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5 marksMarketing Research

CAPE Management of Business Unit 2 · 2007 · Paper 2 · Question 4(a)(ii)

Advanced Marketing Research Inc. is conducting research for Sunshine Bakeries, investigating buyer motivations and purchase frequency.

Differentiate between probability versus non-probability sampling, outlining one advantage and one disadvantage of one option over the other.

The mark scheme is shown once you've answered.

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Other parts of this question

  1. 4(a)(i)Differentiate between primary versus secondary sources of data, outlining one advantage and one disadvantage of one option over the other.[5 marks]
  2. 4(a)(iii)Differentiate between focus groups versus surveys, outlining one advantage and one disadvantage of one option over the other.[5 marks]
  3. 4(b)For EACH pair of options, indicate which one the company should choose, giving ONE reason for your choice.[10 marks]

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