9609 · 3.2.4
Market research data flashcards
Revision flashcards for Cambridge 9609 Market research data (syllabus 3.2.4). Flip, recall, then mark a real past-paper question.
Card
Quantitative data?
Numerical — can be statistically analysed (%, averages, charts).
Card
Qualitative data?
Non-numerical — opinions, reasons, descriptions from interviews/focus groups.
Card
Quant advantage?
Objective comparisons, large-sample trends, easy to graph.
Card
Qual advantage?
Explains 'why' behind numbers; uncovers unexpected insights.
Card
Triangulation?
Using multiple methods/data sources to cross-check findings.
Card
Misleading charts?
Truncated axes, small samples, leading questions distort conclusions.
Card
What is quantitative data?
Numerical data that can be measured and statistically analysed. It answers 'what', 'how many', or 'how much'. Examples include sales figures and survey results with closed questions.
Card
What is qualitative data?
Non-numerical, descriptive data that provides insights into opinions, attitudes, and motivations. It answers 'why'. Examples include focus group transcripts and in-depth interview notes.
Card
Define triangulation in market research.
The use of two or more research methods or data sources to study a single problem. It is used to increase the validity and reliability of the findings by cross-verifying them.
Card
What is the key difference between validity and reliability in research?
Validity refers to how well the research measures what it set out to measure (accuracy). Reliability refers to the consistency of the results; if the research were repeated, would it produce similar findings?
Card
Name three methods of presenting quantitative data.
Bar charts (for comparing categories), pie charts (for showing proportions of a whole), and line graphs (for showing trends over time).
Card
What is the mean in data analysis?
The average value, calculated by summing all values and dividing by the number of values. It can be skewed by outliers.
Card
What is the median in data analysis?
The middle value in a sorted dataset. It is less affected by outliers than the mean and is a good measure of central tendency.
Card
What is the mode in data analysis?
The most frequently occurring value in a dataset. It is useful for identifying the most popular option or category.
Card
What is a key limitation of using only quantitative data?
It shows 'what' is happening (e.g., sales are down) but not 'why' (e.g., poor customer service, new competitor). It lacks context and emotional depth.