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Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Strathmore University question papers

Exam Year:2008

Strathmore University
FACULTY OF COMMERCE
BACHELOR OF COMMERCE
MKT 3201: MARKETING RESEARCH SUPPLEMENTARY EXAM 2008
INSTRUCTIONS: Answer Question One and any other TWO Questions
QUESTION ONE (COMPULSORY)
a) All kinds of organizations use and need to use marketing research techniques.
Organisations can be grouped into two broad categories-Profit making and Non
profit making. Select an organization of your choice in each category and
formulate a possible marketing research problem for it.
b) Examine the possible applications of marketing research for businesses
c) Differentiate between the terms:
i) Quantitative research and Qualitative research
ii) Quantitative data and Qualitative data
iii) Reliability and Validity
iv) Nominal and Ordinal questions
v) Structured and Unstructured Interviews
QUESTION TWO
a) Explain the four main purposes of a questionnaire
b) One of the requirements of a good questionnaire is that it must have three main
sections. Describe them, with the help of examples
c) You are invited by the committee organizing for a Faculty Seminar to be held in
May to give a presentation on the topic ‘The Wording of Questions in a
Questionnaire’. Discuss the contents of your presentation
QUESTION THREE
You are the Marketing Research Executive of a large fast- moving consumer goods
company located in Nairobi. Your research team is in the process of undertaking a market
research and one of the preliminary requirements is to select the interviewers. Advise the
Research Manager on the important considerations to take in order to select appropriate
interviewers
QUESTION FOUR
Write short notes on two of the following
a) The steps undertaken after the collection of data from the field
b) Importance of sampling and the sampling techniques
c) Common marketing research errors
d) How to buy good Research

Marketing Research Question Paper

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