Samples, data and how far to trust them Cambridge IGCSE Business Studies (9–1) revision
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In plain words
A business cannot ask every possible customer, so it asks some of them: a sample. Whether the answers can be trusted depends on who was asked, how many, and how the questions were put.
The answers come in two kinds: numbers, and opinions.
6 things to know
- A sample is a group chosen to represent the whole market. In a random sample everyone has an equal chance of being picked. In a quota sample people are chosen to match set characteristics, such as age groups.
- Quantitative data is numerical: how many, how often, how much. It comes from closed questions and can be put into charts.
- Qualitative data is about opinions and reasons: why people like or dislike something. It comes from open questions and focus groups.
- Accuracy depends on the size of the sample, how it was chosen, how the questions were worded, whether people answered honestly, and how old the data is.
- Results are presented in tables, bar charts, pie charts and line graphs, to make patterns easy to see.
- Social media gives quick, cheap reactions, but the people who reply may not be typical of all customers.
Tips and tricks
- A bigger sample is more reliable but costs more. That trade-off is the usual evaluation point.
- A leading question pushes people towards an answer: "Don't you agree our new drink is delicious?" The results will be biased.
It lands in your notebook with its questions as flashcards.
Samples, data and how far to trust them: 5 questions and answers
These are the quiz’s questions. Do the quiz first, then come back here for the ones that got you.
Which is quantitative data?
It is a number that can be counted.
Why do businesses use a sample in market research?
A well-chosen part can stand in for the whole.
Which would make survey results less reliable?
They push people towards a particular answer.
Which method is most likely to produce qualitative data?
People discuss their opinions and reasons.
A pie chart is most useful for showing
Each slice is a share of the whole, such as market shares.
Quiz
5 questions
Tap an answer and you’ll see straight away whether it’s right, and why.
Worksheet
3 questions, 8 marks. Write your answers on paper, then check them.
Samples, data and how far to trust them
Cambridge IGCSE Business Studies (9–1) 0986 · 8 marks · papermunch.org
Name ______________________________ Date ______________
Explain the difference between quantitative and qualitative data.[2]
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Quantitative data is numerical and can be measured, such as how many people buy a product. Qualitative data is about opinions and reasons, such as why they buy it.
Explain two factors that affect the accuracy of market research data.[3]
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The size of the sample: a small one may not represent the whole market. The wording of the questions: leading or unclear questions give misleading answers.
A business surveys 20 people outside one of its own shops. Explain why the results may not be reliable.[3]
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The sample is very small, and everyone asked is already a customer in one location, so they do not represent the whole market or people who shop elsewhere.
Answers: Samples, data and how far to trust them
- 1. Quantitative data is numerical and can be measured, such as how many people buy a product. Qualitative data is about opinions and reasons, such as why they buy it.
- 2. The size of the sample: a small one may not represent the whole market. The wording of the questions: leading or unclear questions give misleading answers.
- 3. The sample is very small, and everyone asked is already a customer in one location, so they do not represent the whole market or people who shop elsewhere.