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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
7TH APRIL 2009
INSTRUCTIONS: Answer question one and two others


QUESTION ONE (30marks)

a) Identify the 11 steps in the marketing research process

b) Why is defining the problem the most important step in the marketing research process.


QUESTION TWO (20marks)

a) What are the secondary data and how do they differ from primary data

b) Discuss the advantages and disadvantages of secondary data


QUESTION THREE (20marks)

a) Define five of the following terms

1. Sample frame

2. Population

3. Sample unit

4. Probability sampling

5. Cluster sampling

6. Reliability

7. Qualitative

8. Quantitative


QUESTION FOUR (20marks)

a) What role does marketing research play in an organization. Discuss three such roles.

b) Discuss four instruments of data collection and the types of data for each.




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