IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
• Class : Y10
• Lesson Topic: Marketing
• Scheme of Work: Market Research
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
P&D
Higher
thinking
Skills
Lesson Objectives
Planning and
Data
ALL
(KNOWLEDGE)
Describe a market and the different aspects of market research
MOST (ANALYSIS)
• Analyse a market research techniques
• SOME
(EVALUATION )
• Evaluate the usefulness of market research to the success of a business.
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
ATD
C-B
A-A*
By end of lesson you will Climb the Ladder
E-D
Apply to
demonstrate
(8-12m) 8+ connectives & key words
(5-7 m)
(2-4m)
5+ connectives & key words
2 + connectives & key words
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
• Key Words;
• Before we start can you find these
definitions in your textbook
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Market research
Primary research
Secondary research
Desk research
Field research
Questionnaire
Sample
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
CONTRASTING
Although…
Except…
Moreover…
If…
However…
Yet…
Apart from…
Unless…
Despite…
As long as…
CAUSE & EFFECT
Consequently…
Due to…
As a result…
Therefore..
Because of…
Because…
CONCLUDING
Firstly…
After…
Secondly…
Before…
Overall…
I believe…
Finally…
I think …
In conclusion…
it depends…
To conclude…
short term…
Meanwhile…
Long term…
COMPARING
Equally…
As with…
Like…
In the same way…
Similarly…
Even so…
Likewise…
CONNECTIVES for Analysis
CONNECTIVES for Application
CONNECTIVES for Evaluation
EMPHASISING
Most importantly…
Significantly…
Notably…
Especially…
Above all…
In particular…
Indeed…
QUALIFYING
Despite…
Yet…
As long as…
Unless…
Apart from…
If…
Moreover…
Except…
However…
Although…
ADDING
In addition…
And…
Too…
Also…
Additionally…
As well as…
Furthermore…
ILLUSTRATING
For instance…
Such as…
In the case of…
So…
For example…
As revealed by…
As illustrated by…
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
The Marketing Mix
• The key elements of a firm’s marketing strategy. Known as the
4Ps.
• What do you think comes under each P?
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
Marketing Mix
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
PfL
Prepare for Learning – 5mins
VIDEO
What data would a
supermarket like to know
about their customers and
what they buy?
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
Market Research
• Process of collecting and analysing data about the market;
FIND OUT…
• Customer wants
• Pricing / Promotions
• Times of purchases
• Segmentation
• Location
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
Primary v. Secondary Research
Primary research
Collected by
business, original
data.
Secondary research
Collected someone
else, second hand
data.
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
Primary Research methods
• Questionnaires or surveys (open/closed) – Online, phone, direct.
• Interview – Ask questions from potential customers
• Focus group – Ask questions from group of people
• Test marketing – soft launch product in restricted area.
• Sampling (Random) – Select a portion of the market as a
representation. Can’t ask everyone!
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
Primary research Questionnaire
• Open questions mostly give
more QUALITATIVE DATA
• Closed questions give
QUANTITATIVE answers
• Create 2 questions of each
about school.
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
Secondary market research
• Business websites (Published accounts)
– Competitors website
• Government agencies (Environment agency)
– Department for Business
• Media organizations (newspapers)
– Financial Times
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
Qualitative v. Quantitative data
• Factual information and number analysis is called quantitative
data
• Information collected about opinions and views is
called qualitative data
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
Market research Evaluation
• Limitations
–Biased websites
–Misinformation
–Customers
unpredictable
–Market changes
• Depends on
–Costs
–Effective questioning
–Good sample?
–How data is used.
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
Writing a questionnaire
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You work as a Market Researcher for Qatar Tourism
They want to know who the tourists are
They want to know about peoples holiday habits
They want to know how Qatar can be improved for tourists
Write a questionnaire which will give them suitable information to help with this
It must include open and closed questions
There must be a minimum of 15 questions
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
CONTRASTING
Although…
Except…
Moreover…
If…
However…
Yet…
Apart from…
Unless…
Despite…
As long as…
CAUSE & EFFECT
Consequently…
Due to…
As a result…
Therefore..
Because of…
Because…
CONCLUDING
Firstly…
After…
Secondly…
Before…
Overall…
I believe…
Finally…
I think …
In conclusion…
it depends…
To conclude…
short term…
Meanwhile…
Long term…
COMPARING
Equally…
As with…
Like…
In the same way…
Similarly…
Even so…
Likewise…
CONNECTIVES for Analysis
CONNECTIVES for Application
CONNECTIVES for Evaluation
EMPHASISING
Most importantly…
Significantly…
Notably…
Especially…
Above all…
In particular…
Indeed…
QUALIFYING
Despite…
Yet…
As long as…
Unless…
Apart from…
If…
Moreover…
Except…
However…
Although…
ADDING
In addition…
And…
Too…
Also…
Additionally…
As well as…
Furthermore…
ILLUSTRATING
For instance…
Such as…
In the case of…
So…
For example…
As revealed by…
As illustrated by…
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
P&D
Higher
thinking
Skills
Lesson Objectives
Planning and
Data
ALL
(KNOWLEDGE)
Describe a market and the different aspects of market research
MOST (ANALYSIS)
• Analyse a market research techniques
• SOME
(EVALUATION )
• Evaluate the usefulness of market research to the success of a business.
IGCSE Business Chp. 42
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
ATD
C-B
A-A*
By end of lesson you will Climb the Ladder
E-D
Apply to
demonstrate
(8-12m) 8+ connectives & key words
(5-7 m)
(2-4m)
5+ connectives & key words
2 + connectives & key words
IGCSE Business Chp. 42
R
Keywords – Market research, primary / secondary research, quantitative / qualitative research, sample
Review the
Learning
1
question
you need to ask
2 new things
you learnt
3 pieces of
information