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

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

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

CONFIDENTIAL

BM/APR 2009/MKT537/536/562

QUESTION 1 a) Marketing research can be classified into problem-identification research and problem-solving research (Malhotra, 2009). Differentiate these two researches classification and give examples. (10 marks) The marketing research industry consists of suppliers who provide marketing research services. What are the limited service suppliers? Explain. (10 marks) List five guidelines for selecting an external marketing research supplier. (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 they? Explain with one example. (12 marks) Malaysian Research Institute wishes to conduct a survey on university students reading habits in all public universities in Malaysia. As you are one of the researchers at that institute your task is to develop a research proposal for that study. Outline the elements in writing research proposal for the above study. (10 marks)

c)

QUESTION 3 An established Baby milk powder manufacturing company asks you to work with their marketing research team. The management has asked you to assess the demand potential for their baby milk in Selangor area. a) Identify the two types of secondary data you would consider. Determine the kind of information that you would expect to obtain from each source. (6 marks) b) Determine and briefly explain the six (6) criteria for evaluating secondary data. (12 marks) c) Explain the meaning and purposes of literature review. (7 marks) CONFIDENTIAL

Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL

BM/APR 2009/MKT537/536/562

QUESTION 4 Cross tabulation is widely used in commercial marketing research. Below are the two tables of Power shoes users in Malaysia. These tables show two variables have cross-classified, percentages could be computed either column-wise, based on column totals (Table 1), or row totals (Table 2). Table 1 Usage of Power Shoes in Gender Gender Usage Light Users Medium users Heavy users Column total Male 55.2% 23.0% 22.8% 100.0% Female

24.5% 22.9% 52.6%

100.0%

Table 2 Gender by Usage of Power Shoes Gender Usage Light Users Medium users Heavy users Male 71.6% 52.1% 35.3% Female 29.4% 47.9% 64.7% Row Total 100.0% 100.0% 100.0%

a)

Which of these tables is more useful? Give appropriate justification. (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

CONFIDENTIAL

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. The increasing use of Internet by the younger generation in Malaysia provides an emerging prospect for online retailers. A recent study on online shopping in Malaysia are identified that website design, website reliability, customer service and privacy are the four key factors which influence young consumers' intention to shop online. However, race and gender are found to be insignificant in determining its adoption. a) Develop the theoretical framework for that study. (5 marks) b) Briefly explain ten (10) criteria for evaluating survey methods. (20 marks)

END OF QUESTION PAPER

Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL