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Cmk 323: Marketing Research Question Paper

Cmk 323: Marketing Research

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2014 TRIMESTER
FACULTY OF COMMERCE
REGULAR PROGRAMME
CMK 323: MARKETING RESEARCH
Duration 2 hrs
Instructions: Answer Questions ONE and any other TWO questions.
Q1.
a) Compare and contrast the use of descriptive and exploratory research designs. (10 marks)
b) Why should a marketer endevour to collect primary data instead of using secondary data. (10 marks)
c) Discuss the various tools used for data interpretation and presentation. (10 marks)
Q2. Explain the advantages and disadvantages of various data collection tools used by researchers. (20 marks)
Q3.
a) Explain the importance of sampling (10 marks)
b) Describe the sampling process and importance of every stage. (10 marks)
Q4. Give short explanations of the following:
a) Nominal scale
b) Interval scale
c) Ratio scale
d) Likkert scale (20 marks)
*END*

Cmk 323: Marketing Research Question Paper

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