Business II, Unit 2, Summative 2

Task: Analyzing cases for research methods

Standards:
• Analyze and apply methods of primary market research and methods of secondary
market research.
• Analyze and apply the difference between qualitative and quantitative market
research.
TASK:
Analyze each of the cases below to see which research method would make most sense to
utilize. Fill in the table and then use that information to write a paragraph for each case
in essay form.

Primary Research Methods

Case Reasoning (min Recommendation Would this produce
3 sentences) for other research qualitative or
methods that could quantitative data, and
be used in this how do you know the
chosen case. difference?
Survey
Interview
Focus Group
Observation

Secondary Research Methods

Case Reasoning (min Recommendation Would this produce
3 sentences) for other research qualitative or
methods that quantitative data, and
could be used in how do you know the
this chosen case. difference?
Academic
Journals
Media Articles
Government
Publications
Market
Analysis Report

Humaid Case
Humaid has a coffee shop in Abu Dhabi and is looking to open a new location in Dubai. He
already has three brunches in Abu Dhabi and is very successful. A friend suggested to open
a new brunch in Dubai, however he is concerned that customers will not come. He is not
able to travel to Dubai in order to do any research.
Salama Case
Salama is looking to open a beauty salon for the very first time. She is new to the business
world but is determined to be successful. How can she ensure success for her new venture
from the get-go? She has been a long-time reader of beauty and fasion magazines. She gets
these delivered to her house weekly.
Abdulla Case
Abdulla is wondering why his business is struggling in Abu Dhabi. His business has been
striving across the UAE but not in Abu Dhabi. He is looking to take advantage of the fact that
his Abu Dhabi shop is present in a big shopping center.
Manny Case
Manny opened his bakery three months ago. He wants to introduce a new fruity muffin to
his customers. He did this last month with a new mix berries muffin, but this was not
successful. He is looking to do some research to be more successful this time around.
Jacob Case
Jacob is noticing that every time he puts up a new display in his Abu Dhabi store, his sales
for that specific item increase. He is wondering about exploring this idea in one of his other
locations within Abu Dhabi.
Hamad Case
Hamad is thinking of expanding his business and wondering the size of the market he could
be potentially be capturing. He is wondering how many people between the ages of 19-24
live inside Abu Dhabi.
Sara Case
Sara has an engineering firm. She wants to update all the old machinery with the latest
technology specifications. She must do some research before purchasing these machines to
avoid any financial loss.t.
Mr. Kirk Case
Mr. Kirk has been operating a successful business in Abu Dhabi for the past 10 years. He is
looking to develop a few new products, but he is concerned that maybe the overall market
would not care for his new ideas.

*Use the rubric below to know how to achieve the highest mark possible.

Marks earned. Specific Evidence

Does not meet the standard. The student did not meet any of the
0% standards below.
Beginning to meet the standard. The student gave a limited analysis of
50-59% primary and secondary market research.

Comment:
You have provided a limited analysis of
primary and secondary market research.
Approaching the standard The student gave a satisfactory analysis of
60-74% primary and secondary market research.

☐ Somewhat distinguish between primary

and secondary research methods with
some inaccuracies
☐ Reasons for why you chose that research
method is somewhat visible

Comment:
You have provided a satisfactory analysis of
primary and secondary market research.
You have somewhat distinguished between
primary and secondary research methods
with some inaccuracies. You provided
limited reasons for why you have chosen
these methods.

Meeting the standard The student gave a detailed substantial

75-85% analysis of primary and secondary market
research.

☐ Properly distinguish between primary

and secondary market research
☐ Present clear reasons for why you chose
the research method
☐ Some recommendations are given about
which research methods could be used for
the case

Comment:
You provided a detailed substantial
analysis of primary and secondary market
research. You properly distinguish between
primary and secondary market research.
You present clear reasons for why you
chose the research method. You provided
some recommendations for other research
methods that could be used in the case.

Exceeding the standard The student gave a in depth analysis of

86-100% primary and secondary market research.

☐ Properly distinguish between primary

and secondary research methods
☐ Present clear reasons with evidence for
choosing one research method over
another
☐ Recommend other research methods
that could be used for the case
Comment:
You have provided an in-depth analysis of
primary and secondary market research.
You properly distinguish between primary
and secondary research methods. Your
reasons are present and clear with
evidence for choosing one research method
over another. You provided
recommendations for other research
methods that could be used in the case.