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Business Studies IGCSEPDF 89
212 pagesrevision 46931
PDF 89
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3.1 Marketing, competition and the customer continued
3.1.3 Concepts of niche marketing and mass
marketing:
3.1.4 How and why market segmentation is
undertaken:
3.2 Market research
3.2.1 The role of market research and methods
used:
3.2.2 Presentation and use of market research
results:
Benefits and limitations of both approaches to
marketing
How markets can be segmented, e.g. according
to age, socio-economic grouping, location,
gender
Potential benefits of segmentation to business
Recommend and justify an appropriate method
of segmentation in given circumstances
Market-orientated businesses (uses of market
research information to a business)
Primary research and secondary research
(benefits and limitations of each)
Methods of primary research, e.g. postal
questionnaire, online survey, interviews, focus
groups
The need for sampling
Methods of secondary research, e.g. online,
accessing government sources, paying for
commercial market research reports
Factors influencing the accuracy of market
research data
Analyse market research data shown in the
form of graphs, charts and diagrams; draw
simple conclusions from such data