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Applied Marketing Research Question Paper

Applied Marketing Research

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTE OF OPEN LEARNING
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 412: APPLIED MARKETING RESEARCH
DATE: SATURDAY, 5TH FEBRUARY 2011 TIME: 4.30 P.M. - 6.30 P.M.
===========================================================================================
INSTRUCTIONS: Answer Question ONE and any other TWO questions.

Question One:
a) Discuss the various research designs and the suitable situations in which
they apply. (15 marks)

b) Discuss the qualities of a good research proposal. (15 marks)

Question Two:
Discuss the main challenges researchers face in carrying out field work activities. (20 marks)
Question Three
Discuss the nature of the various data collection methods and the corresponding
situations they may be applied. (20 marks)

Question Four
Discuss the main areas of a research project report and the qualities the document
should have. (20 marks)

Question Five
Discuss the various types of measurement scales and the areas in which they
are applied in marketing. (20 marks)

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