Marketing Research N6 — Document
June 2019 — N6 — Marketing Research
N6
2019
Nated Business
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1.1Choose a description from COLUMN B that matches a term in COLUMN A. Write only the letter (A \next to the question number (1.1.1
1.1.10\in the ANSWER BOOK. COLUMN A COLUMN B
1.1.10Snowball sampling Judgemental sampling Sampling errors Precision Systematic sampling Sampling frame Simple random sampling Quota sampling
1.2Indicate whether the following statements are TRUE or FALSE. Choose the answer and write only 'T rue or 'F alse
1.210 \the ANSWER BOOK.
1.2.10an artificial way. A nominal scale is a ranking scale. Pay is an example of a sampling frame. Consumer panels are a popular method to collect data from retailers and wholesalers. Experiments in market research are difficult to execute.
1.3The steps in the marketing research process are implemented to effectively identify and solve marketing problems and assist management in decision making
1.3.1Write down the steps of the marketing research process in the correct order. (8\
1.3.2State FIVE environmental factors that should be considered when defining the market research problem. (5\
1.3.3Explain the term hypothesis. (3\
1.3.4Distinguish between TWO types of data that are usually chosen to address the research problem. (5\
1.3.5State FOUR activities that will take place during data preparation and analysis. (4\
1.3.6Briefly explain why the research report and its presentation are such important aspects of the marketing research project. (5\ [50] TOTAL SECTION A: 50 403008650
2.1The focus group is one of the qualitative research methods that can be used by the researcher to collect primary data.
2.1.1Define focus group. (4\
2.1.2State the main purpose of this method. (3\
2.1.3Distinguish between the focus group and the in depth interview. (3\
2.2Describe the different market research activities that take place during the introductory phase of the product life cycle. (10
2.3Explain how the researcher can edit unsatisfactory responses when reviewing the questionnaires during the data preparation process. (9\
2.4
2.5A researcher can research past sales analysis. Give a brief description of the following methods of sales analysis:
2.5.1Market factor derivation
2.5.2Customer analysis (2 3\ (6\
2.6Problem solving research is conducted to arrive at a solution. Name FIVE areas of problem solving research. (5\
3.1
3.2The findings of the results in a survey depend on how well it was measured. Name and b riefly explain SIX objectives of a good measuring scale. (6 2\ (12\
3.3Distinguish between the following methods of observation and giv e relevant examples:
3.3.1Structured and nstructured
3.3.2Natural and ontrived (2 (8\
3.4A questionnaire is a formalised set of questions for obtaining information from respondents.
3.4.1State the EIGHT steps for designing a good questionnaire in the correct order. (8\
3.4.2Discuss Step 3
Q3— Section header —
3.5The methodology of the research report gives an indication of the validity and reliability of the research findings. State EIGHT items that should be included in the methodology. [50]50
Q4— Section header —
4.1The planned national marketing programme is duplicated in the selected test markets and sales are monitored so that an appropriate national marketing strategy can be identified.
4.1.1State the steps in test marketing in the correct order. (8\
4.1.2State FIVE factors influencing the selection of representative test areas. (5\
4.1.3State TWO aspects that will influence the time frame of the test. (2\
4.2
4.3Marketing managers make strategic and tactical decisions in the process of identifying and satisfying customer needs. Discuss the role of mar keting research in the decision making process. (6
4.4Discuss the importance of objectivity when writing the marketing research report. (4 2\ (8\ [50]50
Q5— Section header —
5.1Distinguish, with relevant examples, between the following requirements for the choice of analysis methods:
5.1.1Metric and non metric
5.1.2
5.2Describe the different market research activities that take place during the growth phase of the product life cycle. (5 2\ (10\
5.3Response errors arise when respondents give inaccurate answers or their answers are miss recorded or not correctly analysed. Discuss THREE errors made by researchers and indicate in your discussion how the errors can be minimised.
5.4Explain the following quantitative methods of forecasting:
5.4.1Leading series method
5.4.2
5.5Name and briefly describe the different research designs in marketing research. (9\
5.6State SIX benefits of marketing research. (6\ [50] TOTAL SECTION B: GRAND TOTAL: 20050
Topics Identified
4
Business EnvironmentsForms of OwnershipBusiness FunctionsLeadership
Mark Allocation
Total200 marks
Sections50 + 50 + 50 + 50 + 50 = 250 marks
Paper information
TitleDocument
SubjectMarketing Research
LevelN6
Document typeQuestion paper
Year2019
MonthJune
Pages7
Downloads5
Examination context
Decade2010s
Years ago7y
SeasonWinter (SH)
Start daySaturday
Exam periodJune 2019
Days since exam2,689
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