Question 3

Content – 2 marks – Needs to identify two benefits from using primary market research OR one benefit and a good definition of primary market research

1 mark – Identifies one benefit of primary market research or provides a definition of primary market research

Application – 3 marks – the answer is well applied to the case study

1-2 marks - Limited application to the case study

Primary market research – Is the collection of first hand data about the market

Benefits include – She could find out what price they would be prepared to pay and therefore price her sweets accordingly
She could find out the most popular sweets and stock these
She could find out the most popular promotional techniques and use them, for example she could have found out that leaflets were an effective way to promote the business