Using market research to support decision making
A JD Sports case study

Page 1: Introduction

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Organisations that operate in the business-to-consumer (B2C) market are increasingly turning to market research to support their decision making processes. A retail business, for example, might be considering opening new stores, expanding internationally, proposing to diversify its product range or thinking about acquiring another company. Before proceeding, the business will require specific...
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Page 2: What is market research?

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The exchange between sellers (supply) and buyers (demand) for particular goods or services is called a market. A market does not necessarily exist in a single location, nor need it be a real location – products can be bought and sold online. Markets change constantly and businesses need to have a clear understanding of both the supply and demand. The principal role of market research...
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Page 3: Primary market research

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There are principally two types of market research – primary and secondary. Primary research is sometimes known as field research. This is because it involves gathering data through new research. This data can be collected in either a quantitative or qualitative format. Quantitative research Quantitative research is numerically-based and obtains the hard numbers from which decisions can be...
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Page 4: Secondary market research

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Secondary research is sometimes known as ‘desk research’. This research draws on material that has been collected by another organisation to provide market information. Secondary research data provides a fact based overview of the market. Examples of secondary research include: Government census data – the census is conducted every 10 years across the UK and brings together data...
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Page 5: Market research at JD

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The location of stores is a critical element of the success of a retailer in any market. Sound competitive locations can provide a source of competitive advantage. To achieve this it is essential to build a clear understanding of the consumer and how they interact with a retailer and its sales channels (i.e. stores, internet or kiosks). Check-out survey So, how does JD build up information about...
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Page 6: Conclusion

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In recent years, the UK retail industry has faced challenging conditions. However, against this tough economic backdrop, JD has managed to maintain growth through a thorough understanding of market opportunities. Market research is not a one-off process. Markets change and a business like JD needs to evaluate customer trends and monitor competitors on a regular basis in order to remain...
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