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Dma 401:Bachelor Of Commerce Question Paper

Dma 401:Bachelor Of Commerce

Course:Marketing Research

Institution: University Of Nairobi question papers

Exam Year:2012

UNIVERSITY OF NAIROBI.

MODULE II EXAMINATIONS 2011/2012
.
FOURTH YEAR EXAMINATIONS FOR THE DEGREE OF BACHELOR OF COMMERCE.

DMA 401:MARKETING RESEARCH.

DATE: AUGUST 6,2012

INSTRUCTIONS
1.Answer any FOUR questions.
2.This examination paper carries five questions.

QUESTION ONE
a)Define the concept of marketing research. (3 marks)
b)Explain the purpose of research to a marketer. (12 marks)
c)Using examples explain sources of knowledge. (10 marks)

QUESTION TWO.
Describe the research process and show how marketer may use it for the purpose of resolving marketing problems (25 marks)

QUESTION THREE.
a)Define the concept of conceptual framework. (2 marks)
b)Explain the Importance of literature review. (22 marks)

QUESTION FOUR.
a)What is a research design. (2 marks)
b)State and explain a descriptive research design. (23 marks)

QUESTION FIVE.
Define the concept of attitude and explain how attitude is measured. (25 marks)

Dma 401:Bachelor Of Commerce Question Paper

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