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15 cards from this deck
Systematic gathering, analysing & interpreting market info
Collect reliable info for informed decisions & reduce risk
Info collected directly by business for specific purposes
Info that already exists, collected for other purposes
Observation, Surveys, Interviews, Focus groups
Opinions, attitudes, beliefs & intentions
Larger samples, produces numerical data
(Business sales ÷ Total market sales) × 100%
Total value or volume of sales in a market
Captures actual behaviour, not what people say
Less expensive & quicker to access than primary research
Uses samples, may not reflect entire market accurately
Markets change: new competitors, economic shifts, preferences
Government, Competitors, Trade associations, Newspapers
Transform uncertainty into manageable risk with factual data
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