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2 marksMarketing Research

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

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.

Define the term 'market research'.

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Other parts of this question

  1. 3(a)(ii)Discuss THREE reasons why it is important for PPC-TV to conduct market research.[12 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]

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