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]

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]

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