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decisions are based on evidence rather than guesswork."},{"text":"Primary research","correct":false,"explanation":"This is only research collected first-hand for a specific purpose. The broader process described is market research, which can include both primary and secondary information."},{"text":"Market segmentation","correct":false,"explanation":"This means dividing a market into groups with similar characteristics. The process of collecting and analysing market information is market research."},{"text":"Secondary research","correct":false,"explanation":"This uses existing information collected by someone else, such as reports or statistics. Market research is the wider process that may use secondary research."}]},{"id":"2227daf7-8032-4443-aa36-753127fc4c6c","cardType":"basic","points":2,"front":"Why can market research reduce the risk of launching a new product?","back":"It checks whether customers want it before launch.","mcqOptions":[{"text":"It checks whether customers want it before launch.","correct":true,"explanation":"Research can reveal customer demand before money is spent on production and promotion, helping the business avoid launching a product that few people will buy."},{"text":"It checks whether competitors have copied it before launch.","correct":false,"explanation":"Competitor activity may matter, but this does not directly test demand. Market research reduces risk by checking whether customers want the product before launch."},{"text":"It checks whether employees can produce it before launch.","correct":false,"explanation":"Production capability is an operational issue rather than evidence of customer demand. The key risk reduction comes from finding out whether customers want the product."},{"text":"It checks whether suppliers will advertise it before launch.","correct":false,"explanation":"Suppliers provide inputs and do not usually determine product demand. Research reduces launch risk by testing whether customers are likely to buy the product."}]},{"id":"017aa3b5-be4f-4957-a25f-2e02f5390043","cardType":"basic","points":1,"front":"If research identifies the group a business aims to sell to, what has it found?","back":"Its target market.","mcqOptions":[{"text":"Its target market.","correct":true,"explanation":"The target market is the particular group of customers a business aims to sell to, identified using characteristics such as age, income, location or lifestyle."},{"text":"Its main supplier.","correct":false,"explanation":"A supplier provides resources or stock to the business, rather than being the customer group it aims to sell to. That customer group is the target market."},{"text":"Its strongest competitor.","correct":false,"explanation":"A competitor sells similar products and is not the group of customers the business is trying to attract. The intended customer group is its target market."},{"text":"Its sales objective.","correct":false,"explanation":"A sales objective is a goal, such as achieving a certain revenue or number of sales. The group a business aims to sell to is its target market."}]},{"id":"e4c7bde7-568d-4774-9b1c-da43087a65f8","cardType":"cloze","points":null,"front":"[ ] is new research collected first-hand for a specific purpose.","back":"Primary research is new research collected first-hand for a specific purpose.","mcqOptions":[{"text":"Primary research","correct":true,"explanation":"Primary research is newly collected first-hand by or for the business, such as through questionnaires, interviews or observations, to answer a specific research question."},{"text":"Secondary research","correct":false,"explanation":"Secondary research uses information that already exists and was collected by another person or organisation. First-hand research collected for a specific purpose is primary research."},{"text":"Quantitative research","correct":false,"explanation":"Quantitative research produces numerical data, but it can be either primary or secondary. The defining feature here is that the information is collected first-hand."},{"text":"Market segmentation","correct":false,"explanation":"Market segmentation divides customers into groups with shared characteristics. It is not the collection of new first-hand information for a particular purpose."}]},{"id":"9f40ed47-39c0-4e1e-a194-f3e440ddcef0","cardType":"basic","points":2,"front":"Why can primary research be very relevant to a business decision?","back":"It is collected for the exact decision being made.","mcqOptions":[{"text":"It is collected for the exact decision being made.","correct":true,"explanation":"Because primary research is designed specifically for the business's current decision, its questions and data are closely matched to the information the business needs."},{"text":"It is collected for the competitor’s decision being made.","correct":false,"explanation":"Research designed for a competitor may not answer this business's question. Primary research is relevant because it is collected for the exact decision being made."},{"text":"It is collected from the largest possible sample being made.","correct":false,"explanation":"A large sample can improve reliability but does not itself make research relevant. Relevance comes from collecting information specifically for the decision required."},{"text":"It is collected from the oldest available source being made.","correct":false,"explanation":"Older information may be out of date and is not necessarily useful for the decision. Primary research is relevant because it is gathered specifically for that decision."}]},{"id":"e8e67f17-d67c-4fd6-8257-efe333233350","cardType":"cloze","points":null,"front":"A [ ] is the group chosen for research; a [ ] reflects the wider target market.","back":"A sample is the group chosen for research; a representative sample reflects the wider target market.","mcqOptions":[{"text":"A sample is the group chosen for research; a representative sample reflects the wider target market.","correct":true,"explanation":"A sample is the selected group who take part in research. It is representative when its characteristics broadly match those of the wider target market."},{"text":"A target market is the group chosen for research; a representative sample reflects the wider target market.","correct":false,"explanation":"The target market is the intended customer group, not the specific participants selected for research. The selected research group is called a sample."},{"text":"A sample is the group chosen for research; a target market reflects the wider target market.","correct":false,"explanation":"A target market identifies intended customers, whereas a representative sample is the selected research group designed to reflect that wider market."},{"text":"A questionnaire is the group chosen for research; a representative sample reflects the wider target market.","correct":false,"explanation":"A questionnaire is a research method or document, not a group of participants. The group chosen to provide research data is called a sample."}]},{"id":"84955636-8946-47e3-b932-91e84ae155c1","cardType":"basic","points":1,"front":"What problem is caused by one-sided research due to who was asked or how questions were worded?","back":"Bias.","mcqOptions":[{"text":"Bias.","correct":true,"explanation":"Bias occurs when the research is unfairly influenced by who was selected or by leading wording, causing the findings to favour a particular result."},{"text":"Reliability.","correct":false,"explanation":"Reliability concerns whether research would produce consistent results if repeated. One-sided participants or leading questions create bias, which can make findings unbalanced."},{"text":"Sampling.","correct":false,"explanation":"Sampling is the process of choosing participants for research. Poor sampling can cause bias, but the one-sided problem itself is called bias."},{"text":"Validity.","correct":false,"explanation":"Validity concerns whether research measures what it is intended to measure. One-sided selection or wording specifically creates bias in the results."}]},{"id":"79c497c0-d327-4038-9ebb-2b8f33a397f7","cardType":"basic","points":1,"front":"Which primary method suits collecting lots of ratings, preferences or percentages quickly?","back":"A questionnaire.","mcqOptions":[{"text":"A questionnaire.","correct":true,"explanation":"Questionnaires can ask many people the same questions and collect ratings, preferences or percentages quickly, making the results easier to compare and analyse."},{"text":"An interview.","correct":false,"explanation":"Interviews can provide detailed opinions but usually take longer per participant, so they are less suitable for gathering large quantities of ratings or percentages quickly."},{"text":"An observation.","correct":false,"explanation":"Observation records behaviour rather than directly collecting large numbers of stated ratings and preferences. A questionnaire is more suitable for quick numerical responses."},{"text":"A focus group.","correct":false,"explanation":"Focus groups provide detailed discussion from a small number of people, not lots of quickly comparable ratings, preferences or percentages."}]},{"id":"dd0b5f28-f39b-4c7f-9faf-1525bd434df5","cardType":"basic","points":1,"front":"Which primary method suits detailed explanations from one person?","back":"An interview.","mcqOptions":[{"text":"An interview.","correct":true,"explanation":"An interview allows the researcher to ask one person open questions, explore their views and request clarification, producing detailed qualitative information."},{"text":"A questionnaire.","correct":false,"explanation":"A questionnaire usually collects standardised responses from many people rather than exploring one person’s answers in depth. An interview is better suited to detailed explanations."},{"text":"An observation.","correct":false,"explanation":"Observation records what customers do but does not normally reveal one person’s detailed reasons or opinions. An interview allows follow-up questions and fuller explanations."},{"text":"A focus group.","correct":false,"explanation":"A focus group gathers views through discussion among several participants, not from one person alone. An interview is the appropriate method for an individual’s detailed explanations."}]},{"id":"34fe48e8-aea2-46b0-adc6-87f821411fcc","cardType":"basic","points":2,"front":"Why can trialling give stronger evidence than asking customers what they might do?","back":"It shows real customer behaviour.","mcqOptions":[{"text":"It shows real customer behaviour.","correct":true,"explanation":"A trial records customers’ actual purchasing or usage decisions in realistic conditions, providing stronger evidence than their predictions about how they might behave."},{"text":"It guarantees representative customer views.","correct":false,"explanation":"Trials are not automatically free from all sampling problems, and representativeness depends on how participants are selected. Their main strength is that they show real customer behaviour."},{"text":"It involves no research costs.","correct":false,"explanation":"A trial can still require significant time and money, so cost is not its key advantage. It is stronger because it shows real customer behaviour."},{"text":"It provides detailed customer opinions.","correct":false,"explanation":"Trials may produce numerical sales data, but qualitative evidence means detailed opinions and explanations. Their stronger evidence comes from showing real customer behaviour."}]},{"id":"29b50f60-5770-4b9b-9fbb-895b49a0692d","cardType":"basic","points":2,"front":"What is a limitation of focus groups if one confident person dominates?","back":"Results may be unrepresentative.","mcqOptions":[{"text":"Results may be unrepresentative.","correct":true,"explanation":"A dominant participant can discourage or influence other members, so the group’s findings may reflect one person rather than the wider target market."},{"text":"Results may be too quantitative.","correct":false,"explanation":"Domination affects the balance and representativeness of the discussion, not whether results are numerical. The key limitation is that results may be unrepresentative."},{"text":"Results may be overly detailed.","correct":false,"explanation":"A confident participant may reduce the range of views expressed rather than create excessive detail. This can make the results unrepresentative of the target market."},{"text":"Results may be quickly outdated.","correct":false,"explanation":"Focus-group opinions do not become outdated merely because one person dominates. The problem is that their influence can make the results unrepresentative."}]},{"id":"3455b87e-0de5-4798-be51-c0eee873ae1f","cardType":"cloze","points":null,"front":"[ ] uses information that already exists rather than collecting new data.","back":"Secondary research uses information that already exists rather than collecting new data.","mcqOptions":[{"text":"Secondary research","correct":true,"explanation":"Secondary research uses pre-existing information, such as government statistics, market reports or internal sales records, instead of gathering new data directly."},{"text":"Primary research","correct":false,"explanation":"Primary research involves collecting new information first-hand through methods such as questionnaires, interviews or observations. Secondary research instead uses information that already exists."},{"text":"Field research","correct":false,"explanation":"Field research is conducted first-hand in real settings, so it gathers new data rather than relying on existing information. The correct term is Secondary research."},{"text":"Qualitative research","correct":false,"explanation":"Qualitative research describes non-numerical information such as opinions and explanations, whether newly collected or pre-existing. Research specifically using existing information is Secondary research."}]},{"id":"a2585ffe-2ae1-4861-9566-df4d78170c51","cardType":"basic","points":2,"front":"Why is secondary research useful when time or budget is limited?","back":"It is often cheaper and quicker than primary research.","mcqOptions":[{"text":"It is often cheaper and quicker than primary research.","correct":true,"explanation":"Secondary information has already been collected, so a business can often access it with less spending and delay than conducting its own primary research."},{"text":"It is often more detailed and specific than primary research.","correct":false,"explanation":"Secondary data was usually collected by someone else, so the business has less control over its content and quality. Its useful advantage is being cheaper and quicker."},{"text":"It is often newer and fresher than primary research.","correct":false,"explanation":"Existing information may be old, so secondary research is not necessarily more current than newly collected data. It is useful because it is often cheaper and quicker."},{"text":"It is often more accurate and reliable than primary research.","correct":false,"explanation":"Secondary sources can contain bias, errors or unsuitable samples, so complete accuracy is not guaranteed. Their main benefit under constraints is being cheaper and quicker."}]},{"id":"8205d6bb-28e2-44fa-83d9-41e9b1ee7e3a","cardType":"basic","points":2,"front":"Why might secondary data collected for another purpose be less useful?","back":"It may not fit the current decision.","mcqOptions":[{"text":"It may not fit the current decision.","correct":true,"explanation":"Data gathered for a different objective may cover the wrong customers, location, period or issue, making it less relevant to the decision now being considered."},{"text":"It may not include numerical figures.","correct":false,"explanation":"Secondary data can include both numerical and descriptive information, so being quantitative is not the inherent problem. It may instead fail to fit the current decision."},{"text":"It may cost the business too much.","correct":false,"explanation":"Information gathered for another purpose is not necessarily expensive, and it is often cheaper than new research. The limitation is that it may not fit the current decision."},{"text":"It may use a very small sample.","correct":false,"explanation":"Secondary sources can contain very large samples, such as a national census, so sample size is not always the issue. The data may not fit the current decision."}]},{"id":"e245ab4b-7dcf-49a8-8dbf-8160353c5060","cardType":"basic","points":2,"front":"Why can sales records be secondary research for a new decision?","back":"The data already exists.","mcqOptions":[{"text":"The data already exists.","correct":true,"explanation":"Sales records were created during earlier trading activity and are available before the new research decision, so they count as existing secondary data."},{"text":"The data gives qualitative opinions.","correct":false,"explanation":"Sales records usually provide quantitative figures rather than detailed qualitative opinions. They can serve as secondary research because the data already exists."},{"text":"The data comes from business competitors.","correct":false,"explanation":"Sales records come from the business’s past transactions, not necessarily from rival firms. They qualify as secondary research because the data already exists."},{"text":"The data is always representative.","correct":false,"explanation":"Records can still contain errors and do not guarantee a perfectly representative picture of future customers. They are secondary research because the data already exists."}]},{"id":"daf51f47-795f-4d03-b56a-ac01d120d4e6","cardType":"basic","points":1,"front":"Which secondary source shows population, age groups, household types and employment patterns?","back":"The census.","mcqOptions":[{"text":"The census.","correct":true,"explanation":"The census is an official population survey that provides demographic and socioeconomic data, including ages, household composition and patterns of employment."},{"text":"The sales records.","correct":false,"explanation":"Sales records show a business’s past transactions and customer purchases, not comprehensive population and household characteristics. These demographic patterns are shown by the census."},{"text":"The focus group.","correct":false,"explanation":"A focus group gathers detailed views from a small set of participants rather than national population statistics. Population and employment patterns are provided by the census."},{"text":"The questionnaire.","correct":false,"explanation":"A questionnaire could collect some demographic information from a sample, but it is not the established secondary source covering the whole population. That source is the census."}]},{"id":"601facea-83b5-4969-a22d-266abacc2f05","cardType":"cloze","points":null,"front":"[ ] is numerical information; [ ] is non-numerical information.","back":"Quantitative data is numerical information; qualitative data is non-numerical information.","mcqOptions":[{"text":"Quantitative data is numerical information; qualitative data is non-numerical information.","correct":true,"explanation":"Quantitative data consists of measurable numbers, while qualitative data describes non-numerical qualities such as customers’ views, feelings and reasons."},{"text":"Qualitative data is numerical information; quantitative data is non-numerical information.","correct":false,"explanation":"The definitions have been reversed. Quantitative data is numerical, whereas qualitative data provides non-numerical information about qualities, opinions and experiences."},{"text":"Primary data is numerical information; secondary data is non-numerical information.","correct":false,"explanation":"Primary and secondary describe where data comes from, not whether it is numerical. Quantitative data is numerical, while qualitative data is non-numerical."},{"text":"Market data is numerical information; sample data is non-numerical information.","correct":false,"explanation":"Market and sample data are not the classifications for numerical and non-numerical information. The correct terms are quantitative data and qualitative data respectively."}]},{"id":"7861e294-bacf-44a0-a5c5-46afac5519d5","cardType":"basic","points":2,"front":"Why is quantitative data useful in market research?","back":"It helps compare options and spot numerical patterns.","mcqOptions":[{"text":"It helps compare options and spot numerical patterns.","correct":true,"explanation":"Numerical results can be measured and compared consistently, allowing a business to identify trends, differences and recurring patterns in customer responses."},{"text":"It helps guarantee sales and predict every customer’s behaviour.","correct":false,"explanation":"Quantitative findings support decisions but cannot guarantee how every customer will behave. Their main value is comparing options and identifying numerical patterns."},{"text":"It helps explain feelings and uncover personal customer reasons.","correct":false,"explanation":"Detailed feelings and reasons are normally obtained from qualitative data. Quantitative data instead helps businesses compare options and identify numerical patterns."},{"text":"It helps remove uncertainty and ensure perfect business decisions.","correct":false,"explanation":"Quantitative research does not remove all uncertainty because samples and responses may be imperfect. It helps compare options and reveal numerical patterns."}]},{"id":"e8f49fa4-04fe-4dfa-a56e-3eb96de1e682","cardType":"basic","points":2,"front":"What does qualitative data help a business understand?","back":"Customer opinions, feelings and reasons.","mcqOptions":[{"text":"Customer opinions, feelings and reasons.","correct":true,"explanation":"Qualitative data explores what customers think and feel, including the reasons behind their preferences, rather than merely recording numerical results."},{"text":"Customer sales, costs and percentages.","correct":false,"explanation":"Sales totals, costs and percentages are numerical measures associated with quantitative data. Qualitative data instead reveals customer opinions, feelings and reasons."},{"text":"Customer market size and growth rates.","correct":false,"explanation":"Exact market size and growth rates require numerical quantitative data. Qualitative data is used to understand customer opinions, feelings and reasons."},{"text":"Customer purchase numbers and frequencies.","correct":false,"explanation":"The number and frequency of purchases can be counted, making them quantitative data. Qualitative data explains customer opinions, feelings and reasons."}]},{"id":"4b7eeb44-af58-46e8-8469-a6a7035cb690","cardType":"basic","points":3,"front":"How can one questionnaire collect both quantitative and qualitative data?","back":"

Ratings or percentages give quantitative data.
Written comments give qualitative data.

","mcqOptions":[{"text":"

Ratings or percentages give quantitative data.
Written comments give qualitative data.

","correct":true,"explanation":"Closed questions using ratings or percentages produce numerical quantitative results, while open questions inviting written comments provide non-numerical qualitative insights."},{"text":"

Ratings or percentages give qualitative data.
Written comments give quantitative data.

","correct":false,"explanation":"The data types have been reversed: ratings and percentages are numerical quantitative data, while written comments provide non-numerical qualitative data."},{"text":"

Contact details give quantitative data.
Respondent names give qualitative data.

","correct":false,"explanation":"Contact details and respondent names identify people but do not necessarily provide useful quantitative and qualitative evidence. Ratings and written comments collect the two required types."},{"text":"

Tick boxes give qualitative data.
Response totals give quantitative data.

","correct":false,"explanation":"Tick boxes usually generate numerical quantitative results, not qualitative explanations. Written comments are needed to collect qualitative opinions, feelings and reasons."}]},{"id":"058e896d-8abf-4efe-8ff6-737d14099409","cardType":"basic","points":2,"front":"In a survey, 48 out of 80 respondents prefer an option. What percentage is this?","back":"60%.","mcqOptions":[{"text":"60%.","correct":true,"explanation":"Dividing 48 by 80 gives 0.6, and multiplying by 100 converts this proportion into 60%."},{"text":"48%.","correct":false,"explanation":"This treats the 48 respondents as a percentage without dividing by the total. The correct calculation is 48 ÷ 80 × 100 = 60%."},{"text":"166.7%.","correct":false,"explanation":"This reverses the fraction by dividing 80 by 48. The preferred proportion is 48 out of 80, so 48 ÷ 80 × 100 = 60%."},{"text":"40%.","correct":false,"explanation":"This subtracts 48 from 80 rather than finding the proportion. Dividing 48 by 80 and multiplying by 100 gives 60%."}]},{"id":"6c152e84-b811-4590-9a25-d33d59bd0854","cardType":"basic","points":2,"front":"If many café comments mention fast service and short queues, what should the café infer?","back":"Speed matters as well as price.","mcqOptions":[{"text":"Speed matters as well as price.","correct":true,"explanation":"Repeated positive comments about fast service and short queues show that customers value being served quickly, alongside what they pay."},{"text":"Choice matters as well as price.","correct":false,"explanation":"The comments concern service speed and queue length, not the range of products. The supported inference is that speed matters as well as price."},{"text":"Décor matters as well as price.","correct":false,"explanation":"Nothing in the comments provides evidence about décor or the café’s appearance. They indicate that speed matters to customers as well as price."},{"text":"Portion size matters as well as price.","correct":false,"explanation":"Fast service and short queues indicate concern with speed, not portion size. The café should infer that speed matters as well as price."}]},{"id":"82f0da7b-1fb9-48c9-968f-4a5b3e8b32fc","cardType":"basic","points":1,"front":"If research shows customers want lower prices, which function checks whether profit is still possible?","back":"Finance.","mcqOptions":[{"text":"Finance.","correct":true,"explanation":"Finance examines costs, revenue, pricing and profit margins to determine whether charging a lower price would still allow the business to make a profit."},{"text":"Marketing.","correct":false,"explanation":"Marketing researches customer needs and promotes products, but finance calculates whether lower prices can still cover costs and produce a profit."},{"text":"Human resources.","correct":false,"explanation":"Human resources manages employees, recruitment and training rather than assessing profitability. Finance checks costs, revenue and margins to judge whether profit remains possible."},{"text":"Operations.","correct":false,"explanation":"Operations manages production and delivery, although its costs may inform the decision. Finance determines whether the proposed lower price can remain profitable."}]}]}],"examCountdown":{"examDate":"2027-05-12","paperLabel":"Paper 1"},"heading":"Market research","title":"Market research Flashcards","topbar":{"backHref":"/gcse/business/ocr/flashcards"},"topicSidebar":"$L38"}]}],"topicId":"79d7716b-e679-5b48-b9d7-479420dc9ead","walled":"$L39"}],"$L3a","$L3b"]