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Business Studies IGCSEPDF 103
212 pagesrevision 46931
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Presenting Market Research Data
Accuracy and Reliability of Market Research
The usefulness of research depends on how accurate and unbiased it is.
Factors Affecting Accuracy:
Pie Charts
Tally Tables
Method
Bar/Column
Charts
Description
Show total figures for each data
category.
Show proportions or percentages
of a whole.
Record raw data during collection.
Example
Market share of different
smartphone brands.
● Quality and representativeness of the sample.
● Clarity and neutrality of questions.
● Source of research (internal vs. external).
● Possible bias (especially from media sources).
● Timeliness of data — outdated information may not reflect current trends.
Displaying number of
customers by age group.
Counting types of vehicles
passing a shop at different
times.