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The purpose and methods of market research
Study how businesses gather and use qualitative and quantitative market research evidence.
7
Objectives
10
Flashcards
10
Questions
90 min
Study time
AqaGcseBusinessMarketing
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7 objective pages available
Purpose and methods of market research2 objectives
- Explain why businesses conduct market research, including identifying opportunities and understanding customers and competitors.
- Explain primary and secondary market research methods, including questionnaires, surveys, interviews, focus groups, internet research and printed press.
Qualitative, quantitative and decision-making data5 objectives
- Distinguish qualitative and quantitative market research.
- Identify benefits and drawbacks of market research techniques and select the best method for a given business.
- Interpret and use qualitative and quantitative market research findings to support business decisions.
- Manipulate and interpret data from tables and charts.
- Identify market size and market share.
Key terms
Market researchSecondary researchQuantitative researchMarket research techniqueChartmarket size
Exam tips
- Managing time on multiple‑choice questions: Read all options first, then eliminate the clearly wrong ones before choosing the best answer.
- Planning your research methods: Start with secondary research to understand the market before designing primary tools.
Common mistakes
- Confusing market size with market share: Market size is the total sales of the entire market; market share is a firm’s proportion of those sales.
- Confusing primary and secondary research: Secondary research can be time‑consuming if relevant data is hard to locate or outdated, and it may not answer specific questions. Primary research, while often more costly, provides tailored, current information.
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