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Applied Marketing Research Question Paper

Applied Marketing Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING

EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 412: APPLIED MARKETING RESEARCH
DATE: TUESDAY, 8TH JULY 2008

TIME: 1.00 P.M. – 3.00 P.M.

INSTRUCTIONS: Attempt Question One and any Two other questions.

1.
XYZ Ltd was incorporated eight years ago and deals with Dairy and related
products. For the last four years it has been doing very well registering a sales turnover
of over KSh60 million per year. In the recent past however the sales performance has
declined and the company has been forced to reduce its staff and other operational
activities. According to the General Manager this could be explained by intense
competition, hush operational costs and poor distribution of the products among other
factors.
Required

(i)
Explain the problem facing XYZ Ltd.

(4 marks)
(ii)
Outline the features or characteristics of a good problem statement.
(8 marks)
(iii)
If you were asked to undertake a marketing research for the company,
outline the process you will follow to complete the study.
(18 marks)

2.
(a)
Discuss the main sources of data for marketing research and compare
and contrast primary and secondary data.

(10 marks)
(b)
Discuss the qualities of a good questionnaire tool in marketing research.
(10 marks)

3.
Explain the role and contents of a marketing research proposal.

(20 marks)

2

4.
Write brief notes on each of the following:

(i)
role of Literature Review

(8 marks)

(ii)
essentials of effective interview.

(12 marks)

5.
Discuss the reasons why samples are taken in marketing research.
(6 marks)

6.
Explain the following sampling techniques:
(i)
Systematic sampling

(2 marks)
(ii)
Stratified random sampling

(6 marks)
(iii)
Cluster or area sampling

(6 marks)

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Applied Marketing Research Question Paper

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