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Bba 307:Marketing Research Question Paper

Bba 307:Marketing Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTE OF OPEN,DISTANCE AND E-LEARNING
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE

BBA 307:MARKETING RESEARCH
DATE:TUESDAY 5TH JULY,2011
TIME:11.00AM-1.00PM

INSTRUCTIONS:
1.Answer Question ONE and any other TWO Questions.
2.Each answer to each Question to begin on a new sheet of paper.
3.Fill out all the sections provided on the exam booklet.

QUESTION ONE-(30 marks)

(i)What do you mean by dependent and independent variables? [10 marks]

(ii)Why are the two variables important in research? [10 marks]

(iii)What is the relationship between dependent and independent variables?[10 marks]

QUESTION TWO-(20 marks)
The terms validity and reliability are very important in research.
(i)Define validity and reliability [10 marks]

(ii)What will happen to research if validity and reliability are not established [10 marks]

QUESTION THREE-(20 marks)

(a)What is Desk Research? [10 marks]

(b)Why would you use Desk Research? [10 marks]

QUESTION FOUR-(20 marks)

(i)What is Coding? [4 marks]

(ii)At what point in research would you use Coding?[8 marks]

(iii)Why would you use coding in research? [8 marks]

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