Marketing Intelligence and Research

Introduction:

This Marketing Intelligence and Research is presented by London School of Science and Technology from Unit 17 – Marketing Intelligence - Level 4. This is about marketing intelligence and market research for help in marketing studies and concept. This is a reference of HND Business Course for students help.

LO1: Understand Buyer Behaviour and the Purchase Decision-Making Process

Q1.1

Using an example of your choice, describe the main stages that an individual customer goes through when making a purchase. (i.e. business –to-consumer decision making process).

 

Q1.2

Identify two theories of buyer behaviour in terms of individuals and markets and explain them in a context of an organisation of your choice.

Q1.3

Explain how a customer’s culture and personal factors could affect or influence their buying behaviour for a product of your choice.

Q1.4

For an organisation of your choice, evaluate the relationship between brand loyalty, corporate image and repeat purchase.

LO2 Be Able to Use Marketing Research Techniques

Q2.1

Evaluate quantitative and qualitative market research techniques.

Q2.2

Explain how secondary sources of data can be used to achieve marketing research objectives in the marketing context stated below:

• An international shipping company that wants to set up base in the UK to facilitate export of UK products to Australia and Australian products to UK.

Note: You will need to suggest possible sources and type of data they might need.

Q2.3

Assess the validity and reliability of market research findings.

Q2.4

Assume you work as the Marketing Executive in an organisation of your choice which would like to find out the viability of launching a new product in the UK market.

The senior management team has decided to conduct secondary and primary, qualitative and quantitative research in the market.

You have been given the responsibility of conducting this research for this organisation.  The senior management team is willing to spend a maximum of £50,000 for this project but would like to see how you plan to do it.

Propose a marketing research plan to obtain information in the area.

Q3.1

You have recently been appointed as the marketing executive for an organisation that manufactures mobility product, targeting older people (over 65 years old) with mobility problems in Europe.

The directors of this organisation want to penetrate the UK market for the first time. You have been given the responsibility of assessing the size of and the trends in this market.

Q3.2

Based on the scenario used in Q3.1 above, explain how you would plan and carry out a competitor analysis.

Q3.3

Based on the scenario in Q3.1 above, discuss how you would evaluate its potential opportunities and threats in the UK market.

Q4.1

Discuss evaluation techniques for assessing customer response.

Q4.2

For an organisation of your choice, design a questionnaire which can be used to conduct a customer satisfaction survey. Your questionnaire should contain a minimum of ten appropriate questions.

Q4.3

For the organisation you used in Q4.2 above and the questionnaire you designed, explain how you would review the success of the completed customer satisfaction survey.

Reference:

Marketing Intelligence and Planning(2010) Learn Media BPP, London ISBN:9781445368542

Aaker, D. (2011) Marketing Research, John Wiley and Sons, USA ISBN: 9781118321812

Robin, J, Birn. (2004) The Effective Use of Market Research, Kogan Page, London ISBN: 9780749442002

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