A survey finds that 72% of 500 respondents want lower prices, while interviews show that many would pay more for faster delivery. Which conclusion is most accurate?
The quantitative and qualitative findings should be considered together before deciding
The interviews can be ignored because qualitative data cannot inform decisions
The 72% result proves that delivery speed has no influence on customer needs
The business should raise prices because a numerical majority always supports this action
36 exam-style questions on Edexcel GCSE Business 1.2 Spotting a business opportunity, covering 1.2.1a What customer needs are, 1.2.1b Importance of understanding customers, 1.2.2a The purpose of market research, 1.2.2b Methods of market research, 1.2.2c The use of data in market research, 1.2.3a Identifying market segments, 1.2.3b Market mapping, 1.2.4a Strengths and weaknesses of competitors, and 1.2.4b Impact of competition on decision making. Each one has a worked solution and a mark scheme showing where the marks go.