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CAPE Management of Business Unit 2 · 2013 · Paper 2 · Question 4(a)(ii)b)

Stellar Marketing Research Inc is conducting a research project for SAM TV company regarding consumer preferences and timing within six months.

Identify ONE piece of evidence from the scenario to support your reasons.

The mark scheme is shown once you've answered.

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Other parts of this question

  1. 4(a)(i)State ONE main difference between 'primary data' and 'secondary data'.[2 marks]
  2. 4(a)(ii)a)State TWO reasons why primary data would be the preferred type of data for this research.[2 marks]
  3. 4(a)(iii)Identify FIVE essential categories of information that should be contained in the consumer profile.[5 marks]
  4. 4(b)(i)Outline THREE main differences between 'probability sampling' and 'non-probability sampling'.[6 marks]
  5. 4(b)(ii)Outline THREE reasons to justify the company's choice of probability sampling technique.[9 marks]

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