STRATHMORE UNIVERSITY BUSINESS SCHOOL

BACHELOR OF COMMERCE
END OF SEMESTER EXAMINATION
BCM 3202: RESEARCH METHODOLOGY

DATE: Tuesday, 14th September 2021 Time: [17:00] 2 Hours

Instructions
1. This examination consists of FIVE questions.
2. Answer Question ONE (COMPULSORY) and any other TWO questions.
QUESTION 1 (30 marks)
i. What do you mean by research? (5 Marks)
ii. Explain its significance in modern times. (10Marks)

iii. What are the steps involved in research process? (10 marks). With the aid of a diagram,
describe exhaustibly what the research process involves (5 marks)

QUESTION 2 (20 marks)

i. Define Sampling and explain its importance in research. (10 marks)
ii. Write short notes on snowball sampling and convenient sampling (10 marks)
QUESTION 3 (20 marks)
A retailer of children’s toys wants to learn what customers think of the range of products they
offer in their store. The retailer has decided to carry out a survey of its adult customers on its
mailing list, but they are unsure whether the survey should be conducted in person or sent to
them online.

a. Outline the benefits and limitations of each approach which the retailer is considering for
this research. Illustrate your answer with examples. (10 marks)
b. What steps would be taken once the data is collected in preparation for analysis? (10 marks)

QUESTION 4: (20 marks)

In writing a research proposal, literature review is a very important chapter in any research
project
a) Explain what literature review is (4 marks)
b) The purpose of literature review (8marks)
c) The importance of literature review (8 marks)

QUESTION 5 (20 marks)

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A few new members of BCOM class have recently joined your research methodology class. You
have been asked to run a ‘catch up’ session for them focusing on differences between qualitative
and quantitative research methods.
a) Describe the purpose of each approach, highlighting the key differences 10 marks
b) Illustrate your answer with at least 2 examples (10 marks)

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