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Market Research Methods

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Market Research Methods

A student team is considering a reusable lunch container called SnapBox. Use the case file to choose suitable market research methods, check the evidence and plan a fair investigation. Answer every question.

SnapBox case file

The team wants to sell SnapBox to Australian secondary students. It has a leak-resistant lid, three compartments and a removable name tag. The team has $120 to research the idea before deciding whether to make a small trial batch.

Source

What it found

Possible limitation

Online survey (primary research)

24 students responded. 15 said they would probably buy a reusable lunch container; 9 said they would not.

The survey link was shared only with the team’s friends, so the group may not represent all students.

Australian government waste report (secondary research)

The report describes packaging and waste trends across Australia.

It is not about SnapBox or specifically about students’ lunch-container preferences.

Read the evidence

Use the case file and evidence table to answer Questions 1–4.

1.Which statement best describes market research?
  • Promoting a product so more people notice it
  • Collecting and analysing information about customers and markets to support business decisions
  • Setting a product’s price without checking customer needs
  • Making a product before deciding who might buy it
2.Classify each source as primary or secondary research: (a) the online survey; (b) the Australian government waste report.
3.What proportion of survey respondents said they would probably buy a reusable lunch container? Give your answer as a percentage, rounded to the nearest whole percent.
4.Does the survey prove that SnapBox will sell well across Australia? Explain one reason for your judgement using the evidence.

Choose and design methods

The team has $120 and wants both broad feedback and a closer look at what students value.

5.Which method is usually best for gathering comparable answers from a larger group: a survey or a focus group? Give one reason.
6.Write one neutral survey question that could find out which SnapBox feature students value most. Include suitable response options.
7.Write one open-ended focus group prompt that could reveal why students would or would not use SnapBox.
8.The team can run a short survey and one small focus group within its $120 budget. Explain how using both methods could improve its research.

Make a research plan

Propose a fair, practical next step before SnapBox is produced.

9.Suggest one improvement to the survey sample so it better represents Australian secondary students. Explain how your change would help.
10.Name one useful piece of information the government report could provide, and one question it cannot answer about SnapBox.
11.Recommend one next research action for the team and explain what decision the results could help them make.

3 printable pages

  • Market Research Methods, page 1 of 3: SnapBox case file, Read the evidence

    Page 1

  • Market Research Methods, page 2 of 3: Choose and design methods

    Page 2

  • Market Research Methods, page 3 of 3: Make a research plan

    Page 3

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