Unit 4.4 - Market Research
What you need to know and understand:
- Why and how organizations carry out market research
- The following methods/techniques of primary market research.
- Surveys
- Interviews
- Focus groups
- Observations
- The following methods/techniques of secondary market research.
- Market analyses
- Academic journals
- Government publications
- Media articles
- Online content
- The difference between qualitative and quantitative research
- The following methods of sampling.
- Quota
- Random
- Convenience
Conceptual Understandings:
- Social, cultural and technological change can impact the language and medium of marketing
- Creative ways of informing stakeholders can lead to positive business outcomes
- Ethical marketing practices can enhance a business’ brand image
- Sustainable marketing practices can be effective for business success
Questions to consider:
- The observer effect is a common problem in the social sciences whereby knowledge of being researched influences how people answer questions and behave. What problems does the observer effect create for market research?
- In market research, how might the language used in polls and questionnaires influence consumers and businesses’ conclusions?