Market research can be divided into two main categories as follows.
• Quantitative Research- Questionnaire is major quantitative research technique.
• Qualitative Research - In depth interview is a main qualitative research technique.
In depth interviews are often carried out one to one, where the interviewer may ask questions from the participant in order to get an idea about his attitudes, beliefs. The researcher may use an interview guide which tells the areas to be covered in the interview. These are aimed at getting to know why a person wants something and why they do certain things rather than about quantity like in quantitative research techniques (Given, 2008).
In the case of Britvic, it can interview selected customers in depth …show more content…
For instance, the questionnaire may contain a question asking whether the customer is aware of the new tango clear drink by Britvic, with the options yes and no which can be selected by the respondent. The data collected from this type of questionnaires can be statistically analysed to find the number of customers from the sample who are aware about tango clear and who are not. Therefore, Britvic may use this information when making decisions about its promotional campaigns like which products should be given …show more content…
In evidence, the fact that Britvic has segmented and targeted allows the firm to design its marketing mix in way that is very appealing to kid. This was reflected when Britvic launched Robinsons Fruity range for kids with flavours specially aimed at kids. Therefore, this helps Britvic to satisfy its target customer better by fulfilling their needs very well through the marketing mix. This would not have been possible if Britvic did not segment the market and chose to provide one product to all
• Quantitative Research- Questionnaire is major quantitative research technique.
• Qualitative Research - In depth interview is a main qualitative research technique.
In depth interviews are often carried out one to one, where the interviewer may ask questions from the participant in order to get an idea about his attitudes, beliefs. The researcher may use an interview guide which tells the areas to be covered in the interview. These are aimed at getting to know why a person wants something and why they do certain things rather than about quantity like in quantitative research techniques (Given, 2008).
In the case of Britvic, it can interview selected customers in depth …show more content…
For instance, the questionnaire may contain a question asking whether the customer is aware of the new tango clear drink by Britvic, with the options yes and no which can be selected by the respondent. The data collected from this type of questionnaires can be statistically analysed to find the number of customers from the sample who are aware about tango clear and who are not. Therefore, Britvic may use this information when making decisions about its promotional campaigns like which products should be given …show more content…
In evidence, the fact that Britvic has segmented and targeted allows the firm to design its marketing mix in way that is very appealing to kid. This was reflected when Britvic launched Robinsons Fruity range for kids with flavours specially aimed at kids. Therefore, this helps Britvic to satisfy its target customer better by fulfilling their needs very well through the marketing mix. This would not have been possible if Britvic did not segment the market and chose to provide one product to all