2251 w12 ms 12.pdf
GCE O LEVEL – October/November 2012
(d) Describe one strength and one limitation of using structured interviews to collect data.
Strengths: can include practical advantages, quick and fairly easy to administer, good
response rate, useful for straightforward information, results easily collated which makes
them suitable for hypothesis testing and any other valid example.
Limitations: can include problems of training the interviewers, reach fewer respondents than
questionnaires, those willing to be interviewed may be untypical, presence of the interviewer
may lead to the interviewer effect and any other valid answer.
The answer should offer two examples, one strength and one limitation, and 2 marks are
available for each.
1 mark each for identifying a strength and limitation
2 marks for both the identification of a strength and limitation and an explanation of why it
provides positive or negative advantages.
NB Candidates don’t have to specify closed or open questions in interview so allow any
accurate interview type. Allow answers that state respondents can express views if questions
are open. In structured interviews respondents don’t write their answers down.
(e) Distinguish between stratified random sampling and quota sampling.
Stratified random sampling is likely to be described as first dividing (stratifying) the population
into groups and then selecting randomly from each group. There is no limit to the number of
groups. If only stratified or random are described then allow 1 mark.
Quota sampling is likely to be described as population is divided into groups but then the
same number are selected from each group regardless of the size of the group.
2 marks available for each appropriate example.
1 mark for identifying a difference
2 marks for both the identification of a difference and some development of this difference.
Candidates should identify differences but allow answers which do this by the juxtaposition of
definitions of each rather than by direct comparison.
1 mark for a partial definition of each type of sampling and 1 mark for the development of the
NB this question is not about why such samples are used.
© Cambridge International Examinations 2012