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Evaluating UK Cigarette Market - Case Study Example

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Summary
Market research is undertaken to enable the company or government either to make better business decisions or to formulate policies respectively. This paper will suggest a marketing information system for evaluating the UK market for cigarettes. Such a system will be a vehicle to articulate consumer preferences or dislikes…
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Evaluating UK Cigarette Market
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Download file to see previous pages After all research is an interactive procedure and on occasions will need change of judgment every once in awhile. Some hew information will always try to expand the objectives but this should remain within the confines of the overall intention.
B Identifying Markets by Segmentation - This is very important as segmentation or division of consumers by demography (age groups, ethnicity, religion etc) or geography (region, area, location etc) or personal differences (literacy levels, psychographic differences etc) will assist in later analysis which will show the market trends.
C Developing Market-Driven Strategies - This will establish the research design through selecting and identifying the types of information to be collected and the sources to be used and finally to determine the instruments of research. The depth of the research (research design) can again be of three varieties namely
D Data Types - There are two tpes of data. First is the Primary data that has to be collected by volunteers or professionals, as may be decided, and is to be collected through field work or mailers. Here questions are posed or sent to smokers and data collected as per sample questions given earlier. These methods include telephone surveys, mail surveys, personal interviews or group surveys.This will reveal the pattern and intensity of smoker's likes, preferences and habits. From this data collected over a period of time from all territories of UK a fair idea can be made of the smoker's locations, intensity, usage pattern, and preferences. The parameters can be widened or narrowed depending on the nature and focus of the enquiry to be undertaken.
The second type of data called Secondary Data and is collected from Internet and Library resources. This is the information that already exists and can be a bit old. This data is also to be collated with the first type and gives more coverage. In case of differences in any one particular area or demography, it helps to find out why the change has occurred. Both types of research have a number of activities and methods of conducting research associated with them. Secondary research is usually faster and less expensive to obtain than Primary research.
Data analysis is needed to give the raw data any meaning. The first step in analyzing the data is cleaning and classifying the data. This is the process of checking the raw data for verification of correct data entries. This data is then coded by assigning numerical ...Download file to see next pagesRead More
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