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Bcom 420: Marketing Research Question Paper

Bcom 420: Marketing Research

Course:Bachelor Of Commerce

Institution: Chuka University question papers

Exam Year:2013

CHUKA

UNIVERSITY

UNIVERSITY EXAMINATIONS
FOURTH YEAR EXAMINATION FOR THE AWARD OF
DEGREE OF BACHELOR OF COMMERCE

BCOM 420: MARKETING RESEARCH

STREAMS: BCOM Y4S1 TIME: 2 HOURS

DAY/DATE: FRIDAY 9/8/2013 2.30 PM – 4.30 PM

INSTRUCTIONS:

• Answer Question ONE and any other TWO Questions
• Do Not write anything on the Question Paper

1. You have been appointed as the coordinator for a research project your firm is undertaking. Describe the following to the participants:

(a) (i) The meaning of probability and non probability samples
(ii) Examples of non probability samples [9 Marks]

(b) The conditions that favour the use of observation approach to research.
[6 Marks]

(c) The role of a moderator in group discussions and the advantages of using group discussion in marketing research. [8 Marks]

(d) Examples of mechanical devices used in marketing research. [6 Marks]

(e) The reasons for a careful problem definition. [5 Marks]

(f) The meaning of physiological measures and the different types of physiological measures available. [6 Marks]

2. Participants in a Marketing Society of Kenya organized seminar are requesting you to explain the following to them,

(a) The key dimensions that the standard test market is the only method able to measure in regard to sales force and trade responses. [8 Marks]

(b) The meaning of independent and dependent variables. [2 Marks]

(c) The criteria they will use to select an interviewing method. [5 Marks]

3. Using your recently acquired marketing research skills, explain to your sales team the following

(a) The types of questions contained in a closed ended questionnaire. [8 Marks]

(b) The determinants of sample size. [2 Marks]

(c) The different types of experimental research design. [5 Marks]

4. Your firm has been retained to undertake a research project for a major manufacturing company in industrial area. Explain the following to the client:

(a) The interrelated sequential steps in problem definition. [7 Marks]

(b) The possible research objectives. [3 Marks]

(c) (i) The main types of experiments
(ii) The advantages and disadvantages of laboratory experiments.
[5 Marks]

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Bcom 420: Marketing Research Question Paper

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