MARKET RESEARCH

Primary Research
Learning Objective
•To be able to understand Methods of
research and identify different types of
primary research
Learning Outcome
• At the end of lesson –

You will be able to –

• Understand Quantitative and Qualitative research

• Analyze different types of Primary research
Starter Activity
“Think about a problem in our school community
that you’d like to address. How would you use
surveys or interviews to understand different
perspectives and come up with solutions?’’
Process of Primary research
1.What is the purpose of the market research?

2.Decide on the most suitable method of research

3.Decide on the size of sample needed and who is going to be asked

4.Collect the data and analyze the results.

5.Produce a report of the findings

Methods of Primary research
 Questionnaires
• Questionnaires are text-based
interviews where a set of
questions are written down by
the researchers and sent to the
research participants. The
participants fill out the
questionnaires and return
them to the researcher.
 Online Survey
• Online surveys are similar in purpose
to offline questionnaires and surveys,
but have unique benefits and
limitations.
• These can be carried out on specialized
websites using any internet-connected
device, including mobile phone
Choose any One!

Explain advantages and Explain advantages and

disadvantages of disadvantages of Interview
questionnaire & survey and focus group

Use Textbook page no 146 & 147 for your reference

Case study
Starbucks. Ola is planning on opening a new Starbucks in The Swan
Centre, she has yet to complete any market research and is unsure if
she needs to complete any, all of the Starbucks stores seem to be
really successful so she doesn’t think she has anything to worry about.
Ola has saved £10,000 from the franchise fee, so she does have some
money spare to spend if you recommend her to conduct research.

1.How they can use primary research over here?

2.Which method can be used?Explain
Differentiation Grid

Observation – What changes do you

Survey – What are the most common
observe in the environment during
reasons for people choosing to shop
different seasons?
online versus in-store?
Mustafa, Mohmmed Mustafa,
Behlah,Huzaifa,Abdullah,Aliasgar
Mohmmed Nakhoda, Umme hani
Plenary – Exam Style Question
• 1

1.Identify two methods of primary research

2.Outline 2 ways of presenting market research data on
existing product that T&T could use