Preheat oven to 375 degrees. Lightly grease a loaf pan (8-1/2 x 4-1/2 inches) and set aside. Combine first 6 ingredients in a large bowl and make a well in the center. Whisk together buttermilk, oil and eggs. Add to dry mixture, stirring just until moistened. Gently fold in preserves and cranberries. Spoon into loaf pan and bake 28-32 minutes or until a wooden pick inserted in the center comes out clean. Cool in pan on wire rack for 5 minutes. Remove from pan to wire rack and cool completely. Yield: 12 servings.
Note: For muffins, fill cups two-thirds full and bake at the same temperature for 16-18 minutes or until golden brown. Cool in the muffin tin for 5 minutes on a wire rack, then remove and cool 10 minutes or completely.