CONFIDENTIAL

BM/APR 2009/MKT537/536/562

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

MARKETING RESEARCH MKT537/536/562 APRIL 2009 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. 4. This question paper consists of six (6) questions. Answer only four (4) questions in the Answer Booklet. Start each answer on a new page. Do not bring any material into the examination room unless permission is given by the invigilator. Please check to make sure that this examination pack consists of: i) ii) the Question Paper an Answer Booklet - provided by the Faculty

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This examination paper consists of 4 printed pages
© Hak Cipta Universiti Teknologi MARA CONFIDENTIAL

Differentiate these two researches classification and give examples. (10 marks) List five guidelines for selecting an external marketing research supplier. (7 marks) CONFIDENTIAL © Hak Cipta Universiti Teknologi MARA .CONFIDENTIAL 2 BM/APR 2009/MKT537/536/562 QUESTION 1 a) Marketing research can be classified into problem-identification research and problem-solving research (Malhotra. (12 marks) Malaysian Research Institute wishes to conduct a survey on university students reading habits in all public universities in Malaysia. The management has asked you to assess the demand potential for their baby milk in Selangor area. (12 marks) c) Explain the meaning and purposes of literature review. (10 marks) c) QUESTION 3 An established Baby milk powder manufacturing company asks you to work with their marketing research team. Determine the kind of information that you would expect to obtain from each source. What are they? Explain with one example. (6 marks) b) Determine and briefly explain the six (6) criteria for evaluating secondary data. As you are one of the researchers at that institute your task is to develop a research proposal for that study. (5 marks) b) c) QUESTION 2 a) b) What is a research design? (3 marks) The problem audit involves discussions with the decision maker on some issues. What are the limited service suppliers? Explain. 2009). Outline the elements in writing research proposal for the above study. a) Identify the two types of secondary data you would consider. (10 marks) The marketing research industry consists of suppliers who provide marketing research services.

Table 1 Usage of Power Shoes in Gender Gender Usage Light Users Medium users Heavy users Column total Male 55. (14 marks) b) What is cross-tabulation? Briefly explain why cross tabulation is widely used in marketing research compare to frequency distribution? (6 marks) Describe the chi-square distribution? (5 marks) c) © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL . These tables show two variables have cross-classified.0% a) Which of these tables is more useful? Give appropriate justification.6% 52.0% 100.4% 47. Below are the two tables of Power shoes users in Malaysia.2% 23.7% Row Total 100.3% Female 29.0% 22.0% Table 2 Gender by Usage of Power Shoes Gender Usage Light Users Medium users Heavy users Male 71.CONFIDENTIAL 3 BM/APR 2009/MKT537/536/562 QUESTION 4 Cross tabulation is widely used in commercial marketing research. based on column totals (Table 1).0% Female 24.0% 100. percentages could be computed either column-wise.8% 100.6% 100.1% 35.9% 52.9% 64. or row totals (Table 2).5% 22.

However. A recent study on online shopping in Malaysia are identified that website design. (5 marks) b) Briefly explain ten (10) criteria for evaluating survey methods. The increasing use of Internet by the younger generation in Malaysia provides an emerging prospect for online retailers. customer service and privacy are the four key factors which influence young consumers' intention to shop online. (20 marks) END OF QUESTION PAPER © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL . a) Develop the theoretical framework for that study. website reliability.CONFIDENTIAL 4 BM/APR 2009/MKT537/536/562 QUESTION 5 a) Using appropriate example briefly explains any three of the following scale: i) ii) iii) iv) v) b) Likert scale Semantic differential scale Staple scale Balanced versus unbalanced scales Forced versus non forced scales (15 marks) Briefly explain the relationship between judgmental sampling and quota sampling. (5 marks) c) What are the five (5) qualitative factors should be considered in determining the sample size? (5 marks) QUESTION 6 Young consumers are playing an important role in online shopping. race and gender are found to be insignificant in determining its adoption.

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