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Cms 207 Marketing Research (Day) Question Paper

Cms 207 Marketing Research (Day)

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

1
UNIVERSITY EXAMINATIONS: 2010/2011
SECOND YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CMS 207 MARKETING RESEARCH (DAY)
DATE: DECEMBER2011 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any Other Two Questions
Question One
a) Distinguish between the following pair of concepts as used in marketing research;
i) Characteristics of exploratory and descriptive research design
ii) Theoretical framework and analytical model
iii) Internal validity and external validity of an experiment [12 Marks]
b) A researcher seeks to undertake a study entitled “Analysis of the marketing practices of First
Food Restaurants in Nairobi”. Write down the possible research objectives of this study and
propose a relevant conceptual framework. [8 Marks]
c) Describe the elements of a good marketing research proposal [10 Marks]
2
Question Two
a) Below is a parsimonious model developed by a marketing researcher to guide her study
entitled “Evaluating the determinants of customer satisfaction in the banking industry”.
Describe four sets of variables in this model.
[10 Marks]
b) Data cleaning is a critical step in data analysis. Describe the data cleaning process as applied
in marketing research [10 Marks]
Question Three
Describe the probability sampling techniques used in marketing research. [20 Marks]
Question Four
Questionnaire design takes a series of steps. Using relevant examples, describe these steps
[20 Marks]
Question Five
a) Sampling is a critical procedure in marketing research. Describe the steps that are involved in
developing a sample plan. [10 Marks]
b) A cooking oil manufacture is considering undertaking research to understand the behaviour of
their customers’ overtime. Discuss a descriptive research method that can suit them.( 10Marks)
Reliability
Responsiveness
Empathy
Assurance
Physical evidence
Perceived
Service Quality
Customer Satisfaction
Service Process

Cms 207 Marketing Research (Day) Question Paper

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