Market Research Question Paper

Market Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE

BBA 307: MARKETING RESEARCH

DATE:
Friday 5th December 2008

TIME:
2.00pm-4.00pm

INSTRUCTIONS:
Question One is compulsory. Answer any other Two questions

1.
You are marketing expert in KU and you have been asked to market Parklands Law campus to as many stakeholders as possible. In your response answer the following questions.
i)
What challenges are you likely to encounter as you market this new campus. (10marks)
ii)
Highlight the factors you would consider critical for effective market research. (10marks)
iii)
List your main sources of information and state the kind of information from each source (10marks)

2.
i)
Suppose you are collecting data which is related to the marketing activities of the competitors, how can you ensure that you get sufficient and reliable data. (10marks)
ii)
Explain the challenges you are likely to face if you are using questionnaire as a data collection too. (10marks)

3.
Explain how you can ensure that all your marketing activities are ethically undertaken.
(20marks)

4
Report writing and dissemination of the market research findings is critical for effective marketing in a business. This step is very import yet often ignored.
i)
How can you ensure that your research report is effectively received and effectively used to improve marketing activities in an organization? (10marks)
ii)
Explain the dangers of disseminating the research findings to wrong stakeholders.
(10marks)

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