Introduction To Marketing Essay

Describe how a selected brass section uses solid foodstuffing look to contribute to the developing of its selling plans In this section of the unit the investigation of the commercialiseing interrogation apply by Kelloggs leave be shown through fundamental interrogation and evaluation alike how it links in to the development of Kelloggs commercializeing plans.The Purpose of Market ResearchMarketing look for is what informs patronages take on decisions by helping it to understand the changing kinetics of its market place. This involves finding come forth much ab let out customers, competitors and the over altogether marketing environment. The dealtle of doing this is to gather data on customers and potential customers. The pure definition of market research is systematic all toldy gathering, recording and analysing data and withal about the issues relating to marketing results and services. There ar two types of researchs that dissolve be conducted primordi alSecondaryThese research potty then be organize into either valued or qualitativePrimary ResearchPrimary research is data and development that the credit line has garner prototypical-hand and has not been ga in that respectd be obeisance.Internal primary research data sources includeSales figures for the lineages own cropsCustomer data held on a telephone exchange database.External primary research methods includeQuestionnaires and SurveysInter depends and Focus GroupsMystery Shoppers,And novel-made(prenominal) observation techniques.Secondary ResearchSecondary research uses data and knowledge that has been collected before, either from within the organisation which can also be seen as internal data or by another organisation which is mostly regarded to as external data.Secondary research is some(prenominal)times referred to as desk research and sources includeReports from gross sales and regional representativesPrevious marketing research (internal)Trade journals a nd websites (external)Books and newspapers (external)Indus stress reports from industry associations and government departments (external)Census data and man records (external).This nowM2-Explain the limitations of marketing research used to contribute to the development of a selected organisations marketing plans For this area of the report I will be identifying and explaining the limitations of the market research methods used in the Kelloggs investigation. This should vow a clear overview of how Kelloggs develop. In the case select I maintain been studying I have acknowledged Kelloggs uses 4 junctures of market research to ensure they have examined a ware jointly which enable Kelloggs to develop theyre products better and to better the product to suit its send audience. Firstly, we have a truly important sector of market research which is seen as discovery, it is vital to identify a exercise set of new food ideas that would be suitable for developing a new Crunchy Nut product. Secondary research was conducted from Mintel and Datamonitor and was used to find out about innovation trends in the cereal market. It was also used to find out about new products, flavours and foods from around the world. Food developers at Kelloggs used this information to come up with a number of new food ideas.Although secondary data is easy to access there are some limitations Kelloggs need to take into consideration, this could be for instance the age of the documents and when the research had been operated. Also the size of the group the research was taken and how many deal were touch. I have also accredited secondary research can be very vague and general this would prove difficult for Kelloggs to make a decision. In market research there are different aspects a business can branch into, many in which are very beneficial. The next form of research Kelloggs had fore taken was selecting the best concept for their product they ensured they could do this by overseeing a quantitative survey. This had then created specific statistical information that indicated that a new Crunchy Nut Bites idea was perceived as the most appealing amongst all the ideas tested. Although Kelloggs manage to use the quantitative dataefficiently there can be drawbacks to using quantitative data, the main hindrance of quantitative research is the context of the study is ignored.Quantitative research does not study things in a natural setting or discuss the convey things have for different people as qualitative research does. another(prenominal) shortcoming is that a large sample of the population must be studied the larger the sample of people researched, the more statistically close the results will be. Once the conception was formed Kelloggs then had a job conform and construct the concept into a new product this involved usage of qualitative research which helped Kelloggs food technologists to look the taste and texture of the new food idea in more detail. Kelloggs needed to understand the eating experience of the consumer before a decision could be made about how to develop the recipe in more detail. Kelloggs needed to take in to consideration sluice though the qualitative would help theyre market research they whitethorn be some downfalls, for example the research worker of the study is heavily involved in the process, which gives the researcher a subjective view of the study and its participants. The researcher interprets the research according to his or her own biased view, which skews the data gathered. other disadvantage is that this research method is very time consuming and can last for months or even years. Finally, it is always important to ensure the pecuniary side of the product are understood and the product brings in a exhaustively profit also it is a good idea to set promotional prices to enable the customer to have a taster of the product. This meant Kelloggs were required to predict a prospect of the product, Kelloggs do this by undergoing one final test prior to the new product launch. This is called the In Home Usage Test. The consumers are given the product to try for several days and this enables Kelloggs to capture how consumers interact with the product for the eldest time. As well as this being a very good technique to understand the consumer they can be negatives to this the obvious problem Kelloggs would be facing is that markets are unpredictable. Any sales forecast, however taut its analysis of conditions, can be flat-out wrong.Sales forecasts fall into two grassroots categories, each of which has distinct disadvantages. In this case this is a qualitative forecast so sales forecasts rely on experts opinions to predict upcoming sales performance. Which may be detrimental to Kelloggs because qualitative approaches is subjective thence opinions, even well-informedones, can be wrong, especially if they turn int take into account relevant economic data. After overseeing Kelloggs market r esearch although the major drawbacks Kelloggs can face, market research is very important for Kelloggs as it previews what Kelloggs can stumble upon when entree a new product. However market research that is gathered by any organisation could prove to be irrelevant and inappropriate.D2-Make justified recommendations for improve the robustness of the marketing research used to contribute to the development of a selected organisations marketing plans. After looking at all the limitations that effect Kelloggs this has entitled me to make justification and recommendation for amend the hardness of the marketing research used in Kelloggs. Consequently I will be making three comprehensive recommendations with justifications to improve validity of the market research used to contribute to the development of Kelloggs marketing plans. Market research is used by many organisations and is very dim tool however the data collected can sometimes not be as valid for various reasons, resulting in a business to make the wrong decision and highly affecting its market plans. The first recommendation I would like is to discuss to enhance the validity of the market research is for an organisation like Kelloggs to choose the right heart and soul of people to enquiry.Kelloggs main fair game is to improve their current product and to continue to create new products in order to carry this out they would have to carry research to find out what they lack in and what they need more of however if the amount of people questioned is too fiddling the results would be invalid and will not do any arbitrator to statistic therefore Kelloggs should make the sample stochastic and larger this will increase the accuracy of the information leading to the right decisions, Kelloggs also need to be aware of setting themselves a goal and objective they would like to reach when choosing a people to take part in their research this increase validity as it gives and aim of what is required from conducting this research Secondly, I would like to recommend if Kelloggs ask specific and objective questions, the people Kelloggs survey should represent a cross-section of their target groups. This can extend the results to the whole group as long as Kelloggs sample is representative.Key factors in this matching process are sampling time and number of peoplesurveyed. For example if they were to launch a new product of a similar range they need to question what they feel is missing from the existing products they can do this by request feedback of existing customers this will make the data more valid and authoritative because the right questions have been asked. Finally I would like to propose to Kelloggs to avoid self-selection and use a valid samples with a representative view of Kelloggs target group are based on haphazard selection. If Kelloggs allow survey respondents to decide whether to answer a survey, Kelloggs cant be sure the respondents represent a random sample. You h ave to pick survey respondents at random and classify those who dont answer the questions as did not respond.If the non-responsive group is substantial, reducing it by adding people who volunteer adds self-selection bias to the result because the volunteers are likely to part characteristics not demonstrative of your whole target group. Kelloggs may have to change how you conduct the survey to get enough samples from a random selection. All of the above suggestions are to improve the validity and reliability of market research used by Kelloggs however Kelloggs should also make sure that the question it uses match its research objectives to ensure that information collected contributes to the development of its marketing plans. Recommendations mentioned above will improve the validity of the research and accuracy of the information that will help the business make the right decisions based on the information collected and results of the research.