Design a study to investigate whether males are 'raider' type shoppers and females are 'explorer' type shoppers.

Mark scheme

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

1. [10] (a) Marks: use generic levels of response Design a study question part (a). Additional: Candidates should design the study showing evidence of design features appropriate to the named method. The named method is: any appropriate method. Specific features: Experiments: type, IV, DV, controls, experimental design. Observations: type, setting, response categories, sampling frame, number of observers. Questionnaires/Interviews: type, setting, example questions. Scoring/rating scale, analysis of responses. General features of research methodology: sampling technique and sample, type of data, ethics, reliability, validity, data analysis.
2. [8] (b) Marks: use generic levels of response 'Design a study' question part (b). NB If only methodological or psychological explanation is provided max 5 marks Candidates are expected to explain the reasons for the suggested design in part (a). Explanation should be both psychological and methodological. Psychological to include appropriate theory or research. Additional: candidates are expected to justify their decisions or evidence presented regarding the design made in answer to question part (a). Syllabus: shopper movement patterns (Gil et al., 2009) Psychological: The Raider 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. The Explorer: shoppers making the longest trips, going everywhere more than once, slowly, with long interactions with the products and buying a lot. They cover all the aisles in the store, on a 'main' shopping mission. NB 2 marks max if psychological knowledge is not related to answer. Methodological: explanation of method using general and specific features as above.