1.3 qualitative and quantitative research and marketing strategies

• BTEC
• MBO
• Studiejaar 3

What are we going to learn today?

* Repeat main points on previous lessons

 * Qualitative and quantitative research

* Marketing strategies and activities

* Understanding Learning aims B & C

Let's see what we remember...

The best definition of market research is...

1. trying to find some information
2. systematic gathering, recording and analysis of data
3. looking at how to improve the market
4. consistent calling of customers

What is primary research?

Primary research: information that an organisation collects from its own research efforts. This is the collection of new information for a specific purpose.

Types of primary research methods are:

1. Observation: watching some type of behaviour.

2. Experimentation: finding out what happens after taking an action, or changing something.

3. Surveys: using a questionnaire.

4. E-Market research: questionnaires via websites

5. Focus groups: small group of actual or potential customers brought together to discuss a product.

6. Panels: a survey conducted over an extended period of time with the same group.

7. Field trials & piloting: testing a new product or service in the market before launching it. How do customers respond to product?

Upload a photo that depicts one type of primary market research.

What are the 6 criteria you should keep in mind when choosing the best type of primary research?

Secondary research is ….

1. not necessary if you're going to do primary research
2. Always very expensive to buy
3. using existing info rather than finding new info
4. the collection of new information

There are two main sources of secondary research. They are..

1. accuracy & time
2. fitness for purpose & validity
3. computers & reports
4. Internal & external sources

What types of internal sources exist?

What external types of sources exist?

What is data mining?

Data mining = searching for data to identify patterns and trends and to creater meaning from the data.

IT-applications can be used to:

1. store information

2. organise information

3. retrieve data

4. report data

Have we reached our learning goals?

DO WE KNOW?

* what primary research methods are and when to use them.

* what secondary research methods are and when to use these.

* key terms used in market research.

* about market research in tourism with case study page 247

You are going to watch a video about qualitative and quantitative research. Please listen carefully and take notes.

What have you learned from watching the video?

What have you learned from watching this video?

What is triangulation?

1. researching the same issue using different methods
2. researching different topics with methods
3. getting internal information from EPOS

Read pages 248 - 249:

1.3 Qualitative and quantitative research

1.4 Marketing strategies and activities

Pairwork: Summarize the information you have just read and write them down in your notes.

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