Business

1. 1.

   Fictional case: a gym interviews members about a proposed class. Identify primary research and explain one limitation of surveying only current members.

   [2 marks] · no calculator

   Answer explanation

   Draft walkthroughs are based on marking guidance, not independently verified derivations.

   1. The gym controls the questions and collects original responses. Current members are already attracted to its offer, so their preferences may not represent people it hopes to recruit.

   Marking points

   • The interviews collect new data directly for the gym's question.
   • Non-members' needs are omitted, limiting inference about the wider target market.

   Examiner tip: Name who is missing from the sample and why that matters.

2. 2.

   Fictional case: 240 of 600 sampled shoppers say they would try a new drink. Calculate the sample percentage and explain why it is not a guaranteed sales forecast.

   [3 marks]

   Answer explanation

   Draft walkthroughs are based on marking guidance, not independently verified derivations.

   1. The result describes respondents' intentions, not realised demand. A trial sale can test whether buyers act on those intentions under real purchase conditions.

   Marking points

   • Percentage = 240/600 * 100 = 40%.
   • Stated intention may not become a purchase at the actual price or availability.
   • Representativeness of the sample also affects inference.

   Examiner tip: Do not multiply the percentage by a population without discussing sampling and behaviour.

3. 3.

   Fictional case: a cycle maker segments commuters by journey length and storage space rather than age alone. Analyse how this can improve product and promotional decisions.

   [4 marks] · no calculator

   Answer explanation

   Draft walkthroughs are based on marking guidance, not independently verified derivations.

   1. Age is only a proxy for needs. Journey and storage criteria link more directly to design choices and messages, but attractive segments must be large enough to serve profitably.

   Marking points

   • Needs-based segments identify different practical requirements.
   • Limited storage can support a folding-bike design.
   • Longer journeys can justify emphasis on comfort or range in promotion.
   • The firm still needs evidence that each segment is reachable and commercially viable.

   Examiner tip: Connect each segment characteristic to a concrete marketing choice.

4. 4.

   Fictional case: a budget hotel claims luxury positioning while reducing room service and charging below rivals. Analyse why inconsistent positioning may harm its marketing.

   [4 marks] · no calculator

   Answer explanation

   Draft walkthroughs are based on marking guidance, not independently verified derivations.

   1. Low price is not itself incompatible with quality, but the promised experience must match operations. An explicit affordable-comfort position may fit better than an unsupported luxury claim.

   Marking points

   • Positioning shapes the customer's expected value and comparison set.
   • Luxury messages may attract guests expecting services the hotel does not deliver.
   • Disappointment can reduce reviews, repeat bookings and brand credibility.
   • A clear value-for-money position or credible service upgrade would reduce inconsistency.

   Examiner tip: Identify the expectation gap, not merely a low price.

5. 5.

   Fictional case: a small toy firm can buy a national industry report or conduct interviews with parents in its local catchment. Evaluate the research choice before a local launch.

   [4 marks] · no calculator

   Answer explanation

   Draft walkthroughs are based on marking guidance, not independently verified derivations.

   1. Use broad evidence to frame the category, then targeted local research to test demand if resources permit. The local launch makes local relevance especially important, but weak recruitment would undermine interviews.

   Marking points

   • Indicative: a report offers broad trends quickly but may use unsuitable definitions or old data.
   • Local interviews can explore relevant needs in detail.
   • Small or convenience samples may be biased and interviews consume time.
   • A justified recommendation matches evidence to the local decision and available budget.

   Examiner tip: Compare relevance and bias, not simply primary versus secondary labels.

6. 6.

   Fictional case: a food brand uses online comments to decide whether to discontinue a product. Most comments are negative, yet repeat purchase is stable. Evaluate relying on the comments alone.

   [4 marks] · no calculator

   Answer explanation

   Draft walkthroughs are based on marking guidance, not independently verified derivations.

   1. Use comments to diagnose issues, not to estimate all customers' attitudes without sampling evidence. Investigate whether complaints come from a small group and whether margins and retention support continuation.

   Marking points

   • Indicative: comments can reveal specific complaints useful for improvement.
   • Self-selection may overrepresent dissatisfied or highly engaged users.
   • Stable repeat purchases provide behavioural evidence that may conflict with expressed sentiment.
   • A justified judgement triangulates sales, representative feedback and product profitability.

   Examiner tip: Negative sentiment and actual demand measure different things.

Original, unofficial practice questions from SubjectScout — not official past-paper questions.