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Cms 207: Marketing Research Question Paper

Cms 207: Marketing Research

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2008/2009
SECOND YEAR STAGE III EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CMS 207: MARKETING RESEARCH
DATE: AUGUST 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Describe any FIVE parties involved in marketing research. [10 Marks]
b) In today’s management of firms, it is prudent for managers to invest in an efficient Marketing
Information System. (MIS) Discuss the components of an effective Marketing information
system. [ 8 Marks]
c) Mention at least FOUR fundamental sources of research problems. [ 4 Marks]
d) Define ‘Depth Interview’ and state the advantages and disadvantages of using this data
collection method. [ 8 Marks]
QUESTION TWO
a) Define the following common terms used in population and sampling;
(i) Population
(ii) Element
(iii) Sampling Frame
(iv) Sample [8 Marks]
b) Define research ‘proposal’ and describe the structure of a research proposal for Marketing
research. [ 12 Marks]
2
QUESTION THREE
a) Differentiate between a Marketing research system and Marketing Information System
[ 12 Marks]
b) Identify situations when Marketing research is not justified. [ 8 Marks]
QUESTION FOUR
a) By use of examples, discuss the stages in the Marketing research process. [12Marks]
b) Contrasts between Exploratory and Descriptive Research [ 8 Marks]
QUESTION FIVE
Discuss how primary Market research and secondary Market research might help establish a new
restaurant. [20 Marks]

Cms 207: Marketing Research Question Paper

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