INTROUDCTION TO MARKET RESEARCH
Market research can be referred to as the process of gathering information about a market, product or services or customers. Market research is a specific area of marketing that informs businesses like Kellogg’s about the things consumers need, how best to design products to answer those needs and how to advertise those products to consumers. Market research helps Kellogg’s to plan ahead, for example looking at what products or extensions it should develop and for whom. INTRODUCTION TO THE COMPANY
Kellogg Company is a producer of cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, ...view middle of the document...
Examples of secondary research are paper based and electronic. There are two main sources of secondary research which are:
Internal research may be defined as the information that already exists within the business. The following are examples of internal research: * Previous marketing research
* Sales personnel
* Accounting and production records
* Data records
* Sales figures
External may be defined as the information published by other organisations.The following are examples of external research: * Books and newspapers
* Trade journals and websites
* Government statistics
* Market research reports
Primary research can be defined as the information that an organisation has gathered first hand and has not been gathered before. This can be through the following methods: Kellogg’s uses the following: Questionnaires, focus group, survey, field trials, and panels. Questionnaires
A questionnaire is a research tool which consist of a series of questions and other prompts for the purpose of gathering information from respondents. Kellogg’s using questionnaire has helped contribute to their planning stage of their new product in such a way that the questionnaire allows statical analysis, such as calculation of a mean score or percentages, it may also involve the use of scales for example asking their customers want they think about their new products and that they could give a scale of 1-7 to describe how their services are, by customers doing this they enable Kellogg’s to understand the consumers overall response which helps them improve on their planning stage of their new products. Focus group
A focus group can be defined as a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging. The focus groups helped Kellogg’s to find out how new product suggestions could be developed and still fit in with the crunchy nut brand. It’s also help Kellogg’s to establish what consumers were looking for in terms of potential new flavours and textures. Kellogg’s put ideas from focus...