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Cms 207-M: Marketing Research Question Paper

Cms 207-M: Marketing Research

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2009/2010
SECOND YEAR STAGE 3 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CMS 207-M: MARKETING RESEARCH (DAY)
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Using appropriate examples distinguish between the following terms as applied in marketing
research
i) Dependent variables and extraneous variables.
ii) Cohort analysis and Longitudinal research
iii) Research questions and hypothesis
iv) Focus groups and depth interview
[10 Marks]
b) In marketing research projective techniques are very essential in collecting data about implicit
human behaviour.
i) What is a projective technique?
ii) Explain the projective techniques that can be employed in marketing research
[10 Marks]
c) What is non probability sampling procedure? Explain the key non probability sampling
procedures. [10 Marks]
2
QUESTION TWO
You have been approached to undertake a study on the possible effect of government sponsorship of
marketing the products of SME in foreign countries. You have decided to use secondary data for this
research.
a) Present a criterion for evaluating secondary data. [10 Marks]
b) When would a researcher give preference to secondary data relative to primary data?
[10 Marks]
QUESTION THREE
You have finished a data collection exercise that involved the use of a questionnaire. Before you
undertake data analysis you are faced with certain key steps.
a) What activities take place at the data preparation stage? [10 Marks]
b) Explain a few ethical issues that arises from the marketing research activities [10 Marks]
QUESTION FOUR
One of the most commonly used instruments in research is a questionnaire. A well designed a
questionnaire facilitates collection of relevant data. Discuss the steps involved in questionnaire
construction. [20 Marks]
QUESTION FIVE
You have just been employed as a Marketing Research Assistant with a leading brewing firm. Your
first task is to establish the perception of customers towards a newly launched product branded Ariel.
Explain to your boss the factors to consider when determining the size of the sample to be studied.
[20 Marks]

Cms 207-M: Marketing Research Question Paper

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