Lesson 1.2.2c

1.2.2c Qualitative and quantitative data and reliability of research Quiz: Pearson Edexcel Business, Unit 2

20 questions

Written by Revision Ninja · Last reviewed 11 October 2026

In partnership with Revision Ninja

Lesson 1.2.2c, Qualitative and quantitative data and reliability of research: 20 multiple choice questions for the Pearson Edexcel GCSE Business (1BS0), Unit 2: Spotting a business opportunity, written with Revision Ninja.

Host it live on the board and students join with a game code on their own devices, or revise alone with Free Play. The answers are revealed in the game.

Host this setFree Play

The 20 questions

  1. What is quantitative data?

    • Numerical data that can be counted or measured, such as sales figures
    • Data that is always taken from government reports published each year
    • Descriptive data about opinions and feelings, such as comments from customers
    • Data collected only from a focus group discussion held in a town hall

  2. What is qualitative data?

    • Data that can only be collected by large firms with extensive budgets to spend
    • Numerical data showing the number of units sold in a particular month each year
    • Data that is always produced by a computer program from sales records
    • Descriptive information about opinions, feelings and attitudes, such as customer comments

  3. A survey asks customers to rate a product from 1 to 5. Which type of data is this?

    • Qualitative data, because ratings from customers always describe their feelings in words
    • Qualitative data, because the survey was carried out by a government department
    • Quantitative data, because the customers have all been interviewed in person
    • Quantitative data, because the ratings are numbers that can be counted and averaged

  4. Which of these is an example of qualitative data for a clothing business?

    • The average price paid by customers for a pair of jeans in the shop
    • The percentage of sales made online compared with those in the physical store
    • Customers saying they find the sizing confusing and wish it was clearer
    • The number of shirts sold in the store in a particular week of the year

  5. Why might a business use both qualitative and quantitative data?

    • Numbers are always wrong, so comments are needed to correct every single figure
    • Comments are always too long to read, so numbers are used to summarise them
    • Both types of data are needed only for government reports and not for businesses
    • Numbers show what is happening while comments help explain why it is happening

  6. Which factor most affects the reliability of market research data?

    • The colour of the questionnaire paper used when the survey was printed
    • The time of day at which the questionnaire was handed out to customers
    • The name of the business carrying out the research on its own behalf
    • The sample being large and representative of the target customers

  7. A business surveys only ten of its friends about a new product. Why might the results be unreliable?

    • The sample is too small and not representative of the wider target market
    • The results are unreliable only if the business uses a computer to record them
    • The results can never be unreliable as long as the survey is carried out in person
    • The results are always accurate when friends are asked about a product they like

  8. Which of these would make market research data less reliable?

    • Checking the results against secondary data from a reputable published source
    • Using a random sample of customers chosen from across the whole target market
    • Carrying out the survey over a long enough period to capture typical behaviour
    • Asking leading questions that push respondents towards a particular answer

  9. Why is social media useful for collecting market research data?

    • It means the business never needs to analyse the data it collects from users
    • It guarantees that all the responses come from a representative sample of the market
    • It can quickly reach large numbers of people and show their opinions on products
    • It always gives a business accurate information about its own competitors' pricing

  10. A business reads comments on social media about its product. Which type of data is this?

    • Secondary data, because social media posts were never written for the business
    • Quantitative data, because the comments are always counted by the business's software
    • Quantitative data, because all social media posts are measured in numerical form
    • Qualitative data, because the comments describe customers' opinions in words

  11. Which of these is a limitation of relying on social media for market research?

    • Social media data can never be counted, so it cannot be used at all
    • Social media data is always fully reliable because everyone who uses it is honest
    • The people who post may not represent the wider population of customers
    • Social media data is always available free to every business in the world

  12. Which pair correctly describes quantitative and qualitative data?

    • Quantitative: comments from focus groups. Qualitative: government statistics
    • Quantitative: numbers such as sales totals. Qualitative: opinions such as customer comments
    • Quantitative: opinions such as customer comments. Qualitative: numbers such as sales totals
    • Quantitative: social media posts. Qualitative: market share percentages each year

  13. A business gathers 500 survey responses, all from people who live in one city. Why might the results be less reliable for the whole country?

    • Surveys are only reliable when they are carried out by a government body
    • Surveys of 500 people are always unreliable whatever the sample is like
    • Results from one city are always more reliable than results from the whole country
    • The sample is not representative of customers living across the whole country

  14. Which of these would most improve the reliability of a market research survey?

    • Asking a random sample of the target market and checking the response rate
    • Shortening the survey so that respondents answer as quickly as possible
    • Asking customers to complete the survey after they have bought the product
    • Asking only the business's most loyal customers to complete the survey each time

  15. A business uses a numerical measure of customer satisfaction, such as an average score out of 10. What type of data is this?

    • Secondary data, because the satisfaction score was copied from another company
    • Qualitative data, because satisfaction scores always reflect customer feelings
    • Quantitative data, because the score is a number that can be averaged and compared
    • Qualitative data, because customer satisfaction can only be described in words

  16. Which of these is a benefit of qualitative data for a business?

    • It explains the reasons behind customer behaviour in more depth
    • It always gives precise figures that can be compared across all the firm's branches
    • It always removes the need for any further research into customer needs
    • It is always more reliable than quantitative data because it is based on opinions

  17. Which of these is a limitation of quantitative data?

    • It may not explain why customers behave in the way the numbers show
    • It can never be presented in a chart or graph for managers to read
    • It is always out of date and cannot be used to inform any business decision
    • It is always collected from a sample that is far too small to be useful

  18. Which of these is the most reliable way to check a market research result?

    • Comparing the result with other evidence, such as sales records and secondary data
    • Accepting the result without question because the survey was carried out by the owner
    • Checking the result against the business's own opinion about how customers should behave
    • Using only the result from a single customer who was very enthusiastic about the product

  19. A café counts 320 customers in one day. Which type of data is this?

    • Qualitative data, because a count of customers describes feelings about the café
    • Qualitative data, because customer numbers are always collected by interview
    • Quantitative data, because it is a number that can be counted
    • Secondary data, because a count of customers is always copied from a report

  20. Which example is qualitative data for a restaurant?

    • The percentage of tables booked online compared with walk-in custom each week
    • Diners describing the atmosphere as warm and relaxing in their comments
    • The average bill paid by diners on a typical Saturday in the month
    • The number of meals served in the restaurant during the Friday evening session

All Pearson Edexcel Business quizzes