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Mktg 410:Marketing Research December 2010 Question Paper

Mktg 410:Marketing Research December 2010

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY UNIVERSITY EXAMINATIONS
2010/2011 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 410

INSTRUCTIONS:
Attempt question 1 (ONE) and any other 2 (TWO)
1. (a) The one low cost alternative to traditional test marketing is the laboratory test market.
Discuss. (5 marks)
(b) Describe the procedure used to lab test new packaged consumer food product. (10 marks)
(c) Give the limitations of this procedure. (5 marks)
(d) Describe the challenges associated with distribution channels and show how research can
intervene in such challenges. (10 marks)

2. The statement is often made that no firm should rely solely on market potential figures for
allocating resources.
(i) Discuss and (12 marks)
(ii) Give examples of other factors that should be considered when making resource allocation
decisions. (8 marks)

3. (a) Advertising research primarily relates to three critical decisions that have to be made to
develop an advertising program, namely
(i) Setting objectives
(ii) Selecting the message
(iii) Choosing appropriate media vehicles.
Discuss at least two research techniques for each of the items (use examples)
(15 marks)
(b) Discuss the positioning concerns addressed by branding research. (5 marks)

4. (a) What challenges would you anticipate in carrying out market Research with the
Communication systems such as emails? (5 marks)

(b) You are required to carry out a segmentation research for Company A that deals with
Products.
(i) Explain and differentiate the commonly used descriptors. (10 marks)
(ii) Why would you choose some and not the others available ones.
(5 marks)

Mktg 410:Marketing Research December 2010 Question Paper

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