Questions 1-10

25/26  A/C (in any order)
  
A: face-to-face communication = talking to 
customers directly; surprised – What I hadn’t 
expected . . . I was a bit taken aback
  
C: the media and social media = TV, radio and digital 
networking sites; surprised = I hadn’t thought it 
could be that simple . . . No, me neither
 
 Distraction
 B: There is reference to ‘data put out 
by bodies like the national census and the civil 
service’ which may benefit some businesses, but 
neither student is ‘surprised’ by this; D: Stella 
says that people are ‘less likely to be honest in 
questionnaires’; E: The students agree that putting 
‘cameras in stores tells us a lot about consumer 
behaviour’ but they are not ‘surprised’ by this – 
Nathan says ‘we all know that’ and Stella says it’s 
‘well documented’. 
27  C  specific questions = their interactions with 
customers . . . What, precisely, should they ask 
customers; every day = on a daily basis
28  A  written records = keep an account . . . the 
document; each week = every Friday
 
 Distraction 
B might be tempting because of Nathan’s 
reference to ‘computer’, but Stella says the format 
doesn’t matter and there is no reference to ‘studies’. 
29  F  regular meetings = get your staff together round 
a table
 
 Distraction 
E might be tempting because Stella 
asks about ‘looking ahead and deciding what to do 
next’ but Nathan says this is not the point made by 
Business Guide
. 
30  D  individual responsibility = delegating . . . so 
that each staff member is accountable for market 
research in one area of the business