Market Research Question Paper

Market Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 307: MARKETING RESEARCH

DATE: Wednesday 24th November, 2010 TIME: 11.00 a.m. – 1.00 p.m.
_______________________________________________________________________________

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

Question 1 – 30 marks
Explain the following terms as used in marketing research:
a)
Qualitative research method [6 marks]
b)
Probability methods of sampling [6 marks]
c)
Research objective [6 marks]
d)
Marketing research process [6 marks]
e)
Desk research [6 marks]

Question 2 – 20 marks
a)
Explain five factors that have contributed to the increased need for better information in
Marketing Research. [10 marks]
b)
Explain two advantages and two disadvantages of using secondary data in marketing Research.
[10 marks]

Question 3 – 20 marks
a)
Explain 2 advantages and 2 disadvantages of using Focus Group Discussions as data collection method in marketing research. [10 marks]
b)
In each of the following circumstances, explain sampling methods that you can use as a
researcher:
i)
The population is composed of an equal number of women and men. [5 marks]
ii)
The population is difficult to identify, e.g. prostitutes. [5 marks]

Question 4 – 20 marks
a)
Questionnaires form an important part in the data collection methodology; Explain 4 roles of the questionnaire. [8 marks]
b)
Define the following two terms: structured and semi-structured questions. [6 marks]
c)
Explain the type of data collected using structured and semi structured questionnaires.
[8 marks]

Question 5 – 20 marks
a)
Citing specific examples, explain how the use of information and communication technology (ICT) has affected marketing research practice. [10 marks]
b)
Briefly explain the procedure for data analysis of closed – ended questions. [5 marks]
c)
Briefly explain the procedure for data analysis of open-ended questions. [5 marks]

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