Understanding Customer Needs

GCSE Business Studies

Aims and Objectives

Aim:
Understand methods of research.
Objectives:
Define secondary research.
Explain secondary research methods.
Analyse methods of research.

Starter
Which two of the following are types of
secondary research?
A) Conducting a survey
B) Analysing past sales figures of other
businesses
C) Reading market reports
D) Conducting a focus group

Displaying Your Data

Feedback From Groups

Report of findings from groups.

Secondary (Desk) Research

Definition:
The process of gathering secondary data,
which is information that already been
gathered such as government statistics or
newspaper articles.

Secondary (Desk) Research

Task:
Create a brainstorm of as many
methods of secondary research as
possible.

Secondary (Desk) Research

Yellow
Pages

Business
Sales
Figures

Business
Reports

Internet

Newspapers

Spot The Odd One Out Why?

Qualitative and Quantitative Data

Qualitative Data:
Information about opinions, judgements
and attitudes. E.g. Likes and dislikes of
rides.
Quantitative Data:
Data that can be shown as numbers or
collected with numerical data. E.g. how
much would you pay for an iPad?

Exam Question
Identify one type of desk research (1)
June 2006.
44% of students answered this question
incorrectly!
Because they got confused between
primary (field) and secondary (desk)
research!

Mark Scheme Peer Assessment Qu.1

Primary research is the gathering of new

information, which has not been collected
before (2 Marks).
Two examples would be carrying out a
questionnaire (2 Marks), doing a focus
group (2 Marks) or doing a survey (2
Marks).
MAXIMUM 6 MARKS

Mark Scheme Peer Assessment Qu.2

Secondary research is the gathering of

information, which has been collected
before (2 Marks).
Two examples would be using the internet
(2 Marks), using market reports(2 Marks) or
using newspapers/yellow pages(2 Marks).
MAXIMUM 6 MARKS

Question 3 Plan

What were Grace and Peters customer

needs?
3 reasons why Grace and Peter
understand their customers needs with
examples from the case study.

Plenary
Define secondary research.
Give 2 examples of primary and 2
examples of secondary research.
Why is it important that a business
understands customers needs?
Occasion