Critically appraise the international secondary data sources used by marketing organisations and highlight the risks associated with the use of information from these sources.

Critically appraise the international secondary data sources used by marketing organisations and highlight the risks associated with the use of information from these sources.

INTERNATIONAL MARKETING RESEARCH

 

Instructions to candidates:

 

a) Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything during this time)

b) Answer any FIVE questions

c) All questions carry equal marks. Marks for each question are shown in [ ]

 

1. Critically appraise the international secondary data sources used by marketing organisations and highlight the risks associated with the use of information from these sources. [20]

 

2. ‘Effective and timely research is essential in establishing strategies in rapidly changing international environments.’ Comment on this statement and summarise the importance of marketing research. [20]

 

3. Discuss the potential sources of bias that can be associated with the research instrument. [20]

 

4. Explain what you understand by the following terms:

 

a) Open-ended questions

b) Non-verbal stimuli

c) Closed questions [20]

 

5. One of your clients has asked you to explain the following terms associated with the international research process. What information would you include in your explanations?

 

a) Descriptive research

b) Comparative research

c) Theoretical research [20]

 

6. Explain the main advantages and limitations of THREE marketing research techniques that can be used to collect information in international markets. [20]

 

7. Write notes on THREE of the following:

 

a) Sampling error

b) Sampling frame

c) Non-probability sampling

d) Multi-stage sampling [20]

 

8. Compare and contrast THREE qualitative data collection techniques and provide examples to support your recommendations. [20]


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