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Business Studies IGCSEPDF 102
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Involves recording or monitoring consumer behavior.
Methods:
● Watching shoppers in stores.
● Recording TV viewership through meters.
● Auditing sales to track which items sell fastest.
Advantages
Disadvantages
Low-cost and simple to
conduct.
Only provides basic data; doesn’t explain reasons for
behavior.
2. Secondary Market Research (Desk Research)
This involves using existing data collected by others. It’s cheaper and faster but may be
less reliable or outdated.
Sources of Secondary Research
Type
Examples
Description
Internal
Sources
Sales records, customer data, financial
reports, customer service feedback
Data already available
within the organization.
External
Sources
Government statistics, newspapers, trade
associations, market research agencies,
internet
Published information
from outside sources.