Get premium membership and access revision papers, questions with answers as well as video lessons.

Got a question or eager to learn? Discover limitless learning on WhatsApp now - Start Now!

Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR
OF COMMERCE

BBA 307: MARKETING RESEARCH

DATE: Tuesday 8th July, 2008 TIME: 8.00 a.m. – 10.00 a.m.
INSTRUCTIONS
Answer question 1 AND two (2) other questions.
1.
A marketer must go through a comprehensive process when undertaking research.
Briefly explain each of the stages highlighting the importance of each to the
marketer. [30 marks]

2.
“In the current marketing environment there are various challenges that a market
researcher goes through”. Discuss. [20 marks]

3.
You are expected to conduct market research for any one political party in Kenya. Choose any one political party of your choice and respond to the following:
(a)
Highlight the various areas you would collect data from so as to be able to market the chosen party. [10 marks]
(c)
What challenges are you likely to encounter in data collection? [10 marks]

4.
Briefly explain the following terms:
(a)
Primary data vs Secondary data
(b)
Research questions vs Research Hypothesis
(c)
Questionnaire vs Interview Schedule
(d)
Data collection vs Data Analysis
[20 marks]

5.
“Ethical Behaviour is very important while conducting market research”. Discuss. [20 marks]