AYFM9014 MARKET RESEARCH TECHNIQUES

MIDTERM EXAM: JULY 2016

RAFFLES COLLEGE OF HIGHER EDUCATION SDN BHD
Instruction: This paper consists of THREE Sections. Read the Instruction carefully on each section. Provide your
answers in the given Examination Answer Sheets.

Section A (20 Marks)

Section A section consists of 10 Multiple Choice Questions. Answer ALL questions. Each question carries 2 marks.

1. What is the meaning of Market Research?

A. The system of finding the correct answers to our objectives
B. Market Intelligence
C. The systematic and objective procedure of generating information to aid in making marketing decisions
D. All of the above

2. The role of Market Research

A. Allows the business to make managerial judgment on issues faced
B. Allows answers to business questions to appear
C. Should only be known as aid to managerial judgment and not a substitute for it
D. It is an accurate form of evaluating a business decision

3. In the marketing research process, the stage following the initial contact is:

A. Research proposal

B. Primary research

C. Research brief

D. Collection of data

E. Secondary research

4. Which of the following is not the type of research studies represented?

A. Reporting
B. Explanatory
C. Predictive
D. Samples

5. In the marketing research process, firms often gather and analyse secondary data rather than primary data
because secondary data

A. is more readily available and less expensive to collect than primary data

B. provides more detailed information about consumer preferences than does primary data
AYFM9014 MARKET RESEARCH TECHNIQUES
MIDTERM EXAM: JULY 2016
RAFFLES COLLEGE OF HIGHER EDUCATION SDN BHD
C. is easier to analyse than primary data

D. is limited to internal sources, while primary data includes external sources as well

6. Descriptive research - looking at beliefs, attitudes, preferences and behaviour - is known as:

A. Quantitative research

B. Qualitative research

C. Sampling

D. Secondary research

7. In marketing, research quota sampling is where:

A. The company instructs the market research agency as to the number of people to survey.

B. An exact number of people must be randomly interviewed at an exact time

C. Random individuals are targeted

D. Respondents are placed in groupings such as age, social class and gender

8. Three conditions are necessary to get a true response to a question. The last two are: the respondent must be
able to provide the information and be willing to answer the question. What is the first?

A. Respondents must be interviewed face to face

B. Respondents must understand the question
C. Respondents must understand how marketing research works
D. Respondents must have knowledge of the product being researched
AYFM9014 MARKET RESEARCH TECHNIQUES
MIDTERM EXAM: JULY 2016
RAFFLES COLLEGE OF HIGHER EDUCATION SDN BHD

9. The design of a questionnaire has three broad stages. The first stage is the:
A. Pilot stage
B. Layout stage
C. Planning stage
D. Design stage

10. Which of the following is the disadvantage of experimentation in marketing research?

A. replication is possible
B. laboratory environment is fixed, cannot be changed
C. contamination/biases can be controlled more effectively
D. convenience and cost of experimentation is more superior than others

Section B (30 Marks)

Section B consists of 5Structured Type Questions. Answer ALL Questions. Each Question carries 8 marks.

Question B1
Define:
Research problem
Research questions
Research design.

(6 marks)

Question B2
Distinguish between primary data and secondary data with example.
(6 marks)
Question B3
Define qualitative and quantitative research.

(6 marks)
Question B4
State three (3) different sampling methods and write the advantage and disadvantage of each.
(6 marks)
Question B5
Identify the different statistical techniques that can be used in descriptive statistics.
(6 marks)

Section C (20 Marks)

Section C consists of an Essay/Case Study Type Questions. This Question carries 20 marks.

Question C1
What should go into the written research report proposal? What are the most important parts of proposal?
AYFM9014 MARKET RESEARCH TECHNIQUES
MIDTERM EXAM: JULY 2016
RAFFLES COLLEGE OF HIGHER EDUCATION SDN BHD