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Cms 207-M: Marketing Research (Weekend) Question Paper

Cms 207-M: Marketing Research (Weekend)

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 (WEEKEND)
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Critique any four data collection methods. [8 Marks]
b) Differentiate between the marketing research system and the marketing information system.
[12 Marks]
c) Often firms opt for an external rather than an in-house marketing research team. List down the
factors you would consider in choosing a research supplier. [4 Marks]
State the role and importance of marketing research. [6 Marks]
QUESTION TWO
a) Explain the term Stratified Random Sampling, as used in marketing research. [2 Marks]
b) Describe the procedure you would follow while using Stratified Random Sampling to select a
sample of 200 students from a population of KCA University Students. [10 Marks]
c) Briefly describe some commonly used decision support systems. [8 Marks]
QUESTION THREE
Elucidate the steps in developing a sampling plan. [14 Marks]
2
Descriptive research is defined a research design in which the major emphasis is on determining the
frequency with which something occurs or the extent to which two variables co-vary. Under what
circumstances is the descriptive research design preferred. [ 6 Marks]
QUESTION FOUR
Mr Mulimba, the marketing director at Ukulima Fabricators ltd, has requested for the establishment of
a marketing research department at Ukulima. The board is questioning the relevance of such a
department. One of the board members has approached you for advice. What advice shall you give?
[8 Marks]
QUESTION FIVE
A group of entrepreneurs from Nambale, is considering introducing their new innovation to the market.
They have decided to carry out some marketing research to assess the acceptability of this new product
by the market. They are pondering on how to select the sample for their study and have approached
you to assist them. Explain to them the factors that may determine or influence the sample size.
[ 12 Marks]
Define ‘Depth Interview’ and state the advantages and disadvantages of using this data collection
method. [ 8 Marks]

Cms 207-M: Marketing Research (Weekend) Question Paper

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