Define 'secondary market research'.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2016). The mark or mark type is shown in brackets.

1. The collection of data from second hand sources.
2. [2 marks] Sound definition given
3. [1 mark] Partial definition (limited understanding)
4. Definition: a form of qualitative research in which a group of people are asked about their perceptions/opinions/beliefs/attitudes/views towards a product or service.
5. [3 marks] Sound explanation of two advantages of the use of 'focus groups' as a method of market research
6. [2 marks] Sound explanation of one advantage or partial explanation of two
7. [1 mark] Partial explanation of one advantage or a list of two, or an accurate definition.
8. Considered to be an important source of marketing data.
9. Used to secure feedback about new products/services.
10. Considered to be more accurate and reliable information than surveys.
11. More opportunity for views, ideas, comments than in individual interviews or questionnaires - rich discussion.
12. Produces important qualitative information.
13. Can save time / cost.
14. NB: focus groups can consist of general consumers or targeted consumers.