Assess the likely reasons for Hot Chip using mainly quantitative market research data. - Edexcel - A-Level Business - Question 1 - 2018 - Paper 1

1. Quantitative data from market stalls indicated that Hot Chip had strong sales in areas like Great Yarmouth, where 50% of sales were for chips only. This suggests significant market potential in a niche they can exploit.
2. Internal sales data also revealed that Hot Chip's initial offerings were popular among customers, which encouraged the idea of expanding the menu due to consumer demand for more adventurous toppings.

While quantitative data offers insights, relying solely on it could overlook deeper customer sentiment. Qualitative research could provide valuable context through focus groups or consumer panels, helping to identify trends and to measure customer satisfaction more effectively.

For a fledgling business like Hot Chip, quantitative research is the most straightforward approach due to lower costs and easier data collection. However, as they grow, qualitative insights could guide them in refining their offerings and enhancing customer engagement within their market niche.