Marketing Research

Contents Page

Introduction……………………………………………………………………………………2

Target Market………………………………… …………….………………………………..3

Research proposal……………………………………….. …………………………………………………3

Research Methodology…………………………………………………………………………3

Data analysis……………………………………………………………………………………4

Conclusion…………………..………………………………………………………………….6

Recommendation……….………………………………………………………………………6

References……………………………………………………………………………………….8

Appendices…….……..……………………………………………….………………………11

Introduction

Marketing Business research can be defined as a systematic and organized process that attempts to investigate a particular problem encountered, business opportunity or experienced in a work setting that requires a solution. It consists of a series of steps that are formulated, designed and executed with the sole goal of finding the solution to the issues raised by the interested party, management or client. Identifying the business opportunities available in a particular area is the first step in business research methods. Information is gathered, analyzed and factors connected with the opportunity available are determined. The issue is solved after taking the necessary measures to address the issues raised. (Shostak, 1977)

The whole process of attempting to solve or address the issues raised is known as research. It involves a series of structured, well thought out and well executed activities that assist the concerned to solve all the necessary questions in the research activity. Research is therefore the processes of enquiry, definition, investigation, examination and finally experimentation. The processes are systematic, diligent, critical, objective, and logical. The result would finally be a discovery that assists the concerned to deal with the challenges facing him. Gathering the relevant information, critically analyzing the data in ways that facilitate decision making and implementation of the right decisions and courses of action all help in understanding the marketing research processes. (Sekaram and Bougle, 2009)

Decision making is just a process of making a choice between alternative solutions in resolving problems while research generates suitable and viable alternatives for an effective and final decision.

Target Market

Birmingham City Business School (BCU) is one of the most reputable and respected universities in the United Kingdom. The business school is situated near the city centre at the City North Campus. The faculty of business studies has slightly over one hundred staff and a student population of more than three thousand two hundred. The gender balance is equal and it can be placed at the 50.50 ratio of male to female students. The target market will assist in designing marketing principles and product differentiation. (Kotler, Philip and Armstrong, 2007, Kotler, 1991) Most of the students are regular students on full time programmes with about two hundred forty post graduate students who are on part time programmes.

Research proposal

The initial survey identified the full time students as the target market for the primary patrons of the BCU Cafeteria that is being proposed. The use of questionnaire was utilized to conduct a one-on-one personal interview to evaluate the probability of success and the general reaction of the students to the whole concept of establishing the cafeteria. (Diaz-Ruiz, 2013)

Research Methodology

The proposed cafeteria was to adopt a standard menu consisting of regular snacks mostly takeaway and fruits. Other meals included hot and cold beverages, sandwiches, French fries, hot dogs, fish, chicken, pizzas, cakes, sweets and hamburgers. To differentiate the BCU market students were allowed to suggest any other service that they would have liked to be included on the income generating activities of BCU. (Booms and Bitner, 1981) To establish the potential of the BCU cafeteria projects, the critical questions concentrated on the vulnerability of the whole project. These would also help create a powerful brand which would target the growing number of students and also the academic staff. (Chernatony and McDonald, 1996) For example if most of the students preferred to carry packed meals while coming to college then it would be unprofitable to establish a cafeteria at the students campus. (Sekaram and Bougle, 2009)

Data analysis

The market analysis critically examines and analysis the major options that were generated from the survey. The following is the design of the questionnaire which is targeting 1000 students for its survey; (Bradley, 2010)

The total numbers of students interviewed were one thousand. The target was to identify the main group of students that should be particularly targeted that’s the survey was divided among the students level of education at the university. Each year of sturdy was allocated a maximum of 250 students that’s the first year, second year and the third year together with post graduates.

Among the first year students, the survey revealed that 40% carry their meals to school while only 10% of the second years carry meals.

Market Analysis of the Student Population

The figures continue to decrease as the students continues with her education and finally the third years and the post graduates class each has 5% and 1% respectively. The average number of students who carry meals to school averages to 14% of the total population. Currently the highest numbers of students who don’t take any meals while in college are the post graduate class, 80% stay in school without taking any meals while the least number is the first years at 3%. 65% of first years eat outside the campus while 90% of the second years do the same. An average of almost 80% of the student population eats outside the campus. (Marder, 1997) On the preference of the BCU cafeteria, an average 82% of all the students would prefer to eat within the campus should the project be implemented. On average more than 70% of the total number of students in college spends more than £5 pounds every day on regular meals while only 23% spend less than £5 pounds per day on regular meals. (Knox and Macklan, 1998)

On the preference and the expectations of the students on the BCU cafeteria project, 90% of the interviewees said they would prefer a self service system within the cafeteria.(Gronroos, 1990) This was argued mostly on the basis of saving time and the convenience of the self service as one orders directly at the counter while making the payments. Waiters were least preferred by the students and it was only supported by only 13% of the student population. The Buffet method of serving food was also supported by only 18% of the students. The content of the Menu also played a keyed role on the preference of the BCU project. 90% of the students preferred a menu which is rich in natural juices and fruits. 48% of the students preferred extra services like typing while the provision of high speed internet connectivity was highly rated at an average of 91% of the total number of students. These are the basis of the services that when implemented will attract the clients or the patrons. (Payne, 1993)

Conclusion

The response to the whole project of the BCU cafeteria was highly encouraging. The number of students who are eagerly waiting for the whole project is very high. The basic provision of reliable and high speed internet services is a demand that’s not being met at the campus, these must be the reason why most students prefer to go out of campus to get most of the facilities that are not directly available in the campus.

Recommendation

The establishment of the cafeteria is a potential project that can be profitable if it’s managed properly. The requirements of the students that range from the provision of high speed internet facilities and the self service systems of operations are the critical components the management of the BCU cafeteria should incorporate in their decisions. The menu should also include fruits and the natural juices as suggested by most students. (Lovelock, 1983)

References

Bradley, N. (2010) Marketing Research. Tools and Techniques. Oxford University Press, Oxford,

Booms, B.H. and Bitner, M.J. (1981) ‘Marketing Strategies and Organizational

Structures for Service Firms’ in J.H. Donnelly and W.R. George (eds) Marketing of

Services, AMA Proceedings Series, Chicago, p.48

Chernatony, L. and McDonald, M. (1996) ‘Creating Powerful Brands’, 2nd edition,

Butterworth-Heinemann, Oxford, pages 214-222

Diaz-Ruiz, C. A. (2013). “Assembling Market Representations”. Marketing Theory 13 (3): 245–261

Gronroos, C. (1990) ‘Services Management and Marketing’, Lexington Books,

Lexington, MA

Knox S and Macklan (1998), ‘Competition Value: Bridging the gap between

branding and customer value’, F.T. Pitman

Kotler, Philip and Armstrong, (2007) Gary Principles of Marketing Pearson, Prentice Hall, New Jersey

Kotler, P. (1991) ‘Marketing Management: analysis planning and control’, 7th

edition, Prentice Hall, Englewood Cliffs, NJ

Lovelock, C.H. (1983) ‘Classifying Services to Gain Strategic Marketing Insights’,

Macquarie, E. (2005), The market research toolbox: a concise guide for beginners (2nd ed.), SAGE, ISBN 978-1-4129-1319-5

McDonald, M. (2007), Marketing Plans (6th ed.), Oxford, England: Butterworth-Heinemann, ISBN 978-0-7506-8386-9

Marder, E. (1997) The Laws of Choice—Predicting Customer Behavior (The Free Press division of Simon and Schuster,

Payne, A.F.T. (1993) ‘The Essence of Services Marketing’, Prentice Hall, Englewood

Cliffs, NJ.

Shostak, G.L. (1977) ‘Breaking Free from Product Marketing’, Journal of Marketing,

41 (4), pages 73-

Appendices

Part I. Personal details of the interviewee.

a) Name
b) Level and Year of sturdy
c) Residence
d) Contacts.

Part II – Business Market

Do you think BCU needs a cafeteria?
What would you like to eat?

What other service would you like to be offered at the cafeteria?

Do you carry your meals e.g. Lunch, snacks or fruits?

If yes, would you still carry your snacks or meals when the cafeteria starts operating?

If No, where do you eat currently?

Would you prefer to eat at the new BCU cafeteria if it starts operating?

Part III – Type of service

What type of service would you prefer?

Self service

Reasons

a) Convenient
b) Faster
c) Comfortable
Buffet Reasons
a) Convenient
b) Faster
c) Comfortable
Waiters

Reasons

a) Convenient
b) Faster
c) Comfortable

Cost of food average (Amount available to spend)

More than £5 pounds per day

Less than £5 pounds per day

Market Analysis
	Carry meals	Don’t eat	Eat outside	BCU pref	More £5	Less £5	Typing
First years	40%	3%	65%	98%	70%	30%	10%

Second years	10%	30%	90%	90%	60%	10%	5%

Third years	5%	40%	70%	98%	80%	20%	1%

Postgraduates	1%	80%	90%	40%	70%	30%	50%

Average	14%	38%	79%	82%	70%	23%	17%


Market Analysis
	Self service	Buffet	Waiters	Menu	Internet	Typing
First years	90%	30%	10%	90%	90%	40%

Second years	92%	20%	2%	90%	90%	30%

Third years	90%	10%	10%	90%	90%	50%

Postgraduates	88%	10%	30%	90%	92%	70%

Averages	90%	18%	13%	90%	91%	48%

Last Completed Projects

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