Evaluate secondary research and market data
Use existing information while checking its relevance, age, source, method and limits.
Cambridge IGCSE (9–1) Business 0774, 2027–2029 Version 2, Topic 3. Apply each marketing choice to the stated customers, product and business constraints. Written practice is self-checked and does not certify exam readiness
Before you begin
- No previous marketing study is assumed. Identify the customer group, the business objective and the evidence in each situation before choosing a response.
Work on paper. Try each question before revealing help, and explain why your method works.
Quick readiness check
Which is a secondary research source?
What you will learn
- Recognise secondary sources
- Compare benefits and limitations
- Analyse simple research data cautiously
Use information that already exists
Secondary research uses existing data, such as competitor websites, government sources, market reports and trade magazines. It may be quicker or less costly than collecting new information.
The data may have been collected for a different purpose, use different definitions, cover another population or be too old for the current decision.
Check accuracy and meaning
Accuracy can be affected by source quality, collection method, sample selection, question wording, timing and whether figures are estimates. Compare sources when a major decision depends on them.
For simple data, identify what the numbers count and the period they cover. A percentage of respondents is not automatically a percentage of all customers, especially when the sample is biased or very small.
Pause and explain
A survey has 20 respondents from one shop. What should be considered before generalising?
Worked example
A retailer finds a five-year-old market report forecasting rapid online growth. What should it check before using the forecast today?
Show the worked solution
- Check the report's source and assumptions.
- Compare the date with current technology and customer behaviour.
- Look for recent evidence or collect new data.
Answer The retailer should check the report's source, market definition and assumptions, then compare it with current sales or more recent research. A five-year-old forecast may no longer fit today's market.
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 business uses a government population report and a competitor's blog to estimate demand for a new service. Compare the sources and one check for each.
Give me a hint
Consider purpose, likely coverage and evidence quality.
Compare my reasoning
- The government report may provide broad demographic data; check its date and definitions.
- The competitor blog may offer market insight but could be promotional; check its evidence and purpose.
- Compare both with the business's own customer data.
The government report may offer broad population information, but its date and geographic definitions need checking. The competitor's blog may be selective or promotional, so verify its data and purpose. The firm should compare both with current customer evidence.
Look for these in your work
- Sources described
- Limitations matched
- Triangulation proposed
In a survey, 18 of 30 respondents prefer online booking. Calculate the sample percentage and explain why it is not automatically the whole market's preference.
Give me a hint
Calculate 18 ÷ 30 × 100, then consider how respondents were selected.
Compare my reasoning
- 18 ÷ 30 = 0.6.
- 0.6 × 100 = 60%.
- Representativeness depends on the sample and method.
60% of the 30 respondents prefer online booking. The whole market may differ if the sample is small, selected from one location or otherwise unrepresentative.
Look for these in your work
- Calculation correct
- Sample group named
- Generalisation limited
A report states that sales doubled but does not explain the period, market definition or whether the figures are units or revenue. Explain what information is missing.
Give me a hint
The growth claim needs comparable measures and a time interval.
Compare my reasoning
- Ask for start and end dates.
- Clarify which product market and area are included.
- Determine whether the figures measure units, revenue or another quantity.
The report needs the comparison period, market boundary and measure (units or revenue). Without those definitions, the claim cannot be interpreted or compared reliably.
Look for these in your work
- Time basis requested
- Market boundary requested
- Measure clarified
Common mistakes
- Assuming published information is automatically accurate
- Mixing percentages from samples with total-population claims
- Using data without checking the period or definition
What can you explain now?
Which is a secondary research source?
Compare with the explanation
A published market report
The information already exists before the current study.
After trying it yourself, choose your next review. This is your self-assessment.
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Make it stick
What three checks help decide whether secondary market data are useful for a current decision?
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.