Quantitative and Qualitative5 Factors influencing marketing methods6 Market research is to provide information that helps the business ‘to recognise and respond to market opportunities and to develop suitable products to marketing needs’. Primary and secondary data. There are two main sources of market research-Primary and secondary sources. This type of research requires obtaining new data. The marketing department gather the data by e.g. Interviews, telephone, post, and questionnaires. Primary data may be collected in the following ways:Observation- although this is one of the simplest methods of research it is not very efficient. The methods consists of observing whatever is under observation to find out consumer trends. This method is not effective because some consumers may not behave as they would in normal circumstances also one of the most important things to find out from research is the reasons for the observational behaviour but the observation does not show much of this information.Sampling surveys- this is the most familiar method used for primary data. The larger the group that is surveyed the more accurate the results would be. Surveys- This is usually done in the high street, where a random sample of people are questioned. The questionnaires are likely to find information about:-What type of product (in a range) is preferred and why.-‘What expectations the interviewees have of a particular product’-The satisfaction of a product.-Ways in which the type of product may be improved.Random Sampling- ‘the researcher starts with a complete list (the population/sample frame) of the group/market to be surveyed. He or she them determines the size of sample required and chooses that sample from the complete list on a random basis, which means that each individual in the sample had the same likehood of ending up in the same sample.Cluster Sampling- This method reduces the cost of mark...
