Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR
OF COMMERCE

BBA 307:
MARKETING RESEARCH

DATE: Tuesday 24th June, 2008

TIME: 8.00 a.m. – 10.00 a.m.
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INSTRUCTIONS:
1.
Answer 4 (FOUR) questions only.
2.
Question ONE is compulsory
Q.1
(30 marks)
a)
What are secondary data?
b)
Explain the uses of secondary data by researchers?
c)
Describe four (4) external sources of secondary data in Marketing
Research.
d)
Describe four (4) internal sources of secondary data in Marketing
Research.

Q.2
(20 marks)

In Marketing Research, information can be classified as Quantitative or
Qualitative.
a)
Define Quantitative and Qualitative research with reference to Marketing
Research.

b)
Identify three (3) areas within Marketing Research where Qualitative
Methods would be applicable.

c)
Identify at least three (3) areas within Marketing Research which
Quantitative methods would be applicable.

Q.3
(20 marks)

There are three parties involved in a Marketing Research Project.
a)
Describe each of the three parties in Marketing Research Project
b)
Define Ethics in Marketing Research
c)
Show how each of the three parties are affected by ethnical issues in
Marketing Research.

Q.4
(20 marks)
a)
What is population as used in Marketing Research?
b)
Distinguish between a Census and a Sample?
c)
Explain when a Census and a Sample are appropriate in Marketing
Research?
d)
Explain probability and non-probability sampling procedures.

Q.5
(20 marks)
a)
Explain the procedures for the data analysis of closed – ended questions.
b)
Explain the procedures for the data analysis for open – ended questions.

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