Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTE OF OPEN LEARNING (IOL)
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 307:
MARKETING RESEARCH

DATE: Friday, 4th February, 2011
TIME: 11.00 a.m. – 1.00 p.m.
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INSTRUCTIONS:
1.
There are a total of 4 questions.
2.
Answer question ONE (1) and TWO other questions.
3.
Each question to begin on a new sheet of paper.
4.
Write your admission number on every page used.

Question 1 - 20 marks
a)
Explain each of the following terms used in marketing research?

i)
Focus group

ii)
Depth interviewing

iii)
Observation

iv)
Desk research
b)
State when to use each of the above terms?

Question 2 - 20 marks
a)
What is a sampling frame? Why do we use it in sampling?
b)
What factors must a researcher consider in determining sample size?

Page 1 of 2
Question 3 - 20 marks
a)
Define Marketing Research.
b)
Explain with examples four (4) of the following terms used in a Marketing

Research.

i)
Population

ii)
Quota sampling method

iii)
Desk research

iv)
Problem definition or statement

v)
Coding

Question 4 - 20 marks
a)
Explain the difference between a ‘topic’ and ‘problem’ in Market Research.
b)
Under which conditions would you use self-completion questionnaire’, ‘Face-to-

face interviews’, and ‘Focus groups’.
Page 2 of 2

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