O-LevelBusiness StudiesMarketing7115/21 · Oct/Nov 2014 · Q420 Marks

Identify and explain four reasons why the information in Appendix 3 may not be an accurate record of the views of all bank customers.

(a)Identify and explain four reasons why the information in Appendix 3 may not be an accurate record of the views of all bank customers.[8]
(b)The Marketing Director of PB Bank wants to promote mobile (cell) phone banking to its existing customers. Consider the advantages and disadvantages of each of the following three ways of promoting mobile phone banking. Recommend which option the Marketing Director should choose. Justify your answer.[12]

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2014). The mark or mark type is shown in brackets.

[8] Content:
- Poor questions/questions not understood
- Restricted sample surveyed
- Biased time of survey
- Unrepresentative age group surveyed/not a random sample
- Only asked in the city centre
- Respondents may not answer honestly.
The marks available for this question are as follows: 4 marks for knowledge; 4 marks for explanation/analysis.
1 mark for each reason identified (4 marks max). Up to one further mark is available for explaining how the reason leads to inaccurate results.
1 knowledge mark plus 1 explanation mark (2 marks × 4 reasons)
Reason: Unrepresentative age group surveyed (1 mark for knowledge)
Explanation: Unrepresentative age group surveyed (1) which does not represent the proportion of people in the population who have bank accounts (2).
[12] Content:
Advertising on TV – seen by a wide audience; expensive
Leaflets to customers – direct to potential customers; may be discarded and not read
Information on website - cheap to advertise; only seen by people who visit the website
Level 1: 1 mark for each statement e.g. Leaflets to customers are direct to potential customers (1 mark).
Level 2: 5 marks for the first level 2 answer and then one extra mark for each additional level 2 answer up to maximum of 8 marks. e.g. leaflets to customers are direct to the people who might use mobile banking. The leaflet will reach the target population and are easy to send and can outline the benefits of checking accounts on the phone. However, the leaflets may be thrown away and may not be read.
5 marks for level 2 answer plus one application mark for answering in the context of mobile banking.
Level 3: Detailed discussion of at least two level 2 answers and then a recommendation at the end which justifies which is the best way to promote the new service to choose compared to the other ways.