Market Research

What is market research?

Collection and analysis of data to inform a business of its market

What is primary research?

Market research conducted by the business

What is secondary research?

Market research conducted by other businesses

What are some limitations of market research?

• Bias

• Outdated

• Accuracy

What is questionnaire bias?

Communication barriers

What is sampling bias?

Not representative sample

What is respondent bias?

Exaggerating or lying