The Role Of Market Research And Methods Used:
Muhtasari
How does a business know what to make, what price to charge or whether a new idea will sell? It finds out through market research, gathering information about customers, competitors and the market. Good research turns guesswork into informed decisions.
This lesson explains primary and secondary research, the methods of each, why sampling is needed and what makes research accurate. By the end you will be able to choose the right research method for a situation and judge how reliable the results are.
Malengo
- Market-orientated businesses (uses of market research information to a business)
- Primary research and secondary research (benefits and limitations of each)
- Methods of primary research, e.g. postal questionnaire, online survey, interviews, focus groups
- The need for sampling
- Methods of secondary research, e.g. online, accessing government sources, paying for commercial market research reports
- Factors influencing the accuracy of market research data
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- Which is an example of primary research? A. reading government statistics B. running a focus group C. buying a market report D. using past sales records Answer: B
- Secondary research is: A. always more accurate than primary B. information that already exists, collected by someone else C. gathered directly from customers D. never available to competitors Answer: B
- A sample is used because: A. it is impossible to ask every customer B. it is always 100% accurate C. it costs more than a census D. it removes all bias Answer: A
- Which would most likely make research results inaccurate? A. a large, fair sample B. a very small, biased sample C. clear questions D. honest answers Answer: B
- A benefit of secondary research is that it is: A. always up to date B. cheaper and quicker than primary research C. unavailable to rivals D. specific to the firm only Answer: B
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