Unit 3 overview

Introduction.

I am going to be investigating a business and I will carry out and fabricate evidence of market research about the company. This will be both primary and secondary research and will be provided by a range of sources for the company. Primary research is an kind of research that you find yourself. An example of this can include questionnaires and interviews. Secondary research is processing data that has already been collected by someone else.

I will be presenting this investigation in the form of a report. 

I will start the investigation by writing an introduction. In the introduction I will include the company name and background, a quick overview of how the company works and an overview of the Cadbury's range of products. This will help me to understand an existing example that constantly uses marketing.

After this I will explain and describe the product I have chose. To do this I will write a description of the product, write about all the ingredients, the details of the packaging and I will also include an illustration. This will help to confirm why Cadbury's have marketed the way they have.

I will then explain the reasons about my choice of product and justify them. To do this I will write about a gap in the market and also about Cadbury and the gap in their product portfolio. I will include information about trends, consumer tastes/habits and will also incorporate statistics to back up my information. It will also be useful to include information about any potential competitors. This task will help me to investigate about choosing the right product to go a head with. It will also help me to understand about what customers want/need.

In task four there are three things that I will be doing. The first will be describing what market research is and also its main purposes. I will then explain what primary and secondary sources are. The final thing that I will do is state what the difference between quantitative and qualitative  research. Whilst doing these three main things I will include target markets, identify size and structure of the market and also identify any competition. This will help me understand these terms and also be able to get examples of them for Cadbury's.

For task five I will state why it is important to conduct market research before you produce your product and also say what research I am going to do. To do this I will produce a questionnaire and also conduct a focus group for my primary research. I will use the internet, newspapers and also Government statistics. This will give me in sight into what market research is and how it works as this is a major part for a business.

In task six I will have to design and distribute the questionnaire to atleast thirty people and i will also have to consider the specific types of people I wish to fill out my questionnaires. This could be their age, gender etc.

I will then collate my results and present my findings using graphs and a written analysis to complete task seven. To be able to do this I will analyse all of the questions on the questionnaire. The analysis for each question will include sample sizes, the usefulness of the data and also the results validity and limitations. For each question I will produce either a pie chart or graph to show the results in percentages. And finally I shall state why I asked each question and the response that was given. Throughout this my research will be in depth and also collected from a wide range of sources that are relevant. This will enable me to understand how the general public feels about the product and what they think could make it better.







For task eight I will conduct a focus group and then analyse my results from it. I will include a in depth analysis of the results which will make reference to my own choice of product. I will also include a table which shows the results from the focus group and it will be typed up.

I will carry out basic secondary research which I will provide evidence of. The research will include things such as sales of chocolate, trends in eating and any other relevant information that I believe is to do with my chosen product. I will have atleast four sources which i will collect from places such as newspapers and the internet. I will then analyse this data by stating how useful it is and also about its validity and limitations. This will again make it possible to know what the public think/feel about the product.

For the final task I will then conclude my main findings from the primary and secondary research that I have collected. I will then state whether my findings have supported my choice of product and target market or made me reconsider my choice of products and intended target market. This will give an over-view of all of the research and will provide evidence for all of the research conducted.