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Mktg 410:Marketing Research March 2010 Question Paper

Mktg 410:Marketing Research March 2010

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

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

QUESTION 1

THE FIRST NATIONAL BANK OF CHICAGO*

Advertising themes and copy are often tested with focus group research that explores consumer’s
reactions. Such research can be expensive. In 1987 the First National Bank of Chicago tried a
different approach. It mailed to several hundred of its customers a color storyboard of a 30-
second commercial for its First Equity Credit Line home-equity loan program. Each of these
customers received: (1) a cover letter, (2) a copy of the TV storyboard, and (3) a questionnaire.

a) Evaluate the research methodology as a way to test advertising copy. (10 marks)
b) Compare this methodology with focus group methodology.
(i) How do the two differ and how are they similar in the results they would obtain?
(16 marks)
(ii) In which would you have the more confidence? (4 marks)

QUESTION 2
a) Describe the relationship between “test marketing” and
“a company’s market plan” (4marks)
b) What are the difficulties in conducting a paired test? (10 marks)
c) How can they (b) be minimized? ( 6 marks)

QUESTION 3
a) (i) Mention the three (3) basic activities comprising marketing and sales research.
( 3marks)
(iii) Why is each critical to the development of marketing and to the evaluation of
performance. (12 marks)
b) Discuss the relational behind “ branding Research” ( 5 marks)

QUESTION 4
a) Show how marketing research contributes to firms pricing strategy. ( 10 marks)
b) Explain the relationship between pricing strategies and branding strategy of a firm.
( 5 marks)
c) How would you research for distribution appropriateness? (5 marks)

Mktg 410:Marketing Research March 2010 Question Paper

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