Yura is the Managing Director of a company that sells holidays. The company organises hotels, air flights and car hire for customers. For the first time, the company is going to do some market research. Secondary sources will be used and a sample of customers will be selected for primary research.

1. (a)What is meant by 'market research'?[2]
2. (b)Identify two advantages of using secondary sources.[2]
3. (c)Identify and explain two methods of sampling that the company could use.[4]
4. (d)Identify and explain two ways of segmenting the market for holidays that the company could use.[6]
5. (e)Yura believes that the price is the most important part of the marketing mix for holidays. Do you think that he is correct? Justify your answer.[6]