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

Introduction

In the SQA Higher Business Management course, Management of Marketing is a critical unit that focuses on the tools and decisions that help businesses understand and respond to their customers. Within this unit, Market Research plays a pivotal role. The curriculum guides learners to understand the different types and purposes of market research, and how findings shape product development, pricing, promotion, and place strategies.

This content sits at the intersection of business strategy and practical consumer insight, helping students connect classroom theory to real business decisions. Aligned with the SQA framework, it ensures students build both conceptual knowledge and analytical skills essential for assessments and future pathways.

Key Concepts

According to the SQA Higher Business Management specification, students need to understand:

• Purpose of Market Research: To identify customer needs, reduce risk, and support marketing decisions.

• Types of Research:

  • Desk research (secondary) – using existing data sources like government reports, internet statistics, or market trends.

  • Field research (primary) – collecting original data through surveys, interviews, focus groups, etc.

• Methods of Field Research:

  • Surveys/questionnaires

  • Personal interviews

  • Test marketing

  • Observation

  • Focus groups

• Advantages and Disadvantages of both primary and secondary methods.

• Use of Technology: Digital tools for collecting, analysing, and presenting market data.

Students are expected to evaluate methods based on cost, time, accuracy, and usefulness in decision-making.

Real-World Relevance

Think of how brands like Greggs respond to changing tastes—whether it’s rolling out a vegan sausage roll or adjusting opening hours based on local footfall. These aren’t guesses. They’re based on field research, social media analysis, and sales data.

Even small local businesses now use Google Trends, social media polls, or in-store surveys to gather data and fine-tune their offer. Market research helps businesses make smarter choices—from pricing to packaging—backed by evidence, not instinct.

How It’s Assessed

In the SQA Higher exam, students are assessed through:

• Extended-response questions: Often requiring explanations, comparisons, or evaluations of market research methods.

• Case-study application: Students may be asked to apply their understanding to a business scenario and recommend suitable research approaches.

• Command words: Expect verbs like explain, compare, evaluate, recommend, and justify.

Marking rewards clarity, structure, and business insight. Accurate use of terminology and examples boosts student responses.

Enterprise Skills Integration

This topic strengthens key enterprise skills such as:

• Decision-making: Choosing the right method of research based on business goals.

• Problem-solving: Using insights to respond to market gaps or falling sales.

• Critical thinking: Evaluating the reliability and relevance of data.

• Digital literacy: Leveraging online tools for data collection and analysis.

Running a mock research project in class—say, surveying peers on snack preferences—can give students hands-on experience with data collection, interpretation, and presentation.

Careers Links

Market research connects directly to several career pathways and supports Gatsby Benchmarks 4 and 5:

• Related roles: Marketing executive, business analyst, product manager, UX researcher.

• Transferable skills: Communication, analysis, teamwork, tech fluency.

• Post-school options: Business, economics, or marketing degrees; apprenticeships in customer insight or digital marketing.

Students gain a clearer picture of how businesses make informed decisions, helping bridge school content with future careers.

Teaching Notes

Tips for delivery:

• Use real product case studies or brand launches.

• Incorporate student-led research projects (mini surveys or interviews).

• Show tools like Google Forms, SurveyMonkey, or Canva for data presentation.

Common pitfalls:

• Students often confuse field and desk research—reinforce this with examples.

• They may list methods without linking them to the business’s needs—practice applying methods to specific scenarios.

Extension ideas:

• Analyse a real business’s market research approach and outcomes.

• Debate ethical issues in market research, such as data privacy.