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Marketing Research Question Paper

Marketing Research 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009



KENY ATT A UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR
OF COMMERCE
BBA 307: MARKETING RESEARCH
DATE: TUESDAY, 7TH APRIL 2009
TIME:
2.00 P.M. - 4.00 P.M.
INSTRUCTIONS:
1.
Answer Question 1 and any other 2 (two) questions.
2.
Each Question to begin on a new sheet of paper.
3.
Write your admission number on every page used.
Question 1: (30 marks)
a)
Identify the 11 steps in the Marketing Research Process.
b)
Why is defining the problem the most important step in the marketing research process.
Question 2: (20 marks)
(i)
What are secondary data and how do they differ from primary data?
~.
(i i)
Discuss the advantages and disadvantages
of secondary data.
Question 3: (20 marks)
Define 5 of the following terms:
(i)
Sample frame
(i i)
Population
(i ii)
Sample unit
(iv)
Probability sampling
(v)
Cluster sampling
(vi)
Reliability
(vii)
Qual itati ve
(viii)
Quantitative
Question 4. (20 nUlrks)
a)
What role does marketing research play in an organization.
Discuss three such roles.
b)
Discuss four instruments of data collection and the types of data for each.
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