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A-Level · Marketing

BUS.AL17 Market Research Methods: Primary, Secondary and Sampling Techniques

AQA 7132 · Calculator allowed · about 60 minutes

Total Marks

Name: _______________________________ Date: ____ / ____ / ______

Answer ALL questions. Show working for every calculation. Short answers should be brief sentences. The Riverside Snacks customer survey, used in several questions, is fictional.

Which one of the following is an example of PRIMARY market research conducted by a business?

A) A published industry report on fast food trends
B) Sales data from the last financial year
C) A customer questionnaire run by the business
D) An online article comparing cafe prices

(Total for Question 1 is 1 mark)

Which one of the following best describes secondary research used in market research for a small retailer?

A) Interviews with customers in the shop
B) Internal sales records used to spot trends
C) Observations of customer behaviour at the shop entrance
D) A new focus group organised by the retailer

(Total for Question 2 is 1 mark)

State two sampling methods a business could use when surveying customers, naming the methods.

(Total for Question 3 is 2 marks)

Explain one advantage to a small cafe of using primary research rather than only secondary research when testing a new sandwich.

(Total for Question 4 is 3 marks)

Riverside Snacks is a fictional local snack bar running a customer survey. Which one of the following is a qualitative response the survey might collect?

A) Number of sandwiches sold per day
B) Customer rating on a 1 to 5 scale
C) A written comment on how to improve the menu
D) The age of the customer in years

(Total for Question 5 is 1 mark)

State two weaknesses of using quota sampling for a convenience store gathering customer opinions.

(Total for Question 6 is 2 marks)

Riverside Snacks surveyed 250 customers over a week. The survey asked whether customers preferred hot snacks, cold snacks, or drinks as their main purchase. Results: 110 preferred hot snacks, 75 preferred cold snacks, 65 preferred drinks. Using these survey figures, calculate the percentage of customers who preferred hot snacks. Show your working.

(Total for Question 7 is 2 marks)

In the same survey Riverside Snacks also recorded where customers had bought their last snack before visiting: Riverside Snacks 110, Corner Bakery 80, Station Kiosk 60. Using these numbers, calculate Riverside Snacks' market share of last-purchase customers within this sample. Show your working.

(Total for Question 8 is 2 marks)

Explain the difference between qualitative and quantitative market research, using one example of each that a small retail shop might use.

(Total for Question 9 is 3 marks)

State two ethical issues Riverside Snacks should consider when sampling customers for a survey in the shop.

(Total for Question 10 is 2 marks)

Riverside Snacks decides to use stratified sampling. The business knows 40% of its weekday customers are students, 35% are office workers, and 25% are retirees. If the cafe wants a stratified sample of 200 customers reflecting these proportions, calculate how many students should be included in the sample. Show your working.

(Total for Question 11 is 4 marks)

Data for Riverside Snacks: a 250-customer survey recorded that 150 people said price is the most important factor when buying a snack, 60 said taste, 40 said convenience. Analyse what this data suggests for Riverside Snacks' marketing strategy. Use the survey figures in your answer.

(Total for Question 12 is 6 marks)

Which one of the following would be the most appropriate SECONDARY source for Riverside Snacks wanting local demographic data to plan opening hours?

A) A customer interview conducted in the shop yesterday
B) The local council population statistics
C) A taste test run by the cafe staff
D) Responses from a new in-store survey

(Total for Question 13 is 1 mark)

Explain one strength of stratified sampling for Riverside Snacks when the business wants results representative of customer types.

(Total for Question 14 is 3 marks)

State two practical limitations Riverside Snacks might face when running face-to-face interviews in store as a primary research method.

(Total for Question 15 is 2 marks)

Riverside Snacks must choose between conducting a short in-store questionnaire with a stratified sample of its customers or commissioning a national market report costing more but providing wider context. Recommend which research method Riverside Snacks should use to decide on changing its snack prices. Justify your answer using application, analysis and a clear recommendation.

(Total for Question 16 is 9 marks)

Mark scheme · BUS.AL17 Market Research Methods: Primary, Secondary and Sampling Techniques

Question 1

B1 C cao
Answer: C

Question 2

B1 B cao
Answer: B

Question 3

B1 random sampling
B1 quota sampling, stratified sampling, or cluster sampling (any one other named method)
Answer: Any two named methods, e.g. random sampling and quota sampling.

Question 4

B1 identifies an advantage, e.g. specific feedback about the sandwich from the cafe's customers
B1 develops the point, e.g. this information is directly relevant to the cafe's location and customer base
B1 links to an outcome, e.g. meaning the cafe can refine the recipe or pricing to match customer preferences and reduce risk of failure
Answer: Primary research gives specific feedback from the cafe's own customers, which is directly relevant to its location and customer base, so the cafe can refine recipe and pricing to reduce the risk of the new sandwich failing.

Question 5

B1 C cao
Answer: C

Question 6

B1 it can be biased because interviewers choose respondents within quotas
B1 it may not be representative of the wider population outside the store's customer base
Answer: Answers include interviewer bias in selecting respondents within quotas; sample may not be representative of the wider population.

Question 7

M1 110 / 250 x 100 or equivalent method shown
A1 44% cao
Answer: 44%.

Question 8

M1 110 / (110+80+60) x 100 or equivalent method shown
A1 44% cao
Answer: 44%.

Question 9

B1 definition of qualitative research, e.g. descriptive, non-numeric data
B1 definition of quantitative research, e.g. numeric data that can be measured
B1 example of each, e.g. qualitative: customer interviews; quantitative: a numerical sales survey or rating scale
Answer: Qualitative research collects descriptive non-numeric data, for example customer interviews about why they like a product. Quantitative research collects numeric data that can be measured, for example a sales survey asking customers to rate items 1 to 5 or counting units sold.

Question 10

B1 obtaining informed consent from customers
B1 protecting customer privacy and not sharing personal data without permission
Answer: Any two, e.g. obtain informed consent; protect customer privacy and personal data.

Question 11

M1 200 x 0.40 or equivalent method shown
M1 calculation of 200 x 0.40 = 80 or equivalent intermediate
A1 80 cao
B1 explicit statement that 80 students should be included
Answer: 80 students.

Question 12

B1 states that 60% (150/250) of customers regard price as most important
B1 states that taste is 24% (60/250) and convenience 16% (40/250) or equivalent percentages
B1 applies these percentages to suggest focusing on competitive pricing or promotions
B1 discusses possible trade off, e.g. cutting price risks lower quality perception, so promotions or value combinations might work
B1 considers targeting, e.g. tailor campaigns for the 24% who value taste with premium options and for the 16% who value convenience with grab-and-go options
B1 draws a supported conclusion, e.g. priority should be pricing strategy supported by targeted product offers rather than only changing product range
Answer: 150 out of 250 customers, or 60%, say price is most important, with taste at 24% and convenience at 16%. This suggests Riverside Snacks should prioritise competitive pricing and promotions, while also offering targeted options for taste-focused customers and convenient grab-and-go choices. A balanced approach could be value combos or limited-time offers to keep perceived quality while addressing price sensitivity.

Question 13

B1 B cao
Answer: B

Question 14

B1 identifies a strength, e.g. produces a sample representative of key subgroups
B1 develops the point, e.g. each subgroup is sampled proportionally so small but important groups are not missed
B1 links to outcome, e.g. improving accuracy of findings for different customer types and helping the cafe make targeted decisions
Answer: Stratified sampling produces a sample representative of key customer subgroups because each subgroup is sampled proportionally, so small but important groups are not missed. This improves accuracy of findings for different customer types and helps the cafe make targeted decisions.

Question 15

B1 it can be time consuming to interview many customers
B1 it can be costly if staff time is required or customers need incentives
Answer: Any two, e.g. interviews are time consuming; they can be costly in staff time or incentives.

Question 16

Level 1 (1-3): Makes simple statements about the two options with little or no application to Riverside Snacks and no clear recommendation.
Level 2 (4-6): Gives a developed argument for one option, using some application to Riverside Snacks and considering advantages and disadvantages, but the recommendation lacks full justification.
Level 3 (7-9): Weighs detailed application, analysis and trade offs between the in-store stratified questionnaire and the national report, and reaches a clear, justified recommendation linked to Riverside Snacks' needs.
Indicative content:
- Arguments for the stratified in-store questionnaire: directly relevant to Riverside Snacks' customer base, can measure local price sensitivity, is quicker and cheaper, and the stratified approach ensures representation of key customer groups such as students and office workers.
- Arguments against the stratified questionnaire: sample is local and may miss wider trends or seasonal shifts, and small sample sizes can produce sampling error.
- Arguments for the national market report: provides broader context on industry pricing trends, competitor benchmarking and may reveal macro factors affecting price decisions.
- Arguments against the national report: costly, not specific to the cafe's local customer mix, may include data irrelevant to Riverside Snacks and may delay decision making.
- Judgement guidance: for an immediate price decision focused on local customers, the stratified in-store questionnaire is likely the better choice because it offers targeted, actionable data at low cost. If Riverside Snacks plans a major strategic repositioning or expansion, the national report could be justified as a supplementary source. A combined approach, using the in-store questionnaire first and buying targeted secondary reports if contradictory results appear, is viable when budget allows.

Market Research Methods: Primary, Secondary and Sampling Techniques - Worksheets, Questions and Revision