Marketing Research Question Paper
Marketing Research
Course:Master Of Business Administration
Institution: Kenyatta University question papers
Exam Year:2010
KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
BBA 600: MARKETING RESEARCH
DATE: MONDAY, 22ND NOVEMBER 2010 TIME: 2.00 P.M. - 5.00 P.M.
INSTRUCTIONS: ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS.
1.
Assume that you have been brought on board by Just Go Consult as a research assistant. Your first task is to write a research proposal to Biva Ltd. The company has manufactured a new juice processing machine for the consumer market. The firm has previously been dealing with industrial markets goods which are on decline. The C.E.O. of the company does not know which channels of distribution enable it best will reach the consumers with the new products.
Required:
In your first section of research proposal, identify and explain the following:
a)
Symptoms (5 marks)
b)
Statement of the problem (10 marks)
c)
Objectives of the study
i)
General objectives (5 marks)
ii)
Specific objectives (10 marks)
2.
You recently heard your general manager commenting “marketing research is a waste. It is very expensive and more time consuming.” Write a MEMO to your boss convincing him that marketing research is indeed indispensable and that he should reconsider his statement. (20 marks)
3.
A good marketing research can be thought as that which uses the scientific method. Discuss the tests that are widely used to accept a good research. (20 marks)
4.
Ironically, “Some people do great research and then panic when they have to decide what goes in the report and what doesn’t or they can’t take all the great ideas running around in their heads and express their abstractions in words…” (CS P.595) Specific and briefly explain pre-writing concerns. (20 marks)
5.
Data gathering through the process of personal interviews require that the researcher obtains what is technically referred to as “informed consent”. Explain “informed consent” and specify the distinguished characteristics. (20 marks)
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