Market Research and Data
Primary and secondary research, qualitative and quantitative data, sampling, reliability and the use of evidence to reduce decision uncertainty.
How to study for GCSE Business
Learn each concept as a cause-and-effect chain, practise calculations with units, apply evidence from the case and justify decisions against the business's objectives.
Core concepts
Concept 1
Primary research gathers new data for a specific purpose, while secondary research uses data that already exist.
Exam cue: Match the research method to the decision and information gap.
Concept 2
Quantitative data measure amounts or frequencies; qualitative data explore views, motivations and explanations, and the two can complement one another.
Exam cue: Assess who was included, how they were selected and whether questions could bias answers.
Concept 3
Research reduces uncertainty but its value depends on relevance, sample, question design, recency, cost and interpretation.
Exam cue: Use the evidence as support rather than proof and acknowledge a material limitation.
Risk pitfalls and guardrails
Calling all internet research secondary without considering who originally collected the data.
Guardrail: Do not stop at a generic advantage or disadvantage: use the case, check the calculation and keep board-specific paper claims separate from the common core.
Assuming a large sample is representative regardless of selection.
Guardrail: Do not stop at a generic advantage or disadvantage: use the case, check the calculation and keep board-specific paper claims separate from the common core.
Treating stated customer intention as guaranteed purchasing behaviour.
Guardrail: Do not stop at a generic advantage or disadvantage: use the case, check the calculation and keep board-specific paper claims separate from the common core.
Memory anchors
Primary research
New data collected first-hand for the current purpose.
Secondary research
Existing data gathered previously by the business or another source.
Quantitative data
Numerical evidence about amount, frequency or measurement.
Qualitative data
Descriptive evidence about views, motives and experience.
Reliable research
Relevant, current, well-sampled, neutrally collected and carefully interpreted.
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
What is primary market research?
Which is secondary research for a café considering a new location?
Answer all questions to submit.
Next step personalized recommendations
Continue learning
Move forward only after this module is stable.
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