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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: APRIL 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Distinguish between the following:
(i) Focus groups and depth interview
(ii) Research questions and hypothesis
(iii) Exploratory and conclusive research
(iv) Non-probability sampling and probability sampling
(v) Management decision problem and marketing research decision problem
(10 Marks)
b) What is non-probability sampling procedure? Explain the key non-probability sampling
procedures. (10 Marks)
c) Give a brief account of the Marketing Research Process (10 Marks)
QUESTION TWO
a) Elaborate on the methods used in Exploratory Research (10 Marks)
b) The third element of research design; the sampling plan, answers four questions. Identify the
four questions and discuss their relevance to Marketing Research. (10 Marks)
2
QUESTION THREE
a) Test marketing is a vital tool used to gather information about the markets evaluation of a new
product. Describe FOUR types of test marketing (12 Marks)
b) Give the advantages and disadvantages of secondary data. ( 8 Marks)
QUESTION FOUR
a) State what factors you would consider in choosing a data collection method. (10 Marks)
b) Define the following common terms used in population and sampling;
(i) Population
(ii) Element
(iii) Sampling Frame
(iv) Sample
(v) Subject (10 Marks)
QUESTION FIVE
Give advantages and disadvantages of the various methods of primary data collection
interviews. (20 Marks)

Cms 207: Marketing Research Question Paper

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