Lesson Element
Unit 5: Marketing and market research
Incorrect statements about market research
Instructions and answers for tutors
These instructions cover the learner activity section which can be found on page 3. This
Lesson Element supports Cambridge Technicals Level 3 in Business.
When distributing the activity section to the learners either as a printed copy or as a
Word file you will need to remove the tutor instructions section.
The activity
In this Lesson Element learners should be guided to research the types of market research
that a business can undertake and the methods that can be used to collect this. They should
achieve this via researching a range of incorrect statements in order to discover why they are
incorrect.
Suggested timings
1 hour
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Activity
You could provide your learners with a series of incorrect statements (see page 3) which relate to
sections 3.1, 3.2, 3.3, and 3.5 of the teaching content. Ask your learners to research why these are
incorrect in order to gain an understanding of the relevant theory.
For example; quantitative research aims to discover consumers’ thoughts and opinions about a new
product. This would be a possible definition of qualitative research.
http://beta.tutor2u.net/business/reference/marketing-quantitative-and-qualitative-research
This article explains the difference between quantitative and qualitative research.
http://beta.tutor2u.net/business/reference/marketing-primary-market-research
This article describes the methods of primary research.
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Sample incorrect statements
1. Market research is only carried out by businesses wanting to launch new products.
2. Primary research is using information that you already have within the business e.g.
sales figures.
3. Secondary research is always finding facts and figures online.
4. Questionnaires and surveys can only be done face to face.
5. Secondary research is never as accurate as primary research.
6. Quantitative research asks people what their views and opinions are.
7. Focus groups will lead to biased results.
8. Qualitative research is difficult to analyse and therefore not as useful as quantitative
data.
9. Closed questions always provide better results than open questions because they
are easier to analyse.
10. Questionnaires should always start with questions such as age, gender and income.
11. Loyalty cards do not provide useful secondary information because these customers
will always remain loyal to the business.
12. A business is better carrying out their own market research as market research
agencies are expensive to use.
13. Trade publications such as The Grocer can be used for secondary research but they
are likely to be biased.
14. Company reports can be used for secondary research and these will show you how
your competitors are making a profit.
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Lesson Element
Unit 5: Marketing and market research
Learner Activity
Incorrect statements about market research
In this Lesson Element you will research the types of market research that a business can use
and the methods used to collect this data. You will do this by researching a range of incorrect
statements and trying to discover why they are incorrect and what the correct
information/statement should be. Detailed research will provide you with valuable information
for when you complete your LO3 portfolio work.
Activity 1
Your tutor will provide you with a series of incorrect statements relating to market research.
You will need to research each one to discover why it is incorrect and what the correct
statement should be. This will enable you to gain an understanding of the relevant theory.
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