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Marketing Research Question Paper

Marketing Research 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009



BBA 307
MARKETING RESEARCH
26TH AUGUST 2009
INSTRUCTIONS: Answer question one and two other questions


QUESTION ONE

Highlight the advantages and disadvantages of using the following data collection tools.

a) Interviews

b) Questionnaires

c) Focus groups (30marks)


QUESTION TWO

Explain the following terms;

a) Qualitative research

b) Quantitative

c) Experimental Research

d) Secondary data (20marks)


QUESTION THREE

Differentiate the following terms and give an example where each can be used;

a) Simple random

b) Cluster sampling

c) Stratified sampling

d) Snow balling techniques (20marks)


QUESTION FOUR

a) Explain the importance of marketing research report. (10marks)

b) Highlight the challenges you are likely to face if you have to give a marketing research report to hostile consumer user. (10marks)




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