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

2

Benefits to business of effective market research:

Benefits to a business of researching their market:

3

Write a definition of primary research here:

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What is primary research?

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4

Primary Research methods:

Questionnaires

(surveys)

Observation

Customer

interviews

Test Marketing

Focus groups

5

Write a definition of secondary research here:

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What is secondary research?

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6

Secondary research methods:

Government Sources

Trade Publications

Market reports

Internet sources

7

Qualitative research

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Quantitative research

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8

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

9

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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10

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?

11

Market segment demographics

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Segmentation by lifestyle

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12

Segmentation by income

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13

Segmentation by age

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14

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15

Which age segmentation?