Assess the likely reasons for Hot Chip using mainly quantitative market research data. - Edexcel - A-Level Business - Question 1 - 2018 - Paper 1

Quantitative research indicated that market stalls selling Hot Chip achieved sales of up to 50% for chips only. This data suggests that customers have a strong preference for chips, leading Lord Somerleyton to believe there is a niche in the market for a chip-only fast-food enterprise.

Internal sales data showed that Hot Chip was initially popular; however, customers began requesting more adventurous toppings. This request indicates that customers are eager for more variety, prompting the need for further research into their preferences.

While quantitative data provides hard numbers, it's essential to consider qualitative insights. Focus groups or consumer panels could reveal detailed customer preferences, enhancing the understanding of market dynamics.

For a new business like Hot Chip, beginning with quantitative research is practical, as it is often easier and less expensive. However, qualitative insights may become more critical as the business matures and seeks to understand deeper customer motivations.