Identify and explain two methods of primary research PP could use to research the market in country Z.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2018). The mark or mark type is shown in brackets.

1. [1] Method: Questionnaire identified
2. [1] Explanation of Questionnaire: lower response rate / relatively cheap method to gather consumer opinions / easy to collate responses
3. [2] Application mark for Questionnaire (contextual reference to designs of pottery/dining sets)
4. [1] Method: Survey identified
5. [1] Explanation of Survey: cheap method / easy to collate responses / may not reach target audience
6. [2] Application mark for Survey (contextual reference to designs of pottery/dining sets)
7. [1] Method: Interview identified
8. [1] Explanation of Interview: face-to-face completion of questions / qualitative data / interviewer bias
9. [2] Application mark for Interview (contextual reference to designs of pottery/dining sets)
10. [1] Method: Focus group identified
11. [1] Explanation of Focus group: group of people familiar with the product
12. [2] Application mark for Focus group (contextual reference to designs of pottery/dining sets)
13. [1] Method: Consumer panel identified
14. [1] Explanation of Consumer panel: randomly selected group of people – opinions gathered / relatively expensive to carry out
15. [2] Application mark for Consumer panel (contextual reference to designs of pottery/dining sets)
16. [1] Method: Observation identified
17. [1] Explanation of Observation: trained researchers watch how consumers behave and interact in the market
18. [2] Application mark for Observation (contextual reference to designs of pottery/dining sets)
19. [1] Form a joint venture with a retailer in country Z (Advantage): Can benefit from local knowledge/more ideas
20. [1] Form a joint venture with a retailer in country Z (Advantage): Increase sales and likelihood of success
21. [1] Form a joint venture with a retailer in country Z (Advantage): Have more control
22. [1] Form a joint venture with a retailer in country Z (Disadvantage): Have to share profit
23. [1] Form a joint venture with a retailer in country Z (Disadvantage): May have disagreements and may not work well together
24. [1] Sell to retailers in country Z (Advantage): Knowledge of the market in country Z
25. [1] Sell to retailers in country Z (Advantage): Has retail outlets across country Z - no need for PP to set up outlets
26. [1] Sell to retailers in country Z (Advantage): Local retailer may cover some distribution costs such as warehousing costs
27. [1] Sell to retailers in country Z (Advantage): Saves set up costs of a PP store
28. [1] Sell to retailers in country Z (Disadvantage): PP has reduced profit as retailer expects a profit margin
29. [1] Sell to retailers in country Z (Disadvantage): Less control over how the pottery is displayed
30. [1] Sell online to customers in country Z (Advantage): PP keeps profit margin of the retailer
31. [1] Sell online to customers in country Z (Advantage): Sells directly to customers so gets to know customers' wants and needs better
32. [1] Sell online to customers in country Z (Advantage): Wider market so higher sales likely
33. [1] Sell online to customers in country Z (Advantage): Can sell at a cheaper price as lower costs
34. [1] Sell online to customers in country Z (Disadvantage): Increased costs of packaging and delivery
35. [1] Sell online to customers in country Z (Disadvantage): Possibility of pottery being broken in transit
36. [1] Sell online to customers in country Z (Disadvantage): Some customers may not have access to the internet/may not see website
37. [1] Sell online to customers in country Z (Disadvantage): Danger of fraud/hacking
38. [1] Sell online to customers in country Z (Disadvantage): Refunds/exchanges may be more difficult
39. [1] Sell online to customers in country Z (Disadvantage): Increase in storage costs
40. [1] Sell online to customers in country Z (Disadvantage): Cannot touch the product