4.4 MArket Research

Class 1 - 2

Market Research Jigsaw Activity

In your groups:

• Define & Explain

• Discuss why and how

• Pros and Cons

• Provide examples

Group Topics:

1. primary research 

2. secondary research  

3. qualitative research 

4. quantitative research 

5. sampling

6. descriptive Statistics

What you should know 

By the end of this subtopic, you should be able to:

• define the following terms: (AO1)

  • market research

  • primary research

  • secondary research 

  • qualitative research

  • quantitative research

  • sampling

• examine why and how organisations carry out market research (AO3)

• explain the following methods/techniques of primary market research: (AO2)

  • surveys

  • interviews

  • focus groups

  • observations 

• explain the following methods/techniques of secondary market research: (AO2)

  • market analyses

  • academic journals

  • government publications

  • media articles

  • online content

• explain the difference between qualitative and quantitative research (AO2)

• explain the following methods of sampling: (AO2)

  • quota sampling

  • random sampling

  • convenience sampling

• apply descriptive statistics tools in a given context (AO4)

https://quizlet.com/pa/817549190/44-market-research-flash-cards/?i=4jrhob&x=1qqt    

https://www.gimkit.com/view/67d91d7dfba5f0680992a763  

Focus Groups

Focus groups involve forming small discussion groups to gain insight into the attitudes and behaviour of respondents. The group is typically made up of participants who share a similar customer profile.

Government Publications

Government publications are a type of secondary market research, referring to official documents and publications released by government entities and agencies.

Interviews

Interviews are a type of primary research that involve discussions between an interviewer and interviewees to investigate their personal circumstances, preferences, and opinions.

Market Analysis

A market analysis is a form of secondary market research that reveals the characteristics, trends, and outlook for a particular product or industry, such as market size, market share, and market growth rate.

Market Research

Market research refers to marketing activities designed to discover the opinions, beliefs, and preferences of potential and existing customers.

Media Articles

Media articles are a type of secondary market research referring to the documents (articles) in print or online media. They are written by skilled journalists and authors.

Observations

Observations are a method of primary research that involves watching how people behave or respond in different situations.

Online secondary market research

Online secondary market research refers to sources available on the Internet for research purposes. These include media articles, government publications, academic journals, and market analyses available on the Internet.

Population

The population, in marketing terms, refers to all potential customers of a particular market.

Primary Market Research

Primary market research involves gathering new data for a specific purpose, using methods such as surveys, interviews, focus groups, and observations.

Qualitative Market Research

Qualitative market research involves getting non-numerical responses from research participants in order to understand their behaviour, attitudes, and opinions.

Quantitative Market Research

Quantitative market research is about collecting and using factual and measurable information rather than people’s perceptions and opinions.

Quota Sampling

Quota sampling involves using a certain number of people (known as the quota) from different market segments for primary market research purposes.

Random Sampling

Random sampling gives everyone in the population an equal chance of being selected for the sample.

Sample

A sample is a selected group or proportion of the population used for primary market research purposes.

Sampling

Sampling is a primary research technique that selects a sample of the population from a particular market for research purposes.

Sampling Errors

Sampling errors are caused by mistakes made in the sample design, such as an unrepresentative sample being used or the sample size being too small.

Secondary Market Research

Secondary market research involves the collection of second-hand data and information that already exists, previously gathered by others, such as media articles and government publications.

Survey

A survey is a document that contains a series of questions used to collect data for a specific purpose. Surveys are the most common method of primary research.

Convenience Sampling

Convenience sampling refers to the practice of using people that are within easy reach, in an unplanned way, to conduct market research.

Descriptive Statistics

Descriptive Statistics are tools that may help you present and interpret the data that you have collected

Mean

is another word for average.

Mode

refers to the most frequently occurring value from a set of values.

Median

is the middle value in a list of ordered numbers.

Bar charts

a chart with rectangular bars showing the values represented 

Pie charts

a circular graph in which segments of the circle represent percentages of the total

Infographics

a graphic representation of information 

Quartiles

result from dividing a set of numbers into quarters

Standard deviation

looks at the dispersion of data around its mean

Why Do Businesses Conduct Market Research?

Market research helps businesses understand customer needs, market trends, and competitors. It provides data for making better decisions and reducing risks.

Market research helps businesses:

✅ Understand customer needs and trends

✅ Reduce risks when making decisions

✅ Improve marketing strategies

✅ Stay ahead of competitors

How Businesses Conduct Market Research:

1. 📌 Primary research – Collecting new data directly from people

   1. First-hand data

   2. Specific to needs

   3. More expensive

2. 📌 Secondary research – Using existing data from other sources

   1. Already collected

   2. Saves time and cost

   3. May be outdated

Quantitative Research

• Numerical data that can be measured and analyzed. Used to analyze trends, measure behaviors, and test hypotheses.

  • • Measurable 

    • Numbers

    • Surveys

• Example: A survey where 75% of customers say they like a product.

🔹 Qualitative = Words (Why people behave a certain way)

🔹 Quantitative = Numbers (Statistics and facts) 

(Descriptive Data – Words, Feelings, and Opinions)

• Descriptive data about opinions, feelings, and behaviors. 

• Used to understand the reasons behind customer behaviors, attitudes, and perceptions.

  • • Open-ended

    • Opinions

    • Focus Groups

📌 Key Takeaway: Qualitative research is used for deeper insights into behavior, emotions, and opinions.

(Numerical Data – Measurable, Statistics, and Trends)

• Numerical data that can be measured and analyzed. 

• Used to analyze trends, measure behaviors, and test hypotheses.

  • • Measurable

    • Numbers

    • Surveys

📌 Key Takeaway: Quantitative research is used for measurable data, statistical analysis, and trend identification.

Many businesses use both types of research together for a full picture.

📍 Example 1: Launching a New Phone 📱

• Qualitative Research: Focus groups discuss what features they want in a new phone.

• Quantitative Research: A survey asks 10,000 people what price they would be willing to pay.
  
  

📍 Example 2: Improving a Restaurant’s Menu 🍔

• Qualitative Research: Customers describe their favorite dishes and why they like them.

• Quantitative Research: Sales data shows that the most popular dish is the cheeseburger.
  
  

📍 Example 3: Measuring Customer Satisfaction 🏪

• Qualitative Research: Reading detailed online reviews to understand customer concerns.

• Quantitative Research: Analyzing survey responses where 80% of customers rate the service as "excellent."

4.4 Case Study Questions

https://drive.google.com/file/d/19GifsWT2-wOrRx9hifM9Z9UVlYTWnpWu/view?usp=sharing 

4.4 Case Study Answers

https://drive.google.com/file/d/1U46-CVk0rXReeBzfBOVD_sZQPcn_6ADq/view?usp=sharing