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Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Strathmore University question papers

Exam Year:2007

STRATHMORE UNIVERSITY
FACULTY OF COMMERCE
Bachelor of Commerce
SUPPLEMENTARY/SPECIAL EXAMINATION
MKT 3202:MARKETING RESEARCH
DATE: 20th June 2007 TIME: 2 Hours
INSTRUCTIONS
a) ANSWER QUESTION ONE AND ANY OTHER TWO QUESTIONS
b) QUESTION ONE IS COMPULSORY AND CARRIES 30 MARKS
c) ALL OTHER QUESTIONS CARRY EQUAL MARKS

Question One (30 marks)
A leading Fragrance manufacturer from the UK wants to launch their fragrance range of products
in the Kenyan market. They are aware that competition in the Kenyan market is stiff. Their
impressive success in other markets is associated with their aggressive market research. They have
recruited you as a marketing research consultant to spearhead research activities in Kenya before
making a decision to enter the market.
Required
a) Explain Five reasons to justify conducting the research before making a decision to launch the fragrances.(10 marks)
b) State a suitable problem statement that would enable the achievement of the objectives. (5 marks)
c) Describe five challenges they would expect to face on entering the market (10 marks)
d) State five suitable research objectives that would be suitable for this case ( 5 marks)
QUESTION TWO
a) An organization calls you and requests that you carry out research for them to determine
why there has been persistent decline in the demand for their body care products. Explain
the importance of carrying out this research (10 Marks)
b) The quality of the research report is crucial for making marketing decisions. Explain why
the quality of a marketing research report is important? (10 marks)

QUESTION THREE
An information system is a system that enables marketing managers to get the right information to
the right people at the right time.
a) Highlight five sources from which marketing researchers get their information (5 marks)
b) Describe five characteristics of a good information system (10 marks)
c) How can marketing researchers improve the quality of the market intelligence they gather
(5 marks)

QUESTION FOUR
a) Explain why market researchers prefer to use samples to collect data rather than the entire
population. (10 marks)
b) Describe Five Characteristics of a good sample ( 10 Marks)

QUESTION FIVE
Discuss the characteristics of a good marketing research report (20 marks)

Marketing Research Question Paper

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