Interpreting and Analysing Market Research Data

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• correct method, 250 / 400 x 1001 mark
• correct answer, 62.5%1 mark
• correct method, (400 - 250) / 400 x 100, or 100 minus 62.51 mark
• correct answer, 37.5%1 mark
• states Design A1 mark
• valid reason, e.g. because a clear majority, 62.5%, of the surveyed customers preferred it over Design B1 mark

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• identifies the key pattern in the data, e.g. social media is a far more important discovery channel for 18-24 year olds, at 78%, than for over-55s, at 22%1 mark
• links this to a marketing implication, e.g. if the business's target market is mainly 18-24 year olds, it should prioritise social media promotion over channels aimed at older audiences1 mark
• develops the chain further, e.g. because most of this age group are not discovering products through traditional channels, spending heavily on those channels for this segment would likely be inefficient1 mark
• identifies the reverse implication for an older target market, e.g. if the business instead targets over-55s, social media is a much less effective discovery channel for that segment1 mark
• suggests an alternative for that segment, e.g. traditional advertising or in-store promotion may reach over-55 customers more effectively1 mark
• an overall conclusion linking the data to a specific, appropriate marketing action, e.g. the business should tailor its promotional channel mix to the age profile of its actual target market rather than using one channel for all customers1 mark

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Tick each line you got. Your score builds from the marks on the scheme.

• a sustained, balanced argument weighing the strong headline result against the significant reliability concerns caused by the small, unrepresentative sample, reaching a justified recommendation that refers specifically to Bloom and Co's situation and the size of the investment.3 marks
• identifies relevant points on both sides, e.g. 85% is a strong result, but 40 people from one afternoon is a very small, biased sample, without full development or consistent application.2 marks
• makes one or more relevant but undeveloped points, e.g. states the sample is too small, without explanation or application.2 marks
• a sample of only 40 is very small and was not randomly chosen, being drawn only from customers already in the shop on a single Saturday afternoon, so it likely overrepresents people who already value the shop's service and misses online-only or non-Saturday customers, making the 85% figure potentially unreliable; against this, some evidence is better than none, and an 85% result, even from a small sample, is a strong enough signal to be worth investigating further; given that 8,000 pounds is a significant sum for a small florist, a reasonable recommendation is to run a larger, more representative survey, for example online or across multiple days, before committing the full investment.2 marks

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