Amir and Carla are business partners．They own a luxury hotel which operates in a niche market． The business has a short hierarchical structure．Amir and Carla use Herzberg＇s theory of motivation to keep their 5 employees well motivated．Amir and Carla are considering opening another hotel in a different city．They will need to identify a suitable source of finance if they decide to expand． Secondary market research can be used to help a business decide whether it should expand． Do you think secondary market research is the most appropriate type of market research for a business to use when deciding whether it should expand? Justify your answer.

Award 1 mark for each relevant point [max 2].
Award 1 mark for each relevant explanation [max 2].
Award up to 2 marks for a justified decision as to whether secondary market research is the most appropriate method of market research for a business to use when deciding whether it should expand.

Points might include:
Secondary market research:
- Low cost \([\mathrm{k}]\) so more funds to spend in other areas of the business [an]
- Quick to obtain [k] so may speed up decision-making [an]
- Data may be out of date [k] so may not make appropriate decisions [an]
- Wide range of data [k]
- Data may not be relevant [k]
- Data is available for all businesses [k]

Primary market research \([\mathrm{k}]\)
- More in-depth information [an]
- Specific / only available to the business [an]
- Up to date [an]
- May not have the necessary skills to collect data [an]
- Expensive [an]
- Takes time to collect [an]

Other appropriate responses should be credited.
Justification might include:
Secondary market research is cheap \([\mathrm{k}]\) so more funds can be invested into other areas of the business [an]. However, the data may be out of date [k] so may make inappropriate decisions [an]. Secondary market research is not the most appropriate method to use because although it is cheap, the wrong decisions about expansion can cost the business even more money in the long run [eval] [eval].