Syllabus: SQA - Higher Course Spec Business Management
Module: Management of Marketing
Lesson: Market Research

Introduction

In the SQA Higher Business Management course, the “Management of Marketing – Market Research” topic builds the foundation for data-informed decision making. Aligned with SQA’s detailed expectations, it teaches learners how organisations collect, analyse, and apply information about customers and markets. Given the speed of change in consumer behaviour and digital technology, this topic is vital for understanding how businesses stay competitive and relevant.

Key Concepts

According to the SQA Higher Business Management specification, students should understand and apply the following:

• Market research types: Distinguishing between desk (secondary) and field (primary) research.

• Research methods: Understanding the purpose and use of surveys, focus groups, observations, trials, and test marketing.

• Sampling techniques: Including random, quota, and stratified sampling.

• Purpose of market research: Identifying customer needs, monitoring market trends, reducing business risk, and evaluating marketing activities.

• Limitations: Considering cost, time constraints, and potential inaccuracies in data.

These concepts underpin how organisations assess demand, tailor offerings, and measure success.

Real-World Relevance

Think of Greggs trialling new vegan products in selected stores before a national rollout, or Netflix using viewer data to guide content creation. Market research in these examples shapes both what’s produced and how it’s delivered. Similarly, local businesses use customer feedback and footfall analysis to refine services. This gives learners a real window into how theory plays out in everyday business life.

How It’s Assessed

Assessment in this area is both knowledge- and skills-based. In the SQA Higher exam, expect:

• Short answer questions: Define key terms or describe processes (e.g. “Describe one advantage of field research”).

• Application tasks: Students interpret market research scenarios and suggest appropriate methods.

• Extended response questions: Typically asking for advantages, disadvantages, or justifications using business examples.

Command words include: describe, explain, compare, justify, analyse. Students must practise selecting appropriate research methods for given business contexts.

Enterprise Skills Integration

Market research fosters several enterprise skills:

• Decision-making: Choosing the most suitable research methods for different objectives.

• Problem-solving: Using research findings to refine products or address declining sales.

• Analytical thinking: Interpreting qualitative and quantitative data to make recommendations.

• Communication: Presenting findings and suggestions in a clear, persuasive format.

These skills are not just academic—they’re what employers want, and they matter beyond the classroom.

Careers Links

This topic aligns closely with Gatsby Benchmark 4 (Linking curriculum learning to careers) and Benchmark 5 (Encounters with employers and employees). Potential career pathways include:

• Market Research Analyst

• Digital Marketing Executive

• Product Manager

• Data Analyst

• Consumer Behaviour Specialist

These roles exist across sectors—from retail to tech to healthcare—demonstrating how transferable these skills are.

Teaching Notes

To make this topic land well:

• Start with what students know: Use school-based surveys or student-led product testing as a warm-up.

• Case study mini-projects: Task students with designing a research plan for a local business or imaginary startup.

• Data literacy drills: Analyse sample research findings to draw conclusions.

• Common pitfalls: Students often confuse types of sampling or overlook ethical issues in field research.

For extension, introduce students to online survey tools (e.g. Google Forms) or look at live case studies like YouGov or Mintel reports.