2.2 Market Research

What is the purpose of market research?

• To promote goods or services

• To understand the needs of the customer

Define the term primary research or field research

• Collecting new information

• Looking at information already collected by another person or organisation

Define the term secondary research or desk research

• Collecting new information

• Looking at information already collected by another person or organisation

Which of the following are types of primary research?

• Websites, newspapers, books, articles, magazines and census

• Questionnaires or surveys, observations, interviews, trials and focus groups

Which of the following are types of secondary search?

• Websites, newspapers, books, articles, magazines and census

• Questionnaires or surveys, observations, interviews, trials and focus groups

What is the purpose of a questionnaire?

• To find out lots of customer opinions so that charts can be drawn up and decisions

• To read articles about recent product innovation in the industry by other companies

• To find out what other companies in the industry are doing with their e-commerce

• To test a small area to find out if the product will sell before launching it across the UK

What is the purpose of trialling a product or service?

• To find out lots of customer opinions so that charts can be drawn up and decisions

• To read articles about recent product innovation in the industry by other companies

• To find out what other companies in the industry are doing with their e-commerce

• To test a small area to find out if the product will sell before launching it across the UK

What is the purpose of using newspapers for secondary research?

• To find out lots of customer opinions so that charts can be drawn up and decisions

• To read articles about recent product innovation in the industry by other companies

• To find out what other companies in the industry are doing with their e-commerce

• To test a small area to find out if the product will sell before launching it across the UK

What is the purpose of using websites for secondary research?

• To find out lots of customer opinions so that charts can be drawn up and decisions

• To read articles about recent product innovation in the industry by other companies

• To find out what other companies in the industry are doing with their e-commerce

• To test a small area to find out if the product will sell before launching it across the UK

What is the purpose of focus groups?

• To find out specific information from customers by asking questions

• To find out lots of information about the way the customers may use a new product

• To find out population data of the UK

• To find out what print media advertising the competition are using