Explain the purpose of an internal information system and describe the type of data that can be collected within an organization

Explain the purpose of an internal information system and describe the type of data that can be collected within an organization

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. Explain the purpose of an internal information system and describe the type of data that can be collected within an organization. [20]

 

2. Describe THREE types of questions that can be used in a market research questionnaire and provide examples to support your explanations. [20]

 

3. Critically appraise THREE sampling methods that can be considered by market research organizations seeking to collect information from widely dispersed target markets. [20]

 

4. Explain what you understand by the following terms:

 

a) Continuous research

b) Desk research

c) Omnibus research [20]

 

5. One of your clients has asked you to advise him on the benefits and limitations associated with the following market segmentation approaches. What information would you include in your explanations?

 

a) Social grading or social class

b) Demographic segmentation

c) Geodemographic segmentation [20]

 

6. Distinguish between fully structured interviews, unstructured interviews and depth interviews and summarize the practical benefits and risks associated with EACH option. [20]

 

7. Write notes on THREE of the following:

 

a) Liker scales

b) Group discussions

c) Diary panels

d) Retail audits [20]

 

8. Discuss the information you would expect to receive in the research proposal from the research agency handling your company’s research campaign. [20]


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