Business - 9225 OxfordAQA

The Purpose And Methods Of Market Research

Muhtasari

In 1985 the largest soft drinks company in the world tested a new, sweeter formula on close to two hundred thousand people. In blind taste tests the new drink beat the old one. On that evidence Coca-Cola replaced its original recipe in April, and by July it had brought the old one back under protest from its own customers. The research was enormous, expensive and competently run. It had simply measured the wrong thing: a sip from an unmarked cup, rather than what people felt about a drink they had grown up with.

This lesson is about doing better than that. You will learn what market research is for, the difference between primary and secondary and between quantitative and qualitative, and which technique to choose for a particular business with a particular budget. You will practise pulling information out of a table, which the specification asks for by name, and you will spend real time on the objective candidates skip: the reasons research produces results that are wrong and lead a business into an expensive decision it would not otherwise have made.

Malengo

Purpose of market research.
Methods of market research.
Use of market research: information that may help decision making.

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Maelezo ya Somo

The Coca-Cola taste tests were not badly run. The sample was huge, the drinks were unlabelled so nobody was influenced by the brand, and the result was clear. What nobody had asked was whether a sip from a plastic cup predicts what a person will buy for the next twenty years. It does not. A sweeter drink wins a single mouthful and can be tiring over a whole can, and more importantly the customers were attached to something the test never touched.

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Tathmini ya Somo

Hongera kwa kukamilisha somo la The Purpose And Methods Of Market Research. Sasa kwa kuwa umechunguza dhana na mawazo muhimu, ni wakati wa kuweka ujuzi wako kwa mtihani. Sehemu hii inatoa mazoezi mbalimbali maswali yaliyoundwa ili kuimarisha uelewaji wako na kukusaidia kupima ufahamu wako wa nyenzo.

Utakutana na mchanganyiko wa aina mbalimbali za maswali, ikiwemo maswali ya kuchagua jibu sahihi, maswali ya majibu mafupi, na maswali ya insha. Kila swali limebuniwa kwa umakini ili kupima vipengele tofauti vya maarifa yako na ujuzi wa kufikiri kwa makini.

Tumia sehemu hii ya tathmini kama fursa ya kuimarisha uelewa wako wa mada na kubaini maeneo yoyote ambapo unaweza kuhitaji kusoma zaidi. Usikatishwe tamaa na changamoto zozote utakazokutana nazo; badala yake, zitazame kama fursa za kukua na kuboresha.

Which one of the following is an example of secondary market research? A. Interviewing shoppers outside your shop B. Running a focus group of eight customers C. Studying your competitor's published sales figures D. Watching how customers move around your store Answer: C
Which one of the following describes qualitative research? A. It produces numbers that can be compared between years B. It explains the reasons behind customers' choices C. It always uses a very large sample D. It can only be carried out online Answer: B
A survey of 250 people found that 36 per cent would buy a product. How many people said they would buy it? A. 36 B. 69 C. 90 D. 214 Answer: C
Which one of the following is the main drawback of secondary research? A. It is expensive to obtain B. It may be out of date and was collected for another purpose C. It cannot produce numbers D. Competitors are unable to see it Answer: B
A business asks: 'Would you agree that our prices are very reasonable?' What is wrong with this question? A. It is too short B. It is a leading question that suggests the answer C. It produces qualitative rather than quantitative data D. It can only be asked online Answer: B

Fanyia kazi maswali haya kwenye programu

Vitabu Vinavyopendekezwa

OxfordAQA International GCSE Business (9225)

Manukuu: Student Book

Mchapishaji: Oxford University Press

Mwaka: 2017

ISBN: 978-0-19-841724-8

Maelezo: The endorsed student book for the 9225 specification, published for first teaching in September 2017. Covers all six content areas with real business contexts, glossary support for candidates whose first language is not English, and practice questions in the paper's own question shapes.

The Business Book

Manukuu: Big Ideas Simply Explained

Mchapishaji: Dorling Kindersley

Mwaka: 2018

ISBN: 978-1-4654-7588-6

Maelezo: More than ninety business ideas set out on a page or two each, with diagrams: economies of scale, Kaizen, just in time, the marketing mix, stakeholder theory. The fastest way to put a name to a concept you have met in a case study and then read three pages on it.

The Lean Startup

Mchapishaji: Portfolio Penguin

Mwaka: 2011

ISBN: 978-0-670-92160-7

Maelezo: A working account of how new businesses test an idea cheaply before committing money to it. Read it for the enterprise, business planning and risk parts of the course, where the examiner wants judgement about an uncertain decision rather than a memorised list.

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