Learning Outcomes
•Role of Market Research
•Factors influencing the accuracy of market
research data
•Presentation and use of market research
results
•Methods used
•Primary vs Secondary Research
•The need for sampling
Market research is used to try to find out the
answers to these questions.
•Q. What feature of my product do people like or
dislike?
•Q. Would they be willing to buy more product?
•Q. What price would they be prepared to pay?
•Q. Where would they be most likely to buy the
product?
•Q. What type of customer would buy my product?
•Q. What type of promotion would be effective with
these types of customers?
•Q. What is the competition like?
• How often do people aged 30 to 40 visit their parents?
• How does stress at school relate to English lesson satisfaction in high-school students?
• How do participants who go to private academics compare to participants who do not in
relation to final exam test scores
• Does a stressful work environment lead to higher turnover rates in teachers?
EXPENSIVE & timeconsuming & leadingon questions
FIRST-HAND/Insights & NO ERRORS
Evaluating Primary Research Methods
Market Research Accuracy
Benefits of Market Research