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Qualifications Cambridge National Enterprise & Marketing Topic Area 2: Market research to target a specific customer

2.3 Secondary market research sources

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Which term describes information that an enterprise has already collected itself, such as its own sales and customer records?
Internal data
What is meant by 'secondary market research'?
Data that already exists, collected by others for a different purpose
What is the name for a publication that reports news and developments within one particular industry?
Trade magazine
What is meant by 'competitors' data'?
Information about rival businesses that is publicly available, such as their accounts and marketing
What is meant by 'the census'?
A count of all people and households in the UK carried out every ten years
Which source of secondary data is produced by specialist companies such as Mintel, Keynote and Which?
Market research reports
What is meant by 'government statistics' as a source of market research?
Official data collected by government agencies and made available to everyone
A bakery checks its own records of last year's birthday cake sales. What type of market research source is this?
Internal data
Why is secondary market research often quicker to carry out than primary market research?
The data has already been collected by someone else
A business uses a market report covering the whole of the UK to plan a shop in one small town. Why might this information be of limited use?
The data may not be specific to the business's local area
A business that has sold furniture for years now wants to start selling garden tools. Why is its internal data of limited help?
It only records sales of the products the business already sells
Which is an advantage of using government statistics as a source of market research?
It is a reliable source of data with no bias
A small business wants detailed, up-to-date data on the pet food market, but the source it needs is expensive. Which source is this?
A published market report from a company such as Mintel
Why might competitors' data be of limited use to a small independent shop?
Information about large companies cannot easily be compared with a small business
A florist wants to keep up with new developments and trends in the floristry industry. Which source is most suitable?
A trade magazine for the floristry industry
A student plans to use the internet as a secondary market research source. Why is this too vague to be acceptable?
The internet is how sources are accessed, not a source itself
An enterprise is considering using secondary market research instead of collecting its own data. Why might the secondary data not be suitable?
It was gathered for someone else's purpose, so it may not match
A shop owner reads in a newspaper that sales of a product are rising fast. Why should this information be treated with caution?
The information may be incorrect or biased
An enterprise uses a national market report that contains the views of thousands of consumers. Which advantage of secondary research does this show?
It draws on a much larger sample of consumers
A business uses census data collected in 2021 to plan a shop opening in 2026. Why might the figures be of limited use?
The number and incomes of local people may have changed
A café owner wants to know what customers think of a rival café nearby. Which source would show this?
Customer reviews on a review website