In order to find out their customers interests and thoughts about the business, Tesco have carried out a number of research techniques. As Tesco wanted to improve their value-for money offers, they carried out research on their customers to identify long-term preferences and differences between consumer groups (e.g. better-off and poorer customers). This research was carried out every two years and involved asking a large sample of Tesco customers to state 49 possible store factors in order of importance. In 1997, Tesco looked at the top 30 of these factors for each of the customer groups- 'up-market, 'mid-market', and 'less... Continue reading

There are two main types of Market Research. These are: Secondary Research Primary research Secondary Research: This is research that has been carried out by someone else. There are two types, internal and external. Internal: Things such as company accounts, internal reports and analysis, stock analysis, and retail data. External: Things such as trade publications, magazine surveys, government statistics etc. Primary Research: First hand information which is collected by the individual who is doing the research. Could be collected in forms of questionnares, focus groups, quantitative research, qualitative research, telephone surveys, customer interviews etc. Limitations: Expensive to collect Care needs... Continue reading