ACCA Performance Management (F5) Certification Practice Exam

What is an example of market intelligence collected through desk research?

1. Internal company surveys

2. Gross national product data

3. Direct customer feedback

4. Focus group results

The correct answer is: Gross national product data

Market intelligence gathered through desk research involves collecting and analyzing existing data rather than conducting new experiments or surveys. Gross national product (GNP) data serves as a prime example of this type of research, as it is compiled from various publicly available sources, including government reports and economic databases. GNP data reflects the economic output of a country and is often utilized by businesses to gauge market conditions and make strategic decisions. This information can provide insights into market trends, economic health, and potential demand within a given market, all of which are essential for informed business planning. In contrast, internal company surveys, direct customer feedback, and focus group results are all forms of primary research. These methods involve gathering original data through direct interaction with clients or stakeholders, which differentiates them from desk research methods like analyzing pre-existing economic data.