Q10 Complete the table by naming a desk (secondary) research source a business could use to find each type of information.


Information the business wants


Official data on the size and age of Ireland’s population


A report on what Irish shoppers are buying more of this year


A rival’s prices and customer reviews What is happening in an industry right now


Q11 Outline one advantage and one disadvantage to a business of using desk (secondary) research.


Advantage: Desk research source


Disadvantage:


Q12 Indicate with a tick whether each of the following is field or desk research. Research method


Reading the online reviews left for a rival’s product Asking 100 students to fill in a questionnaire Watching which products shoppers pick up in a shop Using CSO data on the population of Galway


EXAM CORNERINTRO ACTIVITY


2022 Q18 (a) (ii) & (iii) Kevin is researching different car insurance policies.


(ii) Outline one method of research Kevin could use to find the best quote for his insurance policy.


Kevin could contact a number of insurance companies directly and ask each one for a quote, then compare the quotes to find the best policy for him.


(iii) Based on your answer above, indicate with a tick whether this method is primary or secondary research, and give a reason for your answer.


Primary research. Kevin is gathering new, first-hand information himself by contacting the companies directly, rather than using information that already exists.


199


Field (Primary) Desk (Secondary)


STRAND 2 CHAPTER 20: Market research


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