Market Research in Business - IELTS Listening Answers & Explanations
From IELTS Trainer 2 Academic Listening Test 6 · Part 3 · Questions 21–30
Audio
Questions
Questions 21–22 Multiple Choice (Two Answers)
Choose TWO letters, A – E.
Questions 23–24 Multiple Choice (Two Answers)
Choose TWO letters, A – E.
Questions 25–26 Multiple Choice (Two Answers)
Choose TWO letters, A – E.
Questions 27–30 Flow Chart Completion
Complete the flow-chart below.
Choose FOUR answers from the box and write the correct letter, A – F, next to Questions 27-30.
A. written records | B. online studies | C. specific questions
D. individual responsibility | E. proper planning | F. regular meetings
Market Research Using a Business’s Own Resources
Begin with staff education to maximize the chances of success.
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Give staff examples of 27 that will be helpful every day.
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The BQR Group says that staff should make use of 28 each week.
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Having 29 is motivating for staff, according to Business Guide.
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Provide detailed feedback about any changes that you decide to make
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Allow staff to have 30 to ensure continued participation.
Answers & Explanations Summary
| # | Answer | Evidence | Explanation |
|---|---|---|---|
| Q21 | — | — | |
| Q22 | B / D | To me, it’s about unpredictability. Markets can change unexpectedly. But if you’ve done research, you can minimise the chance that something will go wrong in your own business But I do think, the sums you invest in market research, you’ll see a return on that eventually |
Excerpt/Transcript Explanation: The transcript first explains how research prevents business problems when things change suddenly. Second, it highlights that even though research costs money now, that money will come back to the business as a benefit in the future. Answer Explanation: The answer identifies that market research helps businesses avoid mistakes by lowering risks and also ensures they get their money back over time. Reason For Correctness: The correct answer is B and D because Nathan and Stella agree on these two specific points. Nathan points out that research can 'minimise the chance that something will go wrong,' which is another way of saying it reduces risk (Choice B). Stella then suggests that the money spent (invested) on research will eventually result in a 'return,' meaning the business gets its money back or profits in the long run (Choice D). While they mention other things like advertising or new markets, they either dismiss them as general advantages or move on to these more certain points. |
| Q23 | — | — | |
| Q24 | D / E | Stella: OK, fair enough. But I read an interesting study out of the USA showing that the results of a lot of market research are just unreliable. The supposed developments identified by the research never occur. Nathan : Yes, that’s a good point Nathan: Yeah OK. Though you’ve got to admit, market researchers love jargon. These are examples from one report I read – ‘psychographics’, ‘coolhunting’ and ‘asynchronous research’. Some people are bound to be put off by these terms. Stella: Yes, that’s a reasonable complaint |
Excerpt/Transcript Explanation: The transcript shows that the students reach a shared opinion on two specific issues. First, they agree that research is often 'unreliable' because the things it predicts do not actually happen. Second, they agree that researchers use too many 'jargon' terms (specialist words) that confuse people. Answer Explanation: The answer is D and E because both Nathan and Stella agree that these are real problems with market research. Reason For Correctness: The correct answer is based on the part of the conversation where the students discuss why some people dislike or doubt market research. For answer E, Stella points out that research results can be 'unreliable'—meaning they are not always correct or don't happen in real life—and Nathan agrees by saying it's a 'good point.' For answer D, Nathan mentions that researchers use too much 'jargon' (specialist words) like 'psychographics,' which makes people feel confused or 'put off.' Stella supports this by calling it a 'reasonable complaint.' The other choices are rejected because the students either think they are poor excuses or are problems with the companies themselves, not market research as a whole. |
| Q25 | — | — | |
| Q26 | A / C | But I read that managers can learn a lot about social trends just by doing really obvious things, like keeping up with the news on TV, radio and digital networking sites. I hadn’t thought it could be that simple.Nathan : No, me neither What I hadn’t expected, though, was the evidence showing that talking to consumers directly about their preferences really works.Nathan : Yeah, I was a bit taken aback when I read that |
Excerpt/Transcript Explanation: The transcript shows the students reacting with surprise to two sources: first, simple media and networking sites, which they didn't think would be so easy to use; and second, talking directly to customers, which they did not expect to be as effective as it is. Answer Explanation: The answer identifies that the two methods for finding information that surprised the students were talking to people in person and following news and social media. Reason For Correctness: The correct answer is A and C because both students express shock or disbelief at the effectiveness of these specific methods. For 'the media and social media' (Choice C), Stella says she 'hadn’t thought it could be that simple' to use the news and networking sites, and Nathan agrees. For 'face-to-face communication' (Choice A), Stella mentions she 'hadn’t expected' that talking to consumers directly would work so well, and Nathan says he was 'taken aback,' which is a synonym for being surprised. Other methods mentioned, like filming customers or using government data, did not cause this same reaction of surprise. |
| Q27 | C | Nathan: Yes. What, precisely, should they ask customers in order to get valuable information? Show staff the sorts of things they can ask on a daily basis | Excerpt/Transcript Explanation: The transcript shows Nathan explaining that staff need to be shown the exact questions they should ask customers every day to gather helpful data. Answer Explanation: The answer 'C' refers to 'specific questions'. These are the exact phrases or questions that employees should use when talking to customers to get useful information for the business. Reason For Correctness: The correct answer is 'C' because Nathan mentions that staff should be shown 'precisely' what they should 'ask' customers. The flow-chart asks for 'examples' that are useful 'every day', and Nathan suggests showing staff the 'sorts of things they can ask on a daily basis'. The phrase 'specific questions' summarizes the idea of knowing exactly what to ask and when to ask it. |
| Q28 | A | And next, I was reading an article by the BQR Group. Apparently, staff need to keep an account of what the customers are saying. Nathan: You mean on computer, or by hand? Stella: The format doesn’t matter. But, say, every Friday, they should add to the document | Excerpt/Transcript Explanation: The transcript shows that according to the BQR Group, employees should record what customers say in a document (either on a computer or by hand) once a week on Fridays. Answer Explanation: The answer 'A' refers to 'written records', which are notes or documents created to keep track of information. Reason For Correctness: The correct answer is derived from the section where Stella mentions the 'BQR Group'. She explains that staff should 'keep an account' of customer feedback and update a 'document' every Friday. In English, 'keeping an account' or adding to a 'document' is the same as creating 'written records'. The mention of 'every Friday' matches the 'each week' requirement in the flow-chart. |
| Q29 | F | Well, in fact, Business Guide’s approach is to get your staff together round a table as frequently as possible to discuss their findings | Excerpt/Transcript Explanation: The transcript explains that the magazine's method is to have workers meet often (frequently) in a group to talk about (discuss) what they found during their research. Answer Explanation: The answer "F" refers to "regular meetings," which are scheduled times when staff members come together to talk about work. Reason For Correctness: The correct answer is "F" because the flowchart asks for the method suggested by "Business Guide" to keep staff motivated. In the transcript, Nathan explains that according to this magazine, the best way to do this is to gather the staff "round a table as frequently as possible" to talk about what they have learned. Doing something "frequently" with a group is the same as having "regular meetings." |
| Q30 | D | Oh, this is the idea of delegating, so that each staff member is accountable for market research in one area of the business | Excerpt/Transcript Explanation: The transcript explains that by giving each worker a specific area to focus on (delegating and being accountable), they each take on their own responsibility within the project. Answer Explanation: The answer D means that each employee takes on a specific role or task for which they are personally responsible. Reason For Correctness: The correct answer is D because the speakers discuss a way to keep staff involved in market research for a long time. Stella mentions 'delegating' and making each person 'accountable' for a specific part of the business. 'Delegating' means giving a task to someone, and being 'accountable' means having 'individual responsibility' for that task. This matches the flow-chart's goal of ensuring continued participation. |
Transcript
Stella: Hi Nathan. Shall we compare ideas for our assignment on market research?
Nathan : Good idea. So first in the assignment, I think we should explain what ‘market research’ is. One definition I found was this – gathering information about consumers’ needs and preferences.
Stella: I like that, nice and clear. So then, we need to establish the benefits of market research. Why do it? I read that many business people think it’s about finding the next market they can exploit. But it’s more complex than that.
Nathan: I agree. To me, it’s about unpredictability. Markets can change unexpectedly. But if you’ve done research, you can minimise the chance that something will go wrong in your own business.
Stella: That’s a really significant point. You may also learn the most effective means of promoting your business.
Nathan: But that depends on the business. It’s not a general advantage.
Stella: No, you’re right. But I do think, the sums you invest in market research, you’ll see a return on that eventually.
Nathan : That’s it exactly. Great point. The trouble is, too many of those working in business take a short-term view.
Stella: OK, so there are benefits. But there are criticisms of market research, as well. We should acknowledge that in the assignment.
Nathan : But some criticisms are more valid than others.
Stella: Like?
Nathan : Well, apparently some managers say they’re just too busy. But that’s a poor excuse.
Stella: Maybe they think they already know everything they need to know?
Nathan : Maybe they do, but that’s an issue with them, not with market research.
Stella: OK, fair enough. But I read an interesting study out of the USA showing that the results of a lot of market research are just unreliable. The supposed developments identified by the research never occur.
Nathan : Yes, that’s a good point. Then, another question is, can businesses actually see if market research is working? I mean, is it possible for a business to say categorically that increased profits resulted from market research?
Stella: But that’s a criticism of how businesses are structured, not research itself.
Nathan: Yeah OK. Though you’ve got to admit, market researchers love jargon. These are examples from one report I read – ‘psychographics’, ‘coolhunting’ and ‘asynchronous research’. Some people are bound to be put off by these terms.
Stella: Yes, that’s a reasonable complaint.
Nathan : So, what about sources of information for market research? Which sources of information work best? I mean, we all know that putting cameras in stores tells us a lot about consumer behaviour.
Stella: Yes, that’s well documented. But I read that managers can learn a lot about social trends just by doing really obvious things, like keeping up with the news on TV, radio and digital networking sites. I hadn’t thought it could be that simple.
Nathan : No, me neither. Then there’s a lot of data put out by bodies like the national census and the civil service. That can be helpful.
Stella: Maybe, but it depends on the business. What I hadn’t expected, though, was the evidence showing that talking to consumers directly about their preferences really works.
Nathan : Yeah, I was a bit taken aback when I read that. But apparently, it’s more effective than internet questionnaires and polls.
Stella: I think people are less likely to be honest in questionnaires.
Nathan: All right. So, if a business wants to use its own resources for market research, what’s the process?
Stella: Good question. Let’s think about a company that isn’t using outside consultants, but doing it internally. Then I think the first step is staff education. You’ve got to get all employees committed, to maximise the chances of success.
Nathan: Agreed. Then, you need to show staff examples of what they can do every day.
Stella: You mean in their interactions with customers?
Nathan: Yes. What, precisely, should they ask customers in order to get valuable information? Show staff the sorts of things they can ask on a daily basis.
Stella: OK. And next, I was reading an article by the BQR Group. Apparently, staff need to keep an account of what the customers are saying.
Nathan: You mean on computer, or by hand?
Stella: The format doesn’t matter. But, say, every Friday, they should add to the document. So they build up a picture of customer opinions, and the insights aren’t lost.
Nathan: Good point. Right, next, I read about ways of motivating staff. Business Guide magazine had a report on the importance of maintaining motivation.
Stella: So, what, by looking ahead and deciding what to do next?
Nathan: Well, in fact, Business Guide’s approach is to get your staff together round a table as frequently as possible to discuss their findings.
Stella: That sounds like a good approach. Next, you need to provide detailed feedback about any changes you decide. So everyone can see the outcomes of the research.
Nathan: Nice idea. Then you have to ensure continued participation by the staff. You want market research to be ongoing, not just a one-off.
Stella: Oh, this is the idea of delegating, so that each staff member is accountable for market research in one area of the business.
Nathan: Yeah, exactly. And then another aspect of this is…