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CONFIDENTIAL BM APR 2007 MKT537 536
UNIVERSITI TEKNOLOGI MARA
FINAL EXAMINATION
COURSE
COURSE CODE
EXAMINATION
TIME
: MARKE TING RESEARCH
: MKT 537 536
: APR IL 2007
: 3 HOURS
INSTRUCTIONS TO CANDIDATES
1. This question paper consists of six (6) questions.
Answer o nly four (4) questions in the Answer Booklet. S tart each answer on a new page..
3. Do not bring any material into the examination room unless permission is given by theinvigilator.
Please check to ma ke sure that this examination pack consists of:
i) the Question Paperii) an Ans wer Booklet - provided by the Faculty
iii) a two - page Appendix (Statistical Tables - S tandard Normal Distribution and Chi-Square Distribution)
D O N O T T U R N THIS P G E UNTI L Y O U R E TO L D TO D O S O
This examination paper consists of 5 printed pag es Hak Cipta Universiti Teknologi MARA CONFIDENTIAL
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CONFIDENTIAL 2 BM APR 2007 MKT537 536
Q U E S T I O N
The goal of marketing research is to provide the following five characteristics: relevantaccurate reliable valid nd current information to management in order to facilitatemanagerial decisions.
a) Define and illustrate each of these five (5) characteristics.(10 marks)
b) State the definition of marketing research.(3 marks)
c) Describe the rationale for the six (6) steps involved in the marketing researchprocess, based on the marketing research project that you recently undertook.
(12 marks)
QUESTION 2
To understand the background of a marketing research problem, the researcher mustunderstand the client's firm and industry. In p articular, the researcher should analyze thefactors that have an impact on the definition of the marketing research problem.
a) Determine and briefly explain the seven (7) factors affecting the problem definition
process. (14 m arks)
b) Distinguish between the marketing research problem and management decisionproblem. Illustrate with an exam ple.
(6 marks)
c) For each of the following symptoms facing m arketing d ecision makers, determine thepossible ca uses.
i) Declining market sha re;ii) Decline in profits;iii) Inability to gain channe l pa rticipation;iv) Heavy turnover in salesfo rce; andv) Decline in company sales
(5 marks)
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CONFIDENTIAL BM APR 2007 MKT537 536
Q U E S T I O N 3
A local bank engages you as its marketing research manager. The ma nageme nt has askedyou to assess the de ma nd potential for checking accounts in Ipoh.
a) Identify the two types of secondary data that you would consider. Determine the kindof information that you w ould expect to obtain from each sou rce.
(6 marks)
b) Determ ine and briefly expla in the six (6) criteria for evaluating secondary da ta.
(12 marks)
c) Explain the mea ning and purpose of Literature Review.
(7 marks)
QUESTION 4
A car manufacturer wishes to determine whether the type of car purchased is related to theindividual's gender. You have be en hired by this company to conduct a research on theconcerns of the managem ent. You took a sample of 300 customers in Shah Alam area andproduced the following output:
Gender ofPurchaser
MaleFemaleTotal
Type of Vehicles Purchased
Sedan
462 975
Compact
384886
StationWagon
325789
SUV
2 42 650
Total
140160300
a)
b)
c)
Determine the target population and the sample for the above study.(4 marks)
Develop the theoretical framework and identify the types of data used in this
example.(5 marks)
Answe r the following questions in order for you to conduct the test of hypothesis.
i) Specify the hypo theses.
(2 marks)
ii) Select the distribution to be used for the test and justify your selec tion.
(2 marks)
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iii) Determ ine the rejection and non-rejection areas. Identify the critical valueusing 5 level of significance.
(5 marks)
iv) The value of the test s tatistics is computed as follows :
Explain w hat is meant by this value of the test of statistics.(2 marks)
v) Determ ine the decision rule and the conclusion of the study.(5 marks)
QUESTION 5
ABX is a firm that markets frozen foods and is concerned about the effects of currentconsumer trends, the demographic composition of p opulations, the changing roles of menand women, the decreasing emphasis on owning status goods, and family income on thesales of its firm among Johor B ahru residents. You are assigned by your CEO to conduct asystematic study and to brief him of the possible managem ent and research problems facedby your company based on the above situation.
a) State the management problem faced by the company.(2 mark)
b) Why are you required to prepare a research proposal before you em bark on yourresearch?
(2 marks)
c) Discuss the contents of a research proposal.
(21 marks)
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CONFIDENTIAL BM APR 2007 MKT537 536
QUESTION 6
An advertising firm has decided to ask 100 customers at each of the three local shoppingmalls in Penang if they are willing to take part in a marketing research survey. According toprevious studies, 38 of Malaysians refused to take part in such surveys. The results areshown below:
Willingness to Participatein a Marketing SurveyWill participateWill not participateTotal
GurneyDrive
5644100
SunshineSquare
4951
1 00
BukitJambul
39611 00
a)
b)
c)
Determine the sam ple size used in this study. Give three (3) reasons why taking asample is preferred to taking a census.
(6 marks)
Explain briefly by showing the appropriate steps, how you would process yourresearch data once you have completed your fieldwork.
(15 marks)
Explain the mean ing of qualitative and quantitative research.(4 marks)
END OF QUESTION PAPER
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CONFIDENTIAL APPENDIX 1 BM APR 2007 MKT537 536
TH E CHI-SQUARE DISTRIBUTION
V123456789
10111213
14t5161718192 02 1222 3242 5262 728
293031323334353637383940506070
8090
100150200
alpha *= >0.995
0.0000.0100.0720.2070.4120.6.760.9891.34.41.7352.1562.6033.0743.565
4.0754.6015.1425.6976.2656.844
.7.4348.0348.6439.2609.886
10.52011.16011.80812.461
13.12113.78714.45815.13415.81516.50117.19217.88718.58619.28919.99620.70727.99135.53443.275
51.17259.19667.328
109.142152.241
0.990.0000.0200.1150.2970.5540.8721.2391.6472.0882.558
3.0533.5714.107
4.6605.229
5.8126.4087.0157.6338.260
8.8979.542
10.19610.85611.52412.19812.87813.565
14.25614.95315.65516.36217.07317.78918.50919.23319.96020.69121.4222.16429.70737.48545.442
53.54061.75470.065
112:668156.432
0.975
0.0010.0510.2160.4840.8311.2371.6902.1802.7003.2473.8164.4045.009
5.6296.2626.9087.5648.2318.9079.591
10.28310.98211.68912.40113.12013.84414.57315.308
16.04716.79117.53918.29119.04719.80620.56921.33622.10622.87823.65424.43332.35740.48248.758
57.15365.64774.222
117.985162.728
0.95