Marketing Research In Action
35 mins, 1995 A detailed study of how a US marketing research firm helps a client plan its marketing. Focusing on a car dealer, we show how a market survey questionnaire is designed, tested and put into practice. The video explains the use of “closed” and “open” questions, the importance of taking a representative sample… Read more »
What Is Marketing Research?
27 mins, 1996 All kinds of organisations use marketing research to help them make decisions. Quantitative research is about amassing numerical data. This can take the form of primary research (compiling data, questionnaires and telephone surveys) or secondary research (using existing sources of information). Qualitative research is more exploratory and attempts to discover why customers… Read more »
The Holiday Resort
32 mins, 1996 This is a profile of the traditional holiday resort of Broadstairs in Kent. Once a thriving seaside town, it has been hit by the general decline in the numbers of people opting to take holidays in Britain. The video examines how its businesses are adapting to times of economic change. In its… Read more »