P3
Kellogg’s use different types of marketing research to develop their marketing plans to increase sales and find out information from the public to understand customer’s interests. Kellogg’s use Quantitative research, Qualitative research, Primary research, Secondary research and Uses & Limitations.
QUANTITATIVE RESEARCH
Quantitative research is data which is in numerical form and is usually gathered from a large sample of respondents. Quantitative research is specifically associated with figures or numbers that help to make the research more objective from a large number of consumers. Kellogg’s use Quantitative research to develop their marketing plans because this method of research is more reliable as it is based on figures and statistics which would give Kellogg’s a accurate opinion on the public response to their ideas. An example of quantitative research which Kellogg’s has undertook is survey in which they find out the statistics and majority of people who would have a positive response or negative response to survey questions and tally that up.
QUALITATIVE RESEARCH
Qualitative research is concerned specifically about consumer responses, feelings, attitudes and descriptions. Qualitative research creates a conversation with consumers regarding Kellogg’s new ideas which encourage the consumer’s reaction also. An example would be that Kellogg’s introduces a new product idea and allows researchers to understand what they think of it and how it makes them feel, whether they find it interesting or not. Focus groups are a method used for Qualitative research; where someone moderates a group of six or seven consumers to the ideas shown to them. An example of this would be new drawings or images, or even different types of new food prototypes to taste. Kellogg’s do this to gain the best feedback through consumers which will benefit them immensely as it