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Marketing Research Question Paper

Marketing Research

Course:Bachelor Of Commerce

Institution: Strathmore University question papers

Exam Year:2009

1
STRATHMORE UNIVERSITY
FACULTY OF COMMERCE
Bachelor of Commerce
END OF SEMESTER EXAMINATION
MKT 3202: MARKETING RESEARCH (EVENING COURSE)
DATE: 28TH APRIL 2009 TIME: 2 HOURS
Instructions:
Candidates should attempt THREE questions only

Question ONE is Compulsory
Answer question one using the attached extract on ‘Coca Cola’ (Compulsory).
QUESTION ONE
Assume that you are a Marketing Manager for Coca Cola Kenya. You wish to conduct a
marketing research to tackle some of the problems the company is facing.
(a) Which external environmental factors are likely to impact your formulation of the problem?
Discuss three. (9 marks)
(b) What is the main research problem that you would be going out to research on? Come up
with an overall research objective and 2 specific objectives. (8 marks)
(c) Using your objectives as a guide, develop a brief proposal to present to the decision makers of the company, clearly indicating your research design, data sources, the sample you would use and data collection methods. Ensure that you back up why you are using any of the above. (13 marks)
TOTAL 30 MARKS

QUESTION TWO
(a) What is the difference between longitudinal and cross-sectional studies? Discuss two
advantages and two disadvantages of longitudinal study. (8 marks)
(b) You are a fourth year student working on the research proposal. You wish to utilize
secondary data as part of your literature review. Discuss four different criteria you would
use to evaluate the secondary data you would use. (8 marks)
(c) Define the term ‘hypothesis’. Come up with a hypothesis that you would use in a study of your choice. (4 marks)
TOTAL 20 MARKS

QUESTION THREE
Assuming that you are conducting a study whereby you need to unearth underlying perceptions
and attitudes that consumers have towards the Tusker brand, one of the beer brands produced by Kenya Breweries. Perform the following tasks:
(a) Explain three ways in which you would use projective methods to get this information.
Ensure that you use relevant examples. (9 marks)
(b) Using an attitudinal scale, come up with a question that measures four different attributes of the brand. (6 marks)
(c) Explain the analysis methods you would use to analyze the data you would collect using the methods above (a) and (b). (5 marks)
TOTAL 20 MARKS

QUESTION FOUR
(a) Discuss the process of sampling, giving relevant examples. (14 marks)
(b) Explain three methods you would use to ensure quality control in the research process.
(6 marks)
TOTAL 20 MARKS

QUESTION FIVE
(a) Marketing research is governed by certain policies that ensure ethical practices in the
process. Using relevant examples, discuss the three areas that a researcher needs to consider in this regard. (12 marks)
(b) Make brief notes on the following: (8 marks)
i) Snowball sampling (2 marks)
ii) Exploratory research (2 marks)
iii) Standard deviation (2 marks)
iv) Structured observation (2 marks)
TOTAL 20 MARKS

Marketing Research Question Paper

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