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Unit 3, P3

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Unit 3: Introduction to Marketing Task 3

Student name | X NP email address |X Assessor name | X | Unit | 3 | Submission number | 1 | Hand-in date | 19-01-2015 | Cohort | 2014 – 2017 | Authenticity statement | I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. |
P3 Describe how a selected organisation uses marketing research to contribute to the development of its marketing plan.
Samsung’s methods for market research
Samsung gathers information by primary research and secondary research. Primary research is a specific way of finding out what the existing and potential customer wants. There are two types of primary research: Internal and External. Internal primary research includes gathering information from existing internal sources, such as sales figures and customer data which is already collected by the company. External primary research includes gathering new information from customers by surveys, focus groups, mystery shoppers, etc.
Secondary research is a less specific way of gathering information. For this type of research, Samsung uses existing data. Here is also the Internal and External research. Internal secondary research gathers information from sales representatives and previous marketing research. External secondary research collects information from industry reports, trade journals, books, etc.
These market research methods help Samsung to develop their marketing plan, because they have a specific view of what the customers want. If they want to change their product line, they have a clear view if this will be liked by customers. If not, they are able to change their product (line) before it’s produced and

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