IGCSE Biz Ch 11-Market Research L2

Recap: Market research lesson 1

Multiple Choice

In competitive markets, it is best to take a product-orientated approach

• True

• False

Multiple Choice

Products that are developed before buyers are found

• Unique selling point

• Market-orientated

• Customer surveys

• Online surveys

• Product-orientated

Multiple Choice

What is research that aims to find out consumer opinions about products known as?

• Qualitative research

• Field research

• Quantitative research

• Desk research

I will be able

to………

Key Words

Questionnaire; Online surveys; Interviews; Focus group;

Sample; Random sample; Quota sample

Ch 11: Market Research

Explain and apply the knowledge on:
•

The

various

type

of

primary

research method

•

The need for sampling

11/04/2023

Key words

Keywords

Definition

Questionnaire

A set of questions to be answered as a means of collecting data for
market research

Online surveys

A series of questions over the internet to be answered by the target
sample.

Interviews

Asking individuals a series of questions, often face-to-face or over
the phone.

Focus group

A group of people who are representative of the target market.

Sample

the group of people who are selected to respond to a market
research exercise, such as a questionnaire.

Key words – Cont’d

Keywords

Definition

Random sample

people who are selected at random as a source of information for
market research.

Quota sample

People who are selected on the basis of certain
characteristics (such as age, gender or income) as a source of
information for market research

Primary research

The collection and collation of
original data via direct contact
with potential or existing
customers (field research)

Multiple Choice

Primary research is

• Collecting new data for a specific purpose

• Data that has not been processed by a firm

• Using experiments and observations to find out about what customers want or need

• Using questionnaires to collect quantitative data

Primary research –Advantages and Limitation

Advantages

Limitations

•Up to date and relevant

•Expensive

•It is first-hand, carried out
by the people who want to
use the data

•Not available
immediately

•It is most effective when it is
used to gather information
which will help the business
with a specific problem

•Not available to other
businesses

Multiple Choice

Primary data has an advantage over secondary data because

• It is normally less time consuming to gather

• It is unique to the purpose of the research

• It saves time on data analysis

• The data already exists so is cheaper to gather

Multiple Choice

Which of the following is unlikely to be a drawback of primary research?

• Findings come from unrepresentative samples

• Inappropriate questions may be asked

• Primary research may lack specific focus

• Respondents may exaggerate their views

Primary research -Methods

•Questionnaire
•Online surveys
•Interviews
•Focus group

Multiple Select

Which of these are primary research methods? Tick all that apply.

• Using film archives.

• Focus groups.

• Questionnaire

• Reading academic journals.

The process of primary research

Multiple Choice

In the process of primary market research which is the next process after carrying out the research?

• Report

• Sampling

• Collate and analyse the data

Questionnaire

•A set of questions to be
answered as a means of
collecting data for market
research
•Face to face, by telephone, by
post or on the internet

Multiple Choice

Which of the following is INCORRECT?

• Questionnaire should be brief and complete

• We can just adopt and make changes to existing questionnaire to become ours with credit

• The people who answer the questionnaire should be those who are from the population targeted by the researchers

• The longer the questionnaire is, the better result it will bring

Questionnaire – Advantages and
disadvantages

Disadvantages:
• Risk of inaccurate

answer

• Costly and time

consuming for
carrying out,
collating and
analysis of data

Advantages:
• Detailed qualitative

information

• Customer opinion
• Online
• People can be

encouraged using
vouchers, etc

Multiple Choice

What are the advantages of a questionnaire?

• They are reliable

• They are always up to date

• Reflect customer opinion

• They are detailed

Online surveys

It requires the target sample to
answer a series of questions
over the internet

Online surveys – Advantages and
disadvantages

Disadvantages:
• Absence of

interviewer- may
fail to gain more
detailed
information

• Limited access of

internet for some
potential
respondents

• Scope for fraud

Advantages:
• Fast with quicker

response time

• Cheaper
• Easy to complete for

the participants

• IT tools can support

quick presentation
and analysis of data

Multiple Choice

Online surveys include those who have Internet access.

• Advantage

• Disadvantage

Interviews

Involve asking individuals a
series of questions, often face
to face or over the phone.

Interviews – Advantages and disadvantages

Disadvantages:
•Results maybe
inaccurate or
biased
•Very time
consuming and
often expensive

Advantages:
•Interviewer
available to
clarify questions
•Detailed
information can
be gathered

Multiple Select

Which of the following are disadvantages of Interviews

• Time Consuming

• Provides a better response rate

• Less anonymity

• Can cause bias

Multiple Select

Which two methods would this statement be comparing

"both use a set of pre-planned questions"

• Focus Groups

• Interviews

• Questionnaires

• Observations

Focus group
•A group of people who are
representative of the target market.
•They provide information through
group discussion with a researcher
present
•Activities may include:

• Discussion of specific product or

reaction to advertising campaign

• New product testing and discussion

on the group response to the product

Multiple Choice

Focus groups are a technique of _____________ research.

• quantitative

• qualitative

• statistical

• optical

Focus group – Advantages and disadvantages

Disadvantages:
• Time consuming

and expensive if
performed by
specialists

• Can be biased due

to influence from
others

• The risk of

domination of few
people

Advantages:
• Providing detailed

information

• More understanding

of people’s opinion

• Quicker and cheaper

than individual
interviews

Multiple Choice

Which of these is a disadvantage of a focus group

• Chance to ask detailed questions to a group of customers

• They are costly and time-consuming to set up.

• Provide unique customer insights into your product or service

The need for sampling

• A sample is the group of people who

are selected to respond to a market
research exercise, such as a
questionnaire

• Common method of sampling:

• Random sample: people are selected

at random as a source of information
for market research

• Quota sample: people are selected on

the basis of certain characteristics
(age, gender, income, etc.) as a source
of information for market research.

Multiple Choice

If every individual in a population has the same chance of being included in a sample, the sample is a(n) _________ sample.

• Biased Sample

• Convenience Sample

• Random Sample

• Stratified Sample

I have been

learning
to………

Key Words

Questionnaire; Online surveys; Interviews; Focus group; Sample;

Random sample; Quota sample

Explain and apply the knowledge on:
• The various type of primary research

method

• The need for sampling