(a) Design a study using a questionnaire to investigate whether people prefer a customer-focused approach or a product-focused approach when buying a new car. (b) Explain the psychological and methodological evidence on which your study is based.

Mark scheme

Marking points from the official mark scheme (May/June 2020). The mark or mark type is shown in brackets.

1. use generic levels of response Design a study question part (a).
2. Candidates should design the study showing evidence of design features appropriate to the named method. The named method is: questionnaire.
3. Specific features: Questionnaires: type, setting, example questions. Scoring/rating scale, analysis of responses.
4. General features of research methodology: sampling technique & sample, type of data, ethics, reliability, validity, data analysis.
5. use generic levels of response 'Design a study' question part (b).
6. NB If only methodological or psychological explanation is provided max 5 marks
7. Candidates are expected to explain the reasons for the suggested design in part (a). Explanation should be both psychological and methodological.
8. Psychological to include appropriate theory or research.
9. Additional: candidates are expected to justify their decisions or evidence presented regarding the design made in answer to question part (a).
10. Syllabus: selling the product: sales techniques: customer/competitor/product focused.
11. Psychological: Product-focused: emphasis on the product; special features, design specifications etc., educating the customer about the product; sales person needs excellent knowledge of product.
12. Psychological: Customer focused: customer viewed as unique so emphasis on customer. Seller asks about customer needs, wants and desires so fit the product to the customer.
13. NB 2 marks max if psychological knowledge is not related to answer.
14. Methodological: explanation of method using general and specific features as above.