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Conducting market research · Part 2 of 3
6 exam-style questions with model answers, plus 10 quick multi-choice questions — every question on this part of the standard, grouped by the 2 pages of notes they come from.
Write a full answer before you reveal the model one. That comparison is where the learning happens.
Explain ONE advantage and ONE disadvantage of using a questionnaire to collect primary data.
Explain why using BOTH a questionnaire and interviews would improve a market research project.
A student's research asked respondents whether they would buy a new product, and 78% said yes. Sales after launch were far lower.
Discuss why this happened, and how the research process should be improved.
Explain the difference between quantitative and qualitative data, giving an example of each from a market research project.
Explain how a poorly written question could damage the validity of a market research project.
A student's questionnaire used only closed questions and produced clear percentages, but they could not explain their results.
Discuss the limitation this created, and how the research process should be improved.