1.2.2 Market Research

Question 1

Advantage of online survey

Answer 1

Can be used regularly,
e.g. monthly, to check on
customer satisfaction

Question 2

Disadvantage of online survey

Answer 2

Online surveys will
overwhelmingly be answered by
those with time on their hands –
probably older people

Question 3

Focus group:

Answer 3

a group discussion among people
selected from the target market; it draws on
psychology to provide qualitative insights into
consumer attitudes.

Question 4

Primary research:

Answer 4

research conducted
fi rst-hand; it is tailored to a company’s specifi c
needs, for example a quantitative sales
estimate for a brand new chocolate bar.

Question 5

Quantitative data:

Answer 5

factual research among
a large enough sample of people to provide
statistically reliable results, for example a
survey of 500 people aged 15–24 years.

Question 6

Qualitative data:

Answer 6

in-depth research into the
opinions and views of a small group of potential
or actual customers; it can provide insight into
why consumers buy what they buy.

Question 7

Secondary research:

Answer 7

when a company uses
research that has already been carried out for
general purposes.