Market Research Director – to
check on the quality of the proposed research plan.
You will need to prepare notes assessing the different methods of data
collection you have selected, explaining why you have selected each
method. In the meeting you will need to explain and justify the methods
that you have selected.
This task provides evidence for M2
ASSESSMENT TASK 4
Title Evaluate the market research methods used
by a selected organisation
Deadline: w/c 31 October 2011 - Memo
For the purposes of the assignment it is best to regard your
selected musical artist and the record company they are signed to
as the ‘organisation’. So this task evaluates how you carried out the
research and whether you could make improvements if you had to
carry out the research again.
Tips:
D1 will look more at the selected research methods discussed in
P1,P2,P3,M1,M2 and make recommendations for improvements in research
methodology, so here you are refining your strategies for market
research. For example, consider how your plan could be improved if you
had to do it again.
You will need to evaluate the methods that you have used once you have
completed the research. Evaluate the research you have carried out, and
make recommendations.
e.g exactly how effective were the methods which you put down in
your research plan, and explained in M2?
Did you actually use these methods & on reflection how useful were
these methods?
Were the methods better or worse than expected?
If you had to start all over again what changes would you make and
why?
This task provides evidence for D1
BTEC L3 Extended Diploma in Business
Unit 10: Market Research in Business
Assignment 2 – Carrying out research &
interpreting findings
Learner Name:
Start date: w/c 19 September 2011
Initial Briefing: w/c 19 September 2011
Review Dates: Various – see below
All FINAL work for assignment 1 must be handed in by: Friday 25 November 2011
Purpose:
In this unit the learners’ knowledge of the main types and sources of marketing research will be developed from coverage of this topic in the core unit. They will learn about the main methods used to collect data and how to decide on the most appropriate method of research for a given situation. Then learners will have the opportunity to plan and carry out some simple marketing
research activities, and to interpret their findings:
1 Understand the main types of market research and how it is used to make marketing decisions 2 Be able to plan research 3 Be able to carry out research
4 Be able to interpret research findings.
SPECIFIC INFORMATION ON THE COMPLETION OF THIS ASSIGNMENT For each task, you will have the opportunity to improve your work to meet the performance criteria. Class verbal feedback will be available and tasks submitted to deadlines will provide you with written formative assessment.
Task No
To achieve the criteria the evidence must show that the learner is able to:
BTEC Criteria ref
Assessment Method
Deadline for submission of written work
1 P4 Conduct primary and secondary
research for a selected
product/service, making use of
identifiable sampling techniques
P4 Memo & Evidence Pack (dairy records/log book)
w/c- 24 Oct 2011
2a P5 interpret findings from the
research presenting them clearly
in an appropriate format.
P5 Presentation w/c 14/21 Nov 2011
2b M3 analyse the research findings
and make recommendations on how
marketing strategies could be
adapted or implemented.
M3 Presentation w/c 14/21 Nov 2011
2c D2 evaluate the findings from the
research undertaken.
D2 Presentation w/c 14/21 Nov 2011
BTEC National Business
LEARNER INSTRUCTIONS Unit No: 10 Unit Title: Market Research in Business Assignment 2- Carrying out research & interpreting
findings Prepared July 2011
Unit Assessment There are two assignments covering the grading criteria for this unit. When the assignments have been completed, the unit will be graded as follows:
Grading criteria: To gain a Pass in this unit, all Pass criteria must be achieved. To gain a Merit in this unit, all Pass and all Merit criteria must be achieved. To gain a Distinction, this unit, all Pass, all Merit and all Distinction criteria must be achieved.
Assignment Overview
Market Research and the UK music industry
Marketing Research is research which can be conducted into any aspect
of Marketing, throughout the 4Ps and throughout the 7 Ps for service
industries; (including physical environment, process & people). Market
research is more specifically to do with the group of consumers in a
certain industry, total numbers in the market, needs of consumers &
trends.
Traditionally in the UK music industry there was a large emphasis on
market research with market research agencies Gallup and BMRM both
involved in the calculation of the top 40, which looked at the sales of
records in a one-week period. However, over recent years, physical sales
of singles and albums have more or less disappeared due to the rise of
consumers downloading individual tracks rather than sticking to
traditional formats. The CD single disappeared in the mid noughties. And
although vinyl records are still sold as a niche sector sales are way down
on the peak of sales in the 1960s. CDs were launched in March 1983 into
the UK market, but CD singles were generally phased out in the US and
UK markets between 2004 and 2007. The sales of physical singles
according to the Official Charts Company on average account for only 2%
of the UK total in 2009.
Assignment Focus Options
In this assignment you will have a choice of musical artists to concentrate
on in your research. You should select ONE of the following artists:
1, James Woon
e.g. ‘Spirits’ & ‘Night Air’
Dub-step artist nominated as an NME major act for 2011 & also
features in MTV brand new for 2011.
http://www.myspace.com/jamiewoon
2, Wretch 32
Grime artist, e.g. ‘Unorthodox’ & ‘Don’t Go’ Featuring Josh Kumra-
out 14 August 2011.
Featured in MTV Brand New for 2011, and engaged in a lot of
festival activity in summer 2011.
http://www.wretch32.com/
3, Big Deal
Singer song writing duo from London.
e.g., ‘Homework’ & ‘Locked up’; nominated as a NME as a major act
for 2011. Part of May's Emerge NME Radar Tour line-up
http://www.myspace.com/weareabigdeal
4, Claire Maguire
MTV Brand New featured artist for 2011 (singer songwriter);
e.g. ‘The shield & the sword’; involvement in a lot of the summer
festivals in 2011.
http://www.claremaguire.com/
5, Ruff Diamondz
MTV Brand New for 2011 featured artists,
e.g. ‘Do it like me’
http://www.rdofficial.com/
6, Jessie J
Singer songwriter from Essex; MTV Brand New for 2011 featured
artist. Appeared on Capital FM- Summertime Ball,.
e.g. ‘Nobody’s Perfect’; ‘‘Do it like a Dude’ hit
http://www.jessiejofficial.com/index.php
7, Labrinth
e.g. ‘Let the sunshine’ – has had big hits on his own, has worked
with Tinie Tempah. There is a lot of interesting content on his
website.
http://www.labrinth.co.uk/
Or, 8, The musical artist of your choice (to qualify you must
discuss this choice with your tutor & ideally the artist must have
yet to breakthrough to major mainstream success, his/her/their
career may still be in the embryonic stage of development or is still
in the growth stage.)
The Marketing of Music
In terms of the marketing Ps, as far as the product goes it is the artist
and the music that he/she/they generate.
As far as promotion is concerned this is to do with the methods that
he/she/they use to promote their music, which typically will include
advertising, tours, concerts, festivals, website, use of social media, media
relations e.g. TV appearances, radio appearances, interviews via the mass
media, and media coverage etc.
With place, in terms of the experiencing their sound, the artist needs to
try and generate air time on radio stations with their music, they may
also use a website to promote the band and their music, they will also be
able to offer downloads of their tracks e.g. via i-tunes. Live performances
are also a key way for fans to hear the music.
Place is all about availability of the music that they create, and where
interested listeners can get hold of the music, this could be online, via
social media or through stores, and then there will be different types of
retail outlets which could potentially sell the music.
Potential formats in which music is presented vary e.g. CD, vinyl, MP3,
streaming, website, you tube, napster, i-tunes, radio plays etc.
Price- may be dictated by intermediaries such as online retailers such as
I-tunes and Amazon, as well as more traditional retailers of music such as
HMV. Although illegal free file sharing is an issue which can affect money
coming into performers, online subscriptions and concert prices are also
important factors generating revenue, as well as all merchandise
associated with performers.
The Marketing situation the artists are facing & the need for
research (for your ONE selected artist)
Important- base your answers on the given scenario below & not on any real-life information which you may come across which may conflict with this scenario. Firstly, you must choose one of the artists.
It is now September 2011 and your artist is considering the launch of a
cover songs album to be released in Spring 2012. Studio time has been
booked for early in January in the new year. This album will be
particularly released for the UK market.
Therefore, your research needs to come up with ideas for a
suggested tracklist for the new album, which could include 10-12
tracks. These tracks must be suitable for the UK market.
Your artist is also interested in finding out a breakdown of the music
market in the UK, e.g. the different sectors, segments and niche markets,
and potential buyers of the artist’s music. Obviously the emphasis they
would like is to predict how many potential buyers/listeners of their
music that exist in the UK. So here they would like to identify: the
size, structure and market segmentation that exists within the UK
music industry.
Your artist is also interested to know the preferred method that the
target audience wish to access the music. This could be from a range of
the following formats- purchasing online e.g. from i-tunes, lastfm,
napster; viewing on you tube, viewing via website, viewing via social media
e.g. Facbook, online subscription, CD, vinyl, mp3, streaming videos & live
broadcast feeds etc.
So to recap your marketing research plan will need to address the
following areas:
1, How the UK music industry is broken down, investigating the size,
structure and market segmentation that exists within the UK music
industry; with an estimate of the number of listeners who would be
potentially interested in your artist’s music.
2, A possible tracklist of 10-12 cover songs for your artist’s new spring
album.
3, An analysis of the preferences of UK music consumers regarding the
format that they prefer to enjoy the music. E.g. CD, streaming videos- on
facebook, myspace, online purchase etc.
ASSESSMENT TASK 1
Title Conduct primary and secondary marketing research for your artist & prepare an evidence pack; briefly explain use of a sampling method
Deadline: w/c 24 October 2011 – Memo (sampling materials) & pack of evidence for research
You will need to prepare an Evidence Pack/Log Book. This will need to include the following:
secondary sources- e.g. such as media articles, online searches pilot questionnaire sample of completed questionnaires interview notes (if interviews have been carried out). Memo- explaining sampling method used. In this memo you must clearly identify the sampling method you have chosen and briefly state why
Evidence of how you have approached the research will also be included in the presentation for P5.
This task provides evidence for P4
ASSESSMENT TASK 2a
Title Interpreting findings from the research
presenting them clearly in an appropriate format
Deadline: w/c 14/21 November 2011 - Presentation
Tips:
You will need to take part in a full presentation on your research:
This will follow on from P4. The better the research that you do, the
better the presentation will be.
Findings can be presented verbally, diagrammatically or in writing;
diagrams such as the Ansoff Matrix may be used; (showing 4 key
strategic options which might be relevant for your artist in the future).
Say what your findings are across the 3 main areas of:
1, market size, structure & segmentation; 2, cover songs & 3,
preferences on how people listen to music
Does this give us any clues about your artist and what they do next with
their 4Ps?
This task provides evidence for P5
ASSESSMENT TASK 2b
Title Analyse the research findings and make
recommendations on how marketing strategies could be adapted or implemented.
Deadline: w/c 14/21 November 2011 - Presentation
Analysis of research findings
Making recommendations on marketing strategies which could be
adapted or implemented in view of findings
Tips:
Present your ideas on what it all means – analyse your own research
findings, drawing conclusions and making recommendations for ways in
which marketing strategies should be adapted or implemented to
accommodate research findings.
e.g. With your findings on the UK music market- size, segmentation,
structure, trends etc. – consider the following:
summarise the main findings
how does this impact on the marketing of your artist?
does this mean that your artist will need to make any changes
across the 4Ps?
What are the most logical ways that your marketing strategy
should be implemented?
Look at the other two areas of ‘potential cover songs’ and ‘preferred
listening format’ and consider the same questions.
Try and develop a coherent plan across the 4Ps.
Try and refer to the strategic ideas of Ansoff and Porter as you
are completing this task. Applying their strategies will give your
work a good framework.
This task provides evidence for M3
ASSESSMENT TASK 6
Title Evaluate the findings from the research
undertaken
Deadline: w/c 14/21 November 2011 - Presentation
Evaluate findings from the research taken (what should your artist do
next in view of the findings?) (D2)
Tips:
D2 is about the Marketing & will take it to the next level. D2 should feed
off M1, M2 and M3. D2 is all about evaluating findings. What should your
artist do next based on the data you have obtained and then transformed
into marketing information? What is the most effective marketing
strategy that they should adopt? How can they take full advantage of the
answers to the 3 main areas of the research project?
Consider the big picture overall with the 4Ps for your artist, and make a
balanced judgement on what your artist should do next.
You will need to bear in mind the following information obtained from your
research when formulating your judgement:
current views of music listeners in the UK
e.g. types of music that are popular
e.g. how people like to listen to music
e.g. preferences with music formats
e.g. views expressed on potential cover songs
key trends in the UK music industry
key changes in the music industry (e.g. technology)
current PEST factors for the UK market
the overall number of listeners of music & the key market
segments
This task provides evidence for D2
