Top tips for the Internal Assessment – Primary research

Written by Dr. Rima Puri, in collaboration with Paul Hoang

In this section of the website, Dr. Rima Puri and I provide some sound suggestions on how to create instrument
designs for primary data collection as part of the Business Management Internal Assessment (IA). Many thanks to
Rima, my esteemed IBEN colleague, for her efforts in providing these top tips.

Teacher only box

Note to teachers:

The contents on this page provide specific advice on the use of primary research for the new IA. This is an
area where many students fall short due to a poor grasp of using relevant and meaningful primary research.

Whilst in theory it is possible for students to focus on a small family owned business for the business research
project, the overliance on primary market research may limit the breadth and depth of the supporting
documents that drive the internal assessment.

It is important to remember that, wherever possible, students should use secondary research for the IA - this is
a far easier approach in most cases in terms of ease of access and time. However, if your students really feel
that primary research is of value to their business research project, get them to read this section of the
website first.

Data collection is a significant step in the research process. The business research project can be
based on primary and/or secondary data. The data from these sources form the basis of the
supporting documents (SDs). It is not compulsory to include primary data. However, if data
collected from primary sources adds value to the research report, then it can be included in the IA.
Primary research should be included if it complements the secondary research that has been
conducted
Primary sources provide first-hand information to answer the issue or research question (RQ) under consideration.
Primary data can be collected through:

Surveys Focus groups, and

Interviews Observations
You must include evidence of these primary data sources. For example, if a survey is conducted, a blank copy of the
survey, sample size, sampling method, and summary of responses should be included as a supporting document.
The sample size should be significant to draw a conclusion to substantiate the findings. This should be clearly titled
‘Supporting Document 1 - Survey’.

If an interview is conducted, the job title of the person, numbered questions, and answers (responses) should be
included. The person interviewed can be the expert in the field, a key stakeholder in the issue investigated, or the
director or senior member of staff of the organization.

If focus groups are used for the purpose of investigation, you must include a copy of the questions asked along with
the summary of these findings.

Supporting documents are assessed in Criterion B and are worth four marks (or 16% of the overall marks for the IA).
To be awarded 4 out of 4 in Criterion B, the supporting documents should be:

relevant

sufficiently in-depth, and

provide a range of ideas and views.

Therefore, there must be between 3 - 5 supporting documents (although we always recommended five SDs).

The following tips will support you further in this process of using primary research (if relevant to your RQ):

1. The data collected should be relevant to the issue under investigation

What this means is that the data and information you collect should add value to the research project and allow you to
apply appropriate Business Management tools and theories to a real organizational issue or problem using a
conceptual lens.

For example, have a look at the following research question:

To what extent has Pret A Manger’s subscription model in the UK increased sales revenue?

Key concept: Change.

In this case, it is not relevant to conduct a human resource survey to find out the preferences or views of employees
about Pret A Manger’s subscription model. Instead, you would be expected to interview a representative sample of
the loyal consumers at Pret A Manger in order to determine if the subscription model has led to increased or more
frequent purchases. Interviewing the finance director or a branch manager in order to get information about the
changes in the sales revenue after the introduction of the subscription model would also support you in answering this
research question.

Essentially, if questions asked in the survey or interview are poorly designed and not relevant to the research
question, it will not be possible for you to reach a high mark band in the assessment criteria.

Interviews, if used, must add value in addressing the research question

Top tip!
 If you are recording the interview, make sure you include a full transcript for assessment purposes as it is not
possible to upload audio-visual files on IBIS for the Business Management IA.

2. The data collected should be sufficient to answer the research question

It is vital to get the research question right so that you can collect sufficient data to address the problem or issue
being investigated. The data collected should be of appropriate depth and breadth for Business Management
students. Interviews with just five or six short questions won’t usually allow you to obtain sufficient information to write
a well-considered research project of 1,800 words.

Although there is no ideal number of questions specified to include in a survey or interview, having 10 to 20 questions
in one instrument (method) allows you to get in-depth information. Above all, make sure each and every question
asked adds value to addressing the research question.

3. The data collected should be appropriate to the issue under investigation

Do not rely on one single source of data, such as getting all your primary sources from the manager, organization, or
customers. This will limit the quality of the information and could therefore impact your scores. Asking different
questions to the same person is considered a single source and would not provide different perspectives to answer
the research question.

The number of sources needed will depend on the size and scope of the business organization as well as your
research question. In general, more sources are better (five SDs being better than three) so long as these sources
are appropriate in allowing you to address the research question directly.

Also, remember that business functions are integrated so a change in one function will impact the other functions. For
example, let’s say the following issue is being investigated:

To what extent implementation of ethical practices, impacted the success of H&M?

Key concept: Ethics

In this question, just interviewing one person is not sufficient. The research question should be analysed from
different perspectives to enable you to think critically about this decision-making in a Business Management context.
It is important to study different ethical practices including their impact on different stakeholders. The information for
measuring the success could be obtained by the finance director or the key person having access to the final
accounts. However, the impact on the employees, customers, or suppliers could be examined by conducting relevant
surveys.

Interview and survey questions should help you to answer the research question

4. The data should provide quantitative and qualitative information

In the real world, management decision-making is often based on both quantitative and qualitative factors. As far as
possible, quantitative analysis and tools will help you to provide clear directions, present coherent arguments, and
use justified conclusions. Qualitative information will also support the issue or problem being addressed and can
provide alternative interpretations possible.

5. Use a variety of primary research methods

There are numerous research methods that you can use for your IA. For example, you can choose from
questionnaires, interviews, surveys, observations, and focus groups, as long as they are appropriate to the research
question. You should therefore select the most practical ones, both in terms of their relevance and those within your
reach.

In any case, ensure the primary sources allows you to analyse and evaluate the issue being investigated. For
instance, use a mixture of open and close-ended questions in your primary research. For example, suppose the
research is based on the following research question:

To what extent would modification of the current promotional strategies used by X3 Inc. attract more customers in
Location X?

Key concept: Change

In this case, you can use open-ended questions to gather qualitative information about the views of different
customers (their perceptions or feedback about the current promotional mix being used by X3 Inc.) as well as closed
questions to gather quantitative data (such as which promotional methods are remembered or favoured by X3’s
customers). This could be done by providing interviewees with various (but feasible) promotional methods to choose
from in order to support your research.

In the case of focus groups (if used to collect primary research information), use open-ended questions framed with
caution in line with the research question. Include questions that provide an opportunity for participants to talk to one
another about the research issue. This will allow you can gather more considered responses from the group.

In the same way, if observations are used as a method of primary research, make sure the information and data
collected directly help to address the research question.

Gather data and opinions from a range of research methods

6. Check the wording of your questions

Before conducting your primary research, ensure the wording of the questions are meaningful and that the sequence
of the questions in the survey or interview is logical. These questions should flow coherently and not be biased (avoid
asking misleading questions as part of your primary research).

Questions asking for basic and/or irrelevant information should be avoided. For example, asking questions about the
respondent’s gender or age would certainly be irrelevant in the case of a research question such as:

Is TOMS Shoes' "One-for-One Model" considered to be a commercial approach to corporate social responsibility
(CSR) or a genuine altruistic approach to CSR?

Key concept: Ethics

Asking about the company’s mission statement during an interview is also superfluous as this should have been
gathered in the preliminary investigation prior to conducting any interviews – such information is easily available
through the use of secondary research (such as the company’s website).
 Top tip!

When conducting interviews or surveys, remember to use a formal business tone at all times.

7. Be ethical with all aspects of your research

Assure your chosen organization and all research respondents about the confidentiality of the information and data
gathered and shared. The organization has entrusted you with access to real information about its operations,
finances, and customers, so this must be appreciated and always treated with respect.The data collected should not
be manipulated to meet your individual needs or to match any preconceived notions. Do not jump to conclusions that
might dominate your mind – you should not actually know the answer to your research question from the outset. Be
open-minded to the information and data collected and use these in an objective way to address the issue or problem
at hand.

8. Apply the data to relevant Business Management tools and theories

Ensure that data and information collected from your primary research allow you to apply the relevant tools, theories,
and techniques identified in the initial proposal for a suitable business research project. For example:

If the research requires the application of ratio analysis to determine the financial position of your chosen
business, ask the organization for relevant final accounts that will be required to carry out such analysis.

In the case of break-even analysis, raise questions with the interviewee about the firm’s total fixed costs,
average variable costs, and average selling price.

Essentially, it is important to check that you are able to gather all meaningful data required to apply the most relevant
Business Management tools and theories selected to address the research question.

9. Connect with your teacher

Make sure you work with your teacher throughout the IA process, including getting approval for the research question
and the instrument designs created to gather primary research (if these are used). Remember that your supporting
document can also include secondary research.

Clear and consistent communications with your teacher will help to ensure that unnecessary aspects of your primary
research are removed (such as inappropriate interview and survey question) and the data become relevant in helping
you to directly answer the research question.

Always keep your teacher informed about the IA

All the best with the completion of your Internal Assessment!

Teachers can download a PDF version of this article to use with your students by clicking the icon below.