Limitations of Marketing Research Essay Example for Free

Limitations of Marketing Research Essay Explain the limitations of marketing research used to contribute to the development of Nivea. No matter how small or large a market research project may be, any type of research performed poorly will not give relevant results. In fact, all research, no matter how well controlled, carries the potential to be wrong. There are many reasons why research may not give good results but a common problem is deciding whether the research is really measuring what it claims to be measuring. There are 3 types of limitations of market research. These are Cost effectiveness, reliability and validity of data collected. Reliability is chiefly concerned with making sure the method of data gathering leads to consistent results. For example; Nivea need to make sure that in their market research that they were asking the same questions asked of each person, was the sample big enough and reflective of the people who will use/buy the product would the same results be obtained from a different set of people. Reliability estimates the degree to which a product is measures in contrast to validity which involves the degree of accuracy. In research, Nivea will want to use measurement tools that are both reliable and valid. They will want to create questions that offer consistent responses when asked multiple times as this shows reliability. Validity asks whether the research measured what it intended to. Validity implies reliability: a valid measure must be reliable. But reliability does not necessarily imply validity: a reliable measure need not be valid. Validity is usually considered more important than reliability, because if an instrument does not accurately measure what it is supposed to, there is no reason to use it even if it measures reliably. Nivea needs to consider when carrying out their market research for a product is does the product measure what it claims to measure and is it accurate, this reduces the chances of the business making the wrong decision. If they so happen to make the wrong decision this will affect one of its marketing objectives which is to retain customers and gain new ones, if the validity of their data is not correct then they will not reach this marketing objectives as customers opinions of the company will differ. Costs are also an important consideration in market research, Nivea need to consider whether or not the product theyre promoting is cost effective. Their market research has to weigh up the cost of undertaking the research against the potential benefits that may result. You could spend a lot of time and effort in trying to solve a problem through market research, only to find that the solution may not be worth implementing. Also, marketing is one of the few areas of a budget that can be reigned in without hurting Nivea too much as they are a very successful business however, one of their marketing plans is to continue producing successful skin products and boost sales yearly. To do this they have a few cost-effective ways that a company can market its products. Search Engine Optimization- Niveas customers are no longer waiting for direct mail pieces to arrive before ordering–they are finding products when they want them through Internet searches. In fact, almost 90% of new visitors to a web site originate from major search engines. And clearly, a top ranking on Google can translate into hundreds or thousands of visitors– and orders–a month. As web pages proliferate, increasingly more aggressive search engine optimization strategies are needed to remain visible to Niveas customers. Permission-based Email Marketing. Permission is the difference between legitimate email marketing and spam, turning email marketing into a highly cost effective marketing strategy. The idea is simple and time tested: Nivea deliver highly relevant, timely, and personalized email messages to their customers and prospects at a fraction of the cost of direct mail to avoid any cost limitations. 3. Public Relations- News releases, white papers, case studies, awards, and sponsorships of educational events are just a few of the relatively inexpensive ways Nivea keep their brand name in front of other competitors. Although these methods have succeeded so far for them in the near future they will have to alter their methods as well as their approach to the types of market research they decide to carry out, otherwise poor market research will increase the chances of Nivea making a wrong decision. D2) Make and justify three recommendations for improving the validity (the extent to which a test measures what it claims to measure) of the marketing research used to contribute to the development of your chosen organisation’s marketing plans. In this assignment I will be explaining how Nivea uses marketing research for its marketing planning by applying a Marketing Planning Process Model, a SWOT analysis on Nivea – giving at least 3 factors for each box) and their SMART objectives (stating what their business objectives are/might be) Marketing planning is concerned with establishing objectives and goals, allocating resources to meet these and setting out a clear plan of action. It also involves setting out ways of evaluating performance against marketing targets. Typically, the marketing planning process involves: a PESTLE audit, a SWOT analysis, setting SMART objectives, determining strategy and tactics, implementing strategy and tactics and evaluating effectiveness of marketing activity. A Marketing planning process model involves a PESTLE and SWOT As part of the marketing planning process, Nivea has to analyse its external environment. One useful way of analysing the external environment is by grouping external forces into six areas using a PESTLE analysis. PESTLE stands for political, economic, social, technological, legal and environmental influences. Political factors that affect a business are usually beyond the control of the organisation. However, the business needs to anticipate changes and identify the action it needs to take to either make the most of an opportunity or mitigate a threat. For example, a political factor that Nivea need to consider is that during a recession, any banks or financial services providers would have to consider the likely government scrutiny of any of their business decisions. Economic factors can affect the performance of a business. These relate to he national – or international economy. A economic factor that can affect Nivea are the periods of prosperity that they go through. This can happen in three ways for example when high employment and income drives demand within the organisation. It can also happen in the form of recession when demand falls, leading to lower income and employment within their organisation. Furthermore, in the form of recovery, when demand, income and employment gradually rise within the business. Social factors relate to the values and beliefs of society. This includes the population’s demographics (for example, size, gender, ethnicity, income, education, occupation). These social factors provide useful information for Nivea as it allows them to target their services at broad segments of the population, such as newspapers and magazines. Technological developments can affect businesses in a range of ways. For example, the development of e-commerce benefited business such Amazon. co. uk. Due to the rise in e-commerce Nivea had to produce a e-commerce website which eventually took business away from traditional shops.. Legal developments affect businesses in a range of ways. For example, if there was a change to the Data Protection Act it would affect Nivea and all other businesses that hold customer data. For example If a change in the act occurred then Nivea may not be able to expressly agree to the use of personal data for advertising or marketing purposes any more. Environmental factors can relate to the social, political and legal aspects affecting a business. For example, if Nivea decide to package their cream products in recyclable packaging. This may prove to be popular with consumers if there is a growing level of concern over waste. Similarly, the government may put pressure on businesses to increase the amount of recycling. SWOT analysis A useful approach to examining the relationship between a business and its marketing environment is by conducting a SWOT analysis. SWOT stands for: †¢ Strengths †¢ Weaknesses †¢ Opportunities and Threats. Strengths and weaknesses are internal to the business and can include issues such as the buildings, quality of the staff, IT systems and so on. The external element looks at the opportunities and threats present in the environment in which the organisation operates. Carrying out a SWOT analysis requires research into an organisation’s current and future position. The idea is to match an organisation’s strengths and weaknesses with the external forces (opportunities and threats). SWOT analysis draws together all the evidence from the various analytical techniques used. It is a way of producing a summary, which then provides the basis for developing marketing objectives or aims and ultimately strategies or plans. Strengths refer to the internal features of Nivea, which provide a competitive advantage. An example could be a highly efficient IT system which they use to design their products. The company also has a sound financial base, so it had the resources to put together a strong marketing campaign. Also, Nivea has staff with relevant skills – researchers with the scientific skills to develop products that men want and marketing staff with the skills to help promote these products effectively. Weaknesses are internal aspects of the organisation, which may not stand comparison with competition or are not performing effectively. An example might be major concerns and questions that Nivea have when launching a product For example; Was the product range still relevant for the target audience? Did it have the right sales and distribution outlets? Was its market research up-to-date? Opportunities focus on events and developments external to an organisation. This might include new territories for a product or service. Opportunities that Nivea will want to undertake is to open a new segment of a market. Also, NIVEA FOR MEN had seen an increase in the sales of male skincare products and it wants a greater share of this market, Nivea might might consider this. Furthermore, the company wants to take advantage of changing social attitudes such as men becoming more open, or certainly less resistant, to facial skincare products. Threats are developments external to the organisations, which could damage overall performance. These threats can originate from governmental policy, such as an increase in corporation tax or new laws. Threats to Nivea are consumers who are becoming more knowledgeable and price conscious. They often expect sales promotions such as discounts and offers. Also, the risk of competitors entering the market.

Capital Punishment :: essays research papers

Capital Punishment is the ultimate denial of human rights. There are strong indications that rather than deterring violence, it increases people’s tolerance of and tendency toward violence. Though capital punishment does not deter capital crimes it does constitute a uniquely cruel and degrading punishment. It’s imposition forever deprives a potentially innocent individual the benefits of new evidence or a new law that might warrant the reversal of a conviction or the setting aside of a death sentence. In addition, the cost of executing a person in the U.S. is far higher than the cost of imprisoning him or her for life. States wishing to condemn cruel and inhuman acts of killing do not serve their purpose by repeating the act of killing. The average homicide rate in the 13 states without the death penalty is lower than the average homicide rate in the 37 states where it is legal. Between 1972 and 1990, the homicide rate in Michigan which has no death penalty, was generally as low or lower than the neighboring state of Indiana, which restored the death penalty in 1973. The U.S. Bowers- Pierce study analyzing executions between 1907 and 1963 concluded, that an average of two additional homicides were committed in the month after an execution; they also noted a â€Å"brutalizing† effect on society resulting from executions. According to FBI statistics the murder rate in some states which use the death penalty is twice that of some states which do not use the death penalty. Between 1976 and 1985, almost twice as many law enforcement officers were killed in death penalty states as were killed in states that don’t use the death penalty. The death penalty has not proven its worth to society; study after study has shown! that it fails to deter crime, no credible body of evidence contradicts them. Capital punishment is pre- meditated killing and, like all killing, involves a cruel and violent assault on the human body. If administering 100 volts of electricity to the most sensitive parts of a man’s body is rightly condemned as torture, how does a state condone the administration of 2,000 volts to a human body in order to cause death? At a 1990 Florida execution, a malfunction of the electric chair equipment caused flames to leap six inches above the prisoner’s head each time the current was turned on. In 1992, a prisoner in Oklahoma had a violent reaction to the drugs used in the lethal injection.

Racial profiling and law enforcement Essay

Abstract Racial profiling has influenced many people across the world; it has been a huge problem which needs to be resolved. The points discussed in this paper basically touch on why racial profiling is unacceptable and how it needs to be sustained. Why minorities shouldn’t have to suffer because of false stereotypes; also shouldn’t have to deal with bias opinions of the law. America is the land of the free also a place where second chances are embraced. There’s points made on how people reacted to racial profiling, and some resolutions. The ultimate goal is to minimize this epidemic in hopes people can start raising more awareness about the matter and find a way to make it work. The Authenticity of Racial Profiling and Law Enforcement Researchers believe law enforcement officers tend to prey on people of minority and watch closely in hopes for them to commit crime. Seemingly officers spend more time worrying about minorities than whites. Imaginably a young black male was observed driving by an officer in a nice vehicle going through a white neighborhood. The officer would probably find a reason to pull the driver which is called profiling. A lot of suspects are profiled because of prior history in the system, or stick out due to their environment. â€Å"For example, if someone who is obviously poor is frequently seen in a more affluent neighborhood, such a person may be profiled as someone with possible criminal intent† West Encyclopedia of Law (2005). This activity by law enforcement is unjust; sadly most of the officers believe they can do whatever they please. The citizens of the United States have certain rights to privacy; officers need to identify definite criminals making sure they are absolutely com mitting crimes. Studying this topic is worth the argument because of the disreputable nature of how law enforcement bases their bias assumptions of minorities. Granted some criminal minorities  do spend a lot of time in the system which is a fact, but also a good amount get rehabilitated and want to start a fresh private life, which they are entitled to. â€Å"It is a degrading practice and continues largely unchecked, violating the human and civil rights of those targeted† One America (2010). This issue raises a bunch of questions that should be looked into further, and examined much deeper. The general understanding of racial profiling is pre determining a minority is committing a criminal act, therefore should be approached by law enforcement. The law states that you are innocent until proven guilty in a court of law; hence minorities should remain innocent as well as driven free from prior judgment before found guilty of anything. This conduct ties in with the current understanding of t he crime, now someone just has to find a reasonable solution for both sides. With immense exposure of profiling tirades along came reaction. People believe evidence must be obtained in order to even pursue a suspect. Reasonable suspicion or reasonable doubt is a word an officer might use believing their suspect may have been armed, or a threat to society. Though the officer must be held accountable for the reasons he or she selected to approach the minority. The monumental Supreme Court case Terry vs. Ohio helped to shed tremendous light on the matter. The case pretty much made racial profiling harder to conduct for police. A law was passed because of this case which it made officers have to retain a search warrant in order to search a civilian’s property or belongings. Also law enforcement is unable to stop and frisk someone anywhere they please, for example a high crime area. On the other hand some officials believe racial profiling is necessary because it can save people from criminal activity before it begins, sparing injury to anyone. Protectors of profiling do not approve of the racial component of the matter. Defenders believe identifying tendencies of a criminal and being proactive make a decent officer. Even though my viewpoint does not approve of the defenders, the opinion has to be shared and addressed. Much of the perception of profiling really just has to do with the training of the particular officer and where they get their discipline. References â€Å"Racial Profiling.† West’s Encyclopedia of American Law. 2005. Retrieved October 02, 2013 from Encyclopedia.com: http://www.encyclopedia.com/doc/1G2-3437703637.html Heumann, Milton, and Lance Cassak. 2003. Good Cop, Bad Cop: Racial Profiling and Competing Views of Justice in America. New York: P. Lang.

Short Story Analysis Young Goodman Brown by Nathaniel...

Young Goodman Brown, by Nathaniel Hawthorne Introduction Hawthornes short story Young Goodman Brown is a tale of innocence lost. Set in New England during the Puritan era, the protagonist, Goodman Brown, goes for a walk in the woods one night and meets the devil who tells him. Evil is the nature of mankind. Evil must be your only happiness. Welcome again, to the communion of your race. According to Levin this story is a condemnation of the hypocrisy of the puritan ethic. The Salem witch trials along with the abusive treatment of Native Americans stands in stark contrast to the Christian faith they professed. More importantly it is the story of innocence lost. Discussion The story begins with Brown leaving his wife Faith to set out on a night journey through the wilderness. He soon meets a fellow who bears a considerable resemblance to him and looked to be able to be at ease in the presence of kings or commoners. But the only thing about him, that could be fixed upon as remarkable, was his staff, which bore the likeness of a great snake, so curiously wrought, that it might almost be seen to twist and wriggle itself like a serpent. This man is the embodiment of evil, or the devil. Zhu points out that Hawthornes use of the names Goodman and Faith immediately identify their roles in the story by suggesting associations. By joining the name Goodman with the adjective young Hawthorne is alluding to the innocence of the man and his lack of worldly experience. FaithShow MoreRelatedYoung Goodman Brown from a Moral Standpoint1352 Words   |  6 PagesNathaniel Hawthorne was born in Salem, Massachusetts. At the age of four, his father passed away from yellow fever, forcing his family to move in with his uncle. The positively influential Uncle Robert Manning pushed Hawthorne to succeed in school and insisted he go to college. Following his education at Bowdoin College, Hawthorne spent years in isolation mastering the art of writing. It was during those years when Hawthorne discovered that his ancestors were founders and Puritan leaders of the SalemRead MoreNathaniel Hawthorne s Young Goodman Brown1543 Words   |  7 PagesIn Nathaniel Hawthorne s short story of Young Goodman Brown, the author uses symbolism and allegories in order to showcase the Puritan faith as well as man s conflict between good and evil. This analysis will break down the techniques that the author uses to critique the puritan society and to show the difference between how people appear to be in society and the true colors that they are hidden inside of them. 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Given Hawthorne’s style of writing and this short story in particular, aRead More Ambiguity in Hawthornes Young Goodman Brown Essay1743 Words   |  7 PagesAmbiguity in â€Å"Young Goodman Brown†Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚         There is no end to the ambiguity in Nathaniel Hawthorne’s â€Å"Young Goodman Brown†; this essay hopes to explore this problem.    Peter Conn in â€Å"Finding a Voice in an New Nation† makes a statement regarding Hawthorne’s ambiguity:      Almost all of Hawthorne’s finest stories are remote in time or place. The glare of contemporary reality immobillized his imagination. He required shadows and half-light, and he sought a nervous equilibriumRead MoreEssay on The Ambiguity in Hawthornes Young Goodman Brown1587 Words   |  7 PagesThe Ambiguity in â€Å"Young Goodman Brown†      Ã‚  Ã‚     The literary critics agree that there is considerable ambiguity in Nathaniel Hawthorne’s â€Å"Young Goodman Brown.† This essay intends to illustrate the previous statement and to analyze the cause of this ambiguity.    Henry James in Hawthorne, when discussing â€Å"Young Goodman Brown† comments on how imaginative it is, then mentions how allegorical Hawthorne is, and how allegory should be expressed clearly:    I frankly confess that I haveRead MoreNathaniel Hawthorne s Young Goodman Brown1492 Words   |  6 PagesIn Nathaniel Hawthorne’s short story of Young Goodman Brown, the author uses symbolism and allegories in order to showcase the Puritan faith as well as man’s conflict between good and evil. 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In this particular story, the author uses a relatively fair amount of allegory, imagery, and symbolism to bring the story to life and make us imagine the disturbed mentality of those who lived during the Salem Witchcraft Trials. To the stories like â€Å"Young Goodman Brown† are still being reviewed and criticized by those who study his work, including thoseRead MoreNathaniel Hawthorne s The Scarlet Letter1230 Words   |  5 Pages Nathaniel Hawthorne is an American novelist, who writes and focuses on sin, punishment, and atonement. However, he mainly focuses on the Puritan legacy. Hawthorne was born on July 4, 1804 in Salem, Massachusetts. From 1825-1837, Hawthorne perfected his writing and spent this time to help generate ideas for his novels and poems. One of the most well known novels by Nathaniel Hawthorne is â€Å"The Scarlet Letter.† The Scarlet Letter helped Hawthorne’s career to become one of the most successful of his