CONFIDENTIAL BM/OCT 2008/MKT537/536/562

UNIVERSITI TEKNOLOGI MARAFINAL EXAMINATION

COURSE

COURSE CODE

EXAMINATION

TIME

: MARKETING RESEARCH

: MKT537/536/562

: OCTOBER 2008

: 3 HOURS

INSTRUCTIONS TO CANDIDATES

1. This question paper consists of six (6) questions.

Answer only four (4) questions in the Answer Booklet. Start each answer on a new page.2.

3.

4.

Do not bring any material into the examination room unless permission is given by theinvigilator.

Please check to make sure that this examination pack consists of:

i) the Question Paperii) an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SOThis examination paper consists of 4 printed pages

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QUESTION 1

a) Briefly describe the main steps in marketing research process.(12 marks)

b) Marketing research begins with a problem. Why it is important to define marketingresearch problem appropriately?

(8 marks)

c) What are the differences between research question and hypothesis?

(5 marks)

QUESTION 2

a) Survey and observation are methods often used in market research. Explain thesemethods and include examples where relevant. Comment on their strengths andweaknesses when used to collect market related data.

(15 marks)

b) What is bias and how can it be reduced while interviewing respondents in theprocess of data collection?

(10 marks)

QUESTION 3

The marketing philosophy emphasizes the measurement of marketing practices oforganisations from the customer vantage. However, many studies to investigate the marketorientation-performance relationship. You would like to understand how the customer-perceived market orientation (i.e. customer orientation, inter-functional coordination, andcompetitor orientation) of the commercial banks in Kuching is related to their performance.Five hundred (500) retail customers were selected for the study.

a) Identify the population and the sample in your study. Explain why the use of sampleshould be more appropriate in this study.

(8 marks)

b) Develop the theoretical framework for this study (with labels on the variables andshort explanation on the model).

(8 marks)

c) What is the most appropriate survey method for this study?(9 marks)

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QUESTION 4

a) Questionnaire design is a skill which is acquired through experience and knowledge.It is an art rather than a science. However, there are useful steps in designing goodquestionnaire. What are they? Give appropriate answers.

(10 marks)

b) Determine three (3) purposes of developing a questionnaire?(5 marks)

c) Provide five (5) guidelines for deciding on question wording.(10 marks)

QUESTION 5

a) Focus groups and in depth interviews are commonly used qualitative techniques inmarketing research. Compare the two methods based on eight (8) criteria.

(16 marks)

b) Write short notes on the following:

i) Null hypothesis and alternative hypothesis.(3 marks)

ii) Acceptance and rejection region.(3 marks)

iii) Type I and Type II error.(3 marks)

QUESTION 6

Expert Market Research has conducted a tourism survey to understand the profile of touristsand identify factors affecting the in-bound tourism demand. You are required to perform theselected tasks on data preparation and analysis.

a) Develop dummy variable coding schemes for the following:

i) Race (Malays, Chinese, Indians and others)(3 marks)

ii) Marital status (never married, now married, divorced, others)(3 marks)

iii) Frequency of international travel, measured as: Do not travel abroad; travelabroad 1 or 3 times a year, travel abroad 4 to 6 times a year, travel abroadmore than 6 times a year.

(3 marks)

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b) The number of tourists ('000) visited for the 10 tourist attractions was:

80 110 0 40 70 80 100 50 80 30

i) Is there evidence that an average of more than 50,000 visitors per touristattraction had visited the various tourist attractions? Use a = 0.05 and (t 0.05,9 = 1.8331).

(5 marks)

ii) What assumption is necessary to perform this test?(3 marks)

c) The present tourism promotion campaigns for boosting the tourism demand will bechanged if less than 30% of the tourists visited Malaysia during the Visit MalaysiaYear Campaign.

i) Formulate the null and alternative hypotheses.(3 marks)

ii) What is the appropriate statistical test? Explain.(5 marks)

END OF QUESTION PAPER

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