The Purpose of Market Research (AQA GCSE Business)

Why Carry Out Market Research?

• Market research is the process of systematically gathering data from consumers, which can be used to inform business decisions

  • It helps businesses identify products and services they can develop in response to the needs and wants of their customers

  • It can establish the level of demand for its products

  • It can determine the level and nature of competition in the target market

  • It enables the firm to develop the correct marketing mix

    • On-going market research is especially important in dynamic markets where there is significant competition and frequent changes in customer preferences

Diagram: The Purpose of Market Research

Market research helps businesses identify customer needs and wants, recognise gaps in the market, reduce risk and investigate competitors 

1. Identify customer needs and wants

• Market research can identify customer needs before competitors do so, allowing a business to benefit from first mover advantage

• As customer needs can change rapidly, market research can help a business avoid stocking goods that are no longer in demand

2. Recognise gaps in the market

• Detailed market research can identify areas of the market in which customers' needs are not yet being fully met 

• Appropriate products can then be developed which precisely meet these needs, for which customers may be willing to pay a premium price

3. Reduce risk when launching new products or entering new markets

• Careful market research can clarify the features of products customers desire, the price they are willing to pay, how they respond to promotion activities, and the best ways to distribute products

• This is likely to limit marketing mistakes, improve budget decisions and improve the chances of a successful product launch or entry into a new market

4. Investigate the potential strengths and weaknesses of competitors 

• Understanding the product range, promotional methods and pricing strategies used by rivals, as well as the ways in which they interact with customers, can help a business make their own products stand out

Quantitative & Qualitative Research

• Market research data can be quantitative or qualitative

  • Quantitative data is based on numbers and could include financial reports (e.g. sales, costs), market data (e.g. markets share) or summaries of data gained from primary research (e.g. on a scale of 1-10 rate our customer service)

  • Qualitative data gathers descriptions or explanations based on conversations, discussions, impressions, and emotional feelings and is usually gathered through primary research

Limitations of Quantitative and Qualitative Data