Business Marketing Plan

Marketing Plan

Types of Research

Interviews

Interviews are a good source of primary research and allow you to get the exact information you want for your business’s knowledge and understanding of their target markets opinions. In terms of my business “SO FRESH”, the interview process will ensure that I get the information needed to make my business successful, it is vital that I record every part of this process either by writing it down or tape recording it to play it back. The disadvantage of interviews are that the answers can be affected by social desirability bias and demand characteristics. Interviews can be time consuming also, but they do get a lot of information that you want for your business.

Questionnaire

Questionnaires are a source of primary research. Although they are good at getting the answers to the questions you need to ask they don’t follow with a lot of qualitative data. People are quick to throw away and ignore questionnaires as they don’t have the time to fill them in or can’t be bothered to, because of this you do not get many back and therefore have only a small percentage of people’s opinions. A lot of the questionnaires you will get back will also be unreliable as people quickly tick any box just to get it over with and so this is another disadvantage of this type of research. In questionnaires, you can ask both open and closed questions. Closed questions are good for quantitative data (e.g. yes or no tick boxes) and open questions are good for qualitative data as people can write exactly how they feel and can express their opinions so I can get a better insight.

Survey

Surveys are quite similar to questionnaires by the way in which they collect data. They are set out the same way but these can be accessible