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Mktg 410:Marketing Research March 2009 Question Paper

Mktg 410:Marketing Research March 2009

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

KABARAK UNIVERSITY EXAMINATIONS
2008/2009 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 410

INSTRUCTIONS:
- Answer question 1 and any other 2

QUESTION ONE
i) How would you select the response categories for a multiple-choice question on:
a) Weekly consumption of gum (5mks)
b) Preferred television program (5mks)
c) Hours spent studying per week (5mks)
d) Favorite restaurant (5mks)
ii) What issues would you carefully consider in the questionnaire if considering
multinational audience? (5mks)
iii) Briefly explain how you would ascertain the validity and reliability in a research.
(5mks)

QUESTION TWO
Differentiate between the direct data and the corollary data methods of developing market
potential estimates. Which of these would you prefer to use in developing a
market potential for new cars? Use examples to explain you answer. (20mks)

QUESTION THREE
a) Marketing Research can make valuable contribution to the determination of
segments attractiveness. Discuss (15mks)
b) What challenges would you anticipate in research designed to facilitate the
segmentation of a given market? (5mks)

QUESTION FOUR
a) Explain how you would carry out ‘product testing’ exercise to get customers
views. (6mks)
b) What criteria(s) would you suggest for selecting test markets? (14mks)

QUESTION FIVE
a) Discuss the basis for brand research. In your discussion include the challenges
associated with setting objectives for a brand category. (14mks)
b) Give three (3) reasons why pricing research is mandatory for any new product.
(6mks)

Mktg 410:Marketing Research March 2009 Question Paper

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