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Maddox
12/12/2025
Business
Business A Level - Market Research
450
•
12 Dec 2025
•
Comprehensive Guide to Market Research for A-Level Business
Maddox
@maddoxp
1 / 6
Product vs Market Orientation
Product orientation means businesses focus on developing products they believe will sell, basically trusting their own judgement. Market orientation flips this - companies analyse what consumers actually need before creating anything.
This approach has shifted dramatically over time. In the past, many businesses could be product-oriented because their products practically sold themselves - think early mobile phones or computers. Now, with fierce competition everywhere, most businesses are forced to consider customer needs because consumers have endless choices.
Quick Tip: Remember that being product-oriented isn't always bad - it works brilliantly for innovative companies like Apple who create products customers didn't even know they wanted!
Market Orientation in Action
Henry Ford's approach perfectly shows market orientation in practice. He conducted extensive market research beforehand to set a price that would sell the most cars - revolutionary thinking for his time.
Market orientation advantages include anticipating market changes before competitors and feeling more confident your product will succeed. However, this approach can still lead to failure if businesses try creating products in areas where they lack experience, potentially damaging their reputation.
Five key factors determine whether businesses emphasise product or market: the nature of the product, policy decisions, views of those in control, market nature and size, and degree of competition. Smart businesses consider all these factors when choosing their strategy.
Remember: Even market-oriented approaches aren't foolproof - understanding your customers is brilliant, but you still need the skills to deliver what they want!
Understanding Market Research
Market research involves gathering, presenting, and analysing information about marketing and consumption of goods and services. Think of it as your business insurance policy - it helps reduce the risk of spectacular failures.
The three main purposes are identifying and anticipating customer needs, quantifying likely demand for products, and providing insights into consumer behaviour. Basically, it answers "what do people want?" and "how many will actually buy it?"
Primary research (also called field research) means collecting completely new data that didn't exist before. Most primary information comes from directly asking consumers questions through surveys, interviews, or focus groups.
Study Smart: Primary research = new data you collect yourself. It's fresh, relevant, but often expensive and time-consuming to gather.
Primary Research Methods
A market research sample is a group representing your entire target market - you can't ask everyone, so you pick people who represent the whole population you're interested in.
Good questionnaires need balance between open and closed questions, clear and simple language, and reasonable length. Nobody wants to spend ages filling out confusing surveys! You can use questionnaires through postal surveys, telephone interviews, personal interviews, focus groups, observation studies, or test marketing.
Secondary research involves collecting data that already exists, either internally (from inside your business) or externally (from outside sources). It's usually quicker and cheaper than primary research.
Pro Tip: Mix your research methods - questionnaires give you numbers, but observation shows you what people actually do (which often differs from what they say!).
Types of Data and Research Limitations
Internal data includes sales figures, annual reports, and stock movement patterns. External data covers competitor information, government publications, customer feedback, and commercial publications.
Qualitative research explores attitudes, beliefs, and intentions - the "why" behind consumer behaviour. Quantitative research focuses on measurable, statistical data like market share - the "what" and "how many."
Here's the shocking reality: approximately 90% of products fail after launch, even with thorough market research. Research doesn't guarantee success - it just improves your chances significantly.
Reality Check: Market research isn't magic - it's a tool that reduces risk but can't eliminate it completely. Even Coca-Cola's 'New Coke' and the Sinclair C5 failed despite extensive research!
Market Segmentation Basics
Even with perfect research, some products still fail spectacularly. Coca-Cola's 'New Coke' and the Sinclair C5 are classic examples of products that seemed brilliant on paper but flopped in reality.
Demographic segmentation divides markets based on measurable characteristics. Age demographics affect clothes (children's versus adults), gender influences hair products, income levels determine car purchases, social class impacts housing choices, ethnicity affects hair product needs, and religion influences food preferences.
Understanding these segments helps businesses target the right people with the right products. Instead of trying to please everyone, successful companies focus on specific demographic groups who are most likely to buy their products.
Key Insight: Segmentation isn't about excluding people - it's about understanding that different groups have different needs, so you can serve them better!
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The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
Comprehensive Guide to Market Research for A-Level Business
Maddox
@maddoxp
Ever wondered why some businesses focus on creating amazing products whilst others obsess over what customers actually want? Understanding product orientation versus market orientationis crucial for any business student - it explains why some companies thrive whilst others fail... Show more
Product vs Market Orientation
Product orientation means businesses focus on developing products they believe will sell, basically trusting their own judgement. Market orientation flips this - companies analyse what consumers actually need before creating anything.
This approach has shifted dramatically over time. In the past, many businesses could be product-oriented because their products practically sold themselves - think early mobile phones or computers. Now, with fierce competition everywhere, most businesses are forced to consider customer needs because consumers have endless choices.
Quick Tip: Remember that being product-oriented isn't always bad - it works brilliantly for innovative companies like Apple who create products customers didn't even know they wanted!
Sign up to see the contentIt's free!
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
Market Orientation in Action
Henry Ford's approach perfectly shows market orientation in practice. He conducted extensive market research beforehand to set a price that would sell the most cars - revolutionary thinking for his time.
Market orientation advantages include anticipating market changes before competitors and feeling more confident your product will succeed. However, this approach can still lead to failure if businesses try creating products in areas where they lack experience, potentially damaging their reputation.
Five key factors determine whether businesses emphasise product or market: the nature of the product, policy decisions, views of those in control, market nature and size, and degree of competition. Smart businesses consider all these factors when choosing their strategy.
Remember: Even market-oriented approaches aren't foolproof - understanding your customers is brilliant, but you still need the skills to deliver what they want!
Sign up to see the contentIt's free!
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
Understanding Market Research
Market research involves gathering, presenting, and analysing information about marketing and consumption of goods and services. Think of it as your business insurance policy - it helps reduce the risk of spectacular failures.
The three main purposes are identifying and anticipating customer needs, quantifying likely demand for products, and providing insights into consumer behaviour. Basically, it answers "what do people want?" and "how many will actually buy it?"
Primary research (also called field research) means collecting completely new data that didn't exist before. Most primary information comes from directly asking consumers questions through surveys, interviews, or focus groups.
Study Smart: Primary research = new data you collect yourself. It's fresh, relevant, but often expensive and time-consuming to gather.
Sign up to see the contentIt's free!
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
Primary Research Methods
A market research sample is a group representing your entire target market - you can't ask everyone, so you pick people who represent the whole population you're interested in.
Good questionnaires need balance between open and closed questions, clear and simple language, and reasonable length. Nobody wants to spend ages filling out confusing surveys! You can use questionnaires through postal surveys, telephone interviews, personal interviews, focus groups, observation studies, or test marketing.
Secondary research involves collecting data that already exists, either internally (from inside your business) or externally (from outside sources). It's usually quicker and cheaper than primary research.
Pro Tip: Mix your research methods - questionnaires give you numbers, but observation shows you what people actually do (which often differs from what they say!).
Sign up to see the contentIt's free!
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
Types of Data and Research Limitations
Internal data includes sales figures, annual reports, and stock movement patterns. External data covers competitor information, government publications, customer feedback, and commercial publications.
Qualitative research explores attitudes, beliefs, and intentions - the "why" behind consumer behaviour. Quantitative research focuses on measurable, statistical data like market share - the "what" and "how many."
Here's the shocking reality: approximately 90% of products fail after launch, even with thorough market research. Research doesn't guarantee success - it just improves your chances significantly.
Reality Check: Market research isn't magic - it's a tool that reduces risk but can't eliminate it completely. Even Coca-Cola's 'New Coke' and the Sinclair C5 failed despite extensive research!
Sign up to see the contentIt's free!
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
Market Segmentation Basics
Even with perfect research, some products still fail spectacularly. Coca-Cola's 'New Coke' and the Sinclair C5 are classic examples of products that seemed brilliant on paper but flopped in reality.
Demographic segmentation divides markets based on measurable characteristics. Age demographics affect clothes (children's versus adults), gender influences hair products, income levels determine car purchases, social class impacts housing choices, ethnicity affects hair product needs, and religion influences food preferences.
Understanding these segments helps businesses target the right people with the right products. Instead of trying to please everyone, successful companies focus on specific demographic groups who are most likely to buy their products.
Key Insight: Segmentation isn't about excluding people - it's about understanding that different groups have different needs, so you can serve them better!
We thought you’d never ask...
What is the Knowunity AI companion?
Our AI Companion is a student-focused AI tool that offers more than just answers. Built on millions of Knowunity resources, it provides relevant information, personalised study plans, quizzes, and content directly in the chat, adapting to your individual learning journey.
Where can I download the Knowunity app?
You can download the app from Google Play Store and Apple App Store.
Is Knowunity really free of charge?
That's right! Enjoy free access to study content, connect with fellow students, and get instant help – all at your fingertips.
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Most popular content: Market Research
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Most popular content
English - inspector calls quotes and analysis
Quotes from every main character
English Literature10
Can't find what you're looking for? Explore other subjects.
Students love us — and so will you.
4.9/5
App Store
4.8/5
Google Play
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user