Developing and promoting customer
satisfaction and the marketing research
techniques for future strategy at Bidco.
Presented by (Pentagon): Bharat, Dimple,
Antony, Alysha, Nabeel, and Arpita.
04 April 2014.
What is market research?
Why does Bidco do market research?
Some common market research
Market Research Techniques
Bidco uses various techniques to perform
their marketing research. These are:
a. Postal Surveys, Questionnaires
b. Digital Techniques
c. Secondary Research Methods example;
Evaluating Market Research
-Collection of large
take their time to
- Time effective.
- Easier to interpret
- Faces less potential
- Data Analysis takes
-Time and Cost
-Limited to Kenyan
-Not representative of
a good sample of the
Reliability of Market
Reliability- In order for reliability to be achieved, the same
study should have similar results if it is conducted at a
different point in time.
The type of reliability that Bidco could use to assess its
competitive advantage is the test-retest technique.
Test-retest reliability assesses the consistency of a measure
from one time to another. It administers the same test to the
same sample on two different occasions.One way to show
reliability is to show stability by repeating the test with the
same results. (Uni.edu, 2014)
Bidco’s customer surveys conducted quarterly, repeatedly
provide accurate information on consumer opinion and...