Marketing Research Question Paper
Marketing Research
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2008
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTIONAL BASED PROGRAM &
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
BBA 600: MARKETING RESEARCH
DATE: Tuesday 8th July 2008_________________ TIME: 2.00pm – 5.00pm
INSTRUCTIONS: Answer all questions.
Q1.
Read the case below and answer the questions following it.
The staff of customer service at Cooperative Bank Efficiency in the banking sector is recognized as a precondition for economic growth and survival. This is more so important today when industry is undergoing major changes due to deregulation and development of technology which have allowed new competitors into a relatively conservative industry. The Cooperative Bank of Kenya was established in 1968 with the principal objective of being a specialist bank for a cooperative movement in the country. Its establishment was intended to give the emerging cooperative movement easier access to credit which was otherwise not forthcoming from the mainstream commercial banks largely due to lack of collateral. There are however certain factors that tend to affect the bank in the area of customer service. According to market intelligence banking survey (2005) these factors include training of staff, lack of enough distribution outlets and technology in form of money links among other factors.
Required
(i)
Define the marketing research problem facing Cooperative Bank. [4 marks]
(ii)
In defining the problem what did you consider as the salient features of a good problem statement. [8 marks]
(iii)
If you were contacted to do the marketing research study in (i) above state three objectives and three possible research questions for the study. [6 marks]
(iv)
Conceptualize the variables in the above situation and represent them in a clearly labeled conceptual framework. [6 marks]
(v)
Explain the importance of research hypothesis in such market studies for firms within the banking industry. [4 marks]
Q2.
(a)
Explain the role of marketing research studies to customer-oriented organizations. [8 marks]
(b)
Marketing research is a process consisting of a series of steps. Discuss these steps. [16 marks]
Q3.
(a)
What is a marketing research design and of what importance is it to marketing research studies. [6 marks]
(b)
Explain the role and components of a marketing research proposal.
Q4.
Write brief notes on each of the following
(a)
Importance of primary and secondary data and their differences. [14 marks]
(b)
The qualities of a good questionnaire for marketing research studies. [10 marks]
Q5.
(a)
Why are samples taken for marketing research studies?
[6 marks]
(b)
Judgment and convenience sampling techniques.
[8 marks]
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