04:Do you think Samira should use secondary research or a focus group to gather market research information? Justify[6]

[Dania]

Samira owns a successful business selling takeaway fried food. She employs 2 part-time workers. Last year revenue fell for the first time in 10 years. This was because of increased competition from 2 a well-known franchise. To respond to this, Samira could lower her prices, as shown in the table below. Another option is
to start a delivery service. Samira plans to do some market research.

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04:Do you think Samira should use secondary research or a focus group to gather market research information?
Justify your answer[6]

Possible KN Points:
>Low cost way to gain information.
>Readily available.
>May be out of date.
Focus group:
>Highly detailed responses OR chance to ask for explanations/follow up questions.
>Competitors do not have access to this information.
>Some group members can influence what others say.
>High cost.
>Time consuming to set up/carry out.