McDonalds or Tesco Essay

Explain the limitations of market enquiry in terms of dower the development of a market plan for either McDonalds or Tesco (M2) Tesco functions primordial fictional char maper of seek to gather culture somewhat its customers, competitors and the environment. Tesco collects cultivation that has non been collected before and uses both(prenominal) internal and external primary research methods. Internal research includes Tescos customer data whereas external research would include questionnaires and surveys, experimental introduction of a new product, interviews and focus sort outs. Tesco is probable to use secondary research data to help determine what type of primary data is required to be precise and not to take in time and money on gathering data that has already been equanimous before. Other types if methods used by Tesco argon qualitative and quantitative research. soft research is used when wanting to find out more about customers needs, personal experiences and b ackground by asking make questions such as asking what products they buy most often at Tesco and what their preferences.Tesco also uses quantitative research which includes Tescos sales, percentage of customers choosing the same repartee in a quantitative questionnaire and brush off later be analysed. trade research is very beneficial for a affair such as Tesco, however it can sometimes be a difficult knead as there are a few limitations that affect Tescos marketing plans. Every marketing research has the potential to be terms therefore Tesco should plan its research techniques are very expensive and are not affordable to certain backupes therefore Tesco has to make positive(predicate) that the price of the research matches it quality. Another limitation of marketing research is reliability, which shows how reliable the information collected is and whether the information would be the same if collected from a disparate aggroup of people.Tesco should target the most suit able groups of people to question in send for the information to be effective and beneficial for the organisations marketing plans, such as to improve customer service at Tesco has to make sure that the information gathered is accurate as people might exercise randomly out of laziness and the end result would end up being inaccurate, causing Tesco to carry out another research, costing them both time and money. Tesco collects its customers information for organisational purposes, however there is an act that protects the use of customers personal information by the business Data Protection Act 1998 which controls how personal information is used byorganisations. Tesco needs to ensure that the information on this data isKept up to date and not kept longer than necessaryNot transferred to whatever other country without adequate protectionProcessed in union with the data subjects (the individuals) rightsThis act is very beneficial for the customers whereas Tesco will be sued benea th this act in an event of loss of information or in case where customers information is accessed by inappropriate individuals or organisations. This would have a great impact on Tesco as it custodys information of millions of customers and the amount of money Tesco would have to pay each customer would be a very large amount, leaving Tesco in loss and affecting its Marketing Plans such as expansion. Tesco wouldnt be able to hold customer interviews as they have customers in a lot of countries in Europe. This would take up a lot of their time as they wouldnt be able to get the opinions of all their customers. Although Tesco aim to provide an sensitive customer service, they cannot achieve this by using this type of research.Surveys could be a bad idea too as they can be pricy to create a questionnaire, but once set up can used for a large sample. It could also lead to Tesco not truly getting their surveys back from customers. It takes time to create a survey/questionnaire which is therefore is slower when trying to get as many back as you possibly can. Lastly focus groups wouldnt be of any use for Tesco as they do not need people to taste anything or try certain objects. Setting up a focus group can be very expensive and needs to take confide in a specific localisation principle. Often a focus group is observed through a one-way mirror, which would take up a lot of Tescos time trying to find a location that has these things. The information gathered for market research is very useful and reduces the chances of the business making the wrong decision. Before coming up with a marketing play Tesco must always conduct research in order to have an ideas of whether the plan is an appropriate thing for the company.