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Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF BACHELOR OF ARTS
AND BACHELOR OF COMMERCE
BBA 307: MARKETING RESEARCH
DATE: FRIDAY 14TH MARCH 2008
TIME:3.30P.M. -5.30P.M.
________________________________________________________________________

Instructions: Attempt question 1 and any 2.
1. (a) Explain whether marketing research could be considered as pure, applied or
action research. ( 5 mrks).
(b) Discuss the process of marketing research ( 15 mrks).
(c) Outline the role of marketing research in todays customer oriented organization.
(10 mrks).
2. The marketing of Kenya Breweries is concerned about the sales performance of its
field sales representative. He is of the opinion that if their training needs are
addressed and their pay and working conditions improved, the problem will be
addressed.
Required
(i)
What is the main problem facing the company? ( 2 mrks)
(ii)
Develop three possible objectives and three possible hypothesis for a
proposed study ( 12 mrks).
(iii)
In defining the problem what did you consider as the salient features of a
good problem statement in marketing research ( 6 mrks)
(iv)
Explain the types and role of hypothesis in marketing research studies. (
6 mrks).
3. (a) Why is it important to have a proposal before embarking on a marketing
research study? ( 10 mrks).
(b) Explain the components of a marketing research proposal ( 14 mrks).
4. (a) Explain the role of research designs in marketing research studies. ( 10 mrks).
(b) Discuss the role of literature review in marketing research. ( 14 mrks).
5. (a) Compare and contrast secondary and primary data in relation to marketing
research studies. ( 10 mrks).
(b) Discuss the essentials of a good questionnaire in marketing research. ( 14 mrks).

Marketing Research Question Paper

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