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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

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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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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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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