Market Research, Segmentation and Positioning
Primary and secondary research, sampling, qualitative and quantitative evidence, segmentation, market mapping and positioning.
How to study A-level Business
Start with the objective and context, build a causal chain across functions, use the numerical and qualitative evidence, then reach a balanced, feasible judgement.
Core concepts
Concept 1
Market research reduces uncertainty but its value depends on method, sample, timing, bias, cost and relevance.
Exam cue: Judge research reliability and representativeness before using its headline result.
Concept 2
Segmentation divides a market using meaningful customer characteristics so a business can target distinct needs.
Exam cue: Link a segment characteristic to a different need, behaviour or marketing response.
Concept 3
Market mapping and positioning compare customer perceptions and competitors but simplify a dynamic market.
Exam cue: Explain how positioning supports differentiation and whether the intended position is credible.
Risk pitfalls and guardrails
Calling all online data secondary research.
Guardrail: Do not give a generic advantage or recommendation without explaining why it matters for this organisation, stakeholder and time horizon.
Assuming a large sample is representative regardless of selection.
Guardrail: Do not give a generic advantage or recommendation without explaining why it matters for this organisation, stakeholder and time horizon.
Treating a market map as objective proof of future demand.
Guardrail: Do not give a generic advantage or recommendation without explaining why it matters for this organisation, stakeholder and time horizon.
Memory anchors
Primary Research
Primary research collects new data for the business's specific purpose.
Secondary Research
Secondary research uses data collected previously for another or wider purpose.
Market Segmentation
Segmentation groups customers with meaningfully different needs or behaviours.
Target Market
A target market is the segment a business chooses to serve.
Market Positioning
Positioning is the place a product or brand seeks to occupy in customers' perceptions.
Checkpoint rule
Do the check-up only after you can summarize each concept in one sentence and identify one dangerous pitfall from memory.
Knowledge Check (after reading)
Short check-up to confirm understanding of this module.
Check-up Questions
A gym interviews its own former members to discover why they cancelled. What type of research is this?
A retailer analyses an industry association's published sales report. What type of evidence is this?
Answer all questions to submit.
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Move forward only after this module is stable.
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