1.3 qualitative and quantitative research and marketing strategies

What are we going to learn today?

* Repeat main points on previous lessons

 * Qualitative and quantitative research

* Marketing strategies and activities

* Understanding Learning aims B & C



1 / 21
next
Slide 1: Slide
BTECMBOStudiejaar 3

This lesson contains 21 slides, with interactive quizzes, text slides and 1 video.

time-iconLesson duration is: 50 min

Items in this lesson

What are we going to learn today?

* Repeat main points on previous lessons

 * Qualitative and quantitative research

* Marketing strategies and activities

* Understanding Learning aims B & C



Slide 1 - Slide

Let's see what we remember...

Slide 2 - Slide

The best definition of market research is...
A
trying to find some information
B
systematic gathering, recording and analysis of data
C
looking at how to improve the market
D
consistent calling of customers

Slide 3 - Quiz

What is primary research?

Slide 4 - Mind map

Primary research: information that an organisation collects from its own research efforts. This is the collection of new information for a specific purpose.


Slide 5 - Slide

Types of primary research methods are:

1. Observation: watching some type of behaviour.

2. Experimentation: finding out what happens after taking an action, or changing something.

3. Surveys: using a questionnaire.

4. E-Market research: questionnaires via websites

5. Focus groups: small group of actual or potential customers brought together to discuss a product.

6. Panels: a survey conducted over an extended period of time with the same group.

7. Field trials & piloting: testing a new product or service in the market before launching it. How do customers respond to product?


Slide 6 - Slide

Upload a photo that depicts one type of primary market research.

Slide 7 - Open question

What are the 6 criteria you should keep in mind when choosing the best type of primary research?

Slide 8 - Open question

Secondary research is ….
A
not necessary if you're going to do primary research
B
Always very expensive to buy
C
using existing info rather than finding new info
D
the collection of new information

Slide 9 - Quiz

There are two main sources of secondary research. They are..
A
accuracy & time
B
fitness for purpose & validity
C
computers & reports
D
Internal & external sources

Slide 10 - Quiz

What types of internal sources exist?

Slide 11 - Mind map

What external types of sources exist?

Slide 12 - Mind map

What is data mining?

Slide 13 - Open question

Data mining = searching for data to identify patterns and trends and to creater meaning from the data.


IT-applications can be used to:

1. store information

2. organise information

3. retrieve data

4. report data

Slide 14 - Slide

Have we reached our learning goals?

DO WE KNOW?

* what primary research methods are and when to use them.

* what secondary research methods are and when to use these.

* key terms used in market research.

* about market research in tourism with case study page 247


Slide 15 - Slide

You are going to watch a video about qualitative and quantitative research. Please listen carefully and take notes.

Slide 16 - Slide

Slide 17 - Video

What have you learned from watching the video?
What have you learned from watching this video?

Slide 18 - Slide

What is triangulation?
A
researching the same issue using different methods
B
researching different topics with methods
C
getting internal information from EPOS

Slide 19 - Quiz

Read pages 248 - 249:

1.3 Qualitative and quantitative research

1.4 Marketing strategies and activities


Pairwork: Summarize the information you have just read and write them down in your notes.

Slide 20 - Slide

Save your notes 

Please make sure you have saved your notes so you can study this theory for your test

Slide 21 - Slide