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INSTRUCTIONS TO CANDIDATES
1
You will be allowed 10 minutes to go through the paper before the start of the
examination, you may write on this paper but not in the answer book.
SECTION A
(60 MARKS)
QUESTION 2
Postal surveys take too long and response rates are typically low. It is therefore
assumed that this is not a good approach.
(a)
(b)
QUESTION 3
You work for a bank that is about to undertake a program of marketing research and
has recently recruited four new people who will be part of the research project. Write
brief notes to help the new recruits understand the difference between:
(a)
(5 marks)
(b)
(5 marks)
(c)
(5 marks)
(Total 15 marks)
QUESTION 4
Your Marketing Manager is debating whether he has to bring all the banks marketing
research activity in house or continue to use marketing research agencies.
Required:
Prepare notes for your Marketing Manager outlining the five advantages and five
disadvantages of bringing all marketing research activities in house.
(15 marks)
(Total 15 marks)
SECTION B
(40 MARKS)
(b)
(4 marks)
(16 marks)
(Total 20 marks)
QUESTION 6
Write short notes on each of the following sampling techniques.
(a)
( 5 marks )
(b)
Stratified sampling.
( 5 marks )
(c)
Multi-stage sampling.
( 5 marks )
(d)
Quota sampling.
( 5 marks )
(Total 20 marks)
QUESTION 7
Your bank is to conduct all marketing research activities internally because it believes
that outsourcing the activities is too risky. Previously the bank has used market
research agencies to carry out ad hoc marketing research as and when it was
needed.
Required:
Draw up a list of tasks that will have to be undertaken by the new marketing research
department.
(20
marks)
(Total 20 marks)
QUESTION 8
You are a Marketing Executive for a relatively new bank on the market which is
considering introducing a new product aimed at college students and they want to
know how the product will be received.
You have been asked to prepare a report to the Sales and Marketing Manager
outlining the steps you would need to undertake and any specific marketing research
techniques you would employ to assess how the product would be received.
(20 marks)
(Total 20 marks)