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NATIONAL OPEN UNIVERSITY OF NIGERIA
UNIVERSITY VILLAGE, PLOT 91, CASDASTRAL ZONE, NNAMDI AZIKIWE EXPRESS WAY, JABI, ABUJA.
FACULTY OF MANAGEMENT SCIENCES
JANUARY 2021 EXAMINATION
COURSE CODE: MKT 837
COURSE TITLE: MARKETING RESEARCH
CREDIT UNIT: 3
INSTRUCTION: 1. Indicate your Matriculation Number clearly 2. Attempt question one (1) and any other three (3) questions; four questions in all 3. Question one (1) is compulsory and carries 25 marks, while the other questions carry 15 marks each. 4. Present all your points in a coherent and orderly Manner
TIME ALLOWED: 2 Hours
Question 1 A. (a) Explain the term “marketing research.” 2.5 marks
(b) List the logical steps in marketing research process. 5 marks
B. State the systematic procedure which a firm can follow to achieve a well planned and executed marketing research. 10 marks
C. What are the ethical considerations in focus when conducting research in an academic or professional setting? 7.5 marks
Question 2 A. Explain the term “Research design.” 2 marks
B. Differentiate “Exploratory research design” from “Descriptive research design.” 6 marks C. Elaborate on the three categories of “research objectives” as observed in (Bloom et al., 2000). 7 marks
Question 3A. Discuss some of the issues to be considered when designing a questionnaire. 5 marks
B. Discuss the criteria that a company’s management will focus on when evaluating a marketing research from a qualitative perspective. 10 marks
Question 4 A. Explain the purposes served by each of the following supplement documents required to execute the fieldwork activities in marketing research:
Supervisor’s instructions
(ii) screening forms
(iii) rating cards, and
(iv) call record sheets. 8 marks
B. (a) What is “panel market research?” 2 marks
(b) How is panel market research conducted? 5 marks
Question 5 A. (a) State the meaning of the term “information.” 2 marks
(b) Mention at least four examples each of the internal and external sources of information for a firm’s marketing research. 8 marks
B. State the advantages and disadvantages of using secondary data. 5 marks
Question 6 A. How is postal survey conducted? 3 marks
B. Mention the advantages and disadvantages of postal surveys. 12 marks
