Marketing Research 2017 July Knec Past Paper

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

1. (a) Explain six areas that a marketing firm should research on before starting its operations.
(12 marks)
(b) Explain four advantages of using a computer to analyse research data. (8 marks)
2. (a) Explain five circumstances when a marketing researcher may be required to use a large sample. (10 marks)
(b) Describe five steps followed when analysizing marketing research data. (10 marks)
3. (a) Explain five reasons why a firm should carry out marketing research before segmenting a market. (10 marks)
(b) Sura Limited is intending to engage some research assistants to collect marketing research data using interviews. Explain five areas that they should be trained on before commencing on the research. (10 marks)
4. (a) Juma is conducting a research on “Features of an attractive market segment”. Explain five characteristics that he should highlight on in his findings. (10 marks)
(b) Explain five indicators that a marketing firm is facing challenges that can form a basis for research. (10 marks)
5. (a) Explain five reasons why it is necessary to have a work plan when carrying out a marketing research. (10 marks)
(b) Ms. Kuku, a marketing student, is preparing her research report. Describe five parts that may be included in the preliminary pages. (10 marks)
6. (a) Outline five characteristics of online research. (10 marks)
(b) Ms Maina intends to start a business after resigning from her job. Explain five reasons why she should carry out market research before venturing into business. (10 marks)
7.  (a) Explain five ways through which a marketing researcher can reduce non – response rates among respondents. (10 marks)
(b) Describe five types of resources that a marketing researcher should consider before deciding on the design to use when carrying out a research.

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