ENGLISH FOR

MARKETING AND ADVERTISING

Prof.: Paula Martín

 ENGLISH FOR
BUSINESS ADMINISTRATION AND FINANCE

UNIT 5: Market research

UNIT 4: Moneyand
andmarketing
trends plan
MARKET RESEARCH
Part 1
WHAT IS ‘MARKET RESEARCH?
https://www.youtube.com/watch?v=jMeW876qpqc
 'Our typical customer is
health-conscious and enjoys
keeping fit, but doesn't play
sports professionally. He or
she is more interested in
sports as a hobby. Our
customer is more concerned
with good value for money
than with having cutting-edge
fashions and design.'
Think of a brand that fits
this description of a
typical customer
 MARKET RESEARCH

Who is the typical customer of the following brands?

Write a profile of this person.
 MARKET RESEARCH

Who is the typical customer of the following brands?

Write a profile of this person.
 MARKET RESEARCH

How is this reflected in

a marketing strategy?

What are some of the ways you learn more

about your customers and needs?
 MARKET RESEARCH

Complete the following list of ways to learn about your

customers.

loyal customers find out

clients
competitors listening
search terms
sales records
new trends
 MARKET RESEARCH

Email ____________ directly with one or two questions.

Spend time in a shop or at a trade fair ______________ to people. What

do they talk about? What questions do they ask?

Study your ___________ to see what facts you already

have about the people who buy from you.

Read trade journals to learn about ___________. This will help you stay
ahead of the competition.
 MARKET RESEARCH

Examine the _____________ that people type into your website's search
function. Which items are people looking for?

Schedule a social event for existing or potential _____________ and use

this as an opportunity to ____________ more about what they want.

Compare your marketing approach with that of your ___________. What

areas are they targeting that you aren't?

____________ provide insights into revenue generation, customer

preferences, and product performance.
 DATA COLLECTION METHODS

PANEL SURVEY QUESTIONNAIRE

EMAIL SURVEY PACKAGE TEST

TELEPHONE SURVEY TASTE TEST

ONLINE SURVEY HOME TEST

FOCUS GROUP
OMNIBUS SURVEY
 VOCABULARY

Match the words (previous slide) to the definitions:

Small groups from the target group plus one moderator to

mediate or run the session.

It is used to test what consumers think about new flavours.

It is used to test ideas for new packaging. It could occur in a

focus group.
 VOCABULARY

Match the words (previous slide) to the definitions:

Surveys that are administered on the Internet.

Consumers try the product at home, in a real situation.

They are carried out by telephoning the respondent and asking

questions.

A survey invitation link is sent to the target audience over email.

 VOCABULARY

Match the words (previous slide) to the definitions:

A set of questions or other types of prompts that aims to collect
information from a respondent.

A market research institute carries out or conducts research for

several companies at the same time.

It is a type of longitudinal study and it involves using a consistent

panel of participants/respondents and collecting feedback from them
repeatedly over a long period of time.
 SURVEYS

Surveys allow you to get valuable insights and understand them. This
is the key to every phase of developing and launching a
product/service.
You are part of a product development team tasked with creating a new
smartphone model for a tech company. The company aims to design a
smartphone that meets the needs and preferences of its target market. Your
survey will play a crucial role in understanding customer preferences and
guiding the product development process.

Now, create a survey to gather information to develop the product.

 VOCABULARY

Do you think this is a good survey?

Why? Why not?

Are there any questions

you would add or change?
 VOCABULARY

Cross out the verb which does not normally go with the noun.

to carry out to collect

A RESEARCH

to conduct
 VOCABULARY

Cross out the verb which does not normally go with the noun.

to mine to carry out

DATA

to analyse
 VOCABULARY

Cross out the verb which does not normally go with the noun.

to run to gather
DATA

to collect
 VOCABULARY

Cross out the verb which does not normally go with the noun.

to complete to analyse
A QUESTIONNAIRE

to fill in
 VOCABULARY

Cross out the verb which does not normally go with the noun.

to run to mediate
A FOCUS GROUP

to fill in
 DATA COLLECTION METHODS

Look at the following scenarios. Work in groups of 3 people

to decide which data collection method is best for each one.
 DATA COLLECTION METHODS

Look at the following scenarios. Work in groups of 3 people

to decide which data collection method is best for each one.
 DATA COLLECTION METHODS

Look at the following scenarios. Work in groups of 3 people

to decide which data collection method is best for each one.
 DATA COLLECTION METHODS

Look at the following scenarios. Work in groups of 3 people

to decide which data collection method is best for each one.
 BUSINESS IDIOMS

Back to the drawing board

This project is not going as planned, let’s get back to
the drawing board and fix what’s going wrong.
 BUSINESS IDIOMS

Behind the scenes

I can tell there is a lot of work behind the scenes.
 BUSINESS IDIOMS

It’s not rocket science

I don’t understand why there are so many mistakes in
this report. It’s not rocket science!
 BUSINESS IDIOMS

Let’s table it
You’ve all raised some good points. Let’s table this
until next week’s meeting.
 BUSINESS IDIOMS

Up in the air
We were hoping to sign the contract by the end of the
month, but there are still too many things up in the air
we need to deal with first.
 BUSINESS IDIOMS

To get down the business

We’ve wasted enough time debating... Let’s get down
to business now, we have work to do.