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英国指导essay-英国市场分析essay，BLB10181-3 Marketing Research & Information
Independent Learning, week 3
Secondary Sources of information
1. Provide 3 examples in internal company data which can be classifiedas a secondary source
2. Find an example of a research audit, and explain how these are carried
out
3. What is the Nielsen Retail index?
4. What are consumer purchase panels?
a. What kind of data is collected?
b. How is this data collected?
5. What is RFID?
6. Can you find any examples of scanner-based audit services?
7. There are a number of different “standardised” sources of information
collected and made available to the media industry. Can you find an
example of one of these?
Tip:
Review the research organisations websites discussed in the workshops
during weeks 2 & 3.
Research into other text books available in the library.
Jitterbug
Read the article above.
Prepare notes to enable you to respond to the tasks below during next weeks lesson:
Greatcall has decided to assess the feasibility of entering the UK market with a UK adaptedversion of Jitterbug and you have been invited to advise the company on marketing research
issues. You are to assume the role of an experienced Marketing Research consultant and
have been commissioned to undertake a formal marketing research study. This will initially
involve the development of a marketing research proposal.
It has been agreed that formal marketing research will be undertaken which will focus on the
following key areas:
· Current trends in the UK network and mobile phone market including an identification
of future developments within the industry.
· Profile of key UK competition including an analysis of their marketing strategy
· Identification of the potential market size
· Identification of current mobile phone uptake in the grey market.
· Identification of mobile phone requirements by the grey market, e.g. features,
benefits…
You are required to draft a Marketing Research proposal outlining a programme of research
to provide appropriate information on each of these key areas. You are not required to
conduct any primary research.
The Draft Proposal should include the following:
1. A statement of what you understand to be the problem / area you need to investigate
2. The research objectives
3. A justified research methodology
a. For data collection
b. For the sample plan
i. Population
ii. Frame
iii. Size
iv. Method
4. Your proposals on how to communicate the findings#p#分页标题#e#
Assessment Criteria/Weightings/Marking Scheme:
To achieve a ‘Pass’ grade
The marketing research proposal will contain a statement of the research problem and
research objectives and a general outline of the methodology for collecting andanalysing data including a critical analysis of the research methods selected, samplemethodology and control document. A suitable method of communication will beproposed and a time plan for the research included.
To achieve a ‘Distinction’ grade
The following are in addition to the requirements for a pass.
The proposal will provide evidence of excellent subject knowledge and application and
critical analysis. Each section of the proposal will be clearly linked to the research
objectives. Students will provide a justified and creative selection of methodologies
指导英国essayand a means of analysing the data required. The proposal will be written to an
excellent standard and contain appropriate terminology.
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