4.4 Market Research

Assessment Objectives
Why and how organisations carry out market research	AO2
The following methods/techniques of primary market research: Surveys Interviews Focus groups Observations	AO2
The following methods/techniques of secondary market research: Academic journals Media articles Government publications Market analysis	AO2

• Market Research – an explanation of market research geared towards small businesses and entrepreneurs.

• What Is the Difference Between Primary & Secondary Data When It Comes to Market Research? – a concise explanation of the differences between primary and secondary market research.

• Primary vs. Secondary Market Research: What’s the Difference? – an article on the difference between primary and secondary market research including a link to an interesting TED talk.

• The Difference Between Secondary and Primary Market Research – explanation of the difference between and the pros/cons of primary and secondary market research.

• Market research – Queensland, Australia government provides a very user-friendly guide to market research.

• How 3 Companies Used Market Research to Pivot their Businesses – how market research can lead to change. Examples from Twitter, Instagram, and YouTube.

• Market Research Example: How Coca-Cola Lost Millions with This Mistake – by referring to Coca-Cola this article explains the importance of doing market research right.

Assessment Objectives
The difference between qualitative and quantitative research	AO2

• What's the Difference Between Qualitative and Quantitative Research? – a video on qualitative vs quantitative in 60 seconds.

• In Market Research, Use Numbers With Caution – an example of why a blend of different types of market research should be used.

• Market Research: Quantitative or Qualitative? – an article exploring the differences between qualitative and quantitative research and when to use them.

Assessment Objectives
The following methods of sampling: Quota Random Stratified Cluster Snowballing Convenience	AO2

• Choosing a sampling method – a complete guide to sampling methods.

• Marketing Research – Sampling – definitions, uses and limitations of some of the sampling methods covered in this course.

• Sampling and non-sampling errors (and how to minimise them) – five common sampling errors to avoid.

Assessment Objectives
Ethical considerations of market research	AO3

• Ethical Considerations of Marketing Research – a concise and interesting discussion of the various ethical considerations of marketing research.

• Ethical Behavior in Marketing – this video talks about ethical behaviour in marketing.

• Rick Smolan on Data Exhaust

• Can Big Data Change Who You Are?

• The data revolution – a video interview of Kenneth Cukier on Big Data by The Economist.