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Hbc2110:Marketing Research Question Paper

Hbc2110:Marketing Research

Course:Bachelor Of Commerce

Institution: Meru University Of Science And Technology question papers

Exam Year:2012

QUESTION ONE – 30 MARKS
Using your recently acquired marketing research expertise introduce members of a consultancy firm to marketing research as follows:
a. Explain the characteristics of a good marketing research. (10 Marks) b. The major types of marketing research that can be undertaken to solve specific problems. (10 Marks) c. The meaning and importance of marketing research. (10 Marks)
QUESTION TWO – 20 MARKS
a. Discuss the factors that have stimulated interested in studying marketing research today. (10 Marks) b. Explain the term marketing intelligence. (2 Marks) c. What are the major sources of marketing intelligence available to a firm in Kenya? (8 Marks)
QUESTION THREE – 20 MARKS
Discuss the marketing research process. (20 Marks)
QUESTION FOUR – 20 MARKS
a. Explain the advantages of using personal interviews in data collection. (5 Marks) b. Explain the types of errors in survey research. (5 Marks) c. Explain the steps in the questionnaire construction. (10 Marks)
2
QUESTION FIVE – 20 MARKS
a. Explain the following terms as applied in marketing research: (10 Marks)
i. Research design ii. Situational analysis iii. Exploratory research iv. Focus groups v. Validity
b. Explain the limitations of secondary data in decision making. (10 Marks)

Hbc2110:Marketing Research Question Paper

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