Syllabus: International Baccalaureate - Individuals and societies - Business management (Standard Level)
Module: Unit 4: Marketing
Lesson: 4.4 Market Research
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Introduction
Unit 4.4 of the IB Business Management Standard Level course explores Market Research as a critical tool for decision-making in marketing. Aligned with the IB Diploma Programme’s Individuals and Societies strand, this unit helps students understand how data drives commercial decisions, empowering them to evaluate evidence and stakeholder needs in global and local business contexts.
In line with Enterprise Skills’ mission to equip all students with commercial awareness and career readiness, this unit also provides strong cross-curricular and careers provision value, supporting Gatsby Benchmarks 4 and 5.
Key Concepts
The 4.4 Market Research topic centres around:
Primary vs Secondary Research: Understanding when to use methods like surveys, focus groups, and interviews (primary), versus data from reports, academic studies, or industry publications (secondary).
Qualitative vs Quantitative Data: Evaluating the use and limitations of numerical data compared to non-numerical insights, such as consumer attitudes.
Sampling Methods: Stratified, random, quota, and convenience sampling – assessing bias, cost, and appropriateness.
Research Process: Defining problems, designing methods, collecting and analysing data, and making informed recommendations.
Relevance to the Marketing Mix: Using insights to influence product development, pricing strategies, promotion channels, and placement decisions.
Limitations of Market Research: Considering time, cost, data reliability, sample size, and external influences.
These align directly with commercial awareness competencies such as data-driven decision-making, customer understanding, and strategic planning.
Real-World Relevance
The effectiveness of market research is evident across industries:
Apple’s Product Testing: Apple conducts intensive user experience testing and brand sentiment analysis before launching new models. For instance, customer feedback influenced changes in iPhone battery life and camera features.
Netflix’s Data Strategy: Netflix collects viewing data globally to decide what content to fund. The success of “Squid Game” was predicted through viewer data from similar genres.
Local SMEs: A regional café chain in the UK used focus groups and footfall data to adapt its offerings post-COVID, switching to pre-order apps and smaller portion sizes based on consumer preference data.
These examples highlight how market research helps organisations stay relevant and competitive in evolving marketplaces.
How It’s Assessed
In IB Business Management (SL), assessment of Market Research typically includes:
Paper 1 (based on a pre-seen case study):
Students may be asked to recommend research approaches or critique findings for a business in context.Paper 2 (structured questions):
Includes short-answer and extended response questions testing understanding of research methods, data interpretation, and decision-making.Command Words to Prioritise:
Explain: Describe and justify research choices.
Discuss: Weigh advantages and limitations of approaches.
Evaluate: Make judgements with clear justification and reference to case study materials.
Recommend: Propose research-based solutions.
Teaching tip: Train students to link research recommendations directly to marketing strategy (e.g. product development or promotional design).
Enterprise Skills Integration
This topic is ideal for building broader commercial awareness, decision-making, and problem-solving skills:
Data-Driven Decision Making: Students analyse real or simulated datasets to make strategic marketing decisions.
Critical Thinking: Learners critique the strengths and weaknesses of different research approaches.
Stakeholder Awareness: Understanding how research reflects consumer needs and influences business responses.
Evidence-Based Reasoning: Aligns with Enterprise Skills’ research-backed pedagogy – shown to improve comprehension by 73%.
Enterprise Skills simulations like the Customer Focus Challenge and Data-Driven Decisions activity in Skills Hub Futures bring these skills to life through contextual tasks, requiring no prep time for teachers.
Careers Links
This topic links clearly to Gatsby Benchmarks 4, 5, and 6:
Benchmark 4: Links classroom learning to real marketing roles (e.g. market analyst, product manager).
Benchmark 5: Skills Hub Futures includes employer-led market research case studies and video interviews.
Benchmark 6: Students apply research to simulated workplace decisions, simulating real marketing team dynamics.
Career Pathways:
Students can explore roles such as:
Market Research Analyst
Brand Manager
Consumer Behaviour Consultant
Data Insights Executive
Social Media Strategist
Each requires strong analytical skills and the ability to translate data into strategy – precisely what this unit builds.
Teaching Notes
Common Pitfalls to Avoid:
Students often confuse primary/secondary with qualitative/quantitative. Use Venn diagrams to clarify overlaps.
Emphasise that research findings must inform decisions – not just exist in isolation.
Many students default to “survey” as the answer. Stretch them to consider focus groups, observation, or online analytics tools.
Recommended Teaching Strategies:
Live Research Projects: Assign students a real business or school club and conduct primary research on its ‘customers’.
Mini Case Study Analysis: Use brands like Innocent Drinks or Monzo Bank, both of which rely heavily on consumer feedback.
Peer Pitching: After collecting data, have students present marketing recommendations based on their findings.
Extension Activities:
Compare ethical considerations in market research across cultures.
Investigate how AI is transforming data collection in marketing.
Tools to Use:
Skills Hub’s Research Brief Generator helps scaffold the process from hypothesis to insight.
Use Enterprise Skills’ simulation tools to let students “act” as a market research team inside a fictional company – ideal for lesson observations or Ofsted visits.
