The purpose and methods of market research revision notes

First‑hand data collected directly from sources, such as surveys, interviews or observations.

Research that gathers new, first‑hand data directly from the target group, such as surveys, interviews, or focus groups.

A research method that collects non-numeric, descriptive data to understand attitudes, motivations and behaviours.

First‑hand data collected directly from the target group, such as surveys, interviews, or experiments.

First‑hand data collected directly from sources, such as surveys, interviews, or observations.

A structured arrangement of data in rows and columns, used to organise information for easy comparison.

The proportion of total market sales that a firm captures.