Get premium membership and access revision papers, questions with answers as well as video lessons.

Got a question or eager to learn? Discover limitless learning on WhatsApp now - Start Now!

Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
FIRST YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CMS 207-M: MARKETING RESEARCH (WEEKEND)
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) How does marketing research contribute to the overall achievement of organizational objectives?
(10 Marks)
b) Using relevant examples, Explain the meaning of a marketing research study framework(5 Marks)
c) Qualitative research design is applied by many marketing researchers because of its suitability in
some circumstances, describe any five important characteristics of qualitative research design
(10 Marks)
d) Using relevant example, describe Ad hoc approaches to statistical determination (5 Marks)
QUESTION TWO
a) You have been appointed a marketing research manager of a leading body care manufacturer in
Kenya, explain five important indicators of decision problems in a marketing situation.(10 Marks)
b) Explain the role of hypothesis in marketing research process. (10 Marks)
QUESTION THREE
a) You are a manager in a leading standardized marketing research company, one of your important
customers has commissioned you to undertake a study on their brand image and insists that sample
2
size must be statistically determined. Using relevant examples, explain three important factors in
determining the size of a sample for a mean. (12 Marks)
b) Explain any four ethical issues that you are expected to observe while conducting a marketing
research. (8 Marks)
QUESTION FOUR
a) A consumer interest group in Kenya are concerned about unethical marketing in Kenya,
consequently, they have engaged your company, a syndicated marketing research company to
conduct a Focused Group Discussion with a selected group of marketers to obtain their views on
their practices, on close scrutiny of the task, you realize that it will require a good duel moderator
because of the likelihood of a heated debate, highlight five key qualities you will be looking for
while recruiting a good duel moderator. (10 Marks)
b) Explain any five situations in a company when a marketing research exercise should not be
justified. (10 Marks)
QUESTION FIVE
a) Explain the qualities a marketing manager should look for while recruiting a moderator for a focus
group discussion at the data collection stage. (10 Marks)
b) Outline the process of designing a questionnaire (10 Marks)

Marketing Research Question Paper

More Question Papers

Popular Exams