BUSINESS STUDIES 7115 · STRUCTURED PRACTICE
Apex Audio is designing wireless Bluetooth headphones aimed at university students. The marketing manager conducted an online survey of 120 students from one local university to identify preferred product features. In addition, the manager reviewed a secondary market report published by a consumer electronics trade association two years ago.
State two primary market research methods Apex Audio could use other than online surveys.
Refer to the survey data in the chart:
Calculate the percentage of surveyed students who identified Battery Life as their most important product feature. Show your working.
Explain one reason why this online survey sample of 120 students might not produce reliable data for the national student market.
Explain one advantage and one limitation to Apex Audio of relying on the secondary trade report.
Total: 8 marks