Marketing Research 2015 July Knec Past Paper

THE KENYA NATIONAL EXAMINATIONS COUNCIL
DIPLOMA IN SALES AND MARKETING
MODULE III
BUSINESS EDUCATION SINGLE AND GROUP CERTIFICATE EXAMINATIONS
STAGE III

1. (a) In preparation of marketing research proposal, literature review is very important.
Explain its usefulness to the researcher. (10 marks)
(b) Explain five types of non-probability sampling methods. (10 marks)
2. (a) Majimbo Limited, a marketing research firm, often uses exploratory research design when carrying out its research. Explain the advantages of this design. (10 marks)
(b) Describe five sources of secondary data that may be used by a marketing research student when carrying out a research. (10 marks)
3. (a) Explain six characteristics of a good research hypothesis. (12 marks)
(b) Explain the four scales that are commonly used in the interpretation of marketing research variables. (8 marks)
4. (a) Explain five qualities of a good marketing research problem. (10 marks)
(b) Mr Kamunya, a marketing researcher, has finalized a research report ready for presentation. Explain five components of his report. (10 marks)
5. (a) Describe the steps that aught to be followed by a marketing researcher when collecting data. (12 marks)
(b) Karani intends to use simple random sampling method to select a sample for his marketing research. Explain four limitations of using this method. (8 marks)
6. (a) Fanaka Limited recently employed a marketing research manager. Explain six marketing areas that the manager may research on. (12 marks)
(b) Explain the importance of marketing research when carrying out marketing segmentation. (8 marks)
7. (a) Explain six reasons why organizations find it important to carry out marketing research. (12 marks)
(b) Mail interviews are increasingly used by marketers when conducting research.
Explain four reasons for using this method.

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