The purpose and methods of market research: printed press eg newspapers.

The idea

Printed press means physical publications such as newspapers and magazines, sold or distributed on paper. As a secondary market research method, a business can read existing articles, industry reports, or competitor adverts in the printed press to gather data on market trends and consumer behaviour. Newspapers often provide broad, regional or national economic and social news, while magazines target narrower interests, such as gardening or cycling, giving more focused industry data. The method suits businesses wanting to research market conditions cheaply and quickly using existing information. However, the data was originally collected for another purpose, may be biased by editorial views, and can quickly become out of date. A business might research a new product by reading reviews of competitor products in a hobby magazine read by its target customers.

What earns the marks

• Identifies printed press as physical newspapers and magazines used to gather secondary market research data, for example through articles, reports or competitor adverts.
• Explains that newspapers can provide broad or regional market data while magazines often provide narrower, interest-based industry data.
• Explains a benefit such as being cheaper and quicker to access than primary research, or targeting a specific industry through a specialist magazine.
• Explains a drawback such as the data being collected for another purpose, potential editorial bias, or becoming quickly out of date.
• Applies the method to a given business context, for example reading a cycling magazine to research competitor bike accessories.
• Reaches a supported judgement comparing printed press with another secondary or primary method for the stated business.

Common mistakes and how to put them right

• Treating printed press as a primary research method.

  Put it right: The error is assuming it involves placing new surveys, and the correction is that reading existing articles and reports in the press is secondary research.

• Assuming printed press data is always objective.

  Put it right: The error is ignoring editorial bias, and the correction is that newspapers and magazines may present opinions rather than purely factual market data.

• Ignoring audience fit: the error is choosing any newspaper without checking its focus, and the correction is to match the publication to the target market so the secondary data is relevant.

Exam tips

• Name the specific publication type, such as a local newspaper or a specialist magazine, and link it to the business's target customers.
• Develop each benefit or drawback with a consequence, for example editorial bias leading to unreliable conclusions about customer demand.
• When asked to select the best method, compare printed press with at least one alternative and justify the choice for the given business.