Additional
Teacher
Resource Pack
Market Research
and Segmentation
© Copyright Classroom Video Limited 2009. This teacher resource pack is copyright of Classroom Video Limited and may not be
amended, reproduced or resold in any way without gaining written permission from Classroom Video Limited.
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0117 930 4345
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Market Research and Segmentation
Introduction
The programme clearly defines market research and segmentation techniques. Marketing theory is
explained and relevant examples, including the computer-game producer “EA”, are used to
demonstrate the importance of research and segmentation within business.
Market research and segmentation are two fascinating topics used widely in business today. The
programme examines why businesses use these techniques, the benefits they bring and the difficulties
involved.
This programme provides a clear explanation of the main methods of research available to business,
quantitative and qualitative, as well as highlighting the importance of sampling techniques and
effective questionnaire design.
The programme also reveals the main approaches used by businesses when segmenting their markets
to identify their main target markets. Demographic, Geographic and Psychographic techniques are
examined, with clear examples of their business applications.
DVD Timeline
00:00 – 06:15
06:16 – 08:35
08:36 – 12:26
12:27 – 15:20
15:21 – 17:50
17:51 – 19:15
Market research
Field research, quantitative and qualitative research
Desk research methods, advantages and disadvantages
Market segmentation
Alternative methods of segmenting the market
End and Credits
Other Background Information for Teachers
Market research is a method of collecting data which will make a business more aware of how the
people, they hope to sell to, will react to their products or services. Market research will answer
questions like:
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Whether the products or services are needed
Who might want to buy the products - (you may have defined the wrong type of person)
What age, sex, income occupation etc are the people they want to sell to
If there are changes taking place and how this might affect what they sell - (there might be
an up an coming decline in the demand for what they are about to sell)
How well the products or services might sell - (It could be better or worst than predicted)
How much demand there is for products and services - (they may need to increase or decrease
production depending on the results)
Who won’t buy what they hope to sell - (this will help the promotional plan as it enables you to
target the right people)
What price would people be prepared to pay - (this will help when you set out your pricing
policy)
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Market Research and Segmentation
Curriculum Links
KS4 – GCSE Business Studies
5.1.4
Markets and Consumers, Satisfying customer needs. Consumer and Industrial Market,
Segmentation.
Market Research, Primary and Secondary Research. Methods
of Research. Data presentation and data analysis.
Marketing Techniques, Marketing Mix, Pricing
Techniques, Promotional Methods, Distribution Methods.
KS4 – GCSE Leisure and Tourism
Unit 2
Sales, Promotion and Operations in Leisure and Tourism
Market segmentation and target marketing:
age
gender
social group
lifestyle
ethnicity
location.
KS4 – BTEC First in Business
Unit 9
Exploring Business Enterprise
Marketing and sales: reaching and retaining customers; marketing information; market
research; analysing and meeting customer needs; competition; building customer
relationships; cost and price of products or services; promoting products or services;
KS5 – GCE AS Business Studies
3.5.1
Identifying and anticipating customer needs
Marketing mix
KS5 – BTEC National in Business
Unit 3
3.1
3.2
3.3
3.4
Introduction to Marketing
Understand the concept and principles of marketing and their application in the
business environment
Know how and why marketing research is conducted by organisations
Understand how marketing information is used by organisations
Understand how marketing techniques are used to increase demand for products
(goods and services)
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Market Research and Segmentation
Useful Web Resources
http://tutor2u.net/business/marketing/what_is_marketing.asp
Excellent educational resource for teachers of business education
American Psychological Association Website on Anger
http://www.cim.co.uk/
Website of the Chartered Institute of Marketing
http://www.adassoc.org.uk
The Advertising Association
http://www.bized.ac.uk
Business education website including learning materials and quizzes
http://www.cim.co.uk
The Chartered Institute of Marketing
Related DVDs available from Classroom Video Ltd
How the Kids Took Over
Marketing - An Introduction
What is Marketing?
Please contact customer services on 0117 929 1924
or visit www.classroomvideo.co.uk to see our full range of titles and buy online.
Activities for before Viewing the Programme
1.
Brainstorm the different things McDonalds would want to research before launching a new
kind of Happy Meal.
2.
In pairs write down the methods of research McDonalds could use to find out that
information within two minutes.
3.
Group activity – discuss which types of income groups the main UK supermarkets are aimed
at. Feedback the information to the class.
4.
Group activity – examine a local newspaper to identify which advertisements are aimed at
which types of customers. Feedback the information to the class.
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Market Research and Segmentation
Student Worksheet
During the Programme
1.
What is defined as “the systematic collection and evaluation of data regarding customers’
preferences.”
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
2.
What kind of research identifies what currently happening in the market?
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
3.
What kind of research tries to identify future trends?
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
4.
Give an example of quantitative research
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
5.
Give an example of qualitative research?
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
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Market Research and Segmentation
6.
How did EA conduct market research into children’s attitudes to their new Harry Potter game?
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
7.
Why do companies carry out market research before launching a new product?
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
8.
State two common methods of Primary (or Field) research.
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
9.
Desk research involves the use of secondary data. True or False?
_____________________________________________________________________________________________________________
10.
State two advantages of field or primary research?
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
11.
State two advantages of desk research?
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
12.
What is the business word for “dividing a market up into different groups, each of whom may
have different needs”?
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
13.
What is the potential disadvantage of segmenting your market?
_____________________________________________________________________________________________________________
_____________________________________________________________________________________________________________
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Market Research and Segmentation
Activities for after Viewing the Programme
1.
In pairs, plan the field research (primary data) you need to carry out before launching a new
product of your choice. Include a survey and a focus group.
2.
Use the internet to carry out some desk research. Try competitor websites, your company’s
web-sites, directories, government websites such as http://www.statistics.gov.uk/default.asp.
3.
Word process a report which summarises your market research results,
4.
Decide which market segments will want to buy your new product. Design a marketing
campaign (adverts, logos, packaging, sales promotion) which is clearly aimed at that market segment.
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Market Research and Segmentation
Wordsearch
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Words to find:
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Segmentation
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Market Research and Segmentation
Suggested Student Responses
1.
What is defined as “the systematic collection and evaluation of data regarding customers’
preferences.”
Market research
2.
What kind of research identifies what currently happening in the market?
Explanatory or descriptive research
3.
What kind of research tries to identify future trends?
Predictive research
4.
Give an example of quantitative research
Data capable of numerical analysis
Average amounts/prices etc
trends
5.
Give an example of qualitative research?
One-to-one in-depth interviews
Focus groups
Attitudes/ motivations
6.
How did EA conduct market research into children’s attitudes to their new Harry Potter game?
Invited children into the company to play the games and get feedback/ attitudes
7.
Why do companies carry out market research before launching a new product?
To reduce the risk of the product failing
8.
State two common methods of Primary (or Field) research.
Observation
Survey
Focus group
9.
True
Desk research involves the use of secondary data. True or False?
10.
State two advantages of field or primary research?
Up-to-date
You are able to control/plan the research to meet your needs
Reliable
11.
State two advantages of desk research?
Quick
Easy to access (it already exists)
12.
What is the business word for “dividing a market up into different groups, each of whom may
have different needs”?
Market segmentation
13.
What is the potential disadvantage of segmenting your market?
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