Marketing Research N6 — Document
June 2018 — N6 — Marketing Research
N6
2018
Nated Business
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Q1— Section header —
1.1Give ONE term for each of the following descriptions by choosing a term from the list below . Write only the term next to the question number (1.1.1
1.1.10in the ANSWER BOOK. quota sampling; median; editing; cross tabulation; ratio; codebook; sample; census; mean; target population; systematic sampling; parameter; non probability; dependence
1.1.1Involves a complete analysis of the elements of a population
1.1.2Review and screening of questionnaires for the sake of precision and accuracy
1.1.3Contains necessary information about variables in the data as well as coding instructions
1.1.4A sample is chosen by s electing a random starting point and then picking every element in successio n from the sampling frame
1.1.5ampling method which can be seen as a two stage restricted judgemental sampling
1.1.6Statistic obtained by adding all the elements in a set and dividi ng it by the number of elements
1.1.7Measurement scale which can identify and rank o bjects, and compare differences
1.1.8ethod for the choice of analysis method which is appropriate when one or more variable
1.1.9tatistical technique that describes two or more variables simultaneously
1.1.10
1.2Discuss the EIGHT steps of the marketing research process in the correct order. (25\
1.3List FIVE external sources of secondary data. (5\ [50] TOTAL SECTION A: 50 (4030086\50
Q2— Section header —
2.1Give an example of each of the following types of qu estions with possible responses:
2.1.1Dichotomous
2.1.2Open question
2.1.3Likert scale
2.1.4Measure feedback scale
2.1.5
2.2Discuss projective techniques as a valuable method of collecting qualitative data. (10\
2.3List FIVE topics that should be covered in a training workshop for fieldworkers. (5\
2.4
2.5Indicate whether the following statements are TRUE or FALSE. Write only True' or 'F alse' next to the question number (2.5.1
2.5.5\in the ANSWER BOOK.
2.5.1Consumer behaviour such as purchase occasions, can be use d by marketer as a criterion for segmentation.
2.5.2In practice there are three levels of forecasting, namely economic, industrial and company forecasting.
2.5.3The Delphi method of qualitative forecasting allows participants to change thei r minds.
2.5.4Use of the income elasticity coefficient in forecasting is based on the assumption that only income will influence the demand for a product.
2.5.550
Q3— Section header —
3.1Choose the correct term from those given in brackets Write only the term next to the question number (3.1.1
3.1.5\n the ANSWER BOOK.
3.1.1Market research about consumer re actio n and behaviour towards a product takes place in the (introductory/growth\phase of the product life cycle.
3.1.2The impact of decisions made by decision makers becomes the focus for market research during the (mature/declining\phase of the product life cycle.
3.1.3Market research focus es on slow sales and support services during the (growth/mature\hase of the product life cycle.
3.1.4During the growth phase of the product life cycle the main focus of market research will be on (com petition/promotion\
3.1.5
3.2
3.3Several potential error can affect a research design. Give a short description and an example of the errors that can be made by interviewers a nd indicate how each
3.4Test marketing is a controlled experiment done in limited, but carefully selected parts of the marketplace called test markets.
3.4.1List the steps in test marketing. (8\
3.4.2 List FIVE criteria that will be applicable when selecting test market. (5\
3.5The description of what should be included in methodology is very important since it indicates the validity and reliab ility of the research findings. Briefly descri
Q4— Section header —
4.1
4.2In many cases a sample is better than a cen sus Explain under each of the following headings
4.2.1Time
4.2.2Budget
4.2.3Errors
4.2.4Size
4.2.5
4.3Indicate whether the following s tatements are TRUE or FALSE. Write only 'True' or 'F alse' next to the question numb er (4.3.1
4.3.5\in the ANSWER BOOK.
4.3.1MIS is an informal set of procedures that generat es and stores information in a business.
4.3.2One of the goals of DS S is to retrieve and process information fast and effectively.
4.3.3DSS improves decision making by using models and what if analysis.
4.3.4MIS is relevant for solving unstructured problems and provides for user friendly interaction.
4.3
4.4Dis tinguish between metric and non metric as requirements for choice
4.5Observation is a method o f collecting primary data where the observer does not question or communicate with those that are observed Briefly explain each of the following observation methods and give a relevant
4.5.1Disguised observation
4.5.2Contrived obser vation
4.5.3Mechanical observation
4.5.450
Q5— Section header —
5.1Various options are provided as possible answers to the following questions. Choose the correct answer and write only the letter (A D\ next to the qu estion number (5.1.1
5.1.6\n the ANSWER BOOK.
5.1.1Which ONE of the following is a core criterion for a mission statement:
5.1.2The objective of problem solving research:
5.1.3Which ONE of the following is NOT an in ternal source of secondary data:
5.1.4Which O NE of the following is NOT descriptive of panels: Maintained by syndicated firms Provide information over an extended period of time
5.1.5Which ONE of the following observati on methods allows for mechanical information collecti on regarding consumer purchases:
5.1.6Which ONE of the following is NOT an ad vant age of judgemental sampling:
5.2
5.3Describe FIVE important considerations when the rese archer decides on the layout and reproduction of questionnaire. (5\
5.4
5.5Samplin g methods are classified as non probability or probability sampling Name FOUR probability sampling methods and give a short description of each.
5.6Name FOUR types of reports that can be used to express information and ideas in writing (4\ [50] TOTAL SECTION B: 150 GRAND TOTAL: 20050
Topics Identified
4
Business EnvironmentsForms of OwnershipBusiness FunctionsBusiness Plan
Mark Allocation
Total200 marks
Sections50 + 50 + 50 + 50 + 50 = 250 marks
Paper information
TitleDocument
SubjectMarketing Research
LevelN6
Document typeQuestion paper
Year2018
MonthJune
Pages8
Downloads2
Examination context
Decade2010s
Years ago8y
SeasonWinter (SH)
Start dayFriday
Exam periodJune 2018
Days since exam3,053
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