Learning aim BC, Lesson 1

• unit
• MBO
• Studiejaar 2

Unit 22 Market Research

learning aim BC

Today's lesson:

• Recap unit content LA A
• Questions LA A;
• Assignment brief 2, LA BC
• Select a Business
• Unit content 
• Instruction market research stages

What is the difference betwee qualitative and quantitative research?

What isn't a secondary research method?

1. EPOS research
2. Observation
3. Competitor reports
4. Google analytics

What is an online focus group?

Are there any questions about learning aim A?

learning aim B & C

• B: Plan and implement a market research activity to meet a specific marketing objective
  
• C: Analyse and present market research findings and recommend process improvements
  

Open the assignment brief for LA BC

What does "sampling" mean?

Task 1: Plan and implement a market research activity to meet a specific marketing objective

1. Market research plan
2. Undertake secondary research
3. Carry out pilot research
4. Evaluation pilot research
5. Final version market research plan
6. Carry out the final market research activity

Dus nu in het Nederlands: welke stappen moet je nemen? 

1. Market research plan
2. Undertake secondary research
3. Carry out pilot research
4. Evaluation pilot research
5. Final version market research plan
6. Carry out the final market research activity

Dus in het NL: Welke stappen moet je nemen in taak 1? (1 t/m 6)

Deadline task 1: 10-04-2022

Select your business

You can plan and carry out your research with 2/3 peers. 

Possible businesses: 

For which business are you going to carry out a market research?

Unit content learning aim B:

Undertake some deskresearch: what are the stages of a market research?

market research stages: 

1. Problem definition
2. Market research plan --> GO/NO GO 
3. Collect the data
4. Analyse the data
5. Report, Present, Take Action.

market research stages: 

1. Problem definition (Hoofdstuk 3.2 NL boek)
2. Market research plan --> GO/NO GO (Hoofdstuk 3.3 NL boek)
3. Collect the data (Hoofdstuk 3.4 NL boek)
4. Analyse the data  (Hoofdstuk 3.5 NL boek)
5. Report, Present, Take Action.  (Hoofdstuk 3.6 NL boek)

Problem definition

What is the problem? Is a market research useful? Which questions can you ask about the problem? 

Discuss this with your client

Result problem definition:

it will help you know:

•  what the subject of your research is;
• Who the target population is;
• What the most important research questions are. 

Set research objectives

Your objective is always: collecting information; 

--> Take a marketing decision 

Bringing in new customers is a market research objective

True

False

How do we call the process of bringing in new customers?

1. Customer acquisition
2. Dropshipping
3. Affilliate Marketing
4. B2C marketing

What is an example of a market research objective?

Examples:

To identify whether there is a market for [product x]

To identify ther purposes for which [product x] are used

To identify the percentage of the market that would buy [ product x] if it is available

To identify how many customers buy ... in a physical store

Target population = Entire population

Study population = subset 

Sample = Selection of respondents

Examples:

Research questions:

Central research question

• Focused on a single problem or issue
  
• Researchable using primary and/or secondary sources
  
• Feasible to answer within the timeframe and practical constraints
  
• Specific enough to answer thoroughly
  

Use the remaining time to work on the assignment for LA A

I'll be in this meeting if you have questions