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Unit 3 P3

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P3 - Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans.
Marketing is the management process responsible for identifying and pleasing customer requirements profitable. Market research is the purpose to find out what customers want and to do this you would use primary and secondary research. Primary research is first hand research this is also called qualitative research this is research that is concerned with opinions, feelings, perceptions and attitude. Secondary research is second hand research. It involves the summary, collation and/or synthesis for existing research rather than primary research, where data is collected from, for example, research subjects or experiments. …show more content…

Secondary research can be cheap to undertake, can be done quickly, you do not need to be highly skilled, can use multiple sources to validate and you can piggy – back on research paid for by other people. But on the other hand when using secondary research, you must take caution when using dated information from the past. With companies fighting for marketing leadership in fast changing industries, an out-of-date research report may have little or no significance to the current market situation. Another problem with secondary research is incomplete information this is when researchers find information on line but the company only put half of it on the internet free and the other half they charge expensive fees for the full …show more content…

The limitations of marketing research are; Time constraints, Reliability of the data and Budgetary constraints. Marketing research can take a very long time to get and you may not find all the information you want at once this is why the company must make a plan and think ahead before starting their market research. If the company takes too long finding information they could start losing customers as they would not be receiving the requirements they want.
Another limitation is reliability of the data if the data is out of date it may not help the company in the market now. Another problem is if you are doing a telephone survey or something related, the customer might not have time to answer the questions and may possibly give false information or might not be happy with the amount of questions being asked and the questionnaire most likely will not be

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• Secondary data is not possible or useful in every situation. For example, if there is a research program being conducted on a market research, the existing secondary data may not be applicable since the market is a constantly changing environment and unpredictable. Secondary data is more useful in predictive environments than in other environments. • Secondary data may be outdated. It may not be a true reflection of the current reality.

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