Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 307: MARKETING RESEARCH

DATE: Thursday 24th December, 2009 TIME: 2.00 p.m. – 4.00 p.m.

INSTRUCTIONS
1.
There are a total of 4 questions.
2.
Answer question 1 (one) and any other questions.
3.
Each Question to begin on a new sheet of paper.
4.
Write your number on every page used.

Question 1 – (30 marks)
One important classification of Market Research information is between quantitative and
qualitative.
(a)
What is Qualitative and Quantitative research?

[10 marks]
(b)
Give 5 (five) examples of information that can be obtained through quantitative
market research.

[6 marks]
(c)
Give 5 (five) examples of information that can be obtained through qualitative
market research.

[6 marks]
(d)
Explain 2 (two) data collection instruments each for quantitative and qualitative
information.
[8
marks]

Question 2 – (20 marks)
a)
Explain how qualitative data are
analyzed.
[10
marks]
b)
Explain how quantitative data are
analyzed.
[10
marks]
Page 1 of 2
Question 3 – (20 marks)
There are two types of Questionnaires – one is structured and the other one is
unstructured.
a)
State where structured questionnaire can be applied appropriately. [5 marks]
b)
Explain the type of data collected when using structured questionnaire.

[5 marks]
c)
State where unstructured questionnaire can be applied appropriately.

[5 marks]
d)
Explain two methods of data collection when using unstructured questionnaire.

[5 marks]

Question 4 – 20 marks
Explain the following terms:
i)
Probability
and
non-probability
sampling
[4
marks]
ii)
Cluster
sampling
[4
marks]
iii)
Population
[4
marks]
iv)
Stratified sampling

[4 marks]
v)
Data analysis

[4 marks]
……………

Page 2 of 2

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