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Applied Marketing Research Question Paper

Applied Marketing Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 412: APPLIED MARKETING RESEARCH
DATE: Tuesday 29th December, 2009 TIME: 4.30 p.m. – 6.30 p.m.
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INSTRUCTIONS
Answer QUESTION ONE and any other TWO questions.

QUESTION ONE
Charls Travel Agencies operates from the city of Nairobi to offer air travel and Tourism
services. The clientele comprises foreign and domestic tourists for the major tourist sites
in Kenya. The company engages in aggressive marketing to position itself as the leading
travel agency in the region. The performance results recorded in the past one yea indicate
that the marketing performance has been on a declining trend. The CEO is of the opinion
that a market survey is needed to ascertain the effectiveness of its marketing
communication programs. You have been invited as the Research Consultant to guide
this company determine the way forward.
(a) Define the research problem for the company. [5 marks]

(b) Identify the relevant research questions. [5 marks]

(c) Describe the type of data for the research and the respective sources of the data
[5 marks]

(d) Develop the questionnaire suitable to collect this data. [15 marks]

QUESTION TWO
Identify and explain the main procedures for analyzing and reporting field data in
marketing research. [20 marks]

QUESTION THREE
Identify and explain the main research areas in marketing for consumer products.
[20 marks]

QUESTION FOUR
Identify and explain the main challenges faced by Researchers in carrying out field work
activities. [20 marks]

QUESTION FIVE
Discuss the necessary actions a researcher needs to pay attention to in reporting the
research findings. [20 marks]

QUESTION SIX
Discuss the critical areas necessary to effectively manage the research process for
marketing research projects. [20 marks]

Applied Marketing Research Question Paper

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