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5 marksPrinciples of Market Segmentation and Consumer Behaviour

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

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

Identify FIVE essential categories of information that should be contained in the consumer profile.

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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)(ii)b)Identify ONE piece of evidence from the scenario to support your reasons.[1 mark]
  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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