STRATHMORE UNIVERSITY

BCM 3201: RESEARCH METHODOLOGY

Sample-END OF SEMESTER EXAMINATION

DATE: xxxxxx2021 TIME: 2 HOURS

INSTRUCTIONS: Answer Question One and any other Two Questions

QUESTION ONE (Compulsory) 30 marks

a) Define the term observation and describe the two categories of observation - Behavioral
and Non-behavioral observation. (6 marks)
b) Measurement scales are important constructs a business researcher must understand. Using
relevant examples, discuss the four broad categories of measurement scales. (8 marks)
c) The management of a XYZ Consulting Firm based in Nairobi is interested in assessing
customer satisfaction with their executive training program. Although 600 executives from
both public and private organizations were invited to attend, half of these attended the
program. Management wishes to establish the level of customers’ satisfaction with the
training program and its relevance to the clients’ work environment. As the researcher for
this project, you have decided to use a sample of 40% of the trainees.
i) What type of research is this? Support your answer (3 marks)
ii) Suggest a title to this research project (2 mark)
iii) Propose two research objectives and questions for the study(4 marks)
iv) State the population of this study. Would it be necessary to select a sample? Justify
your answer. (2 marks)
d) Explain and show your working on how you would use the simple random sampling
method to select respondents (5 marks)

QUESTION TWO (20 MARKS)

a) Choosing an appropriate research topic is a common dilemma researchers face. Explain the
key considerations that must be kept in mind in research topic selection. (4 marks)
b) Using relevant examples in each case, elaborate on the differences between the following
research terms
i) Conceptual hypothesis and Research hypothesis (4 marks)
ii) Null hypothesis and Alternate hypothesis (4 marks)
iii) Discontinuous and Continuous Variables (4 marks)
iv) Moderating and Mediating Variables (4 marks)

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QUESTION THREE (20 marks)
a) Questionnaires and interview guides are data collection instruments which are used
depending on the nature of research activity. Explain the characteristics of each of these
instruments. (8 marks)

b) With the help of an example in each case, explain each of the following types of questions
researchers often use in their questionnaires. (12 marks)
i) Dichotomous questions
ii) Multiple choice questions
iii) Likert scale question
iv) Semantic differential scale questions
v) Rating scale questions
vi) Open questions

QUESTION FOUR (20 marks)

a) Just like other professions have ethical requirements, the business research activity too has
ethical requirements. As business researcher, enumerate on the ethical considerations you are
expected to uphold whenever you are engaging in a research activity. (7 marks)

b) Distinguish between the following techniques commonly used in qualitative research studies
(8 marks)
i) Oral History
ii) Cultural interview
iii) Life histories
iv) Critical incident technique
c) Supposing you have just finished your data collection process for your final year research
project, describe the data presentation and analysis techniques you could employ for your
project (5 marks)

QUESTION FIVE (20 marks)

a) You have been invited to make a presentation on the topic ‘Probability sampling’. Discuss
the contents of your presentation. (10 marks)
b) Compare and contrast between Constant-sum scales and Graphic rating scales as used in
business research studies. (10 marks)

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