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Mktg 410:Marketing Research December 2009 Question Paper

Mktg 410:Marketing Research December 2009

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

KABARAK UNIVERSITY UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 410

INSTRUCTIONS:
1. Answer Question One and any other TWO questions.
2. Read case on corrugated boxes Inc and answer questions that follow.

2. The management will normally undertake research to provide insights into the
success of a product.
(a) (i) What techniques of research are likely to be used? (5 marks)
(ii) What are preliminaries of developing such a desired product. (5 marks)
(b) One low cost alternative to traditional test marketing is the laboratory test market.
(i) Describe the procedure used to lab test a new packed consumer food product.
(5 marks)
(ii) Are there any limitations in this procedure? (5 marks)

3. (i) Describe in your own understanding ‘the scales of measurement’ (5marks)
(ii) You have been appointed to find out the attitudes of Kabu students to “sit in”
exams. This occurred due to many complaints about the stress associated with
the same. The examining board has decided to allow oral exams when the
students are best prepared.
(i) Prepare the likely measurements for such a situation. (10 marks)
(ii) How would you ensure the results are reliable and valid? (5 marks)

4. (a) (i) Differentiate between marketing research and market research. (4 marks)
(ii) Distinguish between market segmentation and targeting. (4 marks)
(b)Discuss the major approaches used to identify and measure differences between
market segments. (12 marks)

5. (a) Define the following;
(i) Skimming price. (2 marks)
(ii) Penetration pricing. (2 marks)
(b) For each pricing method in (a) above show the research techniques that can
generate the information required (16
marks)

Mktg 410:Marketing Research December 2009 Question Paper

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