Question 1

For Caroline to have a clear picture of who her online customers will be, she must

understand her customers' needs to determine how best to deliver value to the right

target market through marketing research.

(20 marks)

a) It is important to understand the reason and objectives for marketing

research. Suggest whether Caroline is researching a marketing problem or a

marketing opportunity (3 marks) and formulate three (3) research objectives to

aid Caroline in her research (3 marks). (6 marks)

b) Advise Caroline on the most appropriate research design (3 marks) and

research method (3 marks) she is to use when researching her market.

(Justify your selection of the research design and method.) (6 marks)

c) In the marketing research process, the researcher has to select a sample.

As a marketing expert, explain the difference between probability and non-

probability sampling (2 marks) and thereafter select any two (2) suitable

sampling methods for the problem or opportunity recognised in (a). (Justify

your selection of the sampling methods.) (6 marks) (8 marks)