Naimul Kader, 1310590030, MKT 470.

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22/09/2015
Marketing Research: Inside Story The BBC Documentary Transcript

Market research is any organized effort to gather information about target markets
or customers. It is a very important component of business strategy. The term is
commonly interchanged with marketing research; however, expert practitioners
may wish to draw a distinction, in that marketing research is concerned specifically
about marketing processes, while market research is concerned specifically with
markets.
Market research is a key factor to maintain competitiveness over competitors.
Market research provides important information to identify and analyze the market
need, market size and competition.
Market research, which includes social and opinion research, is the systematic
gathering and interpretation of information about individuals or organizations using
statistical and analytical methods and techniques of the applied social sciences to
gain insight or support decision making.
Observation from this video are:
Different methods are used to carry out market research, survey Interviewer (they
choose smiling people).
Followed general to more specific for the questionnaire (Interview guide)
Phone interview /to send questionnaire to people by mail. They fill it and then they
send it back /newspaper questionnaire/door to door interview/ People scan their
product and the information are transmitted to a computer.
Market researcher go to people's house and they go shopping with them
( Supermarket )
Qualitative research can explain the several reason why people choose one brand
and no another (maybe is taste, packaging, price)
Market Researcher send also the information to advertising agency and they
inspired themselves of all information to create TV ad .
This video dealt with different approaches of analysis of consumer behavior. We can
see that the different methods offers different results and it helps market researcher

Naimul Kader, 1310590030, MKT 470.8

22/09/2015
to have data.

This is important to know what the consumer is keen to buy.

What benefits each method in the film has?
Respect anonymity of people for survey interview.
All information are analyzed to create the profile of typical consumer
(checked to hand and scan with machine)
Categories of sex and age group to define criteria of consumption
(trends, habits) Referencing product.
Ex: People always buy organic food, British food or foreign food.
When people scanned their product, Market researcher can analyze their
consumption at a distance and every day.
Survey Interview is expensive because it pays a person to interview people.
A lot of people refused to answer a questionnaire.
Only 25000 questionnaires are returned every year.
If the questions are badly put, the answer will be bad. (A bad answer leads to a bad
evaluation of the need so the questionnaire is falsified)
On the film, Caren's presence , the market researcher, influence the buying choices
of the questioned person and the results are subjective
Phone interview and vote costs the questioned people a lot of money Ex: For the
vote of Diana subject on the video)
In the survey interview, people can change their minds the last minute.
Newspaper questionnaire: when people asked about their social classes it boosts
stereotypes.