Analyse two limitations of sampling for a business.

Mark scheme

Marking points from the official mark scheme (Feb/Mar 2024). The mark or mark type is shown in brackets.

1. [1] not totally reliable
2. [1] difficulties in selecting a truly representative sample
3. [1] sample size may be too small
4. [1] chance of bias
5. [1] inadequate knowledge in how to carry out sampling
6. [1] time-consuming
7. [1] expensive
8. [1] dishonesty
9. [1] biased responses due to dishonesty/ignorance/biased questions/lack of understanding by respondents
10. [1] not all sampling techniques are truly random
11. [1] requires adequate subject specific knowledge of sampling techniques
12. [1] involves statistical analysis and calculation of probable error
13. [1] complexity of selecting samples
14. [1] pay researchers
15. [1] produces unreliable and inaccurate results if not representative of the whole target market
16. [1] can involve biased selection of entire market when choice is not scientific
17. [2] cannot have total confidence in results and can lead to making incorrect conclusions which affect choices made by business
18. [2] there are several types of sampling methods and choosing the incorrect type will cause errors in results obtained and lead to wrong decisions being made
19. [2] results from sampling need analysing correctly to apply results to the whole target market, which may involve using a marketing agency if the skills don't already exist in the business
20. [2] if the sample size is too small it may save money in the short term but in the long term may be a waste of money
21. [2] time taken to carry out the market research process slows decision making
22. [2] opportunity cost of using the money elsewhere in the business
23. [2] elements of the marketing mix
24. [2] specific understanding of promotion
25. [2] role/activities of parcel delivery business e.g. delivering on time
26. [2] named business e.g. Amazon, DHL, DPD, Parcelforce, may be a small business
27. [2] could be B2B or B2C, which affects type of promotion chosen to create more awareness of the business and more sales
28. [2] could be B2B or B2C, which affects which element(s) of MM are most effective
29. [2] could look at the benefits and limitations of all elements of MM which could lead to success of the business
30. [2] may choose to compare those elements of the MM considered to be more applicable to this type of business e.g. price or promotion but can discuss product and place
31. [2] different types of promotion (or any element of the MM) can be carried out at different stages of the product life cycle
32. [2] this is a service rather than a good therefore this could affect the choice of promotion type or element of MM
33. [2] this may be an international business and size may play a role in achieving success
34. [2] candidates may focus on the different types of promotion rather than other parts of the MM, which is a valid response
35. [6] A judgment/conclusion is made as to whether promotion is the most important element of the marketing mix for the success of a parcel delivery business.
36. [6] what would be classed as success for this type of business?
37. [6] would success be increasing number of sales, value of sales, market share?
38. [6] how important is promotion for this type of business? Would it matter whether the delivery is B2B or B2C?
39. [6] is the delivery business irrelevant to the product that is contained within the parcel?
40. [6] what is most important regarding delivery to the customer? Speed, cost, quality of service, security, protection?
41. [6] which elements of the MM can effectively be used? Candidates may find it difficult to apply all aspects of the MM but it can be done. This could be a differentiating factor in this evaluation.
42. [6] the choice of the type of promotion or element of the MM may depend on how well known the business already is and what its objectives are.