Syllabus: Pearson - A Level Business
Module: 1.1 Meeting Customer Needs
Lesson: 1.1.2 Market Research

Introduction

This lesson aligns with the Pearson Edexcel A Level Business specification under Theme 1: Marketing and people, specifically section 1.1.2: Market Research. It introduces students to how businesses collect and analyse information about customer preferences, buying behaviours, and market trends. This unit is not just about definitions and diagrams—it’s a chance to build analytical skills, apply data interpretation, and think commercially. And with exam questions increasingly data-driven, this topic forms a foundation for success across Paper 1 and beyond.

Key Concepts

From the Pearson A Level Business specification (1.1.2), students should be able to:

• Understand the purpose of market research in identifying and understanding customer needs.

• Distinguish between primary and secondary research.

• Evaluate qualitative vs quantitative data.

• Understand how market research is used to reduce risk and inform decision-making.

• Appreciate the limitations of market research, including sample bias and outdated data.

• Analyse market data using averages, percentages, and graphical techniques.

This topic also introduces students to core commercial thinking, helping them weigh up the benefits and trade-offs of using research to inform business strategies.

Real-World Relevance

In 2024, Greggs plc launched a new range of plant-based items after extensive consumer research showed a growing demand for meat-free convenience foods. The rollout was based on primary surveys and sales data analysis across pilot stores. This is a textbook example of how market research reduces the risk of poor investment decisions and sharpens competitive positioning.

Similarly, Netflix uses advanced customer behaviour analytics (quantitative data) and focus group testing (qualitative data) to decide which original content to produce—demonstrating the role of data in strategic decision-making.

These examples bring the curriculum to life and offer tangible reference points for assessment and class discussion.

How It’s Assessed

Market research is often assessed through data interpretation questions and application-based short-answer formats. Students might be asked to:

• Analyse a table of market data and suggest implications for a business.

• Evaluate the use of primary vs secondary research in a given context.

• Interpret pie charts or bar graphs to extract trends and patterns.

• Apply concepts like “bias” or “representativeness” to a sample size.

Command words commonly used include:

• Explain (e.g. “Explain one limitation of secondary research”)

• Analyse (e.g. “Analyse the likely impact of using customer feedback surveys”)

• Evaluate (e.g. “Evaluate the usefulness of market research to a start-up business”)

Typical mark allocations involve 4–8 mark explain/analyse questions and 10–12 mark evaluative questions in Paper 1.

Enterprise Skills Integration

Market research is the gateway to teaching essential enterprise skills:

• Problem-solving: Identifying gaps in the market or inefficiencies in current data collection methods.

• Decision-making: Choosing the most appropriate type of research and interpreting data to guide strategic choices.

• Commercial awareness: Understanding customer behaviour and market trends.

• Communication: Presenting findings clearly through charts, tables, or reports.

Enterprise Skills’ Business Simulations support these outcomes by placing students in realistic scenarios where they must use limited research budgets to make decisions—mirroring real business constraints.

Careers Links

This unit connects directly to several Gatsby Benchmark objectives, particularly:

• Benchmark 4: Embedding careers into curriculum through authentic examples (e.g. roles like Marketing Analyst, Product Manager).

• Benchmark 5 & 6: Business simulations provide hands-on insight into roles in market research, advertising, and entrepreneurship.

Roles linked to this topic include:

• Market Research Analyst

• Business Development Executive

• Brand Manager

• Insight Consultant

• Entrepreneur

Teachers can invite guest speakers or use case studies to make these links explicit.

Teaching Notes

What works in the classroom:

• Start with a simple real-world question: “Why do supermarkets change shelf layouts?” to spark relevance.

• Use live data sources like YouGov or Statista for applied tasks.

• Create mini “agency briefs” where students recommend research strategies for a start-up.

Common pitfalls:

• Students often confuse qualitative and quantitative research—use colour-coded examples or dual-examples to embed the distinction.

• Sample size and bias are typically underexplored—practical exercises using flawed data sets help build understanding.

Extension ideas:

• Challenge students to design a short survey and reflect on its limitations.

• Run a simulation where students allocate a marketing budget across different research types and justify their decisions.

Tools that work:
Enterprise Skills’ Skills Hub platform includes plug-and-play activities aligned with this unit. Their Business Simulations offer a full lesson experience where students act as marketing teams responding to live market changes—bringing theory into sharp, memorable focus.