Key Idea: At HL, Topic 4.4 is about choosing and evaluating market research methods properly. Students are expected to judge which data is most useful, how reliable it is, and whether the sample and research design are strong enough for decision-making.
🔍 Primary research: **Primary research —** new first-hand data. **Specific and current**. **Designed for the business’s own question**. **Examples —** surveys, interviews, focus groups, observation, test marketing.
📚 Secondary research: **Secondary research —** existing data. **Cheaper and faster**. **Useful for background understanding**. **Examples —** government data, reports, competitor information, internal records.
🎲 Sampling methods: **Convenience sampling —** quick and cheap but biased. **Random sampling —** fairer and less biased. **Quota sampling —** ensures chosen groups are included. **Stratified sampling —** most representative if done well.
💬 vs 🔢 Research type: **Qualitative —** opinions, feelings, reasons. **Quantitative —** numbers, measurements, statistics. **Most businesses need both**. **Choice depends on what question needs answering**.
HL exam tip: Do not just describe a method. Explain why it suits the business situation better than the alternatives.
If the question is about reliability, mention whether the sample is representative, whether the data is current, and whether respondents may be biased or dishonest.
A strong HL evaluation often compares methods. For example, secondary data may be fast and cheap, but primary research may still be needed if the business needs very specific customer feedback before launch.
Example: A strong answer: A focus group may be useful because it provides detailed opinions about the new product idea, helping the business understand why customers like or dislike it. However, the sample may be small, so the results may not represent the wider market.
Important: Common triggers: explain primary or secondary research, choose a suitable method, discuss sampling, compare qualitative and quantitative data, or evaluate whether the research is reliable enough for decision-making.
- Identify whether the issue is method, source, sample or data type
- Use the correct research term
- Explain how the method works
- Apply it to the business situation
- Add one advantage and one limitation
- For HL, judge reliability and usefulness, not just description