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Marketing Research Question Paper

Marketing Research

Course:Master Of Business Administration

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF
BUSINESS ADMINISTRATION
BBA 600: MARKETING RESEARCH

DATE: THURSDAY, 4TH DECEMBER 2008 TIME: 2.00 P.M. – 5.00 P.M.

INSTRUCTIONS
Answer question one and any other two questions.
Q1.
Assume that you have been brought on board by Just Go Consult International as research assistant consultant. Your first task is to write a research proposal to Biva Ltd. The company has manufactured a new juice-processing machine for the consumer market. The firm has previously been dealing with industrial markets, which are on decline. The CEO of the company does not know which channels of distribution enable it best will reach the consumers with the new products.
Required
In your first section of research proposal, identify and explain the following;
a)
Symptoms
[5 marks]
b)
Statement of the problem
[10 marks]
c)
Objectives of the study
(i)
General objectives
[5 marks]
(ii)
Specific objectives
[10 marks]

Q2.
You recently heard from your general manager commenting. “marketing research is a waste. It is very expensive and more time consuming”. Write a memo to your boss convincing him that marketing research is indeed indispensable and that he should reconsider his statement. [20 marks]

Q3.
A good marketing research can be thought as that which uses the scientific method. Discuss the tests that are widely used to accept a good research. [20 marks]

Q4.
Marketing research can either be qualitatively or quantitatively based.
Required
(i)
What is the difference between qualitative and quantitative research? [5 marks]
(ii)
Discuss the strengths, weaknesses and marketing implications of quantitational and quantitative research. [15 marks]

Q5.
There are a number of different research design approaches, but unfortunately there is no simple classification system that is totally complete.
Required
(i)
How do you define an appropriate research design for the research study? [5 marks]
(ii)
Discuss that research design is a complex concept that may be viewed from at least seven (7) different perspectives? [15 marks]

Marketing Research Question Paper

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