Recommend and justify6 marksIGCSE
A new fitness studio in Gaborone has P8,000 to spend on market research before opening. Recommend how the money should be spent and justify your recommendation.
Show the mark scheme and the examiner note
Answer: A justified recommendation, e.g. spend most of it on primary research aimed at the three specific unknowns — a short survey of local employees and two focus groups — because the owner needs to know about this district, and published data will not answer it.
- Identify what is unknown and specific to this business (class timings, price sensitivity)
- Primary research answers it directly; secondary data (national reports) is cheaper but generic
- A specific method with a reason earns marks: survey of local employees, focus group of existing gym users, trial membership offer
- Balance: keep part of the budget for a low-cost secondary check (local competitor pricing)
- A decision is required — spend on primary, with a reason
Examiner technique: "Recommend and justify" needs a decision. A balanced essay that never says what to do scores in the middle band, however good the English is.