Research

2. Research

3. Lesson Goals
MUST - be able to understand why market research is
needed
SHOULD - be able to define and understand the
differences between primary and secondary research
COULD - Understand the difference between
quantitative and qualitative research

4. Market research
To know the different ways in
which data can be analysed.
New businesses need to conduct market research to
find out if a business idea is viable in a market. They
also need to confirm all the details of how, where, and
what they sell.
They should look at the demand and supply side of the
market.

5. Types of research
Primary research (field research); research that has not
been carried out before
Secondary research (desk research); research that has
previously been carried out of published for another
body or purpose
To know the different ways in
which data can be analysed.

6. Create two mind-map’s showing the different types of
primary and secondary research methods you could
use to gather information for your client.
Task 1
To know the different ways in
which data can be analysed.

7. Primary research
Observations
Postal surveys
Telephone interviews
Online surveys
Questionnaires
Focus groups
To know the different ways in
which data can be analysed.

8. Secondary research
Google
Government documents
Trade associations
Market research reports
Trade press and magazines
To know the different ways in
which data can be analysed.

9. To know the different ways in
which data can be analysed.
Quantitative v Qualitative
Quantitative research
Concerned with data and addresses questions such
as “how many?”, “how often”, “who?” , “when?” and
“where?”
Based on lager samples and is therefore statistically
valid
The main methods of obtaining quantitative data are
the various forms of survey – i.e. telephone, postal,
face-to-face and online.

10. Examples
To know the different ways in
which data can be analysed.
Would you like vanilla ice cream?
Have you ever met Joe before?
Where did you go to college?

11. To know the different ways in
which data can be analysed.
Quantitative v Qualitative
Qualitative research
Based on opinions, attitudes beliefs and intentions.
Answers questions such as “why?” “would?” , or
“how?”
Aims to understand why customers behave in a
certain way or how they may respond to a new
product or service
Focus groups and interviews are common methods
used to collect qualitative data

12. Example
To know the different ways in
which data can be analysed.
What is your favourite food?
What would you like to be when you grow up?
Anything else you would like to tell us?

13. Task 2
To know the different ways in
which data can be analysed.
1. Create two open questions that could be used to gather
information for your client.
2. Create two closed questions that could be used to
gather information for your client.

14. Lesson Goals
To understand why market research is needed
To be able to define the differences between primary
and secondary research
Know different methods in which data can be analysed

15. Plenary
Is this an open or closed question?
Do you like the colour blue?
To know the different ways in
which data can be analysed.
CLOSED

16. To know the different ways in
which data can be analysed.
Plenary
Is this an open or closed question?
Which jumper do you prefer?
OPEN

17. Plenary
Is this an open or closed question?
Is pizza your favourite food?
To know the different ways in
which data can be analysed.
CLOSED

18. Plenary
Is this an open or closed question?
How far away do you live from
school?
OPEN

19. To know the different ways in
which data can be analysed.
Plenary
Is this an open or closed question?
Why don’t you like using a
computer?
OPEN