What is Market
Well market research is all about finding out what your
Imagine that you go
into a shop and ask
for a cheese and
pickle sandwich but
they only have ham
you be happy?
NO! ....I’m not going to pay for something I don’t want.
Market research stops this from happening!
How can this market research help
me to get my correct sandwich?
Well market research finds out what your customers like,
how much they want to pay for their food and where
they want to buy their sandwiches from.
Let’s look at our customers and see what they had to
I hate ham sandwiches. I prefer cheese.
?2.50 for a sandwich....that’s too
much. I only want to pay ?2.
I want my sandwich freshly made in store.
Bob the Blob’s Question Time
All of the answers can be found by using the information
collected from our customers on the previous page.
1. Is it a good idea to sell ham sandwiches in your shop? Give ONE good
reason for your answer.
2. What would be a sensible price for me to sell my sandwiches at and why?
3. Should I buy ready made sandwiches in from my supplier as this will be
cheaper for me? Give ONE advantage and ONE disadvantage of buying
sandwiches to sell in my shop.
So if market research is as
useful as you say it is then
how do I carry out
research for myself?
WELL YOU HAVE TWO CHOICES!
Are you mad? What
does desk or field
Well actually it is not as odd as it might sound.
Let’s start by taking a closer look at Desk Research or Secondary Research as many people call it.
Desk research is about looking at information that
has already been collected about the market by
other companies and which you can use to help
to run your business successfully. It has not though
been collected by you so......
Okay show me where I can
get this secondary research!
This sounds great.....loads of
information all cheaply available.
Are there any problems with
using Secondary Research?
The information you are
using might not be up to
date – always check!
Remember that the
information was not
collected specifically for
your business. It might not
be very useful to you!
Okay so what is
Field Research all
Field research is more
commonly known as
It is very different to Secondary Research in lots of
ways. The main thing that you must always
remember is that primary research is carried out by
your own business. No one else has done this for
What you find out about your
customers will be normally
more useful and up to date
than secondary research but
it will cost you a lot more
money to get this information!
Primary Research Methods
Questionnaires Telephone Surveys
Consumer Panels Testing and
This sounds like a really good
method to use......lots of up to
date information which is
relevant to my business. Any
problems with this though?
People don’t like being
asked questionnaires or
surveys and will put them
straight in the bin which
means you have wasted
time and money!
You always have to make
sure that your questions are
easy to understand and that
you do not ask them in such
a way that might affect how