Distinguish between quantitative and qualitative market research. Which method did Innocent use at the music festival? [4]
o Quantitative research means research using pre-set questions among a large enough sample size to provide statistically valid data
o Qualitative research is in-depth research into the motivations behind consumer behaviour or attitudes
May involve focus groups…
o Innocent used quantitative research
o Why????
o One simple question with only two possible answers
o Not an in-depth approach
To what extent do you agree with the view that a more in-depth approach to market research would have been appropriate before launching Innocent Drinks? [15]
o Kn /3 Ap /3 An /5 Ev /4
o Definition…… of market research
'The process of gathering primary and secondary data on the buying habits, lifestyle, usage and attitudes of actual and potential customers'
o ‘To what extent’ suggests a two sided approach with your judgements for evaluation marks
o Arguments in favour of more in-depth approach….
o Possible arguments against…
o Conclusion in the context of Innocent
