Learning objective
Explain primary and secondary market research methods, including questionnaires, surveys, interviews, focus groups, internet research and printed press.
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Topic
The purpose and methods of market research
Subtopic
Purpose and methods of market research
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Quick explanation
Explain primary and secondary market research methods, including questionnaires, surveys, interviews, focus groups, internet research and printed press
- This point belongs to The purpose and methods of market research, especially Purpose and methods of market research.
- You need to be able to explain primary and secondary market research methods, including questionnaires, surveys, interviews, focus groups, internet research and printed press.
- The key ideas to know are market research.
- Use the linked flashcards and practice questions to check recall, then practise applying the idea in an exam-style answer.
Key concepts
Why it matters
This objective helps connect Purpose and methods of market research to exam-style questions, flashcards, and revision notes for The purpose and methods of market research.
Quick student answer
Analyse the advantages and disadvantages of using online surveys as a primary research method for a small online service business.
Direct answer
Advantages include low cost, rapid data collection, and a wide geographic reach. Disadvantages are potential low response rates, limited depth of information, and the risk of sampling bias if the survey is only sent to existing customers. For a small online service, the cost savings and speed can outweigh the depth issue, but careful design and follow‑up are needed to improve response quality.
How it works
The answer identifies both positive and negative aspects, links them to the business context, and explains how the trade‑offs affect decision‑making.
Key terms
- Secondary research: Research that uses existing data, such as industry reports, academic studies, or media articles, to gain insights about a market.
Common trap
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primary and secondary research: Secondary research can be time‑consuming if relevant data is hard to locate or outdated, and it may not answer specific questions.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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Open revision notesRelated learning objectives
- Explain why businesses conduct market research, including identifying opportunities and understanding customers and competitors.
Purpose and methods of market research
- Distinguish qualitative and quantitative market research.
Qualitative, quantitative and decision-making data
- Identify benefits and drawbacks of market research techniques and select the best method for a given business.
Qualitative, quantitative and decision-making data
- Interpret and use qualitative and quantitative market research findings to support business decisions.
Qualitative, quantitative and decision-making data
- Manipulate and interpret data from tables and charts.
Qualitative, quantitative and decision-making data