Gil et al. (2009) identified five shopper profiles. One type is the Raider, who walks fast, makes decisions quickly and has a preference for main aisles. Raiders go far into the store if necessary, on 'top-up' or 'food for tonight' missions. Most Raiders are male.

Mark scheme

Marking points from the official mark scheme (May/June 2019). The mark or mark type is shown in brackets.

1. Most likely answer (other appropriate responses to be credited):
2. Interviewing participants on entry to the store to tag them
3. Movement was tracked by CCTV
4. Interviewing participants when leaving the store (on exit).
5. Marks: 1 mark for basic answer 1 mark for elaboration / example.
6. Most likely answer (other appropriate responses to be credited):
7. People are tagged and video recordings taken; no-one is talking to them or walking with them; no researcher influencing behaviour.
8. The recordings are objective data and fact.
9. Using video recordings allows replays and inter-rater reliability to be tested.
10. Marks: 1 mark basic answer, 2 marks detailed answer / elaboration × 2.
11. Most likely answer:
12. The specialist: short trip; focus on few products; mainly top-up; 58% baskets and 30% shallow trolley; 42% top-up and 31% non-food missions.
13. The natives: long and very long trips; visit specific aisles; 90% take a trolley; 58% top-up and 37% main mission.
14. The tourist: short to medium trips; fast-moving; look more than buy; 68% take a trolley; 82% on a top-up mission.
15. The explorer: very long trips; go everywhere more than once; interact with products; buy a lot; 62% female alone; 87% take a trolley; 82% on a main mission.
16. Marks: 1 mark identification of profile, 2 marks detailed answer / elaboration (as above) x 2.
17. Note: accept logical points that fit the type identified.
18. Marks: Question requires discussion; always plural of each argument, and always requires conclusion.
19. 1 mark for each advantage / disadvantage (however detailed) and related to the question up to 4 max. 2 marks max. for two strengths / weaknesses unrelated to the question. 1 mark for conclusion.
20. Most likely answer (other appropriate responses to be credited):
21. Advantages
22. Studying movement patterns can allow certain products to be placed in highly populated locations
23. Studying movement patterns provides information on how shops should be designed, such as 'store interior layout'
24. Research conducted in a shop / store is high in ecological validity.
25. Disadvantages
26. There are too many different types of shopper to provide firm predictions (generalisations)
27. Data gathered from one store (such as a supermarket) can't be generalised to other types of shop / store.
28. Shopper movement patterns conducted in one culture may not apply to people in other cultures.
29. Conclusion: any appropriate conclusion drawn from the discussion that has been presented. 1 mark if appropriate. A conclusion is a 'decision reached by reasoning' and so a summary of points already made scores 0 marks.