JD Case Study

(1)Describe the difference between primary and secondary market research

Primary market research is the 'field research', it might be qualitative or quantitative, in either way it involves a lot of money, effort and time.
Secondary market research is the 'desk research' which is using the existing data to extract valuable information, it might not bo specific enought though.

(2) Use an example from the case study to explain the prupose of market research

The market research will help to support the decision making and keep up to date the marking mix for example.

(3) Analyse why market research should be viewed as an ongoing process

It should be an ongoing process for the reason that you do not want to see your company falling behind the evolution of the market and to stay competitive on the market.

(4) Evaluate how market research, if undertaken properly, adds value to the decisions made by a large company. Why does it help to reduce risk?

It would help a large company to set up the next goal or decide the next new store location and to keep up with the competitors.