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BM/APR 2007/MKT537/536

UNIVERSITI TEKNOLOGI MARA

FINAL EXAMINATION

COURSE

MARKETING RESEARCH

COURSE CODE

MKT537/536

EXAMINATION

APRIL 2007

TIME

3 HOURS

INSTRUCTIONS TO CANDIDATES
1.

This question paper consists of six (6) questions.

2.

Answer only four (4) questions in the Answer Booklet. Start each answer on a new page.

3.

Do not bring any material into the examination room unless permission is given by the
invigilator.
Please check to make sure that this examination pack consists of:
i)
ii)
iii)

the Question Paper

an Answer Booklet - provided by the Faculty
a two - page Appendix (Statistical Tables - Standard Normal Distribution and ChiSquare Distribution)

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 5 printed pages
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BM/APR 2007/MKT537/536

QUESTION 1

The goal of marketing research is to provide the following five characteristics: relevant,
accurate, reliable, valid and current information to management in order to facilitate
managerial decisions.
a)

Define and illustrate each of these five (5) characteristics.

(10 marks)

b)

State the definition of marketing research.

(3 marks)

c)

Describe the rationale for the six (6) steps involved in the marketing research
process, based on the marketing research project that you recently undertook.
(12 marks)

QUESTION 2
To understand the background of a marketing research problem, the researcher must
understand the client's firm and industry. In particular, the researcher should analyze the
factors that have an impact on the definition of the marketing research problem.
a)

Determine and briefly explain the seven (7) factors affecting the problem definition
process.
(14 marks)

b)

Distinguish between the marketing research problem and management decision

problem. Illustrate with an example.
(6 marks)

c)

For each of the following symptoms facing marketing decision makers, determine the
possible causes.
i)
ii)
iii)
iv)
v)

Declining market share;

Decline in profits;
Inability to gain channel participation;
Heavy turnover in salesforce; and
Decline in company sales
(5 marks)

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QUESTION 3

A local bank engages you as its marketing research manager. The management has asked
you to assess the demand potential for checking accounts in Ipoh.
a)

Identify the two types of secondary data that you would consider. Determine the kind
of information that you would expect to obtain from each source.
(6 marks)

b)

Determine and briefly explain the six (6) criteria for evaluating secondary data.
(12 marks)

c)

Explain the meaning and purpose of Literature Review.

(7 marks)

QUESTION 4
A car manufacturer wishes to determine whether the type of car purchased is related to the
individual's gender. You have been hired by this company to conduct a research on the
concerns of the management. You took a sample of 300 customers in Shah Alam area and
produced the following output:

Gender of
Purchaser
Male
Female
Total

a)

Sedan
46
29
75

Type of Vehicles Purchased

Station
Compact
Wagon
32
38
57
48
86
89

Total

SUV

140
160
300

24
26
50

Determine the target population and the sample for the above study.
(4 marks)

b)

Develop the theoretical framework and identify the types of data used in this
example.
(5 marks)

c)

Answer the following questions in order for you to conduct the test of hypothesis.
i)

Specify the hypotheses.

(2 marks)

ii)

Select the distribution to be used for the test and justify your selection.
(2 marks)

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BM/APR 2007/MKT537/536

iii)

Determine the rejection and non-rejection areas. Identify the critical value
using 5% level of significance.
(5 marks)

iv)

The value of the test statistics is computed as follows :

Explain what is meant by this value of the test of statistics.

(2 marks)
v)

Determine the decision rule and the conclusion of the study.

(5 marks)

QUESTION 5
ABX is a firm that markets frozen foods and is concerned about the effects of current
consumer trends, the demographic composition of populations, the changing roles of men
and women, the decreasing emphasis on owning status goods, and family income on the
sales of its firm among Johor Bahru residents. You are assigned by your CEO to conduct a
systematic study and to brief him of the possible management and research problems faced
by your company based on the above situation.

a)

State the management problem faced by the company.

(2 mark)

b)

Why are you required to prepare a research proposal before you embark on your
research?
(2 marks)

c)

Discuss the contents of a research proposal.

(21 marks)

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QUESTION 6
An advertising firm has decided to ask 100 customers at each of the three local shopping
malls in Penang if they are willing to take part in a marketing research survey. According to
previous studies, 38% of Malaysians refused to take part in such surveys. The results are
shown below:
Willingness to Participate
in a Marketing Survey
Will participate
Will not participate
Total

Gurney
Drive
56
44
100

Sunshine
Square
49
51
100

Bukit
Jambul
39
61
100

a)

Determine the sample size used in this study. Give three (3) reasons why taking a
sample is preferred to taking a census.
(6 marks)

b)

Explain briefly by showing the appropriate steps, how you would process your
research data once you have completed your fieldwork.
(15 marks)

c)

Explain the meaning of qualitative and quantitative research.

(4 marks)

END OF QUESTION PAPER

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APPENDIX 1

BM/APR 2007/MKT537/536

THE CHI-SQUARE DISTRIBUTION

alpha *=>
0.995
0.99
0.975
0.95<
V
1
0.000
0.000
0.001
0.004
2
0.010
0.020
0.051
0.103
3
0.072
0.115
0.216
0.352
4
0.207
0.297
0.484
0.711
5
0.412
0.831
0.554
1.145
6
0.6.76
0.872
1.237
1.635
7
0.989
1.239
1.690
2.167
8
1.34.4"
2.180
.2.733
1.647
9
1.735
2.088
2.700
3.325
10
2.156
2.558
3.247 ' -3.940
2.603
11
3.053
3.816
4.575
12
3.571
3.074
4.404
5.226
13
3.565
5.009
5.892
4.107
14
4.075
4.660
5.629
6.571
t5
4.601
5.229
7.261
6.262
16
5.142
6.908
5.812
7.962
17
5.697
6.408
8.672
7.564
18
6.265
9.390
7.015
8.231
19
6.844
7.633
8.907 10.^17
20 .7.434
8.260
9.591 10.851
21
8.034
8.897 10.283 11.591
22
9.542 10.982 12.338
8.643
23
9.260 10.196 11.689 13.091
24
9.886 10.856 12.401 13.848
25 10.520 11.524 13.120 14.611
26 11.160 12.198 13.844 15.379
27 11.808 12.878 14.573 18.151
28 12.461 13.565 15.308 16.928
29 13.121 14.256 16.047 17.708
30 13.787 14.953 16.791 18.493
31 14.458 15.655 17.539 19.281
32 15.134 16.362 18.291 20.072
33 15.815 17.073 19.047 20.867
34 16.501 17.789 19.806 21.664
35 17.192 18.509 20.569 22.465
36 17.887 19.233 21.336 23.269
37 18.586 19.960 22.106 24.075
38 19.289 20.691 22.878 24.884
39 19.996 21.42& 23.654 25.695
40 20.707 22.164 24.433 26.509.
50 27.991 29.707 32.357 34.764
60 35.534 37.485 40.482 43.188
70 43.275 45.442 48.758 51.739
80 51.172 53.540 57.153 60,391
90 59.196 61.754 65.647 69.126
100 67.328 70.065 74.222 77.929
150 109.142 112:668 117.985 122.692
200 152.241 156.432 162.728 168.279

0.9
0.016
0.211
0.584
1.064
1.610
2.204
2.833
3.490
4.168
4.865
5.578
6,304
7.041
7.790
8.547
9.312
10.085
10.865
11.651
12.443
13.240
14.041
14.848
15.65916.473
; 17.292
18.11.4
18.939
19.768
20.599
21.434
22.271
23.110
23.952
24.797
25.643
26.492
27.343
28.196
29.051
37.689
46.459
55.329
64.278
73.291
82.358
128.275
174.835

0.1
2.706
4.605
6.251
7.779
9.236
10.645
12.017
13.362
14.684
15.987
17.275
18.549
19.812
21.064
22,307
23.542
24.769
25.989
27.204
28.412
29.615
30.B13
32.007
33.196
34.382
35.563
36.741
37.916
39.087
40.256
41.422
42.585
43,745
44.903
46.059
47.212
48.363
49.513
50.660
51.805
63.167
74.397
85.527
96.578
107.565
118.498
172.581
226.021

0.05
3.841
5.991
7.815
9.488
11.070
12.592
14.067
15.507
16.919
18.307
19.675
21.026
22.362
23.685
24.996
26.296
27.587
28.869
' 30.144
31.410
32.671
33.924
35.172
36.415
37.652
38.885
40.113
41.337
42.557
43.773
44.985
46.194
47.400
48.602
49.802
50.998
52.192
53.384
54.572
55.758
67.505
79.082
90.531
J 01.879
113.145
124.342
179.581
233.994

0.025
5.024
7.378
9.348
11.143
12.832
14.449
16.013
17.535
19.023
20.483
2^1.920
23.337
24.736
26.119
27.488
28.845
30.191
31.526
32.852
34.170
35.479
36.781
38.076
39.364
40.646
41.923
43.195
44.461
45.722
46.979
48.232
49.480
50.725
51.966
53.203
54.437
55.668
56.895
58.120
59.342
71.420
83.298
95.023
106.629
118.136
129.561
185.800
241.058

0.01
6.635
9.210
11,345
13:277
15.086
16.812
18.475
20.090
21.666
23.209
24.725
26.217
27.688
29.141
30.578
32.000
33.409
34.805
36.191
37.566
38.932
40.289
41.638
42.980
44.314
45.642
46.963
48.278
49.588
50.892
52.191
53.486
54.775
56.061
57.342
58.619
59.893
61.162
62.428
63.691
76.154
88.379
100.425
112.329
124/116
135.807
193.207
249.445

0.005
7.879
10.597
12.838
14.860
16.750
18.548
20.278
21.955
23.589
25.188
26.757
28.300
29.819
31.319
32.801
34.267
35.718
37.156
38.582
39.997
41,401
42,796
44.181
45.558
46.928
48.290
49.645
50.994
52.335
53.672
55.002
56.328
57.648
58.964
60.275
61.581
62.883
64.181
65.475
66.766
79.490
91.952
104.215
116.321
128.299
140.170
198.360
.255.264

Source: David W, Sabo.

http://www.math.bcit.ca/faculty/david_sabo/appl6s/math2441/section8/onevariance/chisqta
ble/chisqtable.htm

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APPENDIX 2

BM/APR 2007/MKT537/536

THE STANDARD NORMAL DISTRIBUTION

0.01

m
0.0
0.1
0.2
0,3
0.4

0.6
0,6
0.7
0;.S,
fc.9
1.1
1.2
1.3
X.4
i.B
!.

1.7
1.8
1.9
2.0
2.1
2.2
2.3

2.4
2.B
2,6
2.7
2.9
2,9
3.0

0.92

0.5040 0,508
0,5438 0.5478
0.5832 0,5871
0,5217 0.5255
0.5591 0,528
0.5950 0,S98S
0.7291 0,7324
0.7611 0.7S4S
O.7910 0.7939
0.8185 0.82X2
0.9438 0.94S1
0.8655 0.8G96
0.88S9 0.88$
0.9049 Q,90S
0.920? 0.3222
o.sisa
0.9332 0.9345 0.9357
0.9452 0.9453 0.9474
0.9554 0.95S4 0.9573
0.9641 0.9549 Q.96B6
0.9713 0.9719 0.9725
0,9772 0.9778 9.9783
0.9821 0,983$ 0,9830
0,9861 0.98S4.: 9*9868
!. 9893 0.9M5 3.989S
0.9918 0,9920 0.9922
0.9938 0.9040 0.9941
0.9953 0.9955 0.9955
0.9965 0,9955 0.9967
0,9974 0,9975 0.9975
0.9981 0,9982 0.9982
0.9987 0,9987 0.9987

9,1000
0.5398
0.5793
0.5179
0.5564
O.S91S
0.72S7
0.75SO
0.7881
0.8159
0.8413
0.8543
0.8849
0.9032

0.03

0.04

0.05

0.06.

9,5120
0,5517
0.5910
0.6293
0.6664
0,7019
0,7357
0.7573
0.7957
0.8238
0.8485
O.S708
0.8987
0.9082
9.92IS
0.9370
0.9484
0.9582
0,9664
0.9732
0.9788
0,9834
0.9871
0.9901
0.992B
0.9943
0.9957
0.996S
0,9977
0.9983
0,9988

0.5150
0.5557
0.5M8
0.6331
0.5700
0.7054
0*7389
0.7704
0.79S5
0.8264
0,8508
0.8729
0.8925
0.9099
0.9251
0.9382
0,9495
0,9591
0,9671
0.9738
0.S7W
0.9838
0.9S75
0.M84
0.992?
0.904S
0.995$
0.9S59
0.9977
D.9984

9.51&S
0.5S96
0,5987
0.636S
0,5735
0,788

0,5239
0.S636
0.602G
0.G406
0.6772
0.7123

o, nn

0.7412
0,7734
0,32-Q9
0,1531
0,8749
0.8144
0.9U5

0,Stsg
0.9394
0.9BOB
0.959S

Q.UH
0.9744
0.9798
0.9842
0.9978
0.9906
a.992
0.99SO
0.9970
0.9S7S
0.9994
0,9989

0.07

0,5279
0.5675
0,60S4
0.6443
0,6808
0.71S7
9.7454 0.7485
0.77S4 0.7794
0.80S1 0.8078
0.83IS 0.8340
0,8554 0.9577
0.877O 0.8790
0.89S1 0.8980
0.&131 0.9147
0.&279 0.9292
0.H06 0. Ml
0.&51S 0.9525
0 . WJ0$ 0.S515
O.SS85 0.9593
0.97S0 0.9755
0.9803 0.9808
0.845 0.9860
0 * &881 0.S884
0.990$ O.SSll
0.9931 0.#932
0 . Mfi 0.9949
0.99S1 0.995.2
0.9971 0.9972
0,9975 0.9979
0,998S 0.998E
0,9989 0.9989

0.08

0.OS

0.5319
0,5714
0,5133
0,6480
0.6844
0.7190
O.7S17
0,7823
0.8106
0.8385
0,859$
0,8810
0.8997
O.91S2
O.930S
O.S42f
0.9535
0i52S
0.9699
0*9751
0,9812
0.98S4
O.9S87
0,9913
0.9934
0,9951
0.9953
0,9973
0.99SO
0.9986
0,9990

0.53S9
0,5753
0.6141
0.6517
0,6873
0,7224
0.7S49
0.78S2
0.8133
0.8389
0.8521
O.883J0
O.S01S
0.93.77
0.9319
0.9441
0.9545
0.M33
0.9705
0.9767
0.S817
0.S817
Q. &S9-0
0.9916
0.9916
0.9952

a.nu

0.9974
0.901
0.99M
0,9990

Note: Use 0.4999 for z values above 3.09.

Source: The table is a public domain. It is produced by APL programs written by William
Knight. http://www.math.unb.ca/~knight/utility/NormTble.htm

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