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Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2012

KABARAK
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR

FOR THE DEGREE OF BACHELOR OF COMMERCE

MKTG 410 – MARKETING RESEARCH
DAY: FRIDAY

DATE: 09/12/2011
TIME: 9.00 A.M– 11.00 A.M.
STREAM: Y4S1

INSTRUCTIONS
Answer Question ONE and any other TWO questions

Question ONE
a) The marketing research students were asked to develop research problem objectives for their
research proposals. A sample of FOUR objectives students is given below. You are required to
critique each objective and qualify them using SMART;
• To determine why sales are declining
• To investigate the ideas of consumer dissatisfactions
• To find out why government is interfering in business
• To look at the marketing environment

(12 mks)
b) Why is problem definition the most important in marketing research process?
(2 mks)
c) Explain the purpose of research hypothesis. For the objectives in (a) above develop suitable
research questions

(10 mks)
d) Discuss the benefits of marketing research to a growing organization

(6 mks)

Page 1 of 2

Question TWO
a) Differentiate between market search, market research and marketing research
(6 mks)
b) Explain the major stages in a marketing research process

(8 mks)
c) Describe the research designs that can be used by marketers

(6 mks)
Question THREE
a) Explain the sampling procedures under random and non-random designs (12 mks)
b) Why do researchers undertake sampling?

(4 mks)
c) Describe at TWO research errors associated with sampling process
(4 mks)
Question FOUR
a) Describe the procedure in data analysis and presentation.

( 8 mks)
b) Why does quality of research information dependent on data analysis?

(4 mks)
c) Discuss the advantages of quantitative data over qualitative data
(8 mks)

Question FIVE
Marketing research is costly in terms of time and money. In some occasions the reports generated have
been viewed as useless for decision making or solving the problem. In view of this statement;
a) Explain the qualities of a good marketing research

(10 mks)
b) Why are marketing research reports sometimes viewed as useless?
(10 mks)
Page 2 of 2

Marketing Research Question Paper

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