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Cambridge IGCSE Business Studies Section 3 Marketing

Methods of primary research

KEY TERMS There are two types of primary research.
Quantitative research: the ■ Quantitative research produces numerical data which can be presented in tables,
collection of numerical data that graphs or charts. It can be further analysed using statistical techniques.
can be analysed using statistical
■ Qualitative research aims to find out consumers’ opinions about products and the
techniques.
factors that influence their buying decisions.
Qualitative research: the
collection of information about Businesses can collect market research information in several diff erent ways.
consumer buying behaviour and
All of the methods shown in Figure 11.2 can be used to collect both quantitative
their opinions about products.
and qualitative data, except for focus groups which are used to collect qualitative
data only.

Methods of
primary research

Consumer
Focus groups Observation Test market
surveys

Interviews

Postal
questionnaire
156

Online survey

Figure 11.2 Methods of primary research

Focus groups
This method of research is most often used by manufacturers of consumer

products, for example hair shampoo, to collect qualitative data. A group of
consumers is invited to discuss topics such as new products, packaging, brand
names and advertisements. The discussions are often recorded or fi lmed.

Focus groups are a very good way for a business to find out from ‘typical’

consumers what they think about a product and its marketing. For example, a hair
shampoo manufacturer can find out what consumers think of the colour, smell,

name and packaging of a new shampoo. The results of the focus group might then
be used to change one or more of these features to try and improve its successful
entry into the market.

The main limitations of this method are that it can be time-consuming to
arrange and there is no numerical data collected, which makes statistical analysis
impossible.

Observation

The behaviour of consumers is secretly observed and recorded by market
researchers. This method of primary research is often used by large supermarkets

who observe the behaviour of customers as they select their products from the
many options available on the shelves.