Business Partner B2+ Coursebook
1. Market research
1.1 Market research methods
Vocabulary: terms in market research
1. Today it is very common to use online surveys.
2. Although target groups are small, it is possible to use them to predict reactions from target customers.
3. Market research can help a company to find out about the level of customer satisfaction
4. one method in primary research is to hold in-depth interviews with potential customers.
5. Secondary research is also known as desk research because it makes it use of data that can be found on
the internet or printed form.
6. Finding out what competitors are doing is helpful when a company plans to launch a product.
7. The main goal of both primary and secondary research is to determine the target audience and decide
how best to communicate with them.
8. If a company needs to find a way to make research more affordable, they can consider making the sample
size smaller.
Match the words and phrases with the definitions
Quantitative => relating to a research where the results can be shown in the form of numbers,
percentages, etc.
Product tester => someone who tries out something new to determine how well it performs.
Impact => the effect or influence that an event, situation, etc. has on someone or something.
Respondent => someone who answers a set of questions, especially in a survey.
Gauge => measure how people feel about something or the effect that something is likely to
have on them.
Researcher => a person whose job is to study a particular subject to find out new things about
it.
Qualitative => relating to quality or standard of something rather than the quantity.
Gather => collect or accumulate over a period of time.
Viable => used to describe something that is realistic and therefore may succeed.
Data analysis => careful examination of something in order to understand it better.
1
, Vocabulary
Quality research => information to find out how good a product is
Primary research => consist of new data
A company using market research tools = to judge the level of customer satisfaction
A viable product has a good chance of selling well.
A sample size => people used by researchers to get the information they need.
When a company wants to gauge how people may respond to a product they watch their reactions.
1.2 Working with a focus group
Complete the gaps to form typical focus group questions and answers. Then listen again and check
your answers.
1. Now that you've had a look... what's your general impression
2. I like the way it looks and the idea is very appealing
3. What specific features are the most interesting for you?
4. Is there anything about it that doesn't meet your expectations
5. I'd really need to use it for a while before I can answer that question honestly
6. I'm not completely convinced yet.
Look at the extracts from the focus group discussion. Can you complete the question tags? Then
listen and check.
1. There isn't anything like this at the moment, is there.
2. ... you would go there sometimes, wouldn’t you.
3. It really combines convenience with healthy eating, doesn’t it.
4. But there are hardly any really healthy choices around here, are there.
5. That seems to be what we all want, doesn’t it.
6. But someone with less time would have more of a problem, wouldn’t they.
B What are the rules for forming question tags?
2
1. Market research
1.1 Market research methods
Vocabulary: terms in market research
1. Today it is very common to use online surveys.
2. Although target groups are small, it is possible to use them to predict reactions from target customers.
3. Market research can help a company to find out about the level of customer satisfaction
4. one method in primary research is to hold in-depth interviews with potential customers.
5. Secondary research is also known as desk research because it makes it use of data that can be found on
the internet or printed form.
6. Finding out what competitors are doing is helpful when a company plans to launch a product.
7. The main goal of both primary and secondary research is to determine the target audience and decide
how best to communicate with them.
8. If a company needs to find a way to make research more affordable, they can consider making the sample
size smaller.
Match the words and phrases with the definitions
Quantitative => relating to a research where the results can be shown in the form of numbers,
percentages, etc.
Product tester => someone who tries out something new to determine how well it performs.
Impact => the effect or influence that an event, situation, etc. has on someone or something.
Respondent => someone who answers a set of questions, especially in a survey.
Gauge => measure how people feel about something or the effect that something is likely to
have on them.
Researcher => a person whose job is to study a particular subject to find out new things about
it.
Qualitative => relating to quality or standard of something rather than the quantity.
Gather => collect or accumulate over a period of time.
Viable => used to describe something that is realistic and therefore may succeed.
Data analysis => careful examination of something in order to understand it better.
1
, Vocabulary
Quality research => information to find out how good a product is
Primary research => consist of new data
A company using market research tools = to judge the level of customer satisfaction
A viable product has a good chance of selling well.
A sample size => people used by researchers to get the information they need.
When a company wants to gauge how people may respond to a product they watch their reactions.
1.2 Working with a focus group
Complete the gaps to form typical focus group questions and answers. Then listen again and check
your answers.
1. Now that you've had a look... what's your general impression
2. I like the way it looks and the idea is very appealing
3. What specific features are the most interesting for you?
4. Is there anything about it that doesn't meet your expectations
5. I'd really need to use it for a while before I can answer that question honestly
6. I'm not completely convinced yet.
Look at the extracts from the focus group discussion. Can you complete the question tags? Then
listen and check.
1. There isn't anything like this at the moment, is there.
2. ... you would go there sometimes, wouldn’t you.
3. It really combines convenience with healthy eating, doesn’t it.
4. But there are hardly any really healthy choices around here, are there.
5. That seems to be what we all want, doesn’t it.
6. But someone with less time would have more of a problem, wouldn’t they.
B What are the rules for forming question tags?
2
