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UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS GCE Advanced Level MARK SCHEME for the May/June 2010 question paper for the guidance of teachers 9707 BUSINESS STUDIES 9707/32 Paper 32 (Case Study), maximum raw mark 100 This mark scheme is published as an aid to teachers and candidates, to indicate the requirements of the examination. It shows the basis on which Examiners were instructed to award marks. It does not indicate the details of the discussions that took place at an Examiners’ meeting before marking began, which would have considered the acceptability of alternative answers. Mark schemes must be read in conjunction with the question papers and the report on the examination. CIE will not enter into discussions or correspondence in connection with these mark schemes. CIE is publishing the mark schemes for the May/June 2010 question papers for most IGCSE, GCE Advanced Level and Advanced Subsidiary Level syllabuses and some Ordinary Level syllabuses.
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Page 2 Mark Scheme: Teachers’ version Syllabus Paper GCE A LEVEL May/June 2010 9707 32 © UCLES 2010 1 Analyse two limitations of the market research Ahmed conducted before setting up the business. [8] Knowledge Application Analysis Level 2 2 marks Two limitations or one plus definition 2 marks Both applied to case 4–3 marks Both limitations explained Level 1 1 mark Definition or one limitation 1 mark One limitation application 2–1 marks One limitation explained Definition: Research into market needs, trends, competitors. Limitations: Questionnaire – poor response rate which reduces accuracy. Only two schools – sample may have been biased. No details of sampling given but if just handed out “at random” this would not necessarily lead to a representative sample. Only a few questions asked – other information might have been useful too such as which magazines do you buy and why? This would have helped him to assess the articles to include etc. No qualitative data – this would have helped to explain why consumers buy what they do. Alternative methods can only be credited if they are used to illustrate limitations of method(s) used. 2 Discuss which of the two approaches to managing the workforce in the printing factory should be adopted by the company in response to the problems explained on lines 64–71 [16] Knowledge Application Analysis Evaluation Level 2 3–2 marks Good understanding shown of HR management 3–2 marks Well applied to case 4–3 marks Good use of BST theory or logical reasoning 6–4 marks Judgement shown within answer and conclusion Level 1 1 mark Some understanding of HRM shown 1 mark Some application 2–1 marks Some use of theory or logical reasoning 3–1 marks Some judgement shown Examiners note: L1 Analysis and Evaluation for no specific use of Table 1. Candidates may define HRM even though this term is not in the question.
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