Research CREATI

VE

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

Market researchTo 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.

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.

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 1To know the different ways in which data can be analysed.

Primary research

Observations

Postal surveys

Telephone interviews

Online surveys

Questionnaires

Focus groups

To know the different ways in which data can be analysed.

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.

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.

ExamplesTo 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?

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

ExampleTo 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?

Task 2To 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.

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

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

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

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

Plenary

Is this an open or closed question?

How far away do you live from school?

OPEN

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