10.3 Research to inform marketing decisions

Posted on May 11, 2008
Filed Under ..Yr 12 Business, ..Yr 13 Business

The type of research carried out will depend on:

• the element of the marketing mix being addressed
• the type of market.

You need to understand the process of marketing research and how it informs the decision-making process. This will include:

•    size, shape and dynamics of market
•    sampling, eg deciding on sampling frame, random sampling, quota sampling, stratified sampling, cluster sampling
•    information-gathering systems, eg primary and secondary sources, desk and field research
•    results analysis.