Syllabus: Cambridge - IGCSE Business Studies
Module: 3.2 Market Research
Lesson: 3.2.1 The Role of Market Research and Methods Used

Introduction

This article aligns with section 3.2.1 of the Cambridge IGCSE Business Studies syllabus, which covers the role and methods of market research. Understanding market research is critical for students as it supports key business functions such as decision-making, product development, and marketing strategy. This topic not only covers core curriculum content but also lays the groundwork for essential workplace skills such as data interpretation, strategic thinking, and communication.

Key Concepts

According to the Cambridge IGCSE Business Studies syllabus, this topic includes:

• The Role of Market Research:
  Understand why businesses conduct market research, including identifying customer needs, reducing risk, predicting demand, and informing product development and pricing strategies.

• Types of Market Research:

  • Primary Research (field research): direct data collection methods such as surveys, interviews, questionnaires, focus groups, observations.

  • Secondary Research (desk research): using existing sources like government statistics, reports, internet data, market intelligence reports.

• Methods Used:

  • Quantitative Methods: numerical data from closed questions, e.g. multiple-choice surveys.

  • Qualitative Methods: insights from open-ended responses, focus groups, etc.

  • Sampling techniques: random, stratified, quota sampling.

• Analysis and Interpretation:
  Understand how collected data informs business decisions, including identifying patterns, customer preferences, and future market trends.

Real-World Relevance

Market research is fundamental across industries. Consider how a food delivery app like Deliveroo might survey customers to identify frustrations with delivery times or menu choices. They may use a mix of in-app surveys (primary) and competitor reports (secondary) to guide service improvements.

Similarly, a clothing brand expanding into a new country may analyse purchasing trends using secondary research, then validate ideas through focus groups to test customer response to new designs. These examples demonstrate how the methods taught in class are directly transferable to real business contexts.

How It’s Assessed

In Cambridge IGCSE Business Studies, this topic is assessed through both Paper 1 (short-answer and structured questions) and Paper 2 (case-study based, with analysis and evaluation).

Typical command words include:

• Identify – recall or list a feature (e.g. “Identify two methods of primary research”)

• Explain – provide a reasoned point (e.g. “Explain one advantage of using focus groups”)

• Analyse – explore implications and consequences

• Evaluate – make judgments, weighing up pros and cons (e.g. “Evaluate whether primary research is more effective than secondary research for a start-up business”)

Students are expected to apply knowledge to business scenarios, demonstrating understanding of when and why certain research methods are more suitable than others.

Enterprise Skills Integration

This module integrates several key workplace competencies:

• Decision-Making & Problem-Solving: Students evaluate research options, weigh the reliability of data, and consider strategic implications.

• Commercial Awareness: Students learn how organisations use research to create value, meet customer needs, and stay competitive.

• Workplace Readiness: Understanding how real businesses operate based on data prepares students for any organisational role.

These are explicitly developed in the Skills Hub Business and Skills Hub Futures platforms, which offer simulation tools like customer feedback analysis and market scenario tasks.

Careers Links

This topic links clearly to Gatsby Benchmark 4 – linking curriculum to careers – as market research is relevant across multiple roles and industries. Students can explore roles such as:

• Market Research Analyst

• Product Development Executive

• Marketing Manager

• Consumer Behaviour Specialist

Via Skills Hub Futures, students experience employer-validated challenges such as analysing real survey data or developing user personas, fulfilling Gatsby Benchmarks 5 and 6 through workplace simulation and employer feedback.

Teaching Notes

Tips for Effective Delivery:

• Use a live classroom survey as a primary research demonstration.

• Pair students to role-play interviewer/interviewee scenarios.

• Bring in real-world reports (e.g. Mintel or Statista excerpts) to model secondary research.

Common Pitfalls:

• Students confuse primary and secondary research, especially when digital tools blur the lines.

• Misinterpreting data – ensure time is spent on explaining what the data means for business decisions.

Extension Activities:

• Assign students to design and conduct a mini focus group on a school product (e.g. vending machine options).

• Use Skills Hub’s market simulation tools to analyse fictional data sets and present business recommendations.

Assessment Prep:

• Teach students how to identify the purpose of a question using command words.

• Model evaluation techniques using structured response frames (Point, Evidence, Explanation, Judgment).