1. Do Now!
What is market research?
Why is it essential for a
new business or
entrepreneur to carry out
market research?
Are there any downsides
to carrying out market
research?

2. Market Research
Module 2

3. Learning Objectives
By the end of this lesson you should be able to:
1. Identify and explain the different methods of primary
and secondary research.
2. Explain the difference between quantitative and
qualitative research data.
3. Apply market research to a 'real life' situation.
4. Apply understanding of market research to a case study.

4. Start-up Market Research
Market research – essential in gathering data on the buying
habits, usage and attitudes of actual and potential
customers.
PRIMARY SECONDARY
• Collected by entrepreneur • Data already exists
• Paid to have collected • Collected for another purpose
• Does not already exist
LO1) Identify and explain the different methods of primary and secondary research.

5. Secondary Research
LO1) Identify and explain the different methods of primary and secondary research.

6. Primary Research
LO1) Identify and explain the different methods of primary and secondary research.

7. Primary Research
Who shall I collect the information from?
Random Sample Quota Sample
Potentially each Characteristics of a
member of a group market are mirrored
has an equal chance of in a sample
being in the sample.
i.e. – target 50 males
between 20 and 25.
LO1) Identify and explain the different methods of primary and secondary research.

8. Do you know your Primary research
from your Secondary research?
LO1) Identify and explain the different methods of primary and secondary research.

9. Primary Research
What should a firm consider when choosing a sample?
Available finance
The nature of the product
Level of risk
The target market
LO1) Identify and explain the different methods of primary and secondary research.

10. Primary Research
Discuss….
What are the disadvantages of
primary research?
LO1) Identify and explain the different methods of primary and secondary research.

11. Quantitative and Qualitative Research
Although research can be primary or secondary in origin, there
are also categories for the type of data that is collected.
Quantitative Qualitative
• Refers to numerical information • Refers to information about
attitudes, feelings and opinions
• Establish key information about a • More revealing and useful but
business/ market expensive to collect
Examples: Examples:
• Questionnaire • In-depth interview
• Telephone survey • Group discussions
• Online survey
LO2) Explain the difference between quantitative and qualitative research data.

12. Quantitative and Qualitative
Match the question
to the correct
category:
Quantitative
Qualitative
LO2) Explain the difference between quantitative and qualitative research data.

13. Focus Group Research
Which
product do
you prefer?
LO3) Apply market research to a 'real life' situation.

14. Focus Group Research
Experience Review
What type of research was
collected in this experience?
What kind of data was
collected in this experience?
How do you think that firms
would analyse these results?
LO3) Apply market research to a 'real life' situation.

15. Market Research at Blandonmore
Read the case study
and answer questions
1, 2 and 3.
LO4) Apply understanding of market research to a case study.

16. Finally
Name four
keywords identified
in this lesson.
Can you define
them?

17. Re-cap Learning Objectives
You should now be able to:
1. Identify and explain the different methods of primary
and secondary research.
2. Explain the difference between quantitative and
qualitative research data.
3. Apply market research to a 'real life' situation.
4. Apply understanding of market research to a case study.