1- T&T is a small business wich sells many different types of garden tools. Sales of its products are growing very quickly. Its Managing Director (MD) feels that market research isn´t the most important factor contributing to the success of the business. However, the MD does want primary market research to be carried out before developing a new type of garden tool.
a) What is meant by ´primary research´? 
Is the collection (when you find out) and collation (writing the results in a tidy way, systematic way and in order) of original data/figures/information regarding potential or current customers via direct contact (in the field) with them.
b) Identify 2 methods of primary market research.
Any 2 among these: questionnaires, interviews, focus group, observation.
c) Identify and explain 2 ways of presenting market research data on existing products that T&T could use.
Pie chart: could be one way of presenting data showing an area with different colours for sales for different tools for 2014. So the whole pie will be 100% of sales for that year and then each shaded portion would represent a percentage for each tool.
Line graph: could be another way of presenting data using 2 axis in the x-axis you could have the date within 2014 for example, and then in the y-axis you would have sales of shovels, then you could see quickly if there is any seasonal behaviour on average on customers buying shovels.
d) Identify and explain 2 factors which should be taken into account by T&T when trying to ensure the research information is accurate.
-They will have to be very careful when choosing the elements inside the sample. Not so many because of the increase in cost, not so few because it is not going to represent the universe of study (all potential customers for the new tool). At the same time is important to have all the most trustable information about the universe, in order to make a decision, however the ramdom criteria will be above all, to avoid bias results.
-The questions or requests of information must be phrased in a way that you avoid lies, misinterpretation, a good idea is to test the questions first with a small group, even smaller than the sample.
e) Do you think market research is necessary before T&T develop a new product? Justify your answer. 
On the one hand, I would say that allways is necessary only if the cost of producing the information is lower than the value of that information that will help T&T to develop a new and succesful product.
On the other hand, I could say that if T&T want to make an improvement of an existing product could be useful to be guided by the results of primary research. Since T&T wants to develop a new product they have to identify with its market research the unsatisfied wants of the potential customers. In case they have already an idea for a new product they could use the market research to check if that new product could be succesful in terms of satisfying customers neeeds which will be translated into more sales.
2- H&H have recently designed a new app for the iphone. People in many different countries will be likely to want to download this app. The MD wants the marketing department to carry out secondary research rather than primary research before launching this new app.
a) What is meant by secondary research?
Is whenever you process information/data/figures that have been previously the result of a primary market research, or results of any statistical source for any other purpose different from yours.
b) Identify 2 examples of secondary market research data which could be used by H&H.
Their own database with information about customers downloading their other applications for IPhone. Other companies database with their information about their customers downloading applications for IPhone. In the second case these companies don´t have to be competitors.
c) Identify and explain 2 advantages to H&H of using secondary market research.
-First one is that the time it takes to work with that information is less compared with waiting first for the collection and collation of data from a primary research.
-The second one is that is cheaper to find this info or to buy it than to prepare the whole primary research inside the company or hiring the services of another company.
d) Identify and explain 2 reason why accurate market research information is important to H&H.
-The first one is that accurate information will lead to good and profitable decisions in the future.
-The second one is that accuracy in the info/data is basically what makes this info worthy and the reason of investing all the money spent in the research.
It should never be assumed straight that the info is objective and correct. That´s why specially if you are doing the secondary research the moment of choosing the source of the information and reading how they reach the results is an esential part of the process of desk research.
e) Do you think the MD is right to want to only carry out secondary research? Justify your answer.
Specially in the case of digital application for electronic devices which use internet the digital information available by Apple or any of the app developers is reliable and it is not necessary to carry any primary research. However, if they are going to develop a new application that is “revolutionary” in any sense may be it could be a good idea to invest in a primary market research.