EXAM CORNERINTRO ACTIVITY 2023 Q2


Use a tick (✔) to identify whether each of the following is an example of Primary (Field) or Secondary (Desk) Research. (One has been completed for you.) Primary (Field) ✔ ✔


Secondary (Desk) Sending out a questionnaire


Conducting a door-to-door survey Reading reports and statistics online Focus group


2024 Q16(b) (ii)


Kellogg’s launched a new product, Hazelnut Choc Coco Pops, to the Irish market in 2022. They have 30% less sugar than other chocolate-covered rice cereals.


State one method of desk research and one method of field research that Kellogg’s could use to identify its target market:


Desk Research: Kellogg's could look at online reviews that have been left for other similar cereals to see what types of customers liked and disliked them.


Field Research: Kellogg's could conduct surveys in supermarkets asking parents if they are interested in the product. They could use tasting or sampling as part of their survey.


✔ ✔


CLASS ACTIVITYINTRO ACTIVITY


Key Skill: Identify whether a method is primary (field) or secondary (desk) research.


A) Read each statement and decide whether it is True or False.


(i) Primary research is information that already exists and has been collected by someone else


(ii) A focus group is a method of primary research (iii) Observation can take place in a shop or online (iv) Posting a poll on a business’s own TikTok account is secondary research


B) Identify which method is field (primary) or desk (secondary) research, and give one advantage for a business of using each method.


(i) A clothing shop watches which rails customers stop at. (ii) A new café reads CSO data on the population of Limerick. (iii) A snack brand posts a poll on TikTok asking which flavour to launch. (iv) A start-up reads reviews of a rival on Google.


200 2


C) A new Irish protein cereal brand is planning to launch. Suggest one primary research method and one secondary research method the brand should do before launching, and what each would tell them.


STRAND 2


CHAPTER 20: Market research


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