Professional Documents
Culture Documents
(November 2013)
SECTION A
(60 MARKS)
Question 1
a) Quota sampling
[5]
This is a non-probability sampling where the required number of units with
particular characteristics is specified. This is based on the fact that if known
characteristics of the population are reproduced in the same proportion in the
sample it is representative of that population e.g. age, sex can be used to
select quotas. Researcher selects respondents that comply with the quota
laid down
b) Judgmental/purposive sampling
[5]
Selection of sample considered appropriate for the study e.g. certain
companies in a given sector. Designed to reflect the relative importance of
the company in the sector
-Questionnaires and other instruments can be tested using this method
c) Snowball sampling
[5]
Question 2
Market research: investigation into aspects of the market i.e. size, trends,
competition, legislation, barriers to entry.
[1]
It helps in the audit stage of marketing planning. Its a general view of the
market and is used for decision making. Its concerned with comparative
analysis of markets
[3]
Question 3
(Non-sampling errors)
Non-sampling research errors (Where there are points award full marks for
mentioning one)
a) Sampling frame error: occurs due to the fact that the sampling frame is different
from entire population
[3]
Reduced by combining lists to reinforce the frame
[2]
[5
- Right to be informed of all the information held about them by the organization
[1]
-Right to prevent the processing of their data for the purpose of direct marketing
[1]
-Right to compensation if they can show that they have been caused damage by
any contravention of the Act
[2]
-Right to have any inaccurate data about them removed or corrected
[1]
SECTION B
(40 MARKS)
[1]
b) Background:
[3]
-What has been done; What has not; What is needed; Why and indicate areas of
contribution
Checklist to background
-Justification of the study
-Why research is worthy the effort
-Expressed in the form of the problem which needs solving or something which one
finds exciting and has aroused interest
-Evidence of interest by researcher
4
[10]
Details how question(s) and objective(s) are going to be achieved, what will be
done; how and why. There is need to justify method to be used and be connected to
hypothesis
-Justify research population and why this population or sample
-Way to carry out the research either survey, interviews, or observation etc
-Research design
-Data collection, how, duration, analysis
-Ethical issues
e) Limitations
[2]
f) Time scale
[1]
g) Resources needed
[2]
h) References
[1]
Merits (12 marks for any four of the following i.e.3 marks for each)
-Not dependent on respondents memory. Records exactly what has happened not
what the respondent believes has happen
-Reduced research bias since research is without behavior
-Mechanical recording can reduce recording error
-Does not rely on verbal skills of the respondent
6
iii) Incipient demand: demand that depends on trends. Used by manufacturing firms
of goods that require wealth levels in an economy to be above a certain minimum
level before the volume of demand becomes sufficiently great for the market to
become profitable
[2]
Stage 3
Research: Idea is promising to warrant committing a budget.
Planning : vital in any research. Elements include
-Definition of scope: which geographical or political markets of interest, market
segments and end objective
[2]
-Definition of information needs: balance between information use and cost
[2]
-Evaluate available sources for required information
[2]
-Undertake desk research and evaluate its findings. It should be done before
primary data collection. [2]
-Undertake field research e.g. customer, advertising, product, packaging,
distribution research. [2]
-Knowledge of the culture: This is important so as to appeal to culture of the
intended market
[2]