Presenting and Using Market Research Data (Cambridge International IGCSE Business)

Presenting Market Research Data

Spec point — • Analyse market research data shown in the form of graphs, charts and diagrams; draw simple conclusions from such data

• Once market research data has been gathered, it need to be converted into a form which is easy to understand and capable of being used to support business decision-making

• Common methods of presenting data include:

  • Tally charts
  • Bar charts
  • Pie graphs
  • Scatter graphs

• Information presented in graphs and charts is often easy to understand because it is presented visually

• The type of data that has been collected and what it is to be used for will affect the form of presentation which will be used

  • Quantitative data tends to be relatively easy to present in a chart or graph
  • Qualitative data may be better presented in a report

1. Tally charts

• A table or tally chart, is a simple method used to record data in its original form

  • It is particularly useful for recording frequency of an event as it is happening

    • E.g., It may be used to record the number of customers entering a retail store

  • Each time a particular event happens, a small vertical line is drawn

    • Groups of five occurrences are recorded with a diagonal line **through four vertical lines **
    • These groups of five can be easily** totaled to identify frequency**

• In many cases, tally chart data is converted into a chart or graph to make it more visually appealing

Worked Example Susie asks her friends to select their favorite type of pet

Dog	Cat	Dog	Dog	Dog
Rabbit	Dog	Rabbit	Cat	Cat
Cat	Dog	Dog	Rabbit	Dog
Cat	Cat	Dog	Dog	Dog

Represent the data in a frequency table. You can use a tally chart to help

Step 1: Draw a table with a tally and frequency column with types of pet as row headers

Type of Pet	Tally	Frequency
Dog
Cat
Rabbit

Step 2: Tally the data

Type of Pet	Tally	Frequency
Dog
Cat
Rabbit

Step 3: Total the tally data and add to the frequency column

Type of Pet	Tally	Frequency
Dog		11
Cat		6
Rabbit		3

2. Bar charts

• This bar graph provides a clear picture of umbrella sales between January and April and allows a manager to compare sales month by month

3. Pie charts

• This pie chart breaks down all umbrella sales into those achieved by different models
• It shows that more than half of sales were 'Ultra' umbrellas

Pie chart showing the sales of umbrellas over four months

4. Scatter graphs

• Scatter graphs allow relationships between two variables to be identified

• The scatter graph on the right shows that there is a positive correlation between the temperature and sales of barbecues

  • As the temperature increases, sales of barbecues increase

• A line of best fit would allow a business to extrapolate the known data to identify likely sales of barbecues at other temperatures

A scatter graph showing the correlation between the temperature and the sale of umbrellas

Analysing Market Research Data

• Quantitative data is statistical numeric data that can be used to support decision making

  • Quantitative data needs to be accurate and interpreted correctly if it is to be useful

  • It may be collected from primary or secondary sources

  • Sources of quantitative data include

    • Financial reports
    • Survey findings
    • Marketing or sales data
    • Statistical research from the government or research organisations

• Qualitative research data often requires considerable skill and insight to be interpreted appropriately

  • It involves comparing and drawing conclusions from opinions, insights, feelings and preferences
  • It is mainly collected from primary sources such as focus groups, detailed surveys/interviews and test marketing

• Both forms of data can help business managers forecast sales, identify trends and make decisions about product development, promotional planning, pricing tactics and other important marketing mix elements

Exam Hint You are often required to interpret quantitative data in exam questions, so ensure that you practice these skills and understand how data can be used to inform decision-making. Make sure that you also consider relevant qualitative factors, especially where a decision is not straight-forward. Some powerful qualitative factors can include the wishes of the business leader, the impact on stakeholders, and whether the business has aims that are not purely financial.