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Market Research Limitations at Kellogg's

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Submitted By semps123
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Pages 10
By Jack Semple

Market Limitations at Kellogg’s (M2)

In this assignment I will be discussing the marketing research techniques used by Kellogg’s and I will also be outlining the limitations that affect Kellogg’s. There are many types of marketing research that
Kellogg’s use internally and externally from the business. Primary market research One method of market research Kellogg’s use is primary research, they use this kind of research to gather information on customers and on competitors in the business environment. Another name for this kind of research is ``field research``. This kind of research consists in Kellogg’s carrying out surveys, experiments and observation.
Market limitation: Is information that can be inaccurate and misleading and is non specific to Kellogg`s. Experiments A company like Kellogg’s experiment’s with a particular approach in certain areas or for a certain time.
For example, Kellogg’s have created their special edition ``Kellogg’s queen flakes``, they created this cereal to celebrate the queen becoming Britain’s longest serving monarch. This example is to experiment in seeing how many of these boxes they can sale and to find out how popular they can be. Limitations of experiments Although this method may be an effective one it also comes with a few limitations. This product is only available at Manchester’s black milk cereal drive and costs six pounds thirty. If they were to offer this product elsewhere consumers behaviour may not be the same throughout the country. It may also delay the introduction of a potentially successful strategy if this one failed.

Internet Surveys Kellogg’s also use surveys so consumers can complete them below is a print screen of one of their survey on survey monkey.

Limitations of Internet…...

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