Chapter 11

Question 1

Market research

Answer 1

Gathering, analysing and interpreting information about a market.

Question 2

Market orientated

Answer 2

Carrying out market research to find out consumer wants before developing and
producing a product.

Question 3

Product orientated business

Answer 3

Business that focuses on the product itself, not the market for it.

Question 4

Primary research

Answer 4

Collection of original data - also known as field research.

Question 5

Secondary research

Answer 5

Information that has already been collected but is available for use by others
(desk research).

Question 6

Sample

Answer 6

Group of people selected to respond to a research survey.

Question 7

Random sample

Answer 7

Everyone has an equal chance of being selected for the sample.

Question 8

Quota sample

Answer 8

Sample is selected on a particular basis, e.g. people aged between 18 and 25 years.

Question 9

Focus group

Answer 9

A group, representative of the target market, which provides market research
information - often during a discussion.