Quelpr
12 marksMarketing Research

CAPE Management of Business Unit 2 · 2011 · Paper 2 · Question 3(a)(ii)

Logic Marketing Research Inc. has been hired by PPC-TV, a newly incorporated television company, to research consumer preferences regarding programme types and broadcast times. The research director is evaluating secondary vs. primary data collection.

Discuss THREE reasons why it is important for PPC-TV to conduct market research.

The mark scheme is shown once you've answered.

Practise this question

Other parts of this question

  1. 3(a)(i)Define the term 'market research'.[2 marks]
  2. 3(b)Distinguish between primary and secondary data and state the MOST appropriate source of primary data for this project.[3 marks]
  3. 3(c)(i)State TWO advantages and TWO disadvantages of using personal interviews to conduct market research for PPC-TV.[4 marks]
  4. 3(c)(ii)State TWO advantages and TWO disadvantages of using telephone interviews to conduct market research for PPC-TV.[4 marks]

More practice: the rest of this paper · more Marketing Research questions · all CAPE Management of Business Unit 2 past papers