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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]