The Use of Data in Market Research (Edexcel IGCSE Business)
Revision Note
Written by: Lisa Eades
Reviewed by: Steve Vorster
Quantitative & Qualitative Market Research
Market research data can be quantitative or qualitative
Both forms are useful and any data analysis should ideally include a combination of the two
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
The Limitations of Quantitative & Qualitative Research Data
Limitations of Quantitative Data | Limitations of Qualitative Data |
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Examiner Tips and Tricks
Make sure that you can define both of these key terms and identify examples of quantitative and qualitative research data.
Social Media & Market Research
The use of Social Media to Collect Market Research Data
Traditionally, primary research has been relatively difficult and expensive for businesses to gather
The rise of social media platforms such as Facebook, Twitter, Instagram and TikTok has provided businesses with incredible market research opportunities (and some threats too!)
Benefits of the use of Social Media to Collect Market Research Data
Benefit | Explanation |
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Cost |
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Relationships |
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Feedback |
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The Reliability of Market Research data
Gathering and analysing reliable data is critical to a business
It supports decision-making and reduces risk
It helps businesses to set realistic objectives and manage performance
The reliability and accuracy of market research depend upon a range of factors
Diagram: Factors Affecting the Reliability of Market Research data
The reliability and accuracy of market research data depend on factors including the time and place of research, who carries out and take part in the research, the potential for bias and how questions are phrased
How questions are phrased in questionnaires or other tools used to conduct surveys
E.g. Market researchers should avoid leading questions
How carefully the sample is selected
Including its size, types of respondent chosen and how closely these reflect the intended target market
Who conducts the research?
Do researchers have the experience, research skills to conduct research effectively?
Is the source primary or secondary?
Potential for Bias when conducting research or analysing results
Presenting results in a particularly positive or negative way can impact decisions made
Personal preferences should be avoided
When and where the research is conducted
Customer tastes, fashions, economic conditions and technology change, giving data a relatively short period of usefulness
Customers in different geographic areas can have very different opinions
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