Page 165 - Cambridge IGCSE Business Studies
P. 165
11: Market research
Revision checklist Exam practice questions
● Most businesses operate in competitive 1 Bibi is thinking of setting up a children’s nursery. She knows
markets and so need to use a market- she needs to carry out market research before opening
orientated approach. her business, but is unsure whether this should be primary
● Businesses need to carry out market research or secondary research.
research so that they can identify consumer
a What is meant by ‘market research’? [2]
wants and needs. They could do this using
primary or secondary research methods.
b Identify two ways Bibi could present the results
● Both primary and secondary research of her market research. [2]
methods have advantages and limitations
c Identify and explain two primary research methods
that a business needs to be aware of when
choosing which method to use. Bibi could use to collect market research data. [4]
● The results of market research need to be d Identify and explain two benefi ts to Bibi of market
presented in the most appropriate way for research. [6]
the user of the data. This might be written
reports for qualitative research data, or e Bibi could use primary research or secondary
tables, graphs and charts for quantitative research to collect data about her proposed
research data. business. Which do you think is better for her?
Justify your answer. [6]
2 Company Y manufactures household cleaning products.
It has recently developed a new range of cleaning products
for cleaning and polishing, glass, wood and 163
ceramic tiles.
The Marketing Manager is going to use a focus group
and survey a selected sample of the market to collect
both qualitative and quantitative research data about
these new products.
a What is meant by ‘focus group’? [2]
b Identify two methods the Marketing Manager of
Company Y could use to select the sample to be
used in the market survey. [2]
c Identify and explain two benefi ts of sampling in
market research. [4]
d Identify and explain two benefi ts to Company Y
of using a test market. [6]
e Do you think the Marketing Manager is right to
collect both qualitative and quantitative market
research data? Justify your answer. [6]
Total available marks 40
