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Unit 10: Market Research in Business
P2: Explain how different market research methods have been used to make a marketing
decision within a selected situation or business

Taste Test
Test marketing is useful for gaining relevant opinions on new products that are due to be
launched, to gain opinions, so therefore the manufacturer can make changes to the product
from the feedback, to ensure that the majority of the population likes the official product after
the launch
...
Also, as stated before, test marketing reduces the risk of a full-scale
launch, as manufacturers can make changes to the product post-market research, to ensure
the launch is successful
...

This method of market research would be effective in terms of changing the product, as
when Coca-Cola try to bring out a new product, they have to complete rigorous market
research tests to ensure that the product checks the boxes to which the focus groups have
set, through sharing their opinion by trying the test product
...
The advantages of a street
survey is that they can be easy to carry out, as you just need to approach people on the
street and take their answers, so with that, it is also rather cost effective, as you just need to
pay one person to carry out the questionnaires
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However, the drawbacks of a street survey is that they may not be time effective, as the
majority of people on the street would just walk past, so therefore it may take time to achieve
the quotas of information set
...
Also, the information may suffer due to questions asked, so for example, if

there are only close ended questions, you may not get people's real opinions , so you may
be missing out on additional information relating to the brand, due to the survey being too
focused on those set questions
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Coca-Cola would also want to know what people think about them as a brand, so they want
to see what people think about how they operate, and where they could make changes, so
therefore if there is an outstanding majority towards one specific change, i
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encouraging
more climate change messages through their promotional material, Coca-Cola may make
this change in order to keep people happy and make sure they as a brand are perceived
well
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Firstly,
website surveys can be completed very fast, so therefore, interviewees are more likely to
carry them out, as there is no human interaction, and they can do them when they want,
from the comfort of their own home, so therefore they are more likely to carry them out, to a
much higher standard, giving their opinions
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However, as stated before, the information may suffer due to questions asked, so if there are
only close ended questions (yes/no), you may not get people's real opinions, so you may be
missing out on brand information, due to the survey not taking into account the real opinions
of the consumers
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Coca-Cola may ask close-ended questions about themselves as brand, and potentially ask
for possible changes, to see where the consumers think they could be improved, so
therefore they will be perceived as a brand that listens to their consumers, and aims to
achieve exactly what the consumers want from them
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For
example, Coca-Cola may look at rival drink brands, to see why they where they may be
better, and they may look at their accounts to see their money is going to ensure that they
stay at the top
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From this they may look
at their sales, compare it to their own
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They may also look at marketing expenditure,
as if Coca-Cola are spending much more than Pepsi in this area, it would help to explain
why they are so different in terms of scale and profit, Coca-Cola will make changes to how
they operate in order to gain an advantage
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They are a
common marketing practice in terms of research as they see specific products people like,
and they can collect vasts amounts of market research from people worldwide, so therefore
brands depend on cookies to advertise to people in order to promote their brand and
products
...

Coca-Cola will use cookies to personalize content for users online and tailor advertising to
their uses, so therefore Coca-Cola would use customer information on the website to cater
several products to them and advertise them, as they have a broad idea of what the
customer may be interested in, and from there the customer would then see those products
and maybe buy them, as they have been recommended using cookies

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