A-Level Business · Exam Technique
FREE
Command Words
Decoded
The nine command words A-Level Business students must master, with AO mapping, examiner expectations and the most common mistakes that cost marks.
Low-mark · AO1+AO2
Calculate
Low-mark · AO1+AO2
Explain
Mid-mark · AO3+AO4
Discuss
High-mark · AO4
To what extent
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Low & Mid-Mark Command Words
Questions worth 2–10 marks. These test recall and basic application.
Question types: Short answer, application
Typical mark range: 2–10
Time guide: 2–12 minutes
CALCULATE
AO1 + AO2 · 2–6 marks · ~2–6 min
Produce a numerical answer. Method marks are awarded even if the final figure is wrong, so always show the formula and workings.
Common error: students give the final number with no units (£, %, units) — examiners cannot award the mark for an undefined number.
EXPLAIN
AO1 + AO2 · 3–6 marks · ~3–7 min
State a point AND develop it. The structure is: What → Why → So what. Apply to the case context — do not just define terms in isolation.
Common error: students stop at the definition (AO1) and never link to the case — losing all AO2 marks.
ANALYSE
AO3 · 6–12 marks · ~7–14 min
Break down a chain of reasoning. Use connectives like "this means that...", "as a result...", "which leads to...". Two well-developed chains beat four shallow points.
Common error: writing a long list of effects without explaining the connection between them. Examiners reward logical chains, not bullet points.
ASSESS
AO3 + AO4 · 10–16 marks · ~12–18 min
Weigh up factors and reach a judgement. Different from Analyse: you must state which factor matters most, and why, given the case context.
Common error: students give a balanced analysis and forget to actually judge. "It depends" is fine only if you state what it depends on.
DISCUSS
AO3 + AO4 · 8–16 marks · ~10–18 min
Present multiple sides of an argument. Always give counter-arguments. Reach a judgement at the end about which side is stronger and why.
Common error: students give only one side, treating "discuss" as "explain". A discussion without a counter-argument cannot reach top bands.
REMEMBER · TIME PER MARK
A reliable rule for Edexcel + AQA: roughly 1 minute per mark, plus 5 minutes total reading time. A 16-mark question deserves ~16 minutes — including planning. Plan first, then write.
The Business School · Command Words Decoded
02 / 04
High-Mark Command Words
Questions worth 12–25 marks. These separate A from A*.
Question types: Extended essay, evaluation
Typical mark range: 12–25
Time guide: 14–28 minutes
EVALUATE
AO4 dominant · 12–20 marks · ~14–22 min
Weigh both sides and commit to a judgement backed by evidence from the case. Use the structure: arguments for → arguments against → judgement that decides.
Common error: sitting on the fence with "it could go either way". Examiners reward decisive judgements with supporting reasoning. Decide. Then defend.
JUSTIFY
AO4 dominant · 10–16 marks · ~12–18 min
You are given a decision and must defend it. Acknowledge the opposing view briefly, then explain why the given choice is right given case context.
Common error: students treat "justify" as "evaluate" and argue both sides equally. Justify means defend — give the chosen side ~70% of the answer.
RECOMMEND
AO4 dominant · 12–20 marks · ~14–22 min
Make a clear recommendation and defend it. Often appears as: "Recommend whether [firm] should..." — your answer must give one recommendation, not options.
Common error: giving conditional recommendations ("if X, then A; if Y, then B"). Pick one and defend it — examiners reward decisiveness.
TO WHAT EXTENT
AO4 dominant · 16–25 marks · ~18–28 min
Calibrate. Your judgement should specify how much: "largely yes, but for two reasons not entirely..." or "only partially, because..." — show the spectrum, not the binary.
Common error: students give a binary yes/no, ignoring the "to what extent" calibration. Top-band answers quantify or qualify their judgement.
The four AOs at a glance
| AO | What it tests | How to show it in your answer |
|---|
| AO1 | Knowledge | Define the relevant Business concept (e.g., elasticity, ROCE, contribution margin). |
| AO2 | Application | Link the concept to the specific business in the case. Use case data (figures, dates, names). |
| AO3 | Analysis | Develop chains of reasoning. "X causes Y, which causes Z, which means [for this business]..." |
| AO4 | Evaluation | Weigh factors, reach a judgement, justify the decision. Always: "It depends on... and in this case it depends MORE on..." |
The Business School · Command Words Decoded
03 / 04
The Same Prompt, Four Command Words
How your response changes depending on which command word the examiner uses.
The case context (used for all four)
Greggs reports revenue of £1.8bn, gross profit margin 34%, and falling footfall in city-centre stores. The board is considering raising prices by 6% across the menu to protect margin.
EXPLAIN the impact of a 6% price rise
Describe what would happen, with reasoning. Apply price elasticity briefly. Stay descriptive; do not weigh options. Top answer ≈ 2 short paragraphs.
ANALYSE the impact
Build chains of reasoning. Lower demand → lower volume → effect on margin depends on elasticity coefficient. Two chains, fully developed. No judgement needed.
ASSESS whether to raise prices 6%
Both sides briefly, then commit to a judgement. "Given Greggs's value positioning and current footfall decline, raising prices 6% is unlikely to protect margin overall."
EVALUATE the 6% price rise decision
Both sides at length, strong judgement with evidence. Acknowledge "it depends on what" — competitor pricing, brand price elasticity, foot traffic recovery. Then decide.
Quick reference — which command word, which approach
| Command word | Dominant AO | Need judgement? | Structure to use |
|---|
| Calculate | AO1+AO2 | No | Formula → workings → answer with units |
| Explain | AO1+AO2 | No | What → Why → So what (applied to case) |
| Analyse | AO3 | No | 2 chains of reasoning, fully developed |
| Assess | AO3+AO4 | Yes — light | Both sides briefly + one-line judgement |
| Discuss | AO3+AO4 | Yes — light | For + against + reasoned conclusion |
| Evaluate | AO4 | Yes — strong | For + against + strong judgement with evidence |
| Justify | AO4 | Yes — defend given side | Defend the given decision ~70% + acknowledge counter ~30% |
| Recommend | AO4 | Yes — one choice | One recommendation + defended + risk acknowledged |
| To what extent | AO4 | Yes — calibrated | Largely yes / partially / mostly no — with reasons |
The Business School · Command Words Decoded
04 / 04