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6 marksMarketing Research

CAPE Management of Business Unit 2 · 2011 · Paper 2 · Question 4(a)

Silk Fashions specializes in clothing design and plans to test market reaction to their clothing range using focus group methodology before segmenting the market.

State THREE features of the focus group methodology.

The mark scheme is shown once you've answered.

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Other parts of this question

  1. 4(b)Discuss THREE advantages that Silk Fashions could realize from segmenting the market.[12 marks]
  2. 4(c)(i)Identify THREE primary bases on which Silk Fashions could segment its consumer market.[3 marks]
  3. 4(c)(ii)Describe any TWO bases of market segmentation identified in (c)(i).[4 marks]

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