12 marks
Case Study
Swiss Watch International manufactures luxury timepieces. The company's marketing department uses secondary market research to understand market trends.
State two sources of secondary market research.
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Market Research (DP IB Business Management: HL)
Exam Questions
44 mins14 questions
22 marks
Case Study
Neptune Fitness Equipment Ltd produces exercise machines for home use. Before launching a new product, NFE always conducts extensive primary market research.
Define the term 'primary market research'.
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32 marks
Case Study
Himalayan Teas Ltd, an organic tea producer based in Nepal, wants to expand into European markets in 2024. Before proceeding, HTL's management team wants to undertake market research.
State two reasons why businesses conduct market research.
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42 marks
Case Study
Brazilian Beauty Products SA manufactures skincare products. Before launching nationwide, BBP carries out test marketing in Rio de Janeiro for a limited period.
Define the term 'test marketing'.
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52 marks
Case Study
Indian Automotive Manufacturing Ltd produces electric vehicles. The company uses publicly available information to conduct its secondary market research.
State two advantages of secondary market research.
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62 marks
Case Study
Salair Airlines Ltd monitors customer satisfaction. The airline collects a range of quantitative data, including experience ratings and detailed passenger feedback.
Define the term 'quantitative data'.
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72 marks
Case Study
Brazilian Coffee Shops SA gathers customer feedback. Their researchers use convenience sampling, interviewing customers who are readily available during quiet periods.
State two advantages of convenience sampling.
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82 marks
Case Study
StyleFit, a sportswear retailer, relies on secondary market research such as government reports and industry studies to understand market trends. In 2024, it used these sources to guide its expansion plans.
Explain one reason why StyleFit might use secondary market research.
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14 marks
Case Study
FreshBloom Florists is a boutique floral service offering custom-made arrangements for special occasions. The company plans to expand its services to include same-day delivery, targeting urban customers who value convenience.
To understand customer preferences, FreshBloom is conducting both primary and secondary market research. Primary methods include customer surveys and test markets for the same-day delivery service, while secondary research focuses on industry reports and competitor data.
FreshBloom is particularly interested in identifying the most popular delivery time slots and the preferred pricing model for urban customers. The company must carefully evaluate the effectiveness of its research methods to ensure the success of the new service.
Explain one advantage and one disadvantage of FreshBloom using customer surveys as part of its primary market research.
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24 marks
Case Study
FreshBloom Florists is a boutique floral service offering custom-made arrangements for special occasions. The company plans to expand its services to include same-day delivery, targeting urban customers who value convenience.
To understand customer preferences, FreshBloom is conducting both primary and secondary market research. Primary methods include customer surveys and test markets for the same-day delivery service, while secondary research focuses on industry reports and competitor data.
FreshBloom is particularly interested in identifying the most popular delivery time slots and the preferred pricing model for urban customers. The company must carefully evaluate the effectiveness of its research methods to ensure the success of the new service.
Describe two limitations of test marketing as a primary research method for FreshBloom’s same-day delivery service.
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36 marks
Case Study
HealthyPets Products is a company specialising in eco-friendly pet food and accessories. The company has built a reputation for creating sustainable products that appeal to environmentally conscious pet owners. HealthyPets is planning to launch a new line of biodegradable pet food packaging that is designed to reduce waste while keeping the food fresh.
To ensure a successful launch, the company has decided to conduct primary market research. This includes focus groups with pet owners to gather opinions on the design and functionality of the packaging and interviews with pet store managers to understand their preferences for stocking sustainable products.
Analyse two advantages and one disadvantage of HealthyPets conducting interviews with pet store managers as part of its market research.
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44 marks
Case Study
HealthyPets Products is a company specialising in eco-friendly pet food and accessories. The company has built a reputation for creating sustainable products that appeal to environmentally conscious pet owners. HealthyPets is planning to launch a new line of biodegradable pet food packaging that is designed to reduce waste while keeping the food fresh.
To ensure a successful launch, the company has decided to conduct primary market research. This includes focus groups with pet owners to gather opinions on the design and functionality of the packaging and interviews with pet store managers to understand their preferences for stocking sustainable products.
Describe two limitations of focus groups as a primary research method for HealthyPets.
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54 marks
Case Study
Elite Style is a premium hairdressing business located in a busy city centre. The salon specialises in personalised hair care and styling services for working professionals and high-income clients. To remain competitive, Elite Style plans to launch a new express styling service aimed at busy professionals who require quick and high-quality hair styling during lunch breaks.
The salon is using secondary market research to understand demand trends and identify gaps in the market. This includes reviewing industry reports on professional grooming trends, analysing competitor offerings, and using data from government publications on urban working populations. However, Elite Style also faces challenges, such as the high cost of specialist reports and the risk of relying on outdated or irrelevant data.
Explain one advantage and one disadvantage of Elite Style using secondary market research to plan its express styling service.
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66 marks
Case Study
Elite Style is a premium hairdressing business located in a busy city centre. The salon specialises in personalised hair care and styling services for working professionals and high-income clients. To remain competitive, Elite Style plans to launch a new express styling service aimed at busy professionals who require quick and high-quality hair styling during lunch breaks.
The salon is using secondary market research to understand demand trends and identify gaps in the market. This includes reviewing industry reports on professional grooming trends, analysing competitor offerings, and using data from government publications on urban working populations. However, Elite Style also faces challenges, such as the high cost of specialist reports and the risk of relying on outdated or irrelevant data.
Analyse two advantages and one disadvantage of Elite Style using government publications as a source of secondary data.
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