Marketing >
Understanding Markets and Customers
COVERS ALL MAJOR EXAM BOARDS
Teaching Business
Market Research
Market research helps businesses collect and analyse information about customers, competitors and market conditions before making marketing decisions.
10
Created by an experienced Head of Business and examiner
_edited.png){kind=small}
AQA | Edexcel | Cambridge | Eduqas | WJEC | OCR | GCSE
KEY POINTS
• Market research helps businesses understand customer needs, market trends and competitor activity.
• Primary research is collected first-hand for a specific business purpose.
• Secondary research already exists and can often be cheaper and quicker to access.
• Quantitative research produces numerical data, while qualitative research explores opinions, motives and attitudes.
• The usefulness of market research depends on factors such as sample size, reliability, bias and how up to date the information is.
KEY DEFINITION
Market Research
Market research is the collection and analysis of information about customers, competitors and markets to help businesses make better decisions.
Main Explanation
Market research is used by businesses to reduce uncertainty before making important marketing decisions. It can help a business understand what customers want, how much they may be willing to pay, which competitors are strongest and whether there is enough demand for a product or service.
Primary research is gathered first-hand by the business itself. This includes methods such as questionnaires, interviews, focus groups and observations. It can be highly relevant because it is designed for a specific purpose, but it may be expensive and time-consuming.
Secondary research uses information that already exists. This might include government statistics, market reports, competitor websites, online reviews or sales data. It is often cheaper and quicker to access, but it may be outdated, biased or not fully relevant to the business.
Research can also be quantitative or qualitative. Quantitative research produces numerical data, such as percentages, ratings or sales figures. Qualitative research provides detailed opinions and explanations, helping businesses understand why customers behave in certain ways.
Effective market research should use suitable methods, a representative sample and reliable data. However, research does not guarantee success. Customer opinions may change, respondents may not answer honestly and poor sampling can lead to misleading conclusions.
✎ EXAMINER TIP
In exam answers, avoid simply listing research methods. Explain why a method is suitable for the specific business, market and decision being made.
KEY FORMULAS(s)
Profit and Profitability Formulas
These key formulas help you calculate different profit measures and profitability ratios used in business.
Gross Profit
Gross profit = Revenue − Cost of sales
The profit made after deducting direct costs.
!
Remember: profit shows how much money has been made, while profitability shows how efficiently revenue is being turned into profit.
DATA TABLE
Income Statement for North Coast Coffee Ltd
This statement shows how revenue is converted into gross profit, operating profit and net profit.
Revenue
£250,000
Output
Fixed Costs
Variable Costs
Total Costs
Revenue
Profit / Loss
0 candles £1,200 £0 £1,200 £0 -£1,200
Net profit is the final profit remaining after all costs and expenses have been deducted from revenue.
WORKED EXAMPLE
Worked Example: North Coast Coffee
How many coffees must be sold to break even?
Fixed Costs
£1,800
equity + long-term debt
Break-even output = Fixed costs ÷ Contribution per unit
Contribution per unit = Selling price − Variable cost
£3.50 − £1.10 = £2.40
1
Step 1: Calculate contribution
£3.50 − £1.10 = £2.40
Contribution per unit is the amount each coffee contributes towards fixed costs.
BREAK-EVEN OUTPUT:
750 coffees per month
EXAM TIP
Always explain what the number means for the business. Do not just calculate the break-even point.
Primary and Secondary Market Research
This diagram shows the difference between primary and secondary market research, and explains how businesses can use both quantitative and qualitative data to support marketing decisions.
APPLICATION
Pret A Manger
Pret A Manger uses customer feedback, sales data and wider food trends to help make decisions about products, pricing and store formats. For example, research into changing consumer preferences can help a food retailer decide whether to expand vegetarian, vegan or healthier product ranges.
This shows how market research can reduce risk by helping a business understand customer demand before making marketing decisions. However, research findings still need careful interpretation. Customer opinions may change, and the business must balance research evidence with costs, operational constraints and competitive pressure.
This independent educational case study is not affiliated with, endorsed by or sponsored by Greggs plc. Any financial figures used alongside this example should be treated as simplified or hypothetical estimates created for teaching purposes.
_edited.png)
ANALYSIS
EXAM FOCUS
Analysis questions require you to examine a business concept or issue in detail, breaking it down into its component parts. You should explain how and why something happens and consider its impact on the business.
How to Approach Analysis Questions
1
Identify the key issue or concept
2
Break it down
3
Explain how and why
4
Reach a reasoned conclusion
Read the question carefully and highlight the focus of the analysis.
Consider the different factors, causes or impacts related to the issue.
Provide clear explanations using business terms and links points to context.
Evaluate the overall implications for the business.
Example Analysis Question
North Coast Coffee is considering using break-even analysis before opening a second café.
Advantages
• Sales forecasts may be inaccurate.
• Assumes costs and revenue remain constant.
• External factors may reduce reliability.
• Ignores qualitative business factors.
Disadvantages
• Sales forecasts may be inaccurate.
• Assumes costs and revenue remain constant.
• External factors may reduce reliability.
• Ignores qualitative business factors.
Key Exam Tip
If you find it difficult to expand your answer and show the type of depth that an examiner is looking for in a top response, consider using the 'so what' approach.
Tesco carry out market research - so what? - this allows them to better understand customer needs - so what? as a result Tesco can provide goods more likely to sell - so what? - this will increase Tesco profit and ensure higher levels of customer satisfaction - so what? this means that customers are likely to become more loyal to Tesco.
Avoid These Exam Traps
Students often lose marks on calculation and analysis questions by making these mistakes. Watch out for them in your exam!
1
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Tip:
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
2
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Tip:
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
3
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Tip:
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
Be precise. Read the question carefully. Show your working.
Small mistakes can cost big marks.
EXAM PRACTICE
Practice Question
Apply your knowledge of profit and profitability to answer this exam-style question.
1
MINI CASE STUDY
North Coast Coffee Ltd is a premium coffee business which sells freshly roasted coffee beans through its online store and a small chain of independent cafés. The business has experienced strong sales growth due to increasing demand for high-quality speciality coffee products.
The business generates annual revenue of £250,000. Its cost of sales, including coffee beans, packaging and direct production costs, totals £100,000. North Coast Coffee Ltd also faces operating expenses of £80,000, including marketing, employee wages, rent and administration costs. In addition, the business pays £20,000 in interest and taxation each year.
The owner, Mia Thompson, is reviewing the company’s profitability because rising wage costs and increased competition in the premium coffee market have started to place pressure on operating profit margins. She is considering increasing prices slightly in order to protect profitability while still maintaining customer demand.
.jpg)
2
EXAM QUESTION
Analyse the possible reasons for BrightBite’s falling profit margins and evaluate strategies it could use to improve profitability.
3
HOW TO ANSWER
P
Point
E
Explain
A
Apply
C
Consequence
H
However...
4
MODEL ANSWER
P
Point
Increasing prices could improve the profitability of North Coast Coffee Ltd because each sale would generate a larger amount of revenue and potentially increase profit margins.
5
EXAMINER TIP
For full marks, make sure you analyse causes rather than just listing them, and evaluate realistic strategies with clear judgement. THINK: Which strategy would have the biggest impact and why?
CALCULATOR
THIS TOPIC · POWERPOINT RESOURCE
Market Research
CHOOSE YOUR EXAM BOARD:
Product Title
Instant download — school site licence included
-
Fully editable PowerPoint lesson
-
Relevant activities and practice questions
-
School site licence — share with your department
Helvetica Light is an easy-to-read font, with tall and narrow letters, that works well on almost every site.
£3.00
RELATED TOPICS
Continue Learning
Build your understanding by exploring other topics that connect closely with this one.
Profit and Profitability
Learn how to calculate profit and analyse profitability to measure the financial performance of a business.