Marketing Research 2014 July Knec Past Paper

1. (a) Explain six parts of a marketing research proposal. (12 marks)
(b) Ms Ajuma is a marketing assistant at Alpha Limited. She has been asked to carry out a research on new product development. Explain four types of questions that she may include in the research instruments. (8 marks)
(a) Describe six types of research based on methods used. (12 marks)
(b) Explain four factors that should be considered when collecting marketing research data. (8 marks)
3. (a) Explain the importance of reviewing literature when carrying out marketing research. (12 marks)
(b) Explain lour advantages of using e-mail in collecting marketing research data. (8 marks)
4. (a) Describe five sources of secondary data that may be used for marketing research. (10 marks)
(b) Explain five characteristics of a research hypothesis. (10 marks)
5, (a) Explain the importance of ethics in marketing research. (8 marks)
(b) Describe six components of a research report. (12 marks)
6. (a) Data analysis is a vital stage when carrying out a research.
Outline the six steps that should be followed when analyzing data. (12 marks)
(b) Interviewing is a common method of data collection when carrying out a research.
Explain four guidelines that a researcher should follow when collecting data through interviews. (8 marks)
7. (a) Explain the role of marketing research to a firm. (10 marks)
(b) Described five ways in which researchers identify marketing research problems

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