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Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2012

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
MKTG 410 – MARKETING RESEARCH
DAY: WEDNESDAY

DATE: 11/04/2012
TIME: 3.00 – 5.00 P.M.

STREAM Y4S1

INSTRUCTIONS:
ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS
Question One
a) Marketing research grown in terms of its importance over time as a provider of market information
that can be used by marketing managers. In view of this statement, discuss the importance
marketing research to a growing organization.

(12mks)

b) Kabarak University Fourth year marketing students were required to develop research objectives
for their projects. A sample of the objectives is given below;
• To determine why consumer preferences in Nakuru town keep on changing
• To examine the marketing environment in Uganda in agricultural sector
As an expert in marketing research qualify the above objectives using SMART

(8mks)

c) Marketing research reports are sometimes viewed as useless to marketing managers. Explain

(10mks)

Page 1 of 2

Question Two
Mrs. Koskey runs a middle level college in Nakuru town. The students’ admission has significantly
declined since 2008 and wishes to investigate the cause of the problem. She has consulted you as a
marketing expert.
a) Describe the process you are likely to undertake in setting up a research inquiry (10mks)
b) What will you recommend for consideration in selecting a research agency?
(10mks)
Question Three
The marketing manager is interested in finding quick solutions to the marketing problems facing the firm;
a) Why do you think researchers may prefer conducting a survey over a census?
(6mks)
b) Discuss the advantages of probability sampling design

(8mks)
c) Explain the forms of sampling media that can be used for reaching respondents (6mks)
Question Four
a) Using examples, describe the main research designs used in marketing research (6mks)
b) Explain the process that you will use in data analysis

(8mks)
c) Why do you think the quality of a research report is influenced by data analysis? (6mks)

Page 2 of 2

Marketing Research Question Paper

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