Marketing Research 2015 November Knec Past Paper

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

1. (a) Explain five benefits that small businesses derive from carrying out marketing research. (10 marks)
(b) Describe five components of the preliminary pages of a research report. (10 marks)
2. (a) Non sampling errors may occur at every stage of planning and execution of the research. Explain six causes of such errors. (12 marks)
(b) Supertech Consultants Limited specialises in carrying out research using the internet. Explain four benefits of using this method. (8 marks)
3. (a) Explain the purpose of literature review when conducting a research. (12 marks)
(b) Mvuli Limited, a dealer in detergents is in the process of segmenting its market.
Explain how marketing research would be helpful in the segmentation process. (8 marks)
4. (a) Mr Matu is a consultant who specialises in marketing research. Explain six factors that he considers when selecting a research problem. (12 marks)
(b) Mr Wekesa is a marketing student and has completed collecting his data. Explain four major steps that he will follow when analysing it. (8 marks)
5. (a) Describe five areas in sales and marketing on which research can be based. (10 marks)
(b) Explain five types of questions that one may use when collecting information for a research report. (10 marks)
6. (a) Describe five qualities of a good research report. (10 marks)
(b) Ms Katua Ahmed is intending to carry out a research and is required to select a sample. Explain five characteristics that the sample should possess for the results to be valid. (10 marks)
7. (a) Ms Mweiya is planning to collect marketing research data using interviews. Explain five guidelines that she should follow to get the desired information. (10 marks)
(b) Mr Oseto is employed as a research assistant. Explain five techniques that he may use to locate and define research problems

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