Design a field experiment to investigate the effect of different odours in a clothes shop.

Mark scheme

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

1. [10] Marks: use generic levels of response Design a study question part (a).
2. [10] Additional: Candidates should design the study showing evidence of design features appropriate to the named method. The named method is: field experiment.
3. [10] Specific features: Experiments: type, IV, DV, controls, experimental design.
4. [10] General features of research methodology: sampling technique and sample, type of data, ethics, reliability, validity, data analysis.
5. [8] Marks: use generic levels of response ‘Design a study' question part (b).
6. [8] Note: If only methodological or psychological explanation is provided max 5 marks
7. [8] Candidates are expected to explain the reasons for the suggested design in part (a). Explanation should be both psychological and methodological.
8. [8] Psychological to include appropriate theory or research.
9. [8] Additional: candidates are expected to justify their decisions or evidence presented regarding the design made in answer to question part (a).
10. [8] Syllabus: effects of odour on shopper arousal and emotion (Chebat & Michon, 2003)
11. [8] Psychological: Chebat and Michon (2003) tested the effect of ambient scents in a shopping mall environment. In the control wave, the shopping mall ambient olfactory atmosphere was not modified. During the second wave, a light pleasing scent was vaporized in the mall's main corridor. The ambient scent was diffused in the shopping mall's main corridor located between two major retailers. Anecdotally, Hollister releases a fragrance in their stores and the clothes often smell of this scent.
12. [8] Methodological: explanation of method using general and specific features as above.
13. [8] Note: 2 marks max if psychological knowledge is not related to answer.