Design an experiment to investigate the difference between high self-monitors and low self-monitors in relation to brand recognition.

Mark scheme

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

1. [10] Marks: use generic levels of response Design a study question part (a).
2. [A] Additional: Candidates should design the study showing evidence of design features appropriate to the named method. The named method is: experiment.
3. [T] Typical features: Experiments: type, IV, DV, controls, experimental design.
4. [T] General features of research methodology: sampling technique and sample, type of data, ethics, reliability, validity, data analysis.
5. [T] Logically a laboratory experiment with IV of high self-monitors and low self-monitors (determined by self-monitoring test). Brands could be presented with a DV or time it takes to identify the brand correctly.
6. [8] Marks: use generic levels of response ‘Design a study' question part (b).
7. [N] N.B. If only methodological or psychological explanation is provided max 5 marks
8. [C] Candidates are expected to explain the reasons for the suggested design in part (a). Explanation should be both psychological and methodological.
9. [P] Psychological to include appropriate theory or research.
10. [A] Additional: candidates are expected to justify their decisions or evidence presented regarding the design made in answer to question part (a).
11. [S] Syllabus: brand recognition in children (Fischer et al., 1991); advertising and consumer personality (Snyder and DeBono, 1985)
12. [P] Psychological: Fischer et al. (1991) studied brand recognition in children not adults; Snyder and DeBono (1985) studied advertising and consumer personality so this design must, at very least, combine aspects of both studies.
13. [N] N.B. 2 marks max if psychological knowledge is not related to answer.
14. [M] Methodological: explanation of method using general and specific features as above.