Questions 21–22
Choose TWO letters, A–E.

According to the students, what are the TWO most important benefits of market research?

• A Selecting the best advertising
• B Reducing the levels of risks
• C Building confidence among employees
• D Saving money in the long run
• E Identifying new opportunities

Questions 23–24
Choose TWO letters, A–E.

Which do the students agree are TWO valid criticisms of market research?

• A It does not reveal any new information.
• B Its benefits are hard to measure.
• C It takes too much time to carry out.
• D It makes use of too much specialist language.
• E Its findings are sometimes wrong.

Questions 25–26
Choose TWO letters, A–E.

The students are surprised by the success of which TWO sources of information.

• A face-to-face communication
• B official government statistics
• C the media and social media
• D online surveys of public opinion
• E filming customers as they shop