1.2.2 Market research Types of market research: Introduction – teacher sets up an activity See the Edexcel GCSE Business 12 Methods of primary research: survey, where students in different groups answer Studies Student Book Building a questionnaire, focus group, the following question: ‘What is the average Business, Chapter 1. observation height of students in our class?’ Group 1 – Activity – measuring students or Methods of secondary research: use ruler/tape measure to calculate the using secondary data () Internet, market reports, government average height of students in the class. reports Group 2 – use generic on heights to state The use of qualitative and the average height in the class (use p1 from quantitative market research data the link; don’t worry that this is from Australia – this will be useful when assessing The role of social media in collecting the merits of this data). market research data. Discuss findings. Then discuss the advantages and disadvantages of each. The importance of the reliability of market research data. Students investigate different types of market research – knowledge. Student research into how social media is used to collect market research – collate class results. Reliability – teacher presentation on reliability, using work from this topic as stimulus. 1.2.3 Market How businesses use market segmentation Teacher plans to ensure that students Activity – ‘Which segment? – 13 segmentation to target customers: understand market segments are groups of Nuffield-BP Activity TRP (p26). Identifying market segments: customers with different characteristics. location, demographics, lifestyle, Students use a series of resources looking at income, age customers and market segments. For Market mapping to identify a gap in example, they look at the Yellow Pages or the market and the competition Thomson Local Directory to identify 20 different businesses and write down what type of customers these businesses might have. They match market segments with types of business, using photographs and examples. Students choose different local businesses restaurants, clothing – and construct a market map related to price and quality. Students analyse the position of different businesses on a market map.
12 1.2.2 Market research Types of market research: Methods of primary research: survey, questionnaire, focus group, observation Methods of secondary research: Internet, market reports, government reports The use of qualitative and quantitative market research data The role of social media in collecting market research data. The importance of the reliability of market research data. Introduction – teacher sets up an activity where students in different groups answer the following question: ‘What is the average height of students in our class?’ Group 1 – use ruler/tape measure to calculate the average height of students in the class. Group 2 – use generic on heights to state the average height in the class (use p1 from the link; don’t worry that this is from Australia – this will be useful when assessing the merits of this data). Discuss findings. Then discuss the advantages and disadvantages of each. Students investigate different types of market research – knowledge. Student research into how social media is used to collect market research – collate class results. Reliability – teacher presentation on reliability, using work from this topic as stimulus. See the Edexcel GCSE Business Studies Student Book Building a Business, Chapter 1. Activity – measuring students or using secondary data () 13 1.2.3 Market segmentation How businesses use market segmentation to target customers: Identifying market segments: location, demographics, lifestyle, income, age Market mapping to identify a gap in the market and the competition Teacher plans to ensure that students understand market segments are groups of customers with different characteristics. Students use a series of resources looking at customers and market segments. For example, they look at the Yellow Pages or Thomson Local Directory to identify 20 different businesses and write down what type of customers these businesses might have. They match market segments with types of business, using photographs and examples. Students choose different local businesses restaurants, clothing – and construct a market map related to price and quality. Students analyse the position of different businesses on a market map. Activity – ‘Which segment? – Nuffield-BP Activity TRP (p26).
GCSE-Business-Scheme-of-Work.docx