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What is this Resource?
Edexcel A-Level Business (9BS0). Theme 1: 1.1.2 Market Research
A series of lessons to fully understand market research and its importance.

Lesson 5 (+): Understanding customers via market research. This resource teaches the elements of market research including market and product orientation. Also included in the resources is a retrieval exercise where students create a knowledge organiser. This can be done from memory or as a research task - the template for this is included, both completed and empty.

There is an extension task that links to the story of Richard Cullen. This is pertinent for todays information driven world and be used as a source of debate. The last lesson in this series is the designing of a market research campaign for Nike.

Who is it aimed at?
A-Level Students (predominantly year 12). Also suitable for GCSE Business students.

What does it include?

• A 36 slide PowerPoint with all of the key vocabulary below.
• An empty knowledge organiser template
• A completed version (great as a handout).
• A PPT instructing students to create a market research campaign for Nike.

Please note: the PPT’s is fully functional but sold as read only.

How do I use it? Possibilities…
• Do now/ starter: mini white boards work effectively.
• Lots of discussion and student analysis in this resource.
Use the PPT to stimulate discussion as a class or use the included slides to use paired discussion. Get them to explore what they know because they live in the capitalist business world.
• Allow students to use the PPT to answer questions at the end, as an independent exercise.

Key Vocabulary:
Primary research, secondary research, quantitative research, qualitative research, market orientation, product orientation, sampling, samples, demographics, focus groups, surveys, bias.

Links to AQA:
AQA: 3.3.3 Making marketing decisions: segmentation, targeting, positioning