Assess and interpret market research data
Check reliability, analyse quantitative and qualitative evidence, and interpret tables, charts and graphs without overstating results.
Section 3.2 · Market research
Cambridge International AS & A Level Business 9609, 2026–2028 syllabus and 2029 syllabus, section 3.2.4. Cambridge states that the 2029 syllabus has no significant changes affecting teaching. This lesson maps only its named section; other sections and full paper practice remain separate. Written practice is self-checked
Before you begin
- No previous business course is assumed. Use the lesson's definitions before applying them to the business context.
Work on paper. Try each question before revealing help, and explain why your method works.
Quick readiness check
What is a strength of qualitative data?
What you will learn
- Assess reliability and relevance of collected data
- Distinguish quantitative and qualitative analysis
- Interpret a visual presentation accurately
Reliability depends on how evidence was produced
Reliable data are collected and recorded consistently. Check source credibility, question wording, sample selection, response rate, measurement method and whether definitions match the decision.
Quantitative data are numerical and can show counts, averages, rates or differences. Qualitative data use words or observations to explore reasons, perceptions and context. Each has limits: a number may lack explanation, while themes from interviews may not indicate how common a view is.
Read the chart before drawing a conclusion
Check title, units, categories, time period, axis scale and whether values are counts, percentages or averages. For a percentage, identify the denominator. Compare like with like and distinguish association from cause.
Tables and charts can reveal patterns but may hide variation or sample limitations. Use the data to support a claim, then explain what it cannot establish and what further evidence would help.
Pause and explain
A graph uses a vertical axis starting at 95 rather than zero. What should the reader do?
Worked example
A chart shows 60 of 100 surveyed customers prefer delivery. Explain the result and give two checks before applying it to all customers.
Show the worked solution
- The observed sample proportion is 60%.
- Check how the 100 people were selected and who responded.
- Check whether surveyed preferences match the wider target group and actual purchasing.
Answer In this sample, 60% preferred delivery. Before applying that to all customers, check how the sample was selected and whether it represents the target population; also distinguish stated preference from actual use at the proposed price.
Try a topic test
Choose Easy, Normal or Difficult. Save your answers and open worked review after finishing.
Test this topic →From guided practice to a new situation
Write your answer and reasoning first. Use a hint only if you are stuck. The model solution is for self-checking; your written work is not automatically marked.
A table reports 45 positive responses among 150 survey replies. Calculate the positive-response rate and state one limitation.
Give me a hint
Use replies as the denominator, then check who replied.
Compare my reasoning
- Divide 45 by 150.
- Multiply by 100 and label the measure.
- Consider non-response and whether the sample represents the target group.
The positive-response rate among replies is 30%. It may not describe all customers if the 150 replies came from a biased sample or if non-respondents differ from respondents.
Look for these in your work
- Rate is correct
- Denominator is identified
- A sample limitation is stated
Interviewees say a new service feels 'too complicated'. Explain how a business could analyse this qualitative finding and add quantitative evidence.
Give me a hint
Look for recurring themes, then measure how widespread they may be.
Compare my reasoning
- Code comments into specific themes such as setup, instructions or payment.
- Check examples and differences across customer groups.
- Use a structured survey or usage data to estimate prevalence.
The business could code comments into themes, review examples and compare groups to find what 'complicated' means. A follow-up survey or task-completion measure could estimate how widespread each issue is, though the original interviews alone do not show prevalence.
Look for these in your work
- Qualitative analysis is specific
- Context is retained
- Quantitative follow-up is proposed
A line chart shows sales and advertising spend rising together for six months. Explain what managers may infer and what they cannot conclude.
Give me a hint
Describe the association, then consider other causes and timing.
Compare my reasoning
- The two series moved upward together in the period shown.
- Seasonality, price changes or market growth may also explain sales.
- Use a controlled test or additional evidence before claiming advertising caused the rise.
The chart shows a positive association over those six months, but not proof that advertising caused higher sales. Seasonality, promotions, market growth or other changes may have contributed. A comparison group or more detailed analysis could strengthen the evaluation.
Look for these in your work
- Observed pattern is described
- Alternative explanations are considered
- Causation is not overstated
Common mistakes
- Reading a percentage without checking its denominator
- Treating an interview theme as a population frequency
- Claiming one variable caused another from a chart alone
What can you explain now?
What is a strength of qualitative data?
Compare with the explanation
It can explain reasons and context behind customer views
Words and observations can reveal why people respond as they do.
After trying it yourself, choose your next review. This is your self-assessment.
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Make it stick
How can a business assess data reliability and combine numerical patterns with customer explanations?
If you needed the solution, close it and solve the problem again from a blank page. A correct answer is stronger when you can explain the reason for each step.